By Shefali Kapadia
When Sherri Garner Brumbaugh first looked into a NASCAR sponsorship for her trucking company, she wasn’t sure how to make it work. She wondered how a regional carrier would stack up against big national brands like Menards and Lowe’s.
“It seemed like such a reach for a company like mine,” said Brumbaugh, president and CEO of Findlay, Ohio-based Garner Trucking, which operates 90 trucks and 350 trailers.
But after speaking with marketing executives associated with NASCAR, Brumbaugh realized she could fill a niche with trucks that haul race cars. Following several conversations and each side understanding the other’s needs and offerings, the “pieces just came together,” and Garner was able to market its brand via a NASCAR sponsorship.
Marketing isn’t always a focus for trucking companies, especially big fleets with household names. Their name recognition, network and capacity alone can be enough to win over shippers.
SHEFALI KAPADIA 