Partners in performance.
3M’s longstanding brand image is one of innovation and performance, making their association with Roush Fenway – known for innovation that leads to performance – a logical choice. The integrity and caliber of NASCAR Champion Greg Biffle, 3M's driver on the Roush Fenway team, reinforces these key attributes. As the primary sponsor of the Biffle's No. 16 3M Ford, this Fortune 50© company makes efficient use of these compatible attributes, creating marketing opportunities on an impressive number of fronts throughout the year-long marketing window created by NASCAR's uniquely long season.
Ample assets for marketing diversity.
With over 55,000 products ranging from adhesives to fire protection to dental products, few companies have the need for marketing diversity more than 3M does. Thirty-eight race events a year provide opportunities to leverage their NASCAR program effectively across the entire organization, including for their consumer healthcare products, Filtrete, their iconic Post-it® and Scotch product lines, and other business units. 3M looks to their Roush Fenway partnership to not only promote individual businesses, but unite their diverse business units under an umbrella story of innovation leadership.
Through a number of at-track consumer engagement activities, 3M has been able to increase customers' understanding of the 3M innovation story, building credit for key accomplishments. But perhaps more importantly, though NASCAR's appeal mirrors U.S. demographics in general, 3M is also capturing the imaginations of younger demographic cohorts, increasing their understanding of the company's role in today's technology. Roush Fenway's consistently high performance, driver popularity and stature amongst teams helps 3M reach and make a positive brand impression on young fans.
3M has also leveraged their sponsorship to strengthen sales performance via incenting key customers such as Sherwin-Williams. In this case, 3M passed through* their primary paint scheme to Sherwin-Williams for one race as the basis for a B2B initiative that rewarded their top sales people for performance in selected 3M products. The car paint, as is often the case in NASCAR, was just the starting point as the program included prizes, die-cast collectible race cars, special in-store graphics and campaign-related packaging. The result was a 22% sales lift for the targeted 3M products, awareness and retail traffic for Sherwin-Williams – and a celebratory trip to victory lane after driver Greg Biffle's win.
Successes such as this have brought 3M back year after year to NASCAR and to the Roush Fenway team. Here are some other results:
- 3M realized an immediate retail lift for Nexcare healthcare products after a seasonal promotion that aided product brand awareness
- Successful consumer engagement around Post-it's 30th anniversary and delivery of 3M's core brand messages of "innovation" and "performance"