Ask a Buyer: Ben Blessing of Blue-Emu
Know your audience, be authentic, and the NASCAR effect.
The Blue-Emu Maximum Pain Relief 500 @ Martinsville; photo: Don Wachsmith
Welcome to our “Ask a Buyer” series, where we ask advertisers how audio is delivering for their bottom line.
What takes a sponsorship from 0 to 60?
Genuine connection.
When Blue-Emu looks for personalities to endorse their products, they want real users with first-hand experience with the pain relief line. That’s why tapping NASCAR Hall-of-Famer Rusty Wallace was a no-brainer, and that authenticity comes through in his endorsement commercials for the brand.
A partnership going back years now, MRN and PRN listeners are not only familiar with Rusty’s tagline (“Works fast and you won’t stink!”), but they also get that Blue-Emu’s sponsorship supports their favorite sport.
We caught up with Ben Blessing, the Executive Vice President of Marketing for Blue-Emu, to get his thoughts on how audio fits into the brand’s larger sports sponsorships.
AdLarge Media: Why was it important for radio, and sports radio more specifically, to be a part of Blue-Emu's marketing mix?
Ben Blessing: Radio has always been a part of Blue-Emu’s roots within marketing. Brands often start in radio but our brand has seen continuing success in radio. On a personal level, some of my fondest memories with my Dad growing up wasn’t necessarily watching the races, but listening to them.
There is a segment of the market that truly honors the heritage that comes with sports radio. It’s a media mix staple for brands playing in the sports arena.
ALM: What about the NASCAR platform spoke to your brand goals the most?
BB: NASCAR has a true appreciation for its brands and sponsors. They know how to incorporate a brand into any avenue possible and make it flow seamlessly into the produced content. Outside of that, our demo for our brand has always had deep roots in the NASCAR community given its niche branding within the pain relief category.
ALM: How have your partnerships with MRN and PRN evolved over the years? How have you seen this contribute to sales success for Blue-Emu?
BB: They have both been great partners for many years, but it wasn’t until 2020 we started seeing their full incorporation into our branding. We have always worked closely, but becoming the Official Pain Relief Cream of MRN and PRN allowed us to truly solidify our place within the NASCAR community, with hopes that this pays off at the shelf.
ALM: Just for fun, we know you're a big racing fan yourself. What are you looking forward to the most this season? Do you have any predictions for the 2021 playoffs?
BB: Honestly, I am just looking forward to attending races again. There is something about the smell of a race car on a Sunday afternoon that just fills many with joy. So for me, no predictions, I just want more racing!
Lucky for race fans like Ben, the 2021 NASCAR season is just heating up. No platform allows sponsors to shine like NASCAR does with opportunities to not only be a part of the sport, but a part of the community. Radio is a major touchpoint for engaging with an audience that is more likely to actively support sponsors than fans of other major sports.