Table of Contents Page 3: Introduction Page 4: Mission
Statement Page 6: Driver Bio Page 7: Racing Highlights Page 8: Past
and present promotions Page 9: Media exposure Page 11: Connecting
with the fans Page 12: The NASCAR Whelan Euro Series Page 14:
Partnering values with our Racing Programs Page 16: Return on
Investment Page 21: Logo placement on race cars Page 22: Closing
Page 23: Contacts
Slide 3
Introduction Welcome to the racing world of Kelvin Hassell.
Kelvin has been campaigning American stock cars throughout Europe
for a number of years with much success. He is now racing them on
their home soil over in the United States. This gives his marketing
partners a unique opportunity for branding, leverage and activation
in both the USA and in Europe. Kelvins Key race program is designed
to offer maximum return on investment for his partners. This
presentation is an introduction to both Kelvin and the only French
race on his schedule and will offer ideas on how your organisation
can benefit from an association with Kelvin Hassell Racing for this
event and others.
Slide 4
Mission Statement As a driver, Kelvin represents hard work and
dedication. Racing in the USA presents many challenges. Some are
obvious, some less so, but all must be overcome if Kelvin is to
reach his goal. Which is to always get to the checkered flag first.
Kelvin makes his marketing partners goals his own. He knows that
these goals must be achieved in order to be in the race to the
checkered flag. Kelvin works to make sure his partners have a
successful marketing campaign in full swing with proper
quantifiable results before pulling his crash helmet on and making
news stories for leverage. Or racing as we call it. We select
partners on the basis of how we can help them. Not the other way
around. Dont think of us as a race team, think of us as a marketing
company that isnt going to charge you for a consultation! We are
just one email or phone call away.
Slide 5
Kelvin is aware that racing in the USA leaves many of his UK
fans behind, so he is sure to keep them updated through his website
and social media. And be rest assured that they ALL know when
Kelvin is racing in the UK. All of Kelvins UK based marketing
partners make full use of local events as Kelvin directs media
attention to his sponsors. Helping even modest investments go a
long way in terms of advertising, leverage and activation. (C) 2012
Marketing at Full Speed
Slide 6
Driver Bio Kelvin began Kart racing in 1993 taking his first
win in his second start. He went on to win the Buckmore Park Winter
Series. He added a short stint in the UK National Championship to
his resume before moving up to cars on his 16 th birthday. Kelvin
took numerous wins and fastest laps to a second place in the
Modified Ford Saloon Car Championship. He then swapped the road
courses for the ovals. His first stock car was a Baby Grand. He
drove to second place in the National Championship after which he
made the natural progression to Late Models. Kelvin has competed in
Late Models and Sprint cars scoring a massive tally of wins before
setting his sights on America. His aim is to see how far up the USA
stock car ladder his talent will take him. Expect it to be a fun
and exciting adventure that you will want to be a part of! 2012
Marketing at Full Speed
Slide 7
Racing Career Highlights 2012 5 th in the Lucas Oils UK Sprint
Car Series (Rookie season) 4 th in the UK Sprint Car Championship
(Rookie season) 2010 6 th in the European Late Model Series
(limited schedule) 2009 ERMC Home Champion ERMC Speed Champion 2008
5 th CAMSO V8 Late Model Championship 2007 5 th CAMSO V8 Late Model
Championship 2005 2 nd Autosmart Baby Grand Challenge Liberty Cup
This year will be a learning year for Kelvin yet again, with new
cars and new tracks in a new country. As usual though, he will aim
to be at the front of every race he is in! Expect him to put on a
show!
Slide 8
Past and Present Promotions Our custom marketing programs
include but are not limited to: Shows and events Merchandising
Hospitality Fantastic corporate entertainment Editorial On-line and
social media Focal and point of sale Professional brand
representation Loyal NASCAR fan base Aurora Bearings at Autosport
International A young fan in the drivers seat at the Lucas Oils
tour Race Car Direct at ASI
Slide 9
Media Exposure Kelvin keeps all levels of media informed of his
progress from his local paper to major international motorsport
publications, not to mention TV and publicity appearances. A
qualification in freelance journalism makes Kelvin a key asset
where the media are concerned, with the right contacts to get the
maximum exposure for his partners. Tell us about the specialist
media in your sector and we can put you in the headlines.
Slide 10
(C) 2012 Marketing at Full Speed
Slide 11
Connecting with the Fans Kelvin is available on all social
networking outlets and updates them on a regular basis. (When you
get a moment, check out his blog! Youll find it at the website!)
This season Kelvin is hoping to take fan engagement to the next
level with competitions to offer fans a full racing experience from
the pit lane or the drivers seat. One marketing partner has already
jumped on board to be a part of this exciting new strategy! Dont be
left out! Contact us today!
Slide 12
NASCAR Whelan Euro Series and Tours Speedway Tours Speedway is
the best chance for French NASCAR fans to experience the excitement
of NASCAR without the expense of traveling to the USA. The French
NASCAR fans take this opportunity to meet up, talk about their
favourite drivers and plan holidays together to see the three top
tiers of NASCAR racing in the United States. Most fans stay for the
full weekend. It is a social gathering as much as it is sports
entertainment.
