Kimmel Racing's Partnership with Ansell Bolsters Both Companies CORNELIUS, N.C. (July 2, 2009) -- In early 2009, the relationship between Kimmel Racing and Ansell glove company launched with high expectations. In the past several months,...
Kimmel Racing's Partnership with Ansell Bolsters Both Companies
CORNELIUS, N.C. (July 2, 2009) -- In early 2009, the relationship between Kimmel Racing and Ansell glove company launched with high expectations. In the past several months, both companies have thrived, while the joint effort has produced positive feedback from a variety of individuals touched by the Ansell Racing program.
From a team stand point, Kimmel Racing was thrilled to have the sponsorship program come together, allowing them to run full time in 2009 in hopes of contending for a 10th series championship.
"Not only has Ansell's support of our team allowed us to step up our racing program this year but having their support on a weekly basis at the track definitely energizes the crew," said Frank Kimmel.
"I think the most interesting factor with Ansell is that a lot of the guests were not race fans prior to experiencing their first ARCA race, so for us it's been great to see a group arrive at the track not knowing what to expect and then leaving a few hours later as lifelong fans that had the time of their lives!"
Ansell's involvement in racing was prompted by the efforts of Ansell's Steve York, Director of Channel Development and Sean Sweeney Sr. Market Development Manager. Their decision to arrive on the racing scene came after their own due diligence along with an educated hunch that Ansell's employees and customers would benefit from the program's opportunities.
"After much research we knew the ARCA racing program reached the demographics we desired and allowed us to partner with Menards, a great organization with a strong presence in the retail marketplace," said York. "Frank Kimmel and the entire Kimmel Racing organization embrace the same qualities as Ansell and its employees -- dedication, hard work, quality product and winning attitude."
York's goals for the program were specific, which helped the company select the right sponsorship program with the ideal elements.
"One of the main objectives of the program was to build brand awareness for Ansell among professional contractors," added York. "To our delight it has delivered even more. The excitement and pride it has generated among our employees has been tremendous. The strong response we have received from our targeted end users wishing to attending the race has afforded us the opportunity to interact with them in a manner in which we have not previously experienced."
With nearly one-half of the season in the record books, York looks forward to the additional opportunities that exist in the future.
"We are not only excited about the second half of the season, but more importantly about the long term relationship we are building with ARCA, Menards, and Kimmel Racing."
Kyle Mims, Territory Manager in Birmingham, Alabama had the pleasure of attending the race at Talladega Superspeedway where Kimmel raced his way to a top-five finish. Mims, who has been a frequent visitor to the race track, had never experienced life inside the garage -- a behind the scenes look at ARCA competition that enhances the experience for Ansell's employees and customers.
"The entire race program at Talladega was a great success with our new construction distributor, as well as the six construction end users," commented Mims. "Everyone was very excited about the opportunity to get behind the scenes in the pits and get an opportunity to meet Frank Kimmel. Several customers made comments in regards to Frank's great understanding of the Ansell program and the fact that the entire crew made everyone feel right at home."
"Overall, having the opportunity to spend a day at the track and get to know each customer will have a great impact on our overall business. In a setting like this one, it makes it very easy for all involved to have a great time and begin to build long term relationships with one another."
Like Mims, Eastern Regional Sales Manager -- Construction, Larry Babcock, has had positive experiences during his five trips to the track. Babcock's territory encompasses a lion's share of the venues visited by the ARCA RE/MAX Series, which has afforded him ample opportunity to see the positive results stemming from the racing program.
"Excitement is the word I hear when people talk about their experiences at the race track," said Babcock. "I've also heard that as an employee you can't help but take pride in seeing the Ansell car skirt around the track."
"I've seen a new level of interest emerging as questions about Frank Kimmel and his team come up regarding his relationship with Ansell and our new construction initiative. Overall, it has given us a great opportunity to create a higher degree of interest in learning more about Ansell and our approach to providing solutions to hand protection problems."
Babcock knew early on to take full advantage of the racing program and believes the opportunity is a special way to reach potential and existing customers.
"I've seen firsthand how new opportunities have presented themselves for our company as a result of our relationship Kimmel Racing," added Babcock. "We have been given access to build relationships within a new market that we have never tried to penetrate. Some of these relationships are still being molded, some are being cultivated and others give us a way to thank our current customers for their business and loyalty."
Because of the nationwide fan fare surrounding stock car racing, Babcock sees the company's sponsorship of Kimmel Racing as a gateway to building relationships that could ideally result in additional business.
"We have been given a warm welcome to work with a top-five construction company on their projects," explained Babcock . "In addition, the Safety Director at another major contractor is a racing enthusiast and has asked us to help him resolve some hand protection issues he is having with cutting oils. The opportunities are limitless with this program."
One of the biggest events of the year was the Pocono 200 where nearly 150 Ansell employees and guests were on hand to cheer on the No. 44 Ansell/Menards Ford Fusion. The positive feedback came in droves following the event.
"I was able to attend the June 6 races at Pocono," said one customer. "Not only did we have grandstand seating for the race but we also got an Ansell sponsored tour of the garages, allowing us full access to the pits for an incredibly up close and personal view of the ARCA cars and even NASCAR Sprint Cup drivers who were on site for the NASCAR race."
With only nine races complete in the 2009 season, the response has been positive for the Ansell Racing program. In all likelihood, the remaining 12 events will reveal even more encouraging feedback and allow Ansell employees and customers to continue to take pleasure in the presence of their car on the race track. Because for both Ansell and Kimmel Racing, this is the just the beginning of a great partnership.