Fall 2001

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Roger VanDerSnick has the lead in a race that never ends. As director of brand marketing for NASCAR, VanDerSnick is responsible for increasing fan and corporate sponsorship interest in a professional sport that already is one of the most popular in America.

‘The passion that fans have for NASCAR is a key reason why I find the job so interesting," says VanDerSnick from his office at NASCAR’s marketing and licensing office in Charlotte, N.C. "The excitement for the sport makes this job a marketer’s dream."

VanDerSnick (’85, ME) knows more about NASCAR fans than anyone. He is responsible for market research, advertising development, media planning, television broadcast promotions, brand management and brand marketing.

The market data VanDerSnick analyzes is critical to the ongoing challenge to acquire corporate sponsorships NASCAR needs to continue the rapid growth the sport has achieved in the past decade.

"Our research shows sponsors how NASCAR provides the exposure they need to reach potential customers. The research also illustrates the loyalty fans have for NASCAR sponsor’s products and services," he explains.

"The competition for corporate, sports-related marketing dollars is intense. If the economy slows, we want our marketing advantages to be so strong that a company will not reduce or eliminate its sponsorship," he states. "We had to take our marketing to a higher level to communicate the tremendous passion fans have for the sport."

His marketing plans have put greater emphasis on television and involve media partners such as NBC, FOX, FX and Turner Broadcasting television networks that broadcast NASCAR races. VanDerSnick says the national marketing effort involves the development of up to 100 national and regional promotions across the country.

"Our TV ratings have increased dramatically as a result of the change to NBC and FOX," he says. "In the first six months of this year, as many viewers watched our races as they did the entire season last year."

VanDerSnick partnered with international advertising agency Young & Rubicam to create an award-winning print and broadcast campaign called, "How Bad Have You Got It?" The ads won a prestigious Clio Award which is advertising’s equivalent to an Oscar.

"The fan response to the ads has exceeded our expectations," he says. The ads use humor to show just how far some NASCAR fans might go to make the sport part of their everyday lifestyle.

Analyzing data is a skill VanDerSnick learned during his years on campus. "I often use a database problem-solving approach to create a model for a marketing issue or strategy. The analytical skills I learned at Rose-Hulman have been valuable," says the Frankton, Ind., native.

What led a mechanical engineer from manufacturing to the marketing field? "After nine years with Procter and Gamble in Green Bay and Cincinnati, I became more interested in the business aspects of the job rather than manufacturing," he recalled.

After being involved in several new product initiatives where he coordinated manufacturing assessment, development and introduction of facial tissue products, VanDerSnick became assistant brand manager for the Bounty paper towel product.

That assignment led to experiences as a brand manager where he learned more about customer marketing, promotion, pricing and consumer trends.

"Bounty has a 40 percent market share. It was a powerful brand that was second only to Tide at Procter and Gamble. Bounty generated revenues exceeding a billion dollars annually," he says.

After 15 years with the company, VanDerSnick admits, "I thought I’d be a P&G lifer. I loved the company. It was a value-focused company that did business the right way," he stated.

A corporate recruiter’s phone call to VanDerSnick changed his career path in September of 2000 when he accepted the offer to become NASCAR’s first director of brand marketing.

VanDerSnick describes the current racing season as "a breakout year for NASCAR’s marketing efforts.. It’s been a great year. The challenge is to build upon the momentum.

"NASCAR has a tremendous fan base. We want to strengthen their loyalty for the sport and recruit new fans," he explains.

VanDerSnick doesn’t deny that being involved in sports marketing offers perks that are not available even at the best manufacturing companies.

"When I watch Sports Center, I’m doing my job. Not many people can say that."