PDCA Motorsport Marketing

MOTORSPORTS MARKETING

MARKETING ACTIVATION

UPDATED for 2015

USING RACING AS THE THEME FOR SOCIAL / EXPERIENTIAL CONNECTIONS

AND SALES / BUSINESS DEVELOPMENT


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MORE THAN JUST ‘EXPOSURE’ & ‘MEET THE DRIVER’

ON-LINE ACTIVITIES - IN-MARKET EXPERIENCES -

• SOCIAL MEDIA

• SALES PROMOTION

• COMMUNITY-BUILD

• FAN INTERACTION

• CUSTOMER CONTACT

• SALES DEVELOPMENT

• PR / MEDIA MARKETING

• LOYALTY REWARD

Confidential

PDCA MOTORSPORTS MARKETING IS MORE COMPLETE, MORE DYNAMIC,

AND BEST-BUILT TO MAXIMIZE THE POWER OF AUDIENCE INTERACTION.

SALES – B2B AND B2C, MARKETING – SOCIAL AND EXPERIENTIAL, RESULTS.

PDCA KNOWS THAT THE TRUE VALUE OF MOTORSPORTS MARKETING IS

ITS STRENGTH BEYOND JUST ACTIVATING AT THE RACE TRACK.


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PDCA ACTIVATION performance

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 ACTIVATION

• BRAND EMOTION

• B2B OPPORTUNITIES

• B2C OPPORTUNITIES

• EMPLOYEE MOTIVATION

• IDENTITY / POSITIONING

• PASSION BRANDING

• UNIQUE ENGAGEMENT

• RELATIONSHIP SELLING

• SALES MOTIVATION

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PDCA ACTIVATION integration

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PDCA

Motorsports

Marketing

B2B B2C

ActionsIn-Market

Promos

At-Track

Hospitality

Social

Media

Ads / PR

OEM

Marketing Custom

Media

WHAT PDCA DELIVERS -

• SOCIAL MEDIA / MARKETING

• EXPERIENTIAL EVENTS

• OEM CROSS-MARKETING

• ADVERTISING / PR

• B2B INTERACTIONS

• B2C INTERACTIONS

• CUSTOMIZED MEDIA

• SALES SUPPORT

3 KEY PARTNERS – AUTO OEM, TEAM, SERIES,

Confidential


PDCA ACTIVATION results

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HERTZ experiences increased sales and loyalty

from key accounts attending their unique events.

Confidential

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 [Year 2]

• 75% enhanced Loyalty to HERTZ

• 63% increased their HERTZ buy

• HERTZ Employees more motivated

• HERTZ Sales Process more focused

• .…and more.

Example

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PDCA ACTIVATION tactics

AT-RACE CUSTOMER INTERACTION

IN-MARKET EXPERIENCES

ON-LINE / MEDIA / PR ACTIVATION

AUTO OEM ACTIVATION INTEGRATION

NEW BUSINESS NETWORKING – B2B / B2C


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THE FOUNDATION

PDCA builds from the

basics of motorsports

marketing - the racing

and the media - to get

attention / awareness

with the enthusiast

audience via -

Media Exposure

Fan Interaction

Display / Demo

Hospitality

Promotions


..and more

MASSIVE REACH

60 MM US ENTHUSIASTS

80 MM US RACING FANS

250 MM US CAR OWNERS

BILLIONS GLOBALLY

ENGAGED FANS

65% 18 - 45 Yrs

61% $90K Income

Active / Social

Lifestyle Spenders

Decision-Makers

PDCA ACTIVATION details

Confidential

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EXPERIENTIALS

Taking the story to the

people via live shows

at non-race locations.

77% of all buyers use

live interaction in their

selection process.

Display, Demo, Info-

sharing, Experiences,

Customer prospecting,

Name / Info captures,

and more.

KEY MARKETS

ATLANTA

BOSTON

CHICAGO

CLEVELAND

DALLAS

DENVER

DETROIT

HOUSTON

LOS ANGELES

MIAMI

NEW YORK

SAN FRANCISCO

plus key B /C markets

IN-MARKET ACTIVATION details


Confidential

Source: Harris Interactive

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ON-LINE / MEDIA / PR ACTIVATION details

SOCIAL MARKETING

Target audiences.

Dedicated websites.

Community dialog.

Activated disciples.

Pop-up gatherings.

Database-build.

..and more

PROGRAMMING

Customized shows,

On-line and / or on TV,

to take the brand story

beyond ‘the niche’.

NOT a classic auto

racing show.

Behind-the-scenes

human interest reality.

..and more

PR MARKETING

Taking stories outside

the auto racing media

[will get that anyway].

Seeding Tech, Green,

Young Adult, Lifestyle

media with stories.

Engaging celebrities

tactically / relevantly to

maximize resonance.

Building ‘Buzz’ beyond

the race car, but using

its sizzle to spark the

dialog.

Confidential


http://www.twitter.com/monstermail

http://www.twitter.com/monstermail

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AUTO OEM TIE-INS

Leveraging Auto OEM

Marketing $’s / actions

to create touch-points

with consumers.

OEM Advertising, In-

Market Experiences,

Dealerships, Events to

create interaction.

OEM Dlr Ad Group

collaboration / co-

funding to strengthen

local market actions

and consumer contact.

OEM ACTIVATION / BIZDEV details

Plus, more Marketing / Messaging / Sales connection ideas.


WHY PDCA INC.?

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!

5 to1 Sales and Marketing ROI. $350MM in delivered value to our clients.

B2B / B2C SALES

PDCA knows as cool

as motorsport can be,

the ultimate reason to

sponsor is to create

increased SALES.

Interaction with PDCA

current sponsors, our

OEM relationships,

and new contacts via

racing creates sales

opportunities for you.

It is the bottom-line for

motorsport marketing.

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Awareness

Familiarity

Opinion

Consideration

Shopping

Selection

Purchase

Post Sale

UpperFunnel

LowerFunnel

SALES / PURCHASE FUNNEL support

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Activation applications -

Ads, PR - RACING

Ads, Marketing, On-line - RACING

Reviews, Word of Mouth - RACING

On-line, Catalogs, Trial Mktg - RACING

Point of Sale visits, On-line - RACING


Brand Affirmation, Affinity - RACING


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Source: AFI

Sources: R&T Study (2011) / NPD Group (2010) / GfK (2012) / VGcharts 2013

RELEVANCE OF AUTO RACING perspectives

RACING INFLUENCE - BRAND IMAGERY.

88% equate racing to engineering that is superior to non-racing auto brands

88% believe clean auto technologies can be developed through racing

74% strongly agree that they would pay a premium price for new, advanced automotive

technologies developed via racing rather vs other methods [eg; private lab research]

65% see a technology flow from racing to production cars

RACING POPULARITY - A DIFFERENT MEASURE - VIDEO GAMES.

Over 500MM video driving / racing games in the hands of mainstream audiences

#1 - Ranking of GranTurismo series [72MM] of all Sony PlayStation games

#4 - Ranking of Driving / Racing Games, by genre, in total video game sales

#5 - Ranking for #1 Driving / Racing Game in the ‘Top 20 Game Sales of All Time’ listing


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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!


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PDCA Inc.

www.pdcamarketing.com

212 396 9303

Leo Parente

[email protected]

917 656 0274

Confidential

http://www.pdcamarketing.com/

mailto:[email protected]?subject=Corvette GM Partnership Inquiry