Lazy Days RV Super Center
(www.lazy days.com)

Despite an industry downturn last year, Lazy Days finished the year with sales of $566 million, an all-time record for the company. Eight leading RV manufacturers have recognized Lazy days as their #1 dealer in retail sales for the 2000 model year. They are Fleetwood, American Coach, Monaco, Holiday Rambler, Winnebago, Country Coach, Allegro and Carriage.

Stewart Schaffer, the new chief marketing officer at Lazy days RV SuperCenter explained the company's five-year marketing agreement with Petty Enterprises in a telephone interview with RV News.

"Lazy Days is the 'Official RV Dealer for Petty Enterprises', and we expect this relationship to help us sell to other drivers and race teams" Schaffer said.

The agreement calls for personal appearances at the new Lazy Days 300 site Rally Park that was opened last November. There will be three appearances by Kyle Petty, two by John Andretti and one by The King, Richard Petty.

The special Petty rallies are scheduled prior to the Daytona 500 (being run as we go to press), the Pepsi 400 at Daytona in July and the Duralube 400 at Homestead-Miami in November. The Petty Enterprises rallies will be cosponsored by Monaco. Customers pay $99 for the four-days/three night packages that include an autograph session with the drivers in the recreation center.

Petty Enterprises also bring a racecar, transporter and souvenir trailer to the rallies.

"The bar has been raised dramatically for service at the tracks," Schaffer said. Stu Suda, our full-time motorsports director provides service on all coaches in the driver/owner/ crew chief paddock area during the race weekend.

"We expect our return on investment to come from endorsements, goodwill, exposure to multiple race teams, and word of mouth.

"We are also looking at direct mail opportunities with Winston Cup Scene and Winston Cup Illustrated publications. We signed a long-term relationship to establish a solid foundation for the program. Our objective is to be #1 in servicing the NASCAR Winston Cup community.

"Our success inside the track, will help us outside the track." Schaffer also noted that they don't see many NASCAR stickers or driver's numbers on the motorhomes taken in trade. "This will be another new market for Lazy days," he said.

Winnebago Industries
(winnebagoind )

Sheila Davis, public relations/investor relations manager at Winnebago Industries, notes that the company has been involved with motorsports marketing since the 1970's. Davis said, "Winnebago has partnered through the years with big names in a variety of motorsports circles -- including names like Andretti, Foyt, Petty and Earnhardt."

The driving force behind Winnebago's involvement has been promoting the RV lifestyle to the fans, participants and even media involved with racing. Davis said, "RVs simply are a great fit for these entities to better enjoy racing. Beyond that, Winnebago Industries uses its racing ties to further establish its brands and build owner loyalty by providing opportunities for its owners to use their motorhomes while enjoying the races."

Winnebago's efforts in motorsports are the responsibility of Chris Prevatt, motorsports and specialty markets manager and Kim Leerar, motorsports coordinator. Chris previously worked as an award winning salesperson at a major RV dealership and brings a valuable dealer perspective to the programs that Winnebago targets to racing and other niche markets. "If a program doesn't bring value to the dealer, it's usually not worth doing," Davis added.

To this end, Prevatt works aggressively to help Winnebago dealers maximize the value they can achieve out of a national or regional motorsports program.

Winnebago is involved with sponsorship activities at Bill Davis Racing with Ward Burton (Caterpillar) and Dave Blaney (Amoco) on the Winston Cup circuit and Scott Wimmer (AT&T) in the Busch Grand National division. They are also associated with Richard Childress Racing with Bobby Hamilton (Square D) on the Winston Cup circuit and Mike Dillon and Bobby Hamilton, Jr. (Dr. Pepper) in the Busch division.

These teams use Winnebago Industries motor homes for personal accommodations at the track and corporate hospitality.

Owner loyalty is built through the Winnebago Motorsports Club that offers special member benefits to owners who enjoy racing.

Winnebago is also planning five special events in 2001 at select Winston Cup races that will provide secure parking for motorhomes with other club members, food, special tours, and opportunities to meet Winnebago sponsored race team owners, drivers and crew members and also tickets to the race.

Owners' club members, dealers and employees can also purchase special Winnebago Motorsports apparel.

Davis is quick to point out that; "The most critical component of a successful motorsports promotion is that of measurement. Is the marketing investment providing a measurable return in the form of incremental sales, owner loyalty or brand awareness? Putting your logo on the side of a racecar is easy. Successfully tying that sponsorship together with a comprehensive plan to have that exposure somehow -- make the needle move -- is the key to a successful effort." continued