Mackey Marketing Group Weblog

November 10, 2010

MACKEY MARKETING OFFERS AUGMENTED REALITY CAPABILITY THROUGH MARKETING PARTNERSHIP

Mackey Marketing Group announces the addition of the Christopher Paul Group of the UK to its growing and trend-setting marketing affiliations. This U.S. exclusive marketing arrangement offers the ground breaking and revolutionary technology of augmented reality capability to Mackey Marketing’s 21st century approach to motorsport marketing.
“I firmly believe that augmented reality is one of the most exciting new developments to motorsport marketing in many, many years,” offered Brian Mackey, president of Mackey Marketing Group. “It’s a game changer and we’re excited about the potential this new technology can have for motorsport marketers and partners who want to engage the racing fan in new and innovative ways. It will enhance the benefits to levels heretofore unthinkable. As you get your hands around this new technology, the opportunities and applications are virtually endless.”
“We at the Christopher Paul Group would like to add that we are delighted to be working with Mackey Marketing Group as our sole partner in the USA and we look forward to a long and successful business venture,” added Gary Chadwick, managing director of the Christopher Paul Group, Ltd.
Imagine pointing your cell phone at a race car passing by and with augmented reality, a full bio of the car, team, driver or sponsor is displayed on your cell phone; or perhaps it might be where to purchase sponsor products, or the nearest sponsor outlet, or coupon. Augmented reality is a developing technology that enables the user’s device, whether computer or smart phone, to “identify” the object with the device’s camera aimed at a “marker”, which then triggers an interactive and digitally usable enhancement of the “reality” the camera focused on. It opens a level of potential uses that is as varied as the imagination might devise, from the race track to the user’s home computer. Augmented reality is positioned to become as common as the cell phone itself, or the laptop computer.
This new affiliation joins a list of powerful marketing partnerships that makes Mackey Marketing Group one of the leading agencies for advancing the applications and benefits that can be derived from motorsport marketing. Some of the marketing affiliations Mackey Marketing Group has developed include Brand Thunder, leaders in the creation of functional, custom designed web browser themes; RocketBux, a text marketing communications firm that enables race fans to text an opt-in message to receive sponsor offers and benefits directly to their cell phone. These offers might include sponsor coupons that can be downloaded directly to the cell phone and in some cases, saved and then scanned from the phone itself at the sponsor retailer’s point of purchase.
Additionally, Mackey Marketing Group works with the developers of the Venue transformable hospitality unit. This state of the art, fully custom-designed hospitality vehicle offers capabilities for on-site hospitality at race events that features more advanced levels of service and VIP entertainment capability than traditionally utilized.
“Today’s motorsport marketing is at a new level of sophistication,” said Mackey. “We are seeing advanced technologies that introduce new methods for marketers to reach race fans. Motor racing has always been a leader in event marketing strategies and with these new technologies at hand, we rewrite and revitalize the benefits of motorsport marketing in ways I could never have imagined when I started my agency in 1986.”
Companies utilizing motorsports as a marketing function are encouraged to contact Mackey Marketing Group to commence development of a custom designed motorsport marketing strategy that can include these remarkable new technologies as part of their overall motorsport marketing promotion. Mackey Marketing Group is a veteran specialist firm that has been active in the motorsport marketing arena for nearly twenty five years and is headquartered in Marietta, GA, near Atlanta. For more information on the agency as well as its marketing partnerships visit http://www.mackeymarketing.com.

August 31, 2010

The Track We’re On.

