SRM Summary

Steve Richards Motorsport

Summarised Case Study

When racing personality Steven Richards made the move from Holden to Ford Performance Racing, the challenge lay in simultaneously promoting the new star driver to existing Ford fans and sustaining the loyalty and interest of his old Holden fan base.

WebDynamic™ developed an email marketing strategy which connected Steven Richards with his fan base direct from the racetrack. Email gave subscribers instant access to up-to-the-minute audio, video and text feeds. The immediate two-way communication process directed high traffic volumes to the Steven Richards website and led to the growth of a buzzing online community of fans.

Within only a few weeks the website membership and subscriber base more than doubled in numbers. By tying together key interactive online features, the email marketing program enhanced the membership experience as well as the entire online marketing strategy of the Ford superstar’s team.

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