Business Services Tap Into Growing Race Car Popularity and Changing Demographics
Whether you’re heading for
the checkered flag or cleaning a large commercial building, speed
and accuracy are the keys to success against tough competition.
That is why Jani-King’s upcoming sponsorship in the NASCAR
Busch Series (NBS) is ideal.
Jani-King, the nation’s leading
commercial cleaning franchise company and provider of commercial
cleaning services around the world, is launching an advertising
and promotion campaign that coincides with the NASCAR racing
season. Tying in with the races, Jani-King is producing
television and radio commercials that feature football legend
Terry Bradshaw and NASCAR driver Kerry Earnhardt.
Bradshaw has proven to be an exceptional pitchman for any product
and NASCAR boasts a huge national audience,” said Jerry
Crawford, president of Jani-King International, Inc. “You
can never have too much exposure and with partners like these, we
know we can appeal to more consumers.”
Jani-King will become
primary sponsor on the #12 Chevrolet for six NBS events in 2002,
including April 13 (Nashville), June 1 (Dover), July 5 (Daytona),
July 20 (St. Louis), August 23 (Bristol), and September 6
(Richmond). Jani-King will act as an associate sponsor on all
other races remaining on the 2002 NBS schedule. Primary
sponsorship for 2003 is to be announced.
With a huge fan base of
75 million growing daily and the sporting world’s second
highest television ratings, NASCAR is a natural vehicle for a
business such as Jani-King seeking to market expanded
opportunities. Fifty-eight percent of NASCAR fans are between the
ages 18-44 and 42% earn $50,000 or more annually. Fans are now
three times as likely to try and purchase NASCAR sponsored
products and services. They also are 94% more likely to have
positive feelings about NASCAR sponsors. “NASCAR fans have
shown tremendous brand loyalty,” said Jerry Crawford,
president of Jani-King and a devoted NASCAR fan in his own right.
“Their consumer demographics mirror the U.S. population as a
whole, and the research shows that fans will invest in a variety
of businesses that have an affiliation with NASCAR. It is a
market we want to tap into.”
Jani-King hopes that the
campaign will bolster its core services: gaining new commercial
cleaning customers for existing franchisees, and increasing the
number of franchises started by individuals wanting to start
their own business.