the Goal
Improve the BTR brand visibility and increase sales.
Strategy
Evaluate the company's online presence, website capabilities, competitive landscape, regional and national reach, social media, packaging, and events. Then develop an annual marketing budget, calendar of events, product launch templates, and execution plans with tactics to deliver success in each of the focused areas.
Key Performance Indicators (KPIs):
SEO • Buying Experience • Online Purchasing Capabilities • Website Merchandising
Retargeting Customers • Phone Tracking Systems • Digital Advertising ROI • Events •
The Competition
We began with an assessment of the high performance automotive industry landscape. We reviewed direct competitors and evaluated companies with similar product lines.
Our approach to review successful marketing outlines and tactics and revolutionize the industry with reintroduction of all new BTR products and platforms.
Marketing Approach
A diverse range of marketing tactics was employed, including:
Website Enhancements:
Partnered with an automotive web development team to launch a new website featuring integrated e-commerce and live chat capabilities.
Search Engine Optimization (SEO):
Optimized the dealership’s online presence to improve search rankings.
Digital Advertising:
Executed campaigns on META (formerly Facebook) and Google Ads.
Email Marketing:
Deployed eNewsletters to keep customers informed and engaged.
Search Engine Business Pages:
Managed Google and Bing Business listings to drive local search visibility.
Event Marketing:
Planned a calendar of events around sponsored races, tracks, and car shows from Texas and all over East Coast. In 2023, we attended 26 events including our own hosted Cars and Coffee event at BTR.
Rebranding Brian Tooley Racing
Updating the brand from Brian Tooley Racing to BTR was intricate part of the marketing process. We began reintroducing BTR to the performance world by expanding the perception of Brian Tooley Racing LS and LT engine mold and introducing the new HEMI and Godzilla product lines.
The Logo
Below are examples of the logo development and brand standards usage outline.
Product Photography
BTR is defined as one of the premier parts manufactures in the industry. Updating the product photography and SOP's was incremental process to provide the perception of value.
finding your space - Google business
How do you find a local business near you? Most Google it or utilize BING by typing in the search bar or asking Siri or Alexa. Establishing a Google Business Page and a BING Business page was an essential part in solidifying BTR's online space. Google Business is where basic information on your company can be found online or physically by listing the address, phone number, photos, website, press and more on your business profile.
Below are samples of Google and BING Business pages.
Website and Merchandising - Technical SEO
Upon auditing the Brian Tooley Racing website, it was evident the web management processes in merchandising, product information, product segmentation, descriptions, meta tags, key words, photo size, and content support, all had significant issues which needed to be addressed.
Solutions
We began by updating our product pages sorted by our top searched key words, provided by Google Analytics, and internal sales reports on highest moving products. Each part was then itemized into product groups where we then began to optimize each page with updated images, graphs, descriptions and backend key words and Meta tags to support the technical SEO.
Below are samples of the marketing content.
Google Ads and Merchant Center
The Google Ads platform had priorly been set up by a third party vendor but had been inactive for over a year by end of 2023. We began updating the Ad framework with Performance Max, Dynamic Search, and Video campaigns in 2nd-3rd quarter of 2024. The revised tactics proved to increase product search ability and website traffic over the 3rd-4th quarters.
We did encounter several issues with the Brian Tooley Racing website merchandising and product listing process, which obstructed the ability to list products in the sponsored "Shopping" lists and "Merchant Center" on Google. While progress was improved on the primary products, hundreds of products needed urgent attention before SEO and digital marketing could be effective.
Email and SMS
As web traffic increased, so did the registered account users in our collective data base. We segmented our audiences via Retail and B2B customers, and distributed frequent emails promoting new products, events, specials and promotions, garage sale listings, and price updates.
As the email distribution processes became more frequent we began to utilize Klaviyo's SMS features to text directly to our consumers phones.