Slide 13
INTERNATIONAL TV BROADCASTING 40 COUNTRIES 50 MILLION
HOUSEHOLDS Albania, Austria, Belarus, Belgium, Bosnia-Herzegovina,
Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia,
Finland, France, Greece, Hungary, Iceland, Latvia, Lithuania,
Malta, Macedonia, Monaco, Montenegro, The Netherlands, Norway,
Poland, Portugal, Romania, Russia, Serbia, Slovakia, Spain,
Switzerland, Sweden, UK, Ukraine, Canada, USA, Brazil, Mexico
Broadcasting formats: Live and as live Magazines : 26 & 48
minutes Reports and news Production : Motors TV (HD on-track &
on-board cameras) (C) 2012 Marketing at Full Speed
Slide 14
Partnering Values with our Racing Program This season we want
to turn NASCAR fans into raving fans of your business. We have
opened with a new social media campaign and increased on-line
presence. We want to thrust our partners in to the limelight and
create, not merely new customers, but loyal customers. It is a
well-documented fact that NASCAR fans use products and services
that are associated with their favourite driver, this is your
opportunity to get a piece of this pie. Get Kelvin Hassell Racing
on your front line, working to improve your bottom line. Fan photos
Kelvin talks technical at a trade show Clambering the fence to give
a fan the first place trophy
Slide 15
An advertisement can be lost in the sea of commercials found on
TV and other media. Kelvin creates the leverage to get your
advertisement noticed. Tell us about your current marketing
campaign and let us take it up a notch. We can make your marketing
budget work harder and improve the effectiveness of your
advertising. You will be surprised by the power our race team can
provide. (C) 2012 Marketing at Full Speed The Autosport
International Celebrity Kart Race
Slide 16
Return On Investment Exposure Values I WANT TO INCREASE MY
SALES! We hear this a lot at Kelvin Hassell Racing. The fact is
that the only thing that can increase sales of a product or service
is the quality of that product or service. An advertising agency or
a marketing partner such as ourselves, can only open the door to
increase sales. Leverage is the key. A partnership with us makes
every cent spent on advertising work that much harder as well as
providing cost effective marketing solutions in tertiary
markets.
Slide 17
What if we already have a marketing team and advertising
campaign in full effect? Wouldnt it be great if you could spend 5%
of your marketing budget on something that made the other 95% work
10% better? This is what proper sponsorship can do! We can work in
conjunction with established marketing programs to add value to
existing campaigns. Have you considered how other departments might
benefit from your business having a race team? Productivity
initiatives, corporate hospitality, team building, product
development, customer feedback, point of sale, B2B networking, fund
raising, joint promotions with other marketing partners,
merchandising, an excellent form of entertainment and something
every member of staff can be involved with. MWR-AHM photo shoot for
the Argus Kelvin explains brakes at BMW World, Munich Ford Racing
at MAX Power Live
Slide 18
My business is small, we dont have a marketing or advertising
team. That is no problem, we can work with you every step of the
way. We will look at your business model and work a strategy to
meet your budget and your needs. It costs nothing to talk to us.
The point of our programs is that they are tailored to YOUR needs.
(C) 2012 Marketing at Full Speed Promotional event for
AlbertSport.be Ready2Race at the Eastbourne Motor Show
Slide 19
So how much does it all cost? That will entirely depend on your
companys needs and how we best fit them. A short local promotion
such as the NASCAR Whelan Euro Series at Brands Hatch, need not
cost more than $5000. If larger promotions or a higher profile is
required, the costs increase. If we look at our ARCA Daytona
program, or NASCAR Trucks then we move into the $200,000 range. At
this level, it pays for itself in TV exposure alone, before you
start adding other benefits. People tune in to watch NASCAR. Only
people in advertising tune in to watch commercials. (C) 2012
Marketing at Full Speed Just some of the household names found in
NASCAR
Slide 20
We quantify exposure using a mutually agreed model to make sure
you are getting maximum value for money. We always aim to over
deliver because it benefits all parties involved. If you want your
name on a car doing the full 36 rounds of one of NASCARs top
divisions while your marketing team takes care of the rest, we have
you covered. If you want to do a short run competition to get some
customer feedback and use a race car for a hook, we have you
covered. If you want a complete, turn key marketing campaign, we
have you covered. (C) 2012 Marketing at Full Speed Promotional
event for Lefthander Chassis Charity Truck Pull Indoor racing at
Autosport Live
Slide 21
Marketing Partner Logo Placement on Race Cars
Slide 22
Thank you for reviewing this presentation. We sincerely hope it
has given you some inspiration and insight into how the world of
Kelvin Hassell Racing can help promote your organisation. If you
would like more information or to arrange a meeting feel free to
call or email Kelvin using the contact information on the next
page. Examples of working sponsorship models, demographics and
analytics are available on request. (C) 2012 Marketing at Full
Speed
Slide 23
Contact Information and Research Links Dont forget to follow us
on facebook and twitter! Everything is available through our
website at www.kelvin- hassell.co.uk www.kelvin- hassell.co.uk You
can call Kelvin on +44 7934 860 535 Email at kelvinhassell@ho
tmail.co.uk kelvinhassell@ho tmail.co.uk Find out more about NASCAR
at www.nascar.com www.nascar.com Find out more about the ARCA
Series presented by Mernards at www.arcaracing. com