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Avnet, Nascar & Effective Tech Marketing

In a previous blog I asked for your thoughts about {complink 577|Avnet Inc.} sponsoring the LPGA golf event in Mobile, Ala. (See: What Do You Think of Event Sponsorships?) We never expected it to be as rewarding as it was for branding, for helping out two charities (Wounded Warriors and Komen Foundation), and as a life lesson when the tornado touched down not far away in Tuscaloosa.

Ed Smith, Avnet's regional president, and his team were one minute on top of the world and next fearing for their lives. The event went on, and we did what we could with some money donated to help victims, but we learned life can be short — enjoy it, help in the community, and realize nature can control our future.

So again I ask your opinion, this time pertaining to racing. As incoming chairman of the Business Marketing Association (BMA), I believe the timing is perfect for Avnet to do something very special: The excitement of Nascar coupled with one of the most famous drivers in the world makes a unique and exciting branding experience for three premier organizations, Roush Fenway Racing (RFR), BMA, and Avnet. We were given an opportunity that we could not pass up to be seen on stage with millions of viewers and passionate fans of Nascar.

From Electronics to Car Racing

Daytona 500 Winner, Trevor Bayne, will return to Nascar on June 4 for the Nationwide Series STP 300 at Chicagoland Speedway, where he will be driving the Avnet/BMA No. 16 Ford Mustang for RFR. So watch FOX Saturday night and see the Avnet car ride hopefully into victory lane.

Bayne's No. 16 Ford Mustang will feature a customized paint scheme that spotlights the single-race alliance among Avnet, the BMA and RFR. RFR, the world's largest motorsports organization, has partnered with Avnet and the BMA, an organization bringing together the nation's top professionals focused on business-to-business marketing and communications, to highlight the power of Nascar's motorsports marketing platform during the BMA's “Unleash” 2011 international conference in Chicago June 1-3.

90 percent of the comments on Avnet and the LPGA event were positive. Is it OK to see our brand again used this way?

6 comments on “Avnet, Nascar & Effective Tech Marketing

  1. Daniel
    June 1, 2011

    Al Marg, whatever you and your company had done as a part of social commitments are greater and very much appreciable. I think all companies have to follow this and spare a part of the profit for such social commitments. I have no comment about spending the company’s hard earned profit for car race or similar activities. I think Avnet employers are the right person to make comments because, it includes their sweat also

  2. Barbara Jorgensen
    June 1, 2011

    Hi Al–I think a company should use its brand any way it wants!  There undoubtedly are purchasing professionals and supply chain professionals among the viewers and fans of the LPGA and Nascar…if it brings Avnet first to mind, mission accomplished.

  3. Ariella
    June 1, 2011

    If 90% of the comments were positive, it would appear to be a good choice. After all, you can never please all of the people all of the time.

  4. seel225
    June 1, 2011

    It was good to hear your last marketing strategy went successful, spending on charity will always pay off. The next one NASCAR race which is going to bring more clients to Avent.

  5. saranyatil
    June 3, 2011

    Definitely it a good move and right decision taken. This will enhance the brand image of avnet to a great extent.

  6. Clairvoyant
    June 12, 2011

    I agree. Moves like this make a brand much more well known to the population.

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