Digital Ads
The BTR digital campaigns continued via Google Ads and LSX Magazine online. Our paid ads on LSX magazine online also included monthly product featured articles as added value. We also provided the images, product descriptions, and bullet points for each featured product.
The ads were developed around a campaign in a multitude of sizes based on locations. The ad variety included graphic transition content (GIFs) and static formats with direct product links to the BTR website.
BTR BRandING
Creating a identifiable and powerful brand takes time and consistency. The process began with updating several contrasting trifold brochures and combing the content into a single product catalog. The redefined branding incorporated the new iconic black and red BTR logo and color themes with cutting edge designs and an elegant style to embellish the quality and value the is Brian Tooley Racing. The rebranding was a rolling transition as we created displays, promo items, merchandise, website updates, packaging, and sponsorship signage.
Sponsored Events
Let's begin with the 2023 PRI Show in Indianapolis IN. PRI was my first event with BTR. We prepared for the largest show in the industry with a 45 day production timeline. In that time, we secured the dual isle location, planned the floor layouts, created product displays, design and produced product catalogs, ordered display banners, coordinated event signage, planned event cargo logistics, and secured team apparel. This project proved to be one of the most difficult and rewarding events in my career, as we had a spectacular event and launched some great new products and displayed the new BTR branding in grand capacity to the 65 thousand people in attendance at the PRI high performance industry show.
Sponsored Racetracks and Facilities
In 2023 we partnered with several racetracks and facilities around the nation as annual sponsors.
RESULTS
As sponsors we received track signage, announcer promotions, premier trailer placements at events, providing a direct connection to target audiences with ground roots marketing tactics. Track attendees ranged in at 91% Male, ages 25-45, with 100% purchasing power via cell phones.
Sponsored Events
In 2023 we partnered with several performance related events across the nation. We specifically pinpointed events that incorporate performance vehicles, powered by engines that utilize parts, in our target demographics. We displayed parts that BTR specializes in manufacturing, directly to consumers, and provided technical solutions from our sales team members on location. This also created additional new account opportunities for the sales engineers.
BENEFITS
As event sponsors we received track tickets, signage, announcer promotions, premier trailer placements, providing a direct connection to target audiences.
RESULTS
We had record sales at primary events like Hot Rod Power Tour, LS Fest East and Texas, and Street Car Takeover. We attended twenty plus events in 2023, reaching tens of thousands of direct consumers at their local track or event centers, creating a personal relationships that build lasting customer relations and strong brand ambassadors.
Sponsored Drivers
We are grateful to have partnered with so many car enthusiasts, racers, technicians, and builders in this ever evolving high performance industry. In 2023 we diversified across a multitude of motorsports including drag racing, road racing, drifting, auto cross, off-road and custom builders.
The idea to expand reach and expose new audiences to the BTR brand and the array of high performance parts designed for their vehicle drive trains in that arena of motorsports.
Social Media - Facebook, Instagram, Tiktok, Linked-In & YouTube
Social Media is an essential tool in business marketing today. A social presence allows businesses the ability to connect directly to audiences interested and interacting with your products.
At BTR we created a model around five subjects for content deliverables. We focused on Parts, Tech Information, Lifestyle, Promotions, and Events. We included a variety of humorous topics, giving back and community subjects, as well as sharing our customers posts to build on relativity and interactivity.
META advertising was a key element in promoting posts and paid product ads.
RESULTS
Facebook went from 96k to 184K Followers and Instagram went from 48K to 102K Followers from October 2023 through November 2024. Doubling the total followers from the years prior.
Linked In slowing is becoming a source of providing content and data directly to potential dealers and high performance enthusiasts within the industry. Prior to 2023 Linked In had minimal activity, 500 plus follower and zero reach. BTR Linked In currently has 896 Followers and up to 2628 views weekly.
The LinkedIn "Competitors - New Follower" metrics placed BTR at Number 2 under Summit Racing surpassing TSP, Motion Raceworks, Scoggin-Dickey and Tick Performance in 2023.
Below are samples of the video content.
