A collaboration that makes sense

By: Katie Libecco

« Back to Site News | RSS
April 27, 2009

Mercer Raceway Park and the Mahoning Valley Scrappers have announced a marketing partnership that increases exposure and offers fans discounts to events.

This makes sense. Dirt track racing and baseball are traditionally popular past times in this area. It's not a giant to leap to the conclusion that many people from both sports venues would enjoy the other.

Both venues are outdoors and run in warm weather. The track and the field are less than an hour away from each other. Both are family-friendly sports environments.

For 15 weeks, the Scrappers (a Class A affiliate of the Cleveland Indians) will sponsor "driver hero cards" starting this Saturday.  Basically, they're baseball cards for the drivers at Mercer - marketing so obviously brilliant, it's amazing it hasn't been done every season.

The Scrappers' mascot, Scrappy, will make an appearance at the track's Shenango Valley Night May 9 to promote Eastwood Field's Shenango Valley Night June 20.  (Mercer's "Hey Neighbor...C'mon Over!" gives free general admission for all Shenango Valley residents and is presented by Flynn's Tire & Auto Service and Froggy 95.1-FM.)

On July 7, the Mercer Raceway Park will be the sponsor of "A Salute to Racing Night" at Eastwood Field. Fans attending that game will get schedules, "Welcome Ohio Night" fliers and promotional tickets. Just to make sure race fans get there, Mercer will distribute 100 tickets to fans and drivers at the track for that game.

(Welcome Ohio Night, on July 18,  gives free general admission to Mercer Raceway Park for all Ohio residents presented by Utsinger's Towing & Armstrong.)

This type of cross-promotion is a way of working with competition (outdoor sports venues) and reaching out to the target audience. Exposing new people to both venues is an obvious win for both the Scrappers and Mercer Raceway Park.

It's this type of marketing that will help entertainment and sports venues endure a summer when many people don't have much money to spend. And ultimately, it's the fans and families that benefit by marketing dollars used wisely.

We hope this collaboration works and sets the bar for other venues to follow suit.<

For details on events, maps and contact information, visit Mercer Raceway Park and Mahoning Valley Scrappers.