MOTORSPORTS MARKETING is…

a social branding, marketing, sales, and customer-connection opportunity.

Nowhere but MOTORSPORTS

is there A COMMUNITY OF SHARED PASSION

that blends together so effectively the

ATTITUDE, EXPERIENCE, and OPPORTUNITY

of SPORT and BUSINESS.

2

MOTORSPORTS MARKETING is…

THE ACTIVATION LINK TO LIFESTYLE AUDIENCES - AUTO AND BEYOND.

Auto Enthusiasts, Brand Loyalists, Racing Fans.

Action-Seekers, Activity Fans, Socializers, Travelers, Trenders.

HOME-BASE FOR HIGH-TRAFFIC SALES / MARKETING INTERACTION.

Top 3 sport in popularity.

#2 sport on television.

Top attended sport in the US.

Utilized by a majority of Fortune / Global 100 companies.

A recognizable and engaging marcom campaign theme.

A popular B2C sales / B2B enterprise platform.

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……delivers real business RESULTS.

BRAND LOYALTY The highest in sports.

PRODUCT MARKETING A high energy showplace.

INCREMENTAL SALES B2C / B2B buyer interaction.

……promotes key business VALUES.

SPEED. AGILITY. TECHNOLOGY. PERFORMANCE.4

MOTORSPORTS MARKETING

5

MOTORSPORTS MARKETING

……builds business TEAMWORK.

Nowhere but PDCA INC.

is there A BETTER VISION of the

THE TRUE VALUE OF MOTORSPORTS

beyond the race track and into the mainstream of

ON-LINE activation and IN-MARKET experiences.

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Motorsports Marketing, properly positioned and implemented, delivers -

AUDIENCE reach and relevance.

BRAND visibility and synergy.

MEDIA / PR exposure.

GEOGRAPHIC coverage.

EXPERIENTIAL customer contact.

SALES interaction and results.

THE PDCA OPPORTUNITY

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THE PDCA PURPOSE

BRANDING To build awareness, consideration, contact, and loyalty.

BUSINESS To generate sales acquisition and retention.

BONDING To motivate employee / client attitude and performance.

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THE PDCA COMMITMENT

To make direct SALES CONTACT with MILLIONS OF CONSUMERS.

To reach MILLIONS OF CUMULATIVE US TV HOUSEHOLDS.

To generate MILLIONS OF IMPRESSIONS in the US and around the WORLD.

To deliver a RETURN ON INVESTMENT OF 5 TO 1 and more.

SPONSORSHIP OF A RACING TEAM, DRIVER, RACE, and / or SERIES.

• Customized activation, per your NEEDS, AUDIENCE, BUDGET.

• 12 months, 15+ markets, a US and GLOBAL footprint.

• Integrated SALES, MARKETING, BRANDING benefits.

NAME, TITLE, BRANDING of the racing and marketing.

ADVERTISING and PR COMMUNICATIONS campaigns.

‘CALL to ACTION’ SALES and MARKETING PROMOTIONS.

SOCIAL MARKETING, ON-LINE COMMUNITY DIALOGS.

IN-MARKET EVENTS for display, demo, audience interaction.

B2C LEAD GENERATION, B2B NETWORKING.

VIP HOSPITALITY for key clients and corporate associates.

Plus, AUTO MANUFACTURER CROSS-MARKETING opportunities.

SUGGESTED MARKETS

ATLANTA

BOSTON

CHICAGO

CLEVELAND

DALLAS

DENVER

DETROIT

LOS ANGELES

MIAMI

NEW YORK

SAN FRANCISCO

plus key B /C markets

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THE PDCA PROGRAM

ACTIVATION INTEGRATION.

• What PDCA delivers -

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THE PDCA PROGRAM

PDCA

Motorsports

Marketing

B2B B2C

Actions In-Market

Promos

At-Track

Hospitality

Social

Media

Ads / PR

OEM

Marketing Custom

Media

.…and others.12

THE RACING OPTIONS

Manufacturer and private-enterprise teams, drivers, series, venues, properties.

FORMULA 1

SPORTSCAR

NASCAR

INDYCAR

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The PDCA brand stands for

‘PLAN - DO - CHECK - ACT’.

For Motorsports Marketing, that means

‘PERFORMANCE - DELIVERY -

CREATIVITY - ACCOUNTABILITY’.

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PDCA offers a rare blend of motorsports experience and corporate accomplishment.

PDCA knows MOTORSPORTS…………since 1982.

PDCA knows CORPORATE PROCESS………..since 1978.

PDCA knows it’s not just about racing performance, it’s also business results!

WHY PDCA

1515

$300M in SALES and $350M in MARKETING from $66M in sponsorship.

$47M in SALES and $135M in MARKETING from $26M in sponsorship.

$40M in SALES and $15M in MARKETING from $3M in sponsorship.

$10M in SALES and $4M in MARKETING from $1M in sponsorship.