It’s been recently announced with some fanfare that a major motor racing sanctioning body is going to commence a new department to focus on new integrated marketing and communications strategies. Wow, that’s nice. Not to take the wind from their sails and with a bit of modesty we’d like to point out that Mackey Marketing Group has been working on developing similar new capabilities for quite some time. Under our banner umbrella of “making racing work”, we understood that racing’s future growth and relevancy is tied to development of new marketing and communications channels that will bring 21st century innovation to a sport that is in need of new thinking and creative input.
Obviously, Mackey Marketing is just a boutique agency and our impact and scale is but a small fraction of what a multi-billion dollar enterprise can and will undertake. But we are already doing what I think others in the industry will soon find are actionable strategies that will lead them to offer similar sorts of solutions in the communication and marketing space. Developments like our marketing partnership with Brand Thunder, developers of functional, custom-designed and branded web browsers, or our affiliation with RocketBux, a mobile texting and virtual coupon solution that puts actionable response capability directly into the hands of race fans in real time and immediate return on a sponsor’s call to action. These are new and creative outlets that race teams and race sponsors can use now to more fully offer modern and effective new ways to keep the fan interested and motivated via the promotional platform of motorsports.
So, in a manner of speaking, we welcome to our quest our fellow racing colleagues. We welcome them to the track we’ve been on for nearly a year. It’s nice to have some company. With more and more entities of the motorsport industry following a similar path to the future, and with perhaps a little input from our creative selves drawn from our noted head start, the collective strength and compounded improvement to the sport of motor racing will result in a thorough revitalization of the sport’s marketing and promotional capabilities. That is a worthy goal.
For now though, it’s great to see you in our rear view mirror!
This kind of innovative thinking is what we are focused on at Mackey Marketing Group. With others joining on a similar quest for innovation, it is further proof that our “making racing work” campaign is precisely the right direction, the proper focus and the best solution for our agency and our clients moving forward.

August 26, 2010

And now a word from our sponsor…..us!

Click on the pdf file below.

second and a half pdf

August 18, 2010

The “great” button caper

Sometimes simple things drive home deeper lessons. Such is the case for the “great” button giveaway at the Mid Ohio Sports Car Course. The track was hosting the Indy Car Series and one of my clients was debuting in the series at this event.
His name is Francesco Dracone from Turin, Italy and unless you are a serious student of open wheel racing, you’ve probably never heard of him. Francesco comes to Indy Cars via the Euro F3000 series, a car of similar speed and power to Indy Cars and, in my humble opinion, a better looking and undeniably, better sounding, race car.
Faced with the prospect that virtually no one in the USA has ever heard of Francesco, I wanted to devise a way to introduce him to the Indy Car crowd. With a modest budget, I use the term “budget” loosely here, I wanted to come up with something that would generate some awareness without costing a bundle. I came up with the idea of producing some buttons with Francesco’s name on them. But to emphasize his Italian nationality, and the fact that Francesco always greets and says goodbye with a cheerful “Ciao”, I added the Ciao word to the button. The “Ciao! Francesco!” button was born.
francesco button
I packed the 1000 (!) buttons into my suitcase and took off for Lexington, Ohio to join Francesco in the experience of his Indy Car debut. It’s always exciting to be part of this kind of event and Francesco was very excited about competing in the Indy Car series driving for Conquest Racing. He had never been to Mid Ohio, never raced in the USA, never competed in Indy Cars and never driven at an event that sported this level of fan support and packed grandstands. It was going to be exciting.
Going to an event often means an assortment of marketing and publicity objectives, and here at Mid-Ohio among these were to be my button duties! So here I am, armed with my 1000 buttons and I arrive to meet with Francesco at the track. Now, to be sure, the button idea was mine and while Francesco was supportive of the idea, I wanted the button giveaway to be successful and not fall on its face from lack of interest. I mean, after all, it’s only a button! I brought with me a sign we had made up, saying “Free! Please Take One!” along with a small container to hold the buttons. So I went about looking for a convenient spot to display the buttons. At first, that wasn’t easy. There were no tables around, and the paddock area at Mid-Ohio is a bit cramped and there is not the usual paddock space normally found at an Indy Car event. With no place to put the buttons, the first inclination that this might not work crossed my mind.
Ever an entrepreneur, I devised a small table, made out of a flat discarded shipping cardboard box and placed it over an unused trash container. Voila! A table. The “table” was placed directly next to the garage that housed Francesco’s Indy Car. Now things were beginning to look a bit brighter. Now, I’m ready. I put out my hastily constructed table, placed the buttons and sign on the table and moved away to see what the reaction was going to be for my buttons.
………waiting…………..waiting……….waiting…………..
Not much. A few people would come up to the table, read the sign, maybe even more than once, and stare at the table of buttons. But many wouldn’t take one! They just looked at them! Some people grabbed one or even two and walked away. I reminded myself that these were just buttons, not something people would necessarily be too excited about! But I had a 1000 of these things! I didn’t want to take them home with me! At this rate, I had a multiple season stock of buttons!
It was getting close to lunch time and the crowd in the paddock area was at its peak. Thousands of fans were strolling through the paddock looking at the Indy Cars. The area was packed with fans. If these things didn’t go now, they would never go.
So, I took a chance.
I grabbed the button box and from the paddock, began to hand them out like a carnival salesman!
“Get your free Francesco Dracone buttons here! Free buttons from Francesco” I said in a reasonably loud and enthusiastic voice. I started to add a bit of “sales” pitch to my efforts. “Free Francesco buttons here. We’re welcoming Francesco Dracone to Indy Cars. This is his first Indy Car race. Welcome Francesco with a free button!”
The change was instantaneous!
I would estimate that 95% of the people who passed by me took a button. Before long, there was a bit of a feeding frenzy for a free button. I couldn’t give them out fast enough! Obviously, kids loved them and parents liked them too! Some people stopped to ask me about Francesco; “Where is he from?” “This is his first race? That’s cool!” The fans were very supportive of the idea of welcoming Francesco. “Where is he?” was a common question. “He’s over there by the car,” I responded. When it was a female who asked me, the response often was, “He’s so cute! I’ll wear his button anytime!”
In the course of about an hour or two, I managed to give away most of the buttons. My voice was beginning to give out and I was getting a bit tired of it, so I stopped. While I had managed to give away most of the buttons, I was relieved to find that many fans didn’t just pack them away. “Ciao! Francesco!” buttons were easy to spot on fans all over the paddock area. The fans wore them on their shirts, their hats, on their backpack, camera bags, everywhere. Fans asked me if they could get Francesco’s autograph and several trips to the Conquest transporter to grab a few of Francesco’s autograph cards were in order.
As I neared the end of my bag of buttons, and as the race itself neared, I returned the button container to my improvised table and left the remaining buttons for the fans to grab on their way through the paddock. When I returned after the race, they were all gone. Every single one of them.
The lesson learned here is really a very old and basic one. When it comes to promotion, you can’t take too passive of an approach to it. I was reminded that I can’t rely on the fans to take the initiative and grab a button. No, that was my job! It was up to me to “promote” the idea of the button and create some excitement surrounding my effort. The fans were eager to respond and enthusiastic in their support but taking the initiative was not part of their role.
If you’re promoting someone, something, some event, just remember my button lesson. You must take the lead and push the idea yourself. If the message is heard, the response from the fans is fantastic. Racing fans are legendary for their support and enthusiasm toward this sport. Sometimes, we just need to hand them, one at a time, a reason to cheer.
Thanks to Francesco and to Conquest Racing for allowing me to hand out the buttons without too much distraction to them from the job at hand.
For the record, Francesco had a great race. His goal for the event was to race as competitively as he could but without getting taken out of the race with on track contact with another car. He raced strongly and continually lapped the track faster as the race wore on. He finished in 22nd spot of 27 starters, one position behind Danica Patrick. Francesco’s 1:10.5 second lap during the middle stage of the race was his fastest lap of the weekend and more than 1.5 seconds faster than his qualifying pace. It was a very successful first race and the first of what we all are working on to be many more Indy Car races in the future.
Thanks for reading.
Ciao!

