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11/04/2011

NASCAR partners speed date, grease the wheels for Saturday's race

(Correction: Freescale is a former Motorola unit.)

NASCAR business partners greased the wheels for Saturday’s Nationwide Series race at Texas Motor Speedway with a little "speed business" – the NASCAR equivalent of speed dating – Friday in Fort Worth.

And why not. Ford estimates it generated $200 million in vehicle sales in 2010 through NASCAR’s quarterly Fuel for Business meetings that culminate in the speed meetings.

Austin’s Freescale, a major semiconductor maker and former Motorola unit, had a big spot at Friday’s conference, touting its role in developing the fuel injection technology that the NASCAR Sprint Cup Series will use in debuting fuel injection next year.

"We really are that guy that people touch every day," Steve Nelson, Freescale’s marketing director, told a roomful of NASCAR sponsors at the Fort Worth Convention Center.

Jackson Jeyanayagam, vice president of digital strategy for Taylor, a New York brand and marketing commuications firm, counseled the crowd to incorporate social networking across its business platforms – particularly mobile applications.

"Mobile has to be at the core of any business plan you’re putting together," particularly when trying to reach younger audiences, he said. Studies show high school students predominantly turn first to Facebook to get their information, and other statistics show 90 percent of consumers trust online recommendations from people they know, he noted.

Businesses should turn their Facebook fans into free focus groups, rather than just set up a Facebook page and collect contacts, he said.

"Why not ask them what they want," he said.

 

 

- Scott Nishimura

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The team will now officially be called JD Motorsports with Gary Keller. The move is one where both parties quickly agreed on the same thing – they want to improve the results and take it to the next level in competition.

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