The No. 4 Open Joist Dodge truck should have a familiar ring to it. The Grand Rapids-based Universal Forest Products, Inc., has renewed its marketing alliance with Bobby Hamilton Racing (BHR) this season, and it will be promoting its Open Joist product on the truck. Open Joist is a versatile, open-web, all-wood floor truss. Universal broke into Craftsman Trucks last year with BHR, which lost its founder, Bobby Hamilton Sr., in January of 2007 to cancer. The team drove on despite losing Hamilton, who won the 2004 championship. Last year proved to be a transitional season in which a handful of drivers took turns racing the Open Joist truck, but things are looking up in 2008.
Stacy Compton has been hired to race the Open Joist Dodge full-time, and after clocking in fifth fastest last weekend in a Daytona test session, he said he is confident 2008 will be a competitive one for him and his team.
Universal was founded in 1955 and now has over 100 facilities in the United States, Canada and Mexico. It will be investing in other racing marketing opportunities, too.
"The exposure we have received for the Open Joist brand with this investment is something we would never get in other mediums if we spent the same amount of money," said Larry Kroh, the Open Joist sales manager. "Renewel is the key to keeping this credibility going. We have the opportunity to build brand recognition even more."
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