Mike Cochrane Named Salesperson of the Year
Cochrane, of Matthews, N.C., joined the Lowe¿s Motor Speedway Sales and Marketing staff in August of 2002. In his first year with the speedway, Cochrane secured over $875,000 in new business while growing and nurturing seasoned sponsors such as CARQUEST Auto Parts and Hendrick Motorsports.
¿Mike exemplifies the true definition of a Most Valuable Player to an organization,¿ said H.A. ¿Humpy¿ Wheeler, president and general manager of Lowe¿s Motor Speedway. ¿Not only did Mike contribute significantly to the Sales and Marketing goal, but he also got involved and became an integral part of other programs around the speedway that touch the community.¿
¿The impressive part of Mike¿s new business total is that it came primarily from items such as suites, tickets and advertising,¿ noted Dan Farrell, the track¿s vice president of Sales and Marketing. ¿His total included 99 separate accounts that were increases from 2002 or new for 2003.¿
As part of his marketing tools, Cochrane created a unique survey seeking client feedback on their event experience. The survey asked for ratings on numerous topics and included an area for comments and suggestions. The feedback has proven to be a valuable tool in making the speedway experience more enjoyable for corporate clients, their customers and the fans.
Lowe¿s Motor Speedway is a subsidiary of Speedway Motorsports, Inc. (NYSE: TRK), a leading marketer and promoter of motorsports entertainment in the United States. Additional information is available at www.charlottemotorspeedway.com or by calling (704) 455-3203.