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ebook History of Watertown, Wisconsin

Checkered Flag Racing News [CFRN]

1968 - 2005

"As A Manufacturer, I Don't Need To Advertise.

I let my Dealers and Distributors Do It For Me."

Wrong! Wrong! Wrong!

When dealers advertise, they toot their own horn. As you know, most dealers represent not only you but several of your competitors.

Brand awareness, whether you are selling racing parts or consumer products, is the key to success. Getting the customer to call for a part by its manufacturer name - XYZ Firesuit or ABC Fuel Cells - greatly increases your sales.

Most manufacturers do not consider racing trade papers due to their regional nature and| relatively small numbers compared to the national slicks.

Racing newspapers offer the manufacturer a low-cost way to reach the largest number of potential buyers. Not all racers have subscriptions to a national slick, but better than 95% of the local racers either have a subscription, buy one at the race track or read their buddy's racing trade paper.

There are many people involved in the low-dollar end of racing who have the need of good racing equipment. These people depend on the dealers to guide their purchases. Most dealers will sell the product that makes the most profit for them.

The use of informational advertising goes hand in hand with new product releases and trade show displays.

The continual exposure of your brand name and logo is of primary importance - to attract buyers - and the quality of your product is what keeps them coming back.

The Checkered Flag Racing News is sold at race tracks throughout Wisconsin, Minnesota, Illinois, Indiana and the Upper Peninsula of Michigan, along with various speed shop locations and a large number of convenience store outlets in the southeastern Wisconsin market.

Every week, 34 times a year, subscribers in all the continental United States, Canada and some foreign countries receive CFRN.

CFRN, in addition to the short tracks in the above named states, covers news from the major national sanctioning bodies along with new product information for our advertisers.

CFRN offers you the best way to reach the weekly racers with the news of how good your products are and which winners use them.

The Checkered Flag Racing News

P.O. Box 454, Watertown, WI 53O94