Porsche Motorsport Marketing ExecSum

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

CONFIDENTIAL 01

PARTNERSHIP WITH PORSCHE MOTORSPORT

March 2015


CONFIDENTIAL 02

PORSCHE MOTORSPORT is

A COMMUNITY OF SHARED PASSION

that blends together so effectively the

ATTITUDE, EXPERIENCE, and OPPORTUNITY

of SPORT, MARKETING, and BUSINESS.

PARTNERSHIP WITH PORSCHE MOTORSPORT MARKETING


ACTIVATION tactics

AT-RACE CUSTOMER INTERACTION

IN-MARKET EXPERIENCES

SOCIAL / MEDIA / PR ACTIVATION

PORSCHE BRAND PARTNERSHIP

NEW BUSINESS NETWORKING – B2B / B2C

CONFIDENTIAL 03



BEYOND MOTORSPORT tactics

ACCESS TO ENTIRE WORLD OF PORSCHE

LIFESTYLE MARKETING CONNECTIONS

PORSCHE EVENTS / EXPERIENCES

DEALERSHIP INTEGRATION

AUDIENCE INTERACTIONS

CONFIDENTIAL 04



CONFIDENTIAL 05


• ACCESS and OPPORTUNITY to connect with an active, enthusiastic, and loyal high-value / high-net worth audience of Porsche owners and enthusiasts.

• BRANDING and BRAND ASSOCIATION with Porsche reputation / achievement.

• CUSTOMER EXPERIENCES - Events / Lifestyle Hospitality / 360° Marketing.

• COMMUNICATIONS - Advertising / Social Media / PR / Use Rights.

• COMMERCIAL TOOLS to develop new business and new relationships.

• GLOBAL EXPOSURE and Influence via Porsche and motorsport.

• PREMIUM PLATFORM for customer relationship management.

• BEYOND MOTORSPORT, access to the entire PORSCHE EXCITEMENT WORLD (Porsche Driving Experience, Porsche Clubs, Porsche Tennis Grand Prix, etc.).

• PORSCHE PARTNERS collaboration for ideation to new opportunities.


CONFIDENTIAL 06

Plus, the FIA World Endurance Championship in the Americas, Europe, and Asia.


Global Presence


Porsche

Motorsports

Marketing

B2B B2C

ActionsIn-