Experiential Marketing Incorporated (EMI) Your Brand. Your Audience. Our Solution. theEMIsolution.com

Leading Indianapolis Marketing Company Expands as Experiential Marketing Incorporated
EMI formally replaces reputable Sinden Racing Service

Press Release as PDF

INDIANAPOLIS – After dedicating more than 20 years to providing support equipment to several motorsports series, Sinden Racing Service is broadening its marketing approach and appeal under a new identity – Experiential Marketing Incorporated (EMI).  The announcement was made Tuesday in conjunction with the launch of the new EMI website, theEMIsolution.com.

Over the past two decades, EMI has constantly evolved into a marketing company with clients and interests both inside and outside the racing industry.  Co-owners Jeff Sinden and Joe Kennedy first created Sinden Racing Service in 1987 to provide technical support and pit equipment for several teams competing in the Indianapolis 500 and what is now the IndyCar Series.  In 2000, Kennedy and Sinden teamed with owner Scott Jasek to create the Indy Racing Experience – a 2-seat IndyCar program that allows race fans an opportunity to ride up to 180 miles per hour in a purposed-built Dallara 2-seat IndyCar.  Coupled with an "Indy Racing on the Road" show car division, the company introduced a new form of motorsports marketing by using IndyCar racing to connect companies nationwide with the common man. It was experiential marketing in its truest form.

“Experiential Marketing Incorporated has established itself across the country as a marketing company dedicated to providing clients innovative marketing units designed to enhance brand identity and recognition. We connect our clients’ brands and their audiences through our solutions,” said Jasek.  “As we continue to expand our client base outside the racing industry, we felt it was the appropriate time to choose an identity that reflects the manner in which our products are designed, built, and operated.”

The concept of experiential marketing is simple: use an alternative form of marketing to connect a company brand and its consumers through a personal experience. More and more today companies are enhancing their marketing efforts by moving away from traditional concepts to those that truly connect with the consumer.

Building off of its IndyCar and NASCAR show car division, EMI began producing the popular street-legal 2-seat vehicles for both racing series, as well as popular fan zones for both the IndyCar Series and the Indianapolis Motor Speedway.  Known for its long-standing, get-the-job-done reputation in the racing industry, EMI began building experiential marketing units for many IndyCar Series sponsors, such as Ethanol, Jim Beam, Menards, Delphi, Meijer, Gatorade, National Guard and Hewlett Packard, as well as units for all three Indianapolis Motor Speedway events – the Indianapolis 500, Allstate 400 at the Brickyard and the Red Bull Indianapolis GP.  In recent years, clients such as the Indianapolis Colts and Indiana Pacers have turned to EMI for the creation of their mobile fan zones. 

“Grassroots marketing requires an authentic approach in order to resonate with your target and EMI understands this landscape better than anyone in the business,” said Chris Schwartz, Indianapolis Motor Speedway Vice President of Marketing.  “Our collaboration resulted in a unique brand experience for our Red Bull Indianapolis GP, creating a meaningful extension to our fully integrated marketing platform.”

EMI has also been well received by its clients for its commitment to the project’s entire lifecycle and its flexible options for financing.

EMI views its interactive trailers and displays as “living websites” that provide a unique experience to both the company and the consumer. Through EMI, consumers identify the brand, experience the brand, walk away remembering the brand, and most importantly, will talk to others about what they just experienced, thus spreading the word about the brand.

EMI will continue to be housed out of its 2 Gasoline Alley facility in Indianapolis along with sister companies Indy Racing Experience and Indy Parts, Inc.

About Us:  Experiential Marketing Incorporated is an experiential marketing company dedicated to providing clients innovative marketing units designed to enhance brand identity.  Through its show car program, interactive marketing trailers and simulators, as well as its quality custom fabrication shop, EMI has expanded its client base to include some of the top organizations affiliated with the IndyCar Series, NASCAR, NBA and NFL.  Founded in 2001, the Indy Racing Experience provides fans the ultimate opportunity of a lifetime by experiencing the high speeds of IndyCar racing with our purposed-built 2-seater and cars that participated in the Indianapolis 500.  The Indy Racing Experience operates daily at the Walt Disney World Speedway, more than 20 dates annually at the Indianapolis Motor Speedway, and at every IndyCar Series track in North America each year.  Indy Parts Inc. provides quality parts and service to teams in the IndyCar Series and Firestone Indy Light series, and is the sole North American distributor for Dallara – a worldwide automobile designer and manufacturer for a number of premier motorsports series.