So· lu· tion \se-’lü-shen\: An action or process of solving a problem. A set of values, of the variables that satisfy an equation.
The fact that we look at a half glass of water as half full and not half empty gives us the fundamental advantage to look at advertising and marketing problems as merely challenges that call for a need to compete as marketers in an action or process designed to overcome the challenge thus, a “solution”.
Challenge: Branding
Solution: First, educate ourselves to the intricacies, advantages and qualities of the brand. Second, through our race and show activities, contact our many fans and followers causing a process of establishing and managing the images, perceptions and associations that the consumer applies to the product.
Challenge: Positioning
Solution: Use the entire racing operation along with our experience in business and marketing to collaborate with our marketing partner in creating an image for the product in the minds of the people to whom we are attempting to sell the product.
Challenge: Communications
Solution: Through print and word-of-mouth engagements (web-site, e-mail, flyers, brochures, speaking at race-car showings, special gatherings and visits to distributors), try to create an awareness and attitude that will cause an “intent to purchase” for the consumer.
Challenge: Property Activation
Solution: Use our knowledge of resource management to not only assist but become PRO-ACTIVE in the property activation process. We no longer seek to sell the product but rather give the consumer the desire to buy it.
