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SBJ/June 4 - 10, 2007/This Weeks News
Trucks sponsor offering coupon for Father’s Day
Published June 4, 2007
Sears Craftsman, through its NASCAR relationships, is planning to blitz consumers with discount opportunities for what it hopes will be a Father’s Day sales push.
The official tool of NASCAR and the title sponsor of NASCAR’s Truck Series is dubbing June 8-10 “Craftsman Weekend at the Races.”
Coupons good for $10 off a purchase of $50 or more will be distributed to fans at 38 races through the NASCAR Whelen All-American Series, a semi-professional and amateur circuit on short tracks throughout the country.
Scott Howard, Sears’ manager of brand development and sponsorships, said he anticipates distributing about 75,000 coupons at the events. Coupons must be used by June 17, Father’s Day.
“This coupon is one of our strongest offers,” said Howard, who added that Father’s Day ranks among the top three selling periods for Craftsman.
During the “Craftsman Weekend,” the Craftsman Truck Series will race at Texas Motor Speedway as a companion event with an IndyCar Series race. Craftsman’s fan experience mobile unit at Texas will offer visitors 10-percent-off coupons for engraving on its tool products.
Additionally, fans who visit the mobile unit, which is called the “Official Tools of NASCAR Experience” and tours most NASCAR events, receive a $5 reward card. Howard said those cards typically are redeemed at a 20 percent to 30 percent rate, while also allowing Craftsman to collect data from those consumers who tour the mobile unit.
The cards allow Sears and Kmart, where Craftsman products are also sold, to track where NASCAR fans spend the most, whether it’s tools, lawn and garden or a different department.
The other piece of Craftsman’s Father’s Day promotion includes $5 coupons inside RaceWatch, a free publication distributed at NASCAR events. The Craftsman coupon is expected to appear in 210,000 issues at Texas and Dover International Speedway, where Nextel Cup, Busch and Craftsman Truck events were scheduled for this past weekend.