PRI Magazine October 2017 : Page 24

Continued from page 20 Russell offers a full line of performance plumbing products for the quarter-mile. Racers across the country have relied on Russell plumbing products since 1973. Today, the combined effort of Russell Performance Products and Edelbrock, LLC has resulted in a complete, high-quality line of parts for racing and street use. Russell is a QS9000 certified supplier of products that meet the standards set by original equipment manufacturers. Russell offers a wide variety of hose such as durable stainless steel to lightweight nylon fiber with matching hose ends and adapter fittings for the best plumbing combination for your racing application. For maximum performance and reliability, more professionals and enthusiasts choose Russell hoses and fittings. Go to our website to see all the fuel and brake line components available! FREE CATALOGS: 800-386-8326 TECH LINE: 800-416-8628, 7am-5pm PST. M-F. FOLLOW US ON: FOR MORE INFORMATION VISIT EDELBROCK.COM backing industry leaders who have the ability to clearly and concisely market products with native advertising tech-niques. Relying on advertising that utilizes the influence of a status symbol without a descriptive narrative has proven unsuc-cessful in the drifting industry.” Owing to Sonoma Drift’s scale and pop-ularity, Kugay said the series has suc-cessfully managed to convey to young drivers the importance of safety. Beyond that, “our events are affordable, dynamic, and we excel at understanding our market while making practice days entertaining for spectators,” Kugay explained. “We employ track ambassadors whose sole purpose is to engage with youth at our events, giving away prizes and treats if kids answer questions [correctly]. We strive to emphasize drifting as a great way to engage the minds and trade skills of local youth while letting their creative expression reign free on the race track.” Stephan Papadakis, owner of three-time Formula Drift champion Papadakis Racing in Hawthorne, California, said beginner and amateur drifters seek inspiration and information from online sources, as well as fellow competitors. In addition to stan-dard marketing techniques involving case studies, technical data and top competi-tor testimonials, “a representative from the company visiting an event and meeting teams can go a long way,” he added. “What doesn’t work is having informa-tion buried in some paper catalog or hard-to-access information on the company’s website,” Papadakis said. “I hate when companies don’t make the commitment to populate their websites and ‘short cut’ by just uploading their catalog. It should be ‘click, click, click’ to the product you are looking for, not downloading an entire catalog and looking through 80 pages for the product you are interested in.” A sponsor of Formula Drift, AEM Induction Systems of Riverside, California, devotes much of its efforts to creat-ing mainly DryFlow cold air intakes and DryFlow replacement panel air filters for sport compact and Euro-tuned vehicles, noted Ross Berlanga. “Formula Drift has been a great partner, drawing young DIY fans globally from the tracks to their Live Stream. At the Formula Drift races, we’re able to engage directly with our core cus-tomers to hear their feedback,” he said. Meantime, some savvy companies have entered the fray by offering new services to ease the participation learning curve. For example, Dalton, New Hampshire-based Team O’Neil Rally School has partnered with ISC Suspension NA to offer a Drift School that “was created out of the recog-nition that there was a lack of proper train-ing opportunities for those looking to get into drifting in the New England market,” For many drivers, drifting has grown beyond a weekend hobby, with most competitive drift cars undergoing a number of modifications to wheels, tires, exhausts, internals, differen-tials, and more. said Karl Stone of Team O’Neil Driving School. “The idea behind the course is not only the driving aspect of it, but it is the preparation, what type of car, what you should do.” Day one of Drift School takes place in a classroom setting, while on the following day the school hosts a Drift Clinic, which is open to participants—even if they didn’t attend the first day—as well as the public. “The idea is you can have an instructor ride with you, and really make it a point to ensure equal seat time for all of the par-ticipants,” Stone said. ISC Suspension, which helped develop the program, offers drift car rentals, too, so “someone can still be part of this program, even if they do not have their own car yet, which is great,” ISC’s Wallace said. Wallace noted thriving drift clubs on the East Coast. Generally, these drift Performance Racing Industry 24 | October 2017

Edelbrock LLC

Using a screen reader? Click Here