Faith in Motorsports Like Nobody Else

Clean Control’s OdoBan Markets Almost Totally In Racing

WARNER ROBINS, Ga. - Perhaps no one has more riding on the success of motorsports marketing than Clean Control Corporation, manufacturers and marketers of the OdoBan line of cleaning and disinfecting products.

"I’ve heard a lot of people say they have faith in motorsports and in the fans. I believe we are the only company to lay it on the line like this, though," said Steve Davison, president and founder of the company.

Through its OdoBan line of cleaning and disinfecting products, Clean Control sponsors the #60 OdoBan Ford of driver Stanton Barrett in NASCAR’s Busch Grand National series and the OdoBan NHRA Pro Mod Ford dragster of legendary Roy Hill, who came out of retirement to run the company’s colors.

"Virtually our entire marketing and advertising budget is in these two cars," said Davison. "I don’t know of another company anywhere that has taken such a strong stance in NASCAR and NHRA racing. But we obviously believe it is going to work for us."

OdoBan made its first serious foray into motorsports last season, partially sponsoring the Busch car owned by Barrett, partially sponsoring an ARCA car, and sponsoring the Summer Shootout Series at Lowe’s Motor Speedway in Concord, N.C.

"We looked at what we wanted to get out of our marketing and advertising, and then we looked closely at the return we felt we were getting from motorsports," Davison said. "So we moved forward in a pretty big way.

"Branding and exposure were what we were looking for. OdoBan is our lead product, and it’s a lot like racing in its marketing. If we can get somebody to try it one time, we feel we have a customer for life. Our products work that well," Davison said. "So we turned to motorsports to put our name out front, to encourage people to try our product and to develop new buisiness to business opportunities.

"We are talking with retailers now about various promotions and opportunities that exist with the OdoBan cars. Whether its a cross-promotion or a show car program or anything else, we can give these retailers a return they can’t see any other way. Motorsports is working for us," he said.

The only other marketing and advertising venue for the $100 million company this year is an infomercial which has almost been completed.

"Even there, we utilized our drivers, owners and cars. There is something about racing that draws people’s attention, and we felt what worked on the race track would work in our infomercial as well," Davison said.

He also pointed out the unique opportunities afforded Clean Control in motorsports marketing.

"Stanton Barrett is well known in Hollywood as a stunt man, and he is well known as a hard working driver with his sights set on the stars," Davison said. "That, coupled with the chance to put him in the Jack Roush #60 that won the Busch Grand National championship a year ago, made it too great of an opportunity to pass up.

"Then we had the chance to be involved with a legend like Roy Hill, a name that is known throughout drag racing worldwide," Davison added. "The attention he brings, not to mention the relationships he has worldwide, bring a lot to the table for our company.

"Plus, we’ve made some great friends in racing."

Most observers feel the OdoBan line is the only brand to place its full marketing and advertising budget into motorsports.

"Some people from the outside might look at this and say, ‘Hey, those guys are really taking a chance,’ and we know that is unique," he said. "Still, we obviously feel this is going to work and work big for us. We wouldn’t be doing it otherwise.

"Anytime a company does something out of the norm, there are those who are going to look at it as tremendous risk. This is certainly out of the norm but we need a strong marketing platform and a strong branding effort, and the NASCAR and NHRA racing are giving that to us," he added.

Clean Control Corporation is a privately-held premier manufacturer and marketer of cleaning products for household, institutional and commercial use worldwide. Davison founded the company 10 years ago after building a career in commercial cleaning and chemicals.