Richard Petty Driving Experience offers exciting ways to experience real NASCAR racing at its finest. With 600 HP stock cars, professional drivers and locations at some of the most popular and iconic race tracks around the country, it is truly an adrenaline-pumping experience for NASCAR fans and thrill seekers alike.
These types of experiences fall into a category of “bucket list” type activities where in general, customers were just doing them once as part of a vacation or special occasion. This combined with the increasingly competitive offerings from other driving experience companies, as well as other types experiences in this category for thrill-seekers, caused them to lose market share and visibility online.
As a result, UNION was tasked with creating and implementing a holistic digital marketing strategy to help promote and drive sales for these once-in-a-lifetime experiences, as well as encourage repeat engagement and visits.
The main goals for these campaigns were:
- Increase online sales and revenue
- Increase repeat customers
- Maximize return on ad spend
- Incorporate the track schedules and remaining inventories
To begin the campaigns, UNION worked with the RPDE team to understand and identify the different buyer personas that make up their customer base. By identifying these at the start, campaigns can be created to highlight the value propositions and key messages that each buyer persona would most identify with.
Examples of some of these buyer personas were:
- NASCAR Enthusiasts
- Adrenaline Junkies
- Gift Purchasers
- Corporate Event Planners
To reach these various buyer personas, campaigns were created using a variety of digital mediums to address the different stages of the buyers’ journey.
- Google AdWords Paid Search
- Bing/Yahoo Paid Search
- Facebook Advertising
- Email Marketing
- Social Media Channel Management
In this article, we will focus on UNION’s strategy and management of the Paid Search campaigns for Richard Petty Driving Experience.
Paid Search Advertising
To maximize return on ad spend, campaigns were created for each track around the country. Historical data was analyzed to find trends from previous customers at these tracks to gain a better understanding of where the customers were coming from geographically. This is especially important because in markets like Las Vegas, very few customers were in or around the area when they purchased the experience prior to their vacation.
Based on the upcoming track schedules and remaining inventory available, the budgets for each campaign were adjusted on an ongoing basis. Within each campaign, multiple ad groups were created to address the various buyer personas and the different ways they might search for an experience online. Because of this, the ad copy was able to be tailored to these specific search terms and buyer personas to highlight the key messages and information most important to them.
Mobile-specific campaigns also played a large part in the success of the campaigns as a whole. The Richard Petty Driving Experience website did not offer a great user experience for someone wanting to checkout and purchase from a mobile device, and as a result, the large volume of traffic from a mobile device was ultimately not leading to purchases online. These searches and visitors however are very important, so mobile-specific campaigns were created as an alternative to improve the user experience for these visitors. A trackable phone number was generated and mobile traffic was shown specific CTAs to book over the phone rather than online. The result is a lifetime ROI of over 890% on these mobile campaigns.
As a result of our efforts, UNION has shown a positive ROI each month during the entirety of our partnership. Richard Petty Driving Experience regularly introduces new products, experiences and promotions which UNION is responsible for generating interest and sales for.
30% of Revenue
500% Return on Investment