Mooresville, NC, March 21, 2010 --(PR.com
)-- When Wave Energy Drink began exploring the connection between NASCAR and big-time brand awareness back in August of last year, they couldn’t have imagined such success for their internal franchise program. Company executives were well aware of the marketing power present, but remained uncertain of just how well the business model would work when properly activated.
It’s working so well that the company is adding more racing to its hectic schedule: Wave Energy Drink has added a 16th race to their 2010 schedule—coming this weekend at the famous half-mile, bullring known as Bristol Motor Speedway. Dubbed the “Action Track”, its motto squares nicely with the level of franchise interest the company has generated through its high-speed gamble.
Wave Energy Drink initially signed a six-race deal with Tommy Baldwin Racing, a competitor in the top-level Sprint Cup Series in NASCAR. By the time that deal ran its course, they added the remainder of the 2009 season to their efforts. Then the phones began to ring, emails flooded their general information account, and franchisee applications stacked up. It seemed that every time the No. 36 Wave Energy Drink race car was shown on TV, interest spiked—even if it was only a few moments of in-focus camera exposure.
With the plan working better than expected, executives at Wave Energy Drink quietly mapped out a 15-race strategy for the 2010 NASCAR season. Again, the name of the game was exposure for the company and to drive interest in their franchising distribution business model. Next came the biggest race of the year, the Daytona 500, this past February. By virtue of circumstances and the highs and lows of their experiences, the team garnered a massive amount of on-camera television time in the span of two days leading up to the sport’s Super Bowl. Wave Energy Drink became one of the feel-good stories of the race.
Subsequent races so far this season have been utilized to sell their franchise opportunity to qualified applicants. In all five events so far in 2010, their guest allotment for all-access garage passes have been used up, and sometimes over, the limit. But it’s paying off. Wave Energy Drink is coming off a booming month of franchise sales with territories snapped up in South Carolina, North Carolina, Virginia, Georgia and West Virginia. And the NASCAR race season in 2010 is still in its infancy.
“We’re extremely happy about the level of interest and franchise sales we’ve been able to generate so far,” said Jason Wolter, Vice-President of Marketing for Wave Energy Drink. “But we still have a lot of territories open that we’d like to close. This is a great product, we have a sound franchise model and the numbers don’t lie—it’s working,” he added.
About Wave Energy Drink:
Founded in 2008, Wave Energy Drink was created to provide consumers with the best-tasting energy drink on the market today. Created with a lowered caffeine content and higher balance of B-vitamins, Wave Energy Drinks provide an all-natural kick, which is both a healthier and safer source of energy than the competition. Available in regular and sugar-free varieties, 16 oz. singles and family packs of Wave Energy Drinks are sold in convenience stores, grocery chains, restaurants, bars, drug stores and coffee shops. Wave Energy Drink is also heavily involved in sports marketing, sponsoring a NASCAR team, a Professional Angler and a touring band for its promotional event tours. Wave Energy Drink is headquartered in Mooresville, NC.