The Rolex 24: Convert your participation to sales

Rolex 24Every January, the greatest drivers in the world flock to Daytona International Speedway (DIS) to participate in the first major motorsports event of the year in the United States, the Rolex 24.

Winning the Rolex 24 can be compared to other great accomplishments in motorsports like winning the 24 Hours of Le Mans, the Indianapolis 500 or the Monaco Grand Prix.  As a result, the Rolex 24 usually attracts a variety of drivers from various racing backgrounds. The field is an impressive mix of past and present Formula 1 (F1), IndyCar, NASCAR, World Endurance Championship (WEC) drivers and everything in between.

Not only are drivers out to nab the infamous Rolex timepiece that comes with winning the Rolex 24, but Original Equipment Manufacturers (OEMs) invest millions of dollars in the development of machines that their pilots will race to the checkered flag. OEMs like Acura, Audi, BMW, Cadillac, Porsche, Mercedes, Lamborghini and Ferrari (to name a few) all have at least one entrant in the Rolex 24. 

So, what do you get out of participating? Well, showcasing the on-track performance and reliability of your brand during a 24-hour, non-stop motorsports event is one benefit, but how can you leverage this event to affect sales? 

Product Display

Investing in a product display is one way you can get your product in front of racing enthusiasts and performance motivated buyers during this annual event. While walking through the Midway at DIS, you will find displays of all shapes and sizes, but they all have one common goal and that’s getting the consumer to interact with their brand at some level.

You don’t have to spend a fortune to make an impact on the consumer, if you consider your audience and demographic. One trim level of your most awesome model could result in a trip to the dealership. Also, you want to create an opportunity that allows the consumer to engage with your brand and spend some quality time in the display. This can be accomplished by implementing an experience like a racing simulator that will connect your brand to the on-track activity.

For each consumer that comes through your display, you want to make sure you’re collecting their personal information for your Customer Relationship Management (CRM) database. Basic information like name, email and zip code will allow you to track each consumer as they move through your purchase funnel of brand awareness to product consumption from in-dealership sales.

Ride and Drive

DIS is an enormous facility supplying an almost endless amount of acreage to showcase your product in unique ways like a consumer ride and drive program. Ride and drives allow guests to interact with your brand on a personal level. Consumers get to touch, feel and drive your product without the hassle of visiting a dealership.

While you’re typically restrained to the rules and regulations of the road during a normal test drive, a ride and drive program at the Rolex 24 allows you to open up your experiential playbook and put consumers in different scenarios to enhance your brand’s image. The consumer also receives a one-on-one educational experience about the products features and capabilities.

This type of program can be a great way to place qualified leads in your product, while using your motorsports programs as the eye candy. Leverage your stable of drivers as guest instructors to create a more exclusive experience for your potential customers that they will never forget.

Car Corral

A program making an aggressive comeback at the Rolex 24 is OEM-sponsored car corrals. During a car corral, owners of a specific vehicle from around the country assemble together by the hundreds to showcase their personal vehicle and be in awe of others.

This program gives you the opportunity to show appreciation to loyal consumers, while creating opportunities to up-sell by featuring new products within the corral. Bringing loyal customers together with potential customers, is a great way to increase your brand awareness and enhance your brand image. I think you’ll agree that most people don’t want to be “sold” while spending their time at the race track. What better way to do this indirectly than to have race fans just like everyone else, selling your brand for you?

When it comes to activating at the Rolex 24, you don’t have to spend a fortune to make an impact, as long as you keep your audience and demographic in mind. This list is just a few ways you can leverage your motorsports participation to impact sales, the opportunities are almost endless.

If you’re planning on attending the Rolex 24 and would like to chat, feel free to reach out to me directly at

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