Francesco Dracone

July 26, 2008

State of the Industry

by Brian Mackey

I think we are in for a bit of a sea change.  And for my agency, I think we are ideally positioned to take advantage.  In these economicly challenging days, bigger may not always be better any more.  The days of more than $15M per race car promotional budgets may be shrinking.  Not only the size of the budgets but in the number of race teams that can command these kinds of huge promotional commitments from sponsors.  There will always be some major commercial players, but more and more race cars in premier series will be sidelined with sponsor troubles.  You are already beginning to see this happen.  You will see more.

MMG has long been an agency where different is better, not bigger is better.  We specialize in motorsport racing properties that represent alternatives to the standard fare.  We’re not overloaded with NASCAR themes.  We don’t just focus on one “most popular” form of racing.  I like to think that we are first and foremost marketers.  We represent a variety of motorsport themes.  We have grass-roots campaigns as well as high profile ones — series, drivers, teams, cars, boats or aiplanes, you’ll find MMG promotions across the country, across the ocean and across the board.  But what you won’t find are campaigns that are heavy on cost and congruently light on content.   We try to develop campaigns where marketing budgets match the property, provide realistic results and give every sponsor participant a chance to gain results from an investment in motorsport marketing.  It’s not just for the big guys anymore.  More and more companies will be seeking the kind of racing properties that we represent here. 

We have exciting news in store.  New and old clients are lining up that will provide MMG the most exciting opportunties in our history.  And all of them are the kind of racing campaigns that will meet the demands of future priorities.  

See you at the races.

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