Social Media
We used social to connect to our audiences in a few manors. Our business transparency connected audiences to the company by posting about the expansion in the Machine Department, Exposing parts in development, testing and research processes. We also collaborated with our network of dealers to test and try our new products in development.
Social Media - BTR Product Launch
The product launch approach involved consistent visuals, branding and messaging with direct links to to each individual product page at BrianTooleyRacing.com. Campaigns included organic posts with heavy copy, supported with a variety of image content, while paid posts were more direct, less copy and call to action buttons with links to the individual product pages.
Social Media - BTR Product Awareness
The product awareness approach involved consistent visuals, branding and messaging with direct links to to each individual product page at BrianTooleyRacing.com. We used a series of stylized photography that primarily focused on products. Product Performance Kits were displayed on white backgrounds, and other content included products in production environments, while moving through manufacturing to fulfillment.
Social Media - Supporting our team
In developing the BTR Sponsorship program, it was important to promote and interact with our sponsored drivers, influencers, and brand ambassadors. The top tier teams provided BTR with high definition content, collaborated on posts, tagged posts, provided event content, and indulged us with interviews at major events. Building the team was great but becoming a friends was priceless. Grateful to all the individuals involved with the 2023-2024 Sponsorships. Team BTR
Social Media - EVENTS
Off to the races! We attended over 20 events and sponsored several more in 2023. This proved to be content gold for BTR as it connected our online audience to events with similar interests, notified our followers where to visit us in person, and expanding our online presence in the high performance industry. The combination of in person events and real time social interaction are essential tactics with live video opportunities, consistent daily content, and collaborations.
Social Media - Apparel and Merchandise
What better place to reach your consumers with new apparel and promotional items? As we developed new merchandise, we would give one free shirt or item, to each employee, and send gift packages to our sponsored teams. In return, we captured their soul on film by having them model our newest merchandise including, shirts, winter apparel, hats and posting it to social media.
brian Tooley Racing - Case Study Results
Increased Sales:
Annual growth estimation was projected at 11-12 percent. We had a few months the reached up to 14-15 percent growth and averaged 13-14 rate of growth of over month to month sales in 2023.
Recognition:
Created a Calendar of Events, Increased brand visibility across sponsored multi-platform racetracks, events, and drivers. Produced record sales at prime events.
The number of events and social media growth reached audiences in the hundreds of thousands.
Website Success:
The website merchandising update process made product search ability on BrainTooleyRacing.com easier for users and improved ranking in organic search engine locators.
Partnered with Classy Llama to implement SEO and organize internal reworking of sitemap, search functions, descriptions, meta tags, keywords, and image formats, to increase user experience and search capability online.
ROI Improvements:
Implemented an e-commerce strategy that led to an increase in website traffic and 20% in conversion rates.
Conducted a review of digital procedures and refined third-party lead generation partnerships, improving ROI and lowering customer acquisition costs.Google and BING BUsiness Pages:
Reconfiguring the Google and BING Business Pages allowed users to locate the company's online profile in the first searchable option within the Search Engine's capabilities. The updates proved to deliver higher website acquisition rates and new accounts.
Enhanced Social Media:
Expanded social presence and followers with higher posting frequency and intriguing content. We doubled down into Facebook and Instagram, added TikTok, and Revitalized the B2B connections at LinkedIn with relevant business content and new product posts.
Retargeting:
We utilized Klaviyo to deliver Emails and SMS marketing tactics, resulting in revenue growth and customer product research interaction. Emails and SMS drove significant traffic to BrianTooleyRacing.com
Standard Operating Procedures (SOPs):
Developed SOPs for best practices, ensuring consistent and effective marketing execution across all channels. SOP's included photography, social media content and scheduling, website merchandising and events.
By combining targeted digital strategies with traditional marketing efforts, Brian Tooley Racing successfully expanded its reach, enhanced customer satisfaction, and achieved significant growth in performance part sales and customer engagement.