Experiential is a big word in marketing these days and Cord Management recently connected the “experiential” dots for Dawn dishwashing detergent and Restaurant Depot.
A two-tier initiative at RD’s Charlotte store proved fruitful when B2B sales of the iconic blue brand rose 400% YOY – not once, but during two separate promotional periods.
Driving the excitement were two different “experiences” that resonated with the retailer’s core audience of cooks, chefs and other foodservice folks.
A group of customers who bought Dawn during the first promotional period were selected to experience speeds of nearly 170 mph, as they circled the famous 1.5-mile track, “racing” other RD customers side-by-side in a one-of-a-kind thrill ride.
A month later, a second group of RD customers enjoyed NASCAR’s Bank of America 500 from the unique vantage point of Richard Petty’s private suite. “The King” himself was on-hand to greet winners and accept a $15,000 donation from Dawn and RD.
The Petty family operates Victory Junction, a non-profit summer camp that hosts children from across the country, who are living with serious medical conditions.
If NASCAR fans or other sport-specific audiences are important to your bottom line, call Cord Management at 615-866-5003 to see how we can help.