PRIOR PDCA RESULTS

1616

Full-service benefits-

DESIGN a customized program for sales, marketing, and customer interaction.

NEGOTIATE sponsorship benefits with partners to be most cost-effective.

MANAGE sponsorship activation to assure sales, marketing, and ROI results.

CONDUCT POST-ANALYSIS to validate performance and plan future actions.

STRATEGY, TACTICS, RESULTS.

THE PDCA APPROACH

PDCA ACTIVATION

PDCA has in place the resources, contacts, and alliances to deliver-

THE RACING ASSETS.

THE MARKETING SUPPORT.

THE TURN-KEY ACTIVATION.

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PDCA SUCCESS CRITERIA

BRAND FIT.

AUDIENCE REACH.

MARKET COVERAGE.

CUSTOMER CONNECTION.

POSITIVE RESPONSE.

IMAGE INTEGRITY.

BRAND RECALL.

BRAND LOYALTY.

CALL TO ACTION.

PROGRAM ROI.

SALES.

The POWER OF MOTORSPORTS

is not JUST found

in the engines of the race cars.

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THE MOTORSPORTS BRAND

Core Value

Brand Personality

Associated Values

Brand Benefits

Brand Assets

THETHRILLTO WIN

Fast Fight for Success

Competition, Team, Risk, Winning,

Business, Money, Organization, Leadership

Affinity, Excitement, Emotion, Technology, Fun

Cars, Drivers, Teams, Tracks, Crowds, Sponsors,

Sound, Speed, Color, Polish, Tools, Computers, The Racing,

Television, Media, Celebrities

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WHY MOTORSPORTS

* In relation to other professional sports followers.

• GLOBAL AND US POPULARITY.

• MULTI-MEDIA PRESENCE.

• IMAGERY, EXCITEMENT.

• A BUSINESS MOTIVATOR.

• 60% INCREMENTAL FAN BASE.*

• QUALITY DEMOGRAPHICS.

• HIGHEST FAN LOYALTY.

• A GLOBAL TOP 3 SPORT-

RACING, OLYMPICS, SOCCER.

AUDIENCE, IMAGE, OPPORTUNITY.

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WHAT MOTORSPORTS DELIVERS

BUSINESS AND CONSUMER BUYERS.

ATTITUDE, EXCITEMENT.

PUBLICITY, EXPOSURE, ATTENTION.

TARGETED MARKETING, SALES.

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ENERGY. ENTHUSIASM. THRILLS.

PERSONALITY. TECHNOLOGY. SHARED PASSION.

MORE CORPORATE BRAND INTEGRATION VS OTHER SPORTS.

THE MOTORSPORTS APPEAL

The #1 US sport to make buyer connections.

ACTIVE, ENGAGED CONSUMERS

• 56% Switch to a New Sponsor’s Product.

• 70% are Loyal to Sponsor Brands.

• 75% Participate in Sponsor Promotions.

QUALITY DEMOGRAPHICS

• Income, Education, Lifestyle.

• Business decision-makers.

• Consumer purchasers.

• Thought-leaders, Influencers.

• Social, Involved, Active.

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WHO MOTORSPORTS REACHES

Racing fans are tech-savvy,

market-conscious consumers,

with a global point of view and

a competitive spirit.

To them, business and sport

are a natural partnership.

MOTORSPORTS DEMOGRAPHICS

FORMULA 1 SPORTSCAR INDYCAR NASCAR

GENDER 69% Male 61% Male 69% Male 55% Male

AGE

18-34 25% 21% 25% 18%

35-49 45% 47% 50% 45%

50+ 22% 23% 25% 33%

MARRIED 71% 65% 60% 64%

COLLEGE+ 81% 71% 57% 64%

MGR., PROFSNL 71% 75% 40% 27%

INCOME $100,000 $125,000 $85,000 $55,000

HOMEOWNER 80% 85% 79% 72%

KEY DISTINCTIONS Upscale Upscale Boomer Younger

International International American Mass Market

HOW MANY MOTORSPORTS REACHES

80 MILLION US RACING FANS.

100 MILLION US AUTO OWNERS.

110 MILLION US INTERNET USERS.

125 MILLION US SPORTS FANS.

1 BILLION GLOBAL RACING FANS.

SOURCES- Pew, Nielsen, Polk, Media Matrix, NUA, and others.25

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PDCA can guide you through this complex marketplace, with its myriad of choices,

decisions, partner evaluations, and activation details. Our experience, expertise,

insight, integrity, and accountability will make all the difference. Let’s discuss.

TIME TO TAKE THE LEAD

TIME TO WIN

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CONFIDENTIALITY

The ideas and concepts identified in this document are the intellectual property of PDCA Inc. and are not to be used or shared

beyond the scope of this document without the express approval of PDCA.

Activation of these ideas and concepts represents an express agreement of value entitling PDCA to its fair and reasonable

rights to compensation.

28 PDCA Inc. www.pdcamarketing.com c/o Leo Parente 917 656-0274