SBD/May 10, 2012/Marketing and Sponsorship
LiftMaster Activating Around Coca-Cola 600 In Hopes Of Attracting Firefighters
LiftMaster, an associate sponsor of Earnhardt Ganassi Racing, Tuesday brought in Charlotte-area fire departments for a skills competition. The winner, Albemarle Fire Department, won a garage door system overhaul for its department. LiftMaster, one of the nation's largest manufacturers of commercial door operating systems, is sponsoring Charlotte Motor Speedway's pole day on May 24 before the Coca-Cola 600, and it plans to give 4,500 tickets to regional firefighters that day. The company also will have a parade lap featuring area fire trucks. LiftMaster has 75% market share in the commercial door operating system market, but it is trying to expand its sales to fire departments. In their haste to respond to calls, firefighters are prone to drive through their garage doors, but LiftMaster has developed a lighting system that shows a green light when the garage doors are clear and the truck is free to go. LiftMaster Sponsorship Manager Neal Villarin said, "We're using the motorsports platform as a megaphone to reach that group [firefighters] and educate them about what we offer. Many have LiftMaster products but don't know we can add accessories and packages to give them the peace of mind that they're not going to [go] through their doors."
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