Sears is giving its Craftsman brand a 360-degree spin from racetrack to store, with a mobile-marketing tour, gift card giveaways and a multi-track loyalty club.
This year, Craftsman has revved up its on-track presence as title sponsor of NASCAR’s Craftsman Truck Series, a season of 25 races between trucks, rather than NASCAR’s flagship stock cars. Sears re-upped its 12-year-old sponsorship last year with a commitment as title sponsor through 2010.
“NASCAR has a 10-month season, one of longest for U.S. sports. That’s a year-round opportunity to build relationships,” said Scott Howard, manager of sponsorship and sales promotion for Sears Holdings Corp.
Sears’ agency, Chicago-based Wunderman helped negotiate the contract and urged Sears to spiff up its activation.
“We said, ‘If you’re going to re-invest in this sponsorship, you need to improve how you engage consumers at the track, at home, and in-store,’ “ said Wunderman Account Director Drew Russell.
The new Craftsman “Official Tools of NASCAR” Experience tours the full season of 25 races (16 of them held in tandem with NASCAR’s Nextel Cup Series or Busch Series stock-car races) in two tractor-trailers. A pit-crew pro demonstrates Craftsman mechanics’ tools on a stage outfitted with a cut-away racing truck; fans compete against each other on tire change, spark-plug change and wedge adjustment challenges. A full-motion racing simulator lets fans “drive” the track they’re visiting; a photo station snaps fans posing in a cut-away truck against a racetrack backdrop. A second stage hosts drivers’ autograph sessions (usually two drivers per weekend), and displays the racing series’ Championship trophy. A “Craftsman Ultimate Garage” exhibit showcases Craftsman products beyond auto-mechanic tools.
The Experience hosts an average of 500 people per hour, about 12,000 to 15,000 visitors each weekend throughout the Feb. 17-Nov. 17 race season.
Fans who register when they enter the Experience get a $5 gift card to redeem at their local Sears store within 30 days. Sears distributes 3,000 to 5,000 gift cards each race weekend, Howard said.
Sears analyzes a few key details as it tracks redemption: The retailer looks at basket size and studies which department fans shop with their cards. Most redeem their cards in the tool department. “They’re definitely buying Craftsman,” Howard said.
Sears puts a 30-day limit on cards so it can track sales immediately after race events. Cards carry Craftsman NASCAR branding rather than generic Sears branding. “We wanted it to have a connection to the race, and leverage fans’ affinity for the sport,” Russell said.
Last year, Sears gave away gift cards at random during NASCAR on-track events. Asking fans to register boosts redemption (because the cards seem more valuable), and gives Sears a foothold to follow up after racing season. “We want to start building relationships away from the track,” Russell said.
One vehicle for that is an expanded version of the long-running loyalty program, Craftsman Club. This year, Sears has begun segmenting members into three tracks: Auto mechanics, woodworkers, and general do-it-yourselfers. Monthly mailings tailor content to each interest group.
Sears puts up NASCAR-themed P-O-P in local tool departments about three weeks before a race to drive shoppers to its on-track exhibit—then closes the loop when gift cards send race fans back in-store.
Next year, the Experience will tour the NASCAR Craftsman Truck Series’ 25 races and visit vendor events, military bases, and an international builders’ show, “big places where Craftsman should be highlighted and we want to emphasize our NASCAR relationship,” Howard said.
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