Frugality spawns creativity in Sports Marketing

Creativity is key when it comes to reaching an audience jaded by the multitude of marketing campaigns. Sometimes, a lack of cash can lead to a marketing idea that surpasses those that require huge cash expenditures.
In a unique move, Yard-Man, the official lawn-mower provider of NASCAR, is allowing fans to create original e-mail messages spoken by virtual versions of race heroes like Greg Biffle, according to a MarketingVox article. It was found that 60 percent of e-mail recipients opened the e-mail and clicked through to the marketed site, according to Adi Sideman, CEO of Oddcast, which developed this campaign.

This proves that it doesn’t always take a lot of money to have a powerful effect in the marketing world. Some of the larger companies could learn to be more fiscally responsible and reach a larger audience by following the model of Yard-Man.