PDCA 2016 Motorsport ExecSum np

[email protected] / 917 656 0274 cel / 212 396 9303 tel

MOTORSPORT MARKETING



CONFIDENTIAL 02

MOTORSPORT is

A COMMUNITY OF SHARED PASSION

that blends together so effectively the

ATTITUDE, EXPERIENCE, ACCESS, and OPPORTUNITY

of SPORT, MARKETING, and BUSINESS.



HOW we look at motorsport marketing

Marketing is a Revenue-generator, not an Expense

Customer Experience is key to Sales

Customer Engagement is key to Loyalty / Retention

Digital / Social is a key point of customer contact

Experientials are a key part of brand engagement

CONFIDENTIAL 03



ACTIVATION tactics

1. AT-RACE CUSTOMER ENGAGEMENT

2. MARKETING EVENTS / EXPERIENCES

3. SOCIAL / MEDIA / PR ACTIVATION

4. AUTO MANUFACTURER - OEM INTERACTION

5. NEW BUSINESS NETWORKING – B2B / B2C

CONFIDENTIAL 04



BEYOND MOTORSPORT tactics

6. ACCESS TO NON-RACING MARKETING

7. LIFESTYLE MARKETING CONNECTIONS

8. MARKETING EVENTS / EXPERIENCES

9. AUTO OEM / DEALER / RETAIL INTEGRATION

10. NON-RACING CONSUMER INTERACTIONS

CONFIDENTIAL 05



CONFIDENTIAL 06


WE USE THE ‘THEME’ OF MOTORSPORT to build –

• B2B Sales, Team Spirit, Motivation, Loyalty, and Team / Customer Retention.

Those are the core values of motorsport WE use to build your brand.

We activate away from the track [eg; the days / weeks between races], not just at the races.


CONFIDENTIAL 07


WE RACE ANYWHERE that fits our partners’ needs

Plus IndyCar, NASCAR, World Endurance Championship, Global RallyCross, and others.


PDCA

Motorsports

Marketing

B2B B2C

ActionsIn-Market

Promos

At-Track

Hospitality

Social

Media

Ads / PR

OEM

Marketing Custom

Marketing

MASSIVE REACH

60 MM US CAR FANS

80 MM US RACING FANS

250 MM US CAR OWNERS

BILLIONS GLOBALLY

ENGAGED FANS

65% 18 - 45 Yrs

61% Over $90K Income

Active / Social

Lifestyle Spenders

Decision-Makers

THE EXPERIENCE is the spark.THE CAR / DRIVER is the passion.THE ENGAGEMENT is the bond.

CONFIDENTIAL 08



CONFIDENTIAL 09


SUCCESS CRITERIA -

• AUDIENCE REACH

• BRAND-BUILDING

• BRAND RECALL

• CALLS TO ACTION

• CUSTOMER CONNECTION

• IMAGE INTEGRITY

• MARKET COVERAGE

• SALES SUPPORT

• SALES / BRAND LOYALTY

• PROGRAM ROI

WHAT RACING DELIVERS -

• BRAND EXPERIENCES

• BRAND EMOTION

• B2B OPPORTUNITIES

• B2C OPPORTUNITIES

• EMPLOYEE MOTIVATION

• IDENTITY / POSITIONING

• PASSION BRANDING

• UNIQUE ENGAGEMENT

• RELATIONSHIP SELLING

• SALES MOTIVATION

Motorsport Marketing Benefits


CONFIDENTIAL 10


Engagement Activation


CONFIDENTIAL 11


Significant LIFT in Sales and Client

Relations via Motorsport Marketing

and hosting Key Accounts -

• $ Millions in New HERTZ Revenues

• 100% Satisfaction with experience

• 90% repeat Attendance [in Year 2]

• 75% enhanced Loyalty to HERTZ

• 63% increased their HERTZ buy

• HERTZ Employees more motivated

• HERTZ Sales Process more focused

• .…and more.

Example


CONFIDENTIAL 12


• ADVERTISING assets

• BRANDING assets

• BUSINESS DEVELOPMENT opportunities

• COMMUNICATIONS use rights

• CUSTOMER CONTACT opportunities

• DISPLAYS and Exhibit opportunities

• EVENTS access and participation

• EXPERIENCES assets and opportunities

• EXPOSURE activation

• MARKETING programs and Promotions collaboration

• PRESS / MEDIA RELATIONS exposure

• SALES CALL HOSTING and Hospitality access / assets

• SOCIAL MARKETING activation

• PARTNERSHIP COUNCIL meetings for collaboration / ideation

PDCA ‘Access / Opportunity’ Deliverables -


CONFIDENTIAL 13


IN-MARKET PROMO

THE RACING

SOCIALIZING

TECHNOLOGYLOYAL, HIGH-QUALITY

CUSTOMERS

EXPERIENCES

MEDIA COVERAGE

HOSPITALITY

The Touch-Points

SPONSORSHIP


CONFIDENTIAL 14


HOW we look at motorsport

You do more than watch a race, you feel it in your bones. Sight, sound, fury fill the air.

Each lap inspires the passion of millions of fans. Every race is a ‘management-by-objective’

case study. The race cars are marketing adrenalin.

All sport needs drama. And racing provides an excitement-charged overdose.

Speed, Technology, Humanity, Competition, Winning……..Life!

Documents

PDCA 2016 Motorsport ExecSum np