ARTHUR M. MUNCHERYAN, D.D.S.

HALL FABRICATION & RACING, INC.

MARKETING STRATEGY USING A
STOCK CAR ROAD RACING TEAM

Background: Art Muncheryan is a San Francisco dentist who has been involved with road racing sports cars and stock cars since 1988 with the Sports Car Club of America. He graduated from the University of California, San Francisco School of Dentistry in 1977. Racing under “The Racer’s Dentist” team name, he has become well known, both as a successful competitor (twice Pacific Coast Champion, and the Year 2000 Regional Champion), as and a dentist with a large racing driver patient base. He also is well known for his column, “Just Around the Corner”, published monthly in The Wheel. He is married to Rose, a TV Station Manager at Channel 26, and they have a son, Evan, who is in the sixth grade.

Activity: Team Racers Dentist races a 2003 Pontiac Grand Prix stock car with the SCCA and NASA clubs at Sears Point in Sonoma, at Laguna Seca in Monterey, and at Thunderhill Raceway Park north on Highway 5 by the town of Willows. We race in Regional, National, and Pro races. National race points could qualify us to run at the National Run-Offs in Ohio, broadcast on Speedvision in its entirety. The Pro races are mostly West Coast races, ranging from Phoenix to Seattle. All races are from 25 to 45 minutes in length, and we race on closed road courses, that are 2.5 to 3.0 miles per lap.

The Car: Our car is a black and yellow 2003 Pontiac Grand Prix, with a 500 horsepower Chevrolet racing motor, a fiberglass body over a tube frame, and a single seat racing cockpit with full safety equipment. It is loud and fast and always attracts a crowd. The car is prepared by Hall Fabrication & Racing.

Exposure: Attendance at our races varies from around 5000 at Regional races to close to 100,000 at the largest professional races (for instance, when we have run with NASCAR at Sears point). There are many possibilities for a sponsor to gain effective market exposure:

1. The basics: colors and graphics representing your products and services boldly displayed on the car

2. Very large colors and graphics representing your products and services displayed on our tow rig, a 40-foot enclosed trailer with broad panoramic areas for advertisement.

3. Signage and banners around the race track

4. Booths or tents for your representatives and product displays.

5. Sponsor Name becomes Team Name, if primary sponsor.

6. Entertainment of target customers or business associates by busing in large groups, sponsoring lunches, arranging tours of the paddock areas, arranging track tours (“Ride Arounds”), giving out autographed photos, shirts and caps with company colors and logo, etc.

7. Strategic press releases and feature stories that we can write, or that we can pursue with key reporters with whom we cultivate a working relationship.

8. Displays at car shows, parades, high school events, business conventions or at your place of business.

9. Incorporation of your race team into your existing marketing programs: for example, in your print ads or as a part of your company logo,

10. Incentives and perks for employees and their families (“A Day At the Races” as a thank you for good job performance)

Further Exposure: Broader exposure could involve sponsorship of the race series, either fully or partially. Individual Regional and National races (i.e. one weekend) could also carry a sponsor name for a very reasonable cost. Large graphics on our 40 foot trailer will greatly increase exposure.

Costs: This, of course, will vary, depending on the level of exposure and the involvement with our team. Sponsorship can range from covering just the costs of fuel, tires, and race preparation, to full coverage of all aspects of our team’s racing expenses. Part of any sponsorship budget would go directly to covering the costs of Exposure, i.e. the colors and graphics, entertainment of associates, towing to car shows, etc. We will encourage exposure in the print and broadcast media.

We are confident that we can enhance your marketing program. We will work for you to help you achieve maximum effectiveness with your sponsorship, and you will find our racing to be exciting and entertaining. Please talk to us about your needs and goals. -- Art Muncheryan, D.D.S., car #90 GTAmerica