IN RETAIL, THERE'S NO CHECKERED FLAG

Photo of Scott Becher
Date: 2017-02-24 13:47:43
By: Scott Becher
Date: 2017-02-24 13:47:43

WHAT DANICA PATRICK KNOWS ABOUT RETAIL THAT YOU DON’T

It was near the end of a somewhat hectic production shoot a few weeks ago in Mooresville, NC, just outside of Charlotte.

The session was productive for Zimmerman client Advance America, capturing across-the-board content with new celebrity endorser and NASCAR driver Danica Patrick.

The heavy lifting of a day’s work in her rear view mirror, Danica was ready to schmooze. Yet the discussion was all business.

Sitting down with Advance America execs Trudy Boyles and Laura McCutcheon, Danica hit the proverbial gas on questions: “Tell me about your challenges.” “What’s your average loan value?” “Help me understand what makes you better than your competitors.” “What kind of experience do your customers receive?”

Not exactly idle chitchat.

An exchange of insights and strategy ensued. Because what Danica knows is that partnership – like retail – is perpetual. The second one race ends, you start preparing to be better in the next one.

Think Bill Belichick standing under a shower of Super Bowl champagne and proclaiming, “As great as today is… we’re five weeks behind in preparing for the 2017 season.”

YOU CAN’T WIN WITHOUT ALIGNMENT
Advance America wasn’t shopping for a spokesperson. Yet the time was right to evolve the brand, and we saw a fit with Danica. There was a certain cultural alignment.

Advance America offers a variety of financial services that help millions of Americans overcome unexpected expenses. Hardworking people sometimes encounter a roadblock and Advance America is there to help them “Power On.”

Danica’s mere presence in NASCAR demonstrates an unprecedented ability to overcome adversity.

So both Advance America and Danica share this dedication to conquering obstacles, knowing that you’re only as good as your pit crew and support system.

Danica’s support system was pretty darn good last weekend. She finished fourth in the NASCAR season-opening Advance Auto Parts Clash. It was Danica’s highest NASCAR finish.

We’ll be rooting for the #10 car in this weekend’s Daytona 500, and for the rest of the 2017 NASCAR season.

Click here to view the Advance America TV spot featuring Danica Patrick.

And remember there’s a reason for the saying “there’s no finish line.” Not when you’re breaking barriers in sports, not when you’re trying to win in the retail game.

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