Michael Holigan: 'NASCAR Is the Best Way to Build Brand Awareness'
DALLAS (Jan. 6, 2000) - President Michael Holigan believes the newest tool in the companies' marketing arsenal-sponsoring the No. 25 Michael Holigan Chevrolet NASCAR Winston Cup entry driven by Jerry Nadeau-will be its most effective. "Being involved as a sponsor in NASCAR is the best way to build brand awareness and more importantly, brand loyalty," Holigan said of his companies' foray into the motor sports arena. "This is important to the building contractors we work with and for consumer traffic to our web site." Holigan brings a new category of sponsor to NASCAR racing and feels there will be more in the coming years. "I believe there will be a huge increase in the number of non-traditional sponsors as NASCAR continues to grow," he said. "Packaged goods still will use NASCAR as a platform to distinguish themselves from other similar products. But new business is where most of the growth will come, especially the dot-com business where you have thousands of start-ups that need to build brand awareness and brand loyalty. "Most dot-com companies are wasting tens of millions of dollars on television and in print where they build only temporary awareness and zero brand loyalty," Holigan continued. "A number of these businesses will find they can build long-term awareness and intense brand loyalty in NASCAR. "The No. 1 goal of our NASCAR program is to spend quality time with 4,000 contractors across the country," Holigan noted. "We want to build relationships with builders that might end up buying their building materials through MichaelHoligan.com. "NASCAR offers the perfect venue for conducting hospitality events and building relationships with contractors. Other sports don't offer a way to spend eight hours building relationships with potential customers." Holigan, who grew up racing motocross motorcycles, was first exposed to the marketing potential of NASCAR Winston Cup racing in 1997. "When we decided to focus on selling building materials and franchises, I realized I would need to spend a lot of time with thousands of homebuilders and contractors. I chose to do it through NASCAR Winston Cup racing."