The Thrill of the Chase: Connecting with Your Customer Through Their Interests

Our team recently attended our very first NASCAR race in Martinsville, VA. Though we live in the heart of Bears country, we do know that NASCAR is actually the number one spectator sport in the U.S., so we were excited to experience a race first hand.

This is in part because we consistently encourage clients to engage with their target audiences through relevant interests or events. By not limiting their interaction to sales or product related communication, brands can increase their own relevance, drive awareness with new audiences, and, ultimately, sales!

Our NASCAR connection came when our client Sleep Innovations had the exciting opportunity to sponsor a car for an upcoming race, which we supported through a variety of successful social media initiatives. The most exciting element was giving one fan a true VIP experience at the race, a chance to meet her favorite driver, sit in the pit box during the race and even take away some used lug nuts from a pit stop!

By creating a true brand experience, we were able to double the Sleep Innovations Facebook page following, and create a true connection with between the brand and their fans.

How do you engage with your customers through relevant interests or events?