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 Post subject: Cessna wins at Talladega
PostPosted: 20 Oct 2013, 17:44 
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 Post subject: Re: Cessna wins at Talladega
PostPosted: 20 Oct 2013, 18:20 
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Jamie!

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 Post subject: Re: Cessna wins at Talladega
PostPosted: 20 Oct 2013, 22:00 
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Congrats to Jamie Mac! Now if we could get Beechcraft on a NASCAR!!!

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 Post subject: Re: Cessna wins at Talladega
PostPosted: 21 Oct 2013, 00:46 
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Congrats to Jamie Mac! Now if we could get Beechcraft on a NASCAR!!!


Seriously wonder who is their target audience? Pretty expensive endeavor. Hard to imagine the typical NASCAR fan being Cessna customers. Can't believe Corp Execs in charge of aircraft acquisitions are influenced by NASCAR sponsorship.

Consumers product companies as sponsors I get. But I am just a lowly Cessna driver so what to I know! Although I did stay at a Holiday Inn Express last night. Really I did.

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 Post subject: Re: Cessna wins at Talladega
PostPosted: 21 Oct 2013, 11:17 
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NASCAR is full of bizjet owners -- drivers, teams, sponsors, and yes, even some fans. Go out to the airport during a NASCAR race and it will be packed with turbine equipment.

http://www.jetjit.com/


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 Post subject: Re: Cessna wins at Talladega
PostPosted: 21 Oct 2013, 11:24 
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NASCAR is full of bizjet owners -- drivers, teams, sponsors, and yes, even some fans. Go out to the airport during a NASCAR race and it will be packed with turbine equipment.

http://www.jetjit.com/


I get that. I would venture to say not one of them bought or would buy a Cessna product based on a car sponsorship.

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 Post subject: Re: Cessna wins at Talladega
PostPosted: 21 Oct 2013, 11:46 
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I'd say if I were a Nascar fan... And I was looking to buy a jet. The Ability to Negotiate pit passes to hang with the Cessna Team as part of my purchase might sway me to buy a Cessna over something else.
They do make good planes, especially the Jet A burners.
Just one of the intangibles... I mean Phenom wont get in you to see a race from the the side lines.

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 Post subject: Re: Cessna wins at Talladega
PostPosted: 21 Oct 2013, 11:51 
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I'd say if I were a Nascar fan... And I was looking to buy a jet. The Ability to Negotiate pit passes to hang with the Cessna Team as part of my purchase might sway me to buy a Cessna over something else.
They do make good planes, especially the Jet A burners.
Just one of the intangibles... I mean Phenom wont get in you to see a race from the the side lines.



There you go! My bad. Oh wait what if I wanted to see a soccer match or an F-1 race. Phenom rules there I bet!

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 Post subject: Re: Cessna wins at Talladega
PostPosted: 21 Oct 2013, 18:15 
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Shotgun versus rifle shot marketing.
In the demographics of GA and biz jets, it's the latter, duh! Have you looked at the number of planes sold. So, say 200 people out of the 60000 at the race are "in to planes"
This means you "wasted" your marketing spend on 59980 people.
Some high up exec at Cessna must like NASCAR.
It doesn't pencil any other way.

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 Post subject: Re: Cessna wins at Talladega
PostPosted: 21 Oct 2013, 18:32 
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Username Protected wrote:
NASCAR is full of bizjet owners -- drivers, teams, sponsors, and yes, even some fans. Go out to the airport during a NASCAR race and it will be packed with turbine equipment.

http://www.jetjit.com/


I get that. I would venture to say not one of them bought or would buy a Cessna product based on a car sponsorship.


I think you'd be AMAZED at what kind of conversations actually happen down in the garage. . .

At the Vegas race 2 years ago, I overheard Roger Penske speaking with Jack Rausch about Jack's desire to get into something bigger. It's just incredible some of the things that happen on the track.

Cessna is KEENLY aware of who they are marketing when they slap their logo on the NASCAR hood. . . and it ain't the fans in the stands. . .

Ever see how much the boxes at LVMS go for a weekend of racing?
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 Post subject: Re: Cessna wins at Talladega
PostPosted: 21 Oct 2013, 18:35 
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Username Protected wrote:
Shotgun versus rifle shot marketing.
In the demographics of GA and biz jets, it's the latter, duh! Have you looked at the number of planes sold. So, say 200 people out of the 60000 at the race are "in to planes"
This means you "wasted" your marketing spend on 59980 people.
Some high up exec at Cessna must like NASCAR.
It doesn't pencil any other way.


I disagree. . they could care less about who's in the stands. The millionaires don't sit up there.

But, the sheer number of those that can afford a jet during race weekend boggles the mind (mine at least).

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 Post subject: Re: Cessna wins at Talladega
PostPosted: 21 Oct 2013, 19:09 
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Chatted with some Cessna folks today at NBAA. 3 year deal with Chip Gnassi racing. Indy and NASCAR. Big bucks to do this. $10m plus per year.

Seems like the CEO loves racing. None of them could articulate the financial rational.

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 Post subject: Re: Cessna wins at Talladega
PostPosted: 22 Oct 2013, 20:28 
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Further discussions suggest Cessna traded the use of a Citation X for the sponsorship in lieu of cash.

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 Post subject: Re: Cessna wins at Talladega
PostPosted: 22 Oct 2013, 22:15 
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Indy Beech is gone, but back when they were a company shop, they had a huge party for the 500, 400 and F1. I knew a parts manager there. He assured me that parts sales more than made up for the expense of their sponsorship at the Indianapolis Motor Speedway and the party at the airport. (Small bucks compared to having a car on the circuit, to be sure.) He also told me that each race was good for several Bonanza, Baron and King Air sales leads. But, mostly it was the value of the parts and service business that flowed in every year.

Of the 400,000 people who show up for a 500 mile race every year, how many can spell Beechcraft? Maybe 400. Those are the target market, not the 399,600 who don't know a King Air from a Boeing. I suspect that is the market Cessna is aiming for.


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 Post subject: Re: Cessna wins at Talladega
PostPosted: 23 Oct 2013, 06:01 
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Last time I worked for a company that sponsored a panel, yes a quarter panel, on a NASCAR, it was over 1.5 mil for the season, and that is OVER 10 years ago. NOT present company I work for, two of us control the marketing spend and we know better.
An entire car has to be well over $10 mil for the season by now.
I don't buy he parts thing.
You buy aircraft parts when you need them, not just because you saw an advertisement somewhere. Maybe you bring it forward, like buying a case of oil, because it's a good deal and you're out of state and you're there so no tax or shippings, but that's about it.....
Did that in TN... $5.22/qt ;)

I don't really have a dog in this fight.
It's just that I've been there done that and control fairly seizable marketing spend for a large company.

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