State customers experience high-speed racetrack thrills

BY MARY JO MARTIN
Editorial director

State Water Heaters has teamed up with Ward Burton and the Richard Petty Driving Experience to provide some pedal-to-the-metal, high-speed adventures for customers at a number of racetracks around the country.

The adrenaline was at full throttle when about 50 wholesalers and contractors — and me! — got behind the wheel of some real NASCAR race cars and took to the track at Charlotte Motor Speedway. These 600-horsepower stock cars are capable of speeds up to 165 miles per hour, providing the thrill of a lifetime for these lucky State customers. And not only do customers get to drive the cars, but they also have an opportunity to ride along in a specially equipped car with 2002 Daytona 500 winner Burton — who delights in going full-tilt-boogie and giving his passengers a real feel for what NASCAR drivers experience on the track.

These well-coordinated events are designed to bring selected wholesalers and their contractors customers together for two days with key members of the State sales and marketing team, as well as giving them a chance to spend some time with Burton. In 2007 — his last season of racing in the NASCAR Winston Cup Series — Burton was behind the wheel of the #4 State Water Heaters Chevy, a partnership that has continued to expand and grow.

State national manager of customer marketing Jeff Storie has been working with Burton since State’s initial car sponsorship, and feels he is a great fit with State and its customers. “Throughout the 2007 racing season, we formed a strong partnership with Ward and realized what a natural connection he had with our wholesalers and contractors,” Storie noted. “And his impressive on-track resume helped give State the star power needed to put together great race-related events and attract customers to our brand.”

Michael Maloney of Coburn Supply, who was a guest at the Charlotte event, added, “State really goes the extra mile to make sure all that participate have a first rate time. They make it easy for us as distributors to bring groups and entertain our customers. It’s fun with a purpose. We get both an opportunity to spend time with our guests and grow relationships which in turn will turn into increased opportunities down the road.”

Let’s go racing!

These racing events kick off with a relaxing evening of dinner and beverages for customers, State personnel and Burton at a nearby watering hole. While in Charlotte, everyone gathered at a motorsports-themed smokehouse. It was a great opportunity for customers to get to know Burton, whose home-spun, genuine country charm put everyone at ease right away. Many in the group were die-hard race fans who were excited to share their favorite racing memories with Burton — and get an opportunity to ask him questions. And while he graciously answered questions and shared stories, Burton also tried to deflect attention from himself and instead expressed sincere interest in getting to know each of us.

“To be honest, I hadn’t really followed NASCAR much before this so didn’t really know what to expect,” said contractor Petros Floros. “I did some research before getting to Charlotte and learned about Ward’s great success as a driver. So I was a little nervous about meeting him. But he quickly put everyone at ease. Ward is very personable, yet soft spoken. He’s highly respected and I think he represents State very well. Having us all get together the night before really put everyone at ease about getting in the cars the next day. In fact, Ward actually sat down with me and drew out the track on a bar napkin, pointing out different spots to watch out for and giving me pointers for how to handle them.”

The following morning, everyone gathered for a hearty breakfast at the hotel and Burton offered an overview of what to expect at the track. He shared some special tips about the design of the track to help the drivers adapt to the challenges they would face later that day. The group then boarded a shuttle to the Speedway where the high-energy crew from the Richard Petty Driving Experience led the State group through an important driver orientation and safety course on handling a racecar — and got everyone suited up in racing gear — before taking us down to the track.

The massive structure left everyone a bit awestruck, but the great guys from Richard Petty kept the group loose with their humor and hospitality. The State team — and its customers — have found working with the Richard Petty group particularly enjoyable because of their great blend of professionalism and sense of fun.

“The Richard Petty staff help make these events first class,” noted Storie. “With their many years of experience, the ability to add a NASCAR star like Ward into the event is simple. The combination of Ward and Richard Petty at these State events allows us to offer a one-of-a-kind event and a true experience of a lifetime for our customers.”

The Petty group holds driving schools at nearly all the NASCAR tracks around the country, which enables State to move the events around and hit key strategic locations where they have major customers. Among the most popular tracks they’ve held events at are Daytona, Texas, Las Vegas, Chicago, Kansas City, Charlotte and Miami. So far, State has hosted more than 500 customers as guests at these events.

“All of the customers we invite experience the same high level of hospitality and excitement at each and every event,” Storie said. “The excitement level of each and every guest that has attended is always surprisingly high. These events always go a long way toward helping build the relationship between State, our sales reps, and our loyal wholesalers and contractors.”

Each highly coordinated event is run similarly, and allows State guests the opportunity to drive a racecar twice — getting tips in between on how to improve their performance. Typically there are about six cars on the track at a time, with half driven by Richard Petty staff and the others by State guests. Each State guest is assigned a staff member to follow, whose specially equipped cars have lights that signal whether the guest should stay at their pace, slow down or speed up. At the Charlotte event, State customer Jamie Milliken logged the highest speed on the track at about 160 mph.

“I think everyone has the same experience when they first tighten up the belts in the car,” said Coburns’ Maloney. “Your heart is pounding and all you want to do is step on the gas. Having done it the year before, I knew what to anticipate — but you still feel like your heart is going to jump out of your chest. Once you get on the track it takes a while to get into the rhythm of running a clean lap. You quickly begin to realize how much focus and precision it takes to drive one of those cars. I respect those that do this for 500 miles with 42 other cars on the track. It’s something that takes immense skill, control and concentration.”

State’s guests also have the opportunity to ride shotgun with Ward Burton in a specially painted and equipped State Water Heaters stock car, an experience I can only describe as thrilling. Burton let us all get a true feel for what a NASCAR driver experiences during a race, going up to 185 mph and feeling the G-forces as we took the turns very high.

“When I was driving, it felt like I was going 200 mph, especially when you roll out of Turn 2 and into the backstretch,” Maloney described. “But in all actuality I think my best lap speed was around 147. These cars can definitely go faster and you feel that when you ride with Ward. The difference is night and day when you’re in the hands of a true professional.

“Riding with Ward gives you a much better understanding about what it takes to drive. Being a race fan and working for a distributor that uses NASCAR as a customer platform, I use the experience to explain to our customers what the drivers feel while inside the car. The difference between a good lap and a bad lap is really the blink of an eye. It’s hard to comprehend that when you watch it on television or even watch the race from the stands on Sunday.”

Burton’s car is also equipped with a video monitor that records each guest during their ride-along — which State later sends to their guests on a CD. Customers also have their picture taken with Burton both inside and outside the State Water Heaters Chevy, which are printed onsite so that Burton can sign them before they are framed for each guest.

Following the events at the track, guests were brought back to the hotel where State treated everyone to a lunch, and a couple of special presentations. Storie sincerely thanked everyone for their business and support, and thanked Burton for his continued partnership with State. Burton then took the microphone and shared some final thoughts with the group.

“State does such a wonderful job with their programs,” he said. “When it comes to building relationships and showing appreciation to customers, experiences like this are so important. I’m just honored to do this with them. State cares about their customers and your businesses. There aren’t a lot of companies out there I’ve dealt with that care about their customers and those relationships like State does.

“It’s really fun to experience the range of emotions I’ve seen from State’s customers at these events — I’ve seen tears, joy, frustration, fear, all the emotions that you can imagine when they first get in the car. But in the end, there are always thank yous for what State does and what this experience means to them. The enthusiasm and friendliness you’ve shown me make it a lot of fun.”

He ended by encouraging customers to stay loyal to State, saying the entire State organization — and himself — are here for them. Burton even shared his own cell phone number with State customers, encouraging them to call if they ever needed his help.

These events are complete with awards for some of the lucky guests. Prizes at this event included full size racing helmets, autographed by Ward as well as gift certificates to attend future RPDE events at the track of the recipient’s choice. Fastest driver Jaime Milliken won the grand prize which included one of each.

Maloney said that the lunch and awards ceremony was a great way to end the event. “The driving experience really provided a great conduit to getting to know each other rather easily,” he said. “We all got a chance to compare lap times and see where we all ended up. State had some great prizes for the fastest and slowest times. Ward spent time with each and every one of us at our tables, and our customers were blown away. It was really the icing on the cake to a wonderful day.”

He went on to laud the great care that everyone at State takes in building relationships with their customers: “Their approach has always been based on personally getting involved to develop long-term relationships from the top down. These types of events can come off being antiseptic with no real personality. That has never been that case with State and the customer events they put together. They all work hard to make everyone feel special and that makes it so much easier when developing customer relationships. “

State’s Storie said the company continues to be pleased with the reaction these events generate from customers. “The reaction from the guests is always very positive,” he noted. “Many of them claim that the State/Ward/Richard Petty event is one of the best experiences they’ve ever had.”