Get Noticed

Want to make your business the center of attention? Take part in an eye-catching event.
This story first appeared in the October 2007 issue of Entrepreneur. To receive the magazine, click here to subscribe.

On May 11, Dan Mermelstein got behind the wheel of his $100,000 Porsche 996 Twin Turbo. He was revved up for Bullrun, a seven-day, flashy vehicle- and celebrity-studded car rally. But while most of the other participants were in it for the adrenaline rush and the nightly parties, Mermelstein was driven by a different motive. In 2000, he and friend Rob Rohn, both 28, started Chandler, Arizona-based, Vivid Racing, a distributor of aftermarket performance vehicle parts, and they were about to get noticed.

 

Four thousand miles of on-the-road exposure coupled with an estimated $300,000 worth of free publicity resulted in 30 percent more traffic on Vivid Racing's website in May. "[Bullrun] brings out fashion, cars and the partying lifestyle," says Mermelstein, who projects 2007 sales to reach $7.3 million. "People like to read about it, see it and hear about it. It draws a lot of attention."

Dan Mermelstein blazed a trail of cross-country publicity for his performance vehicle parts firm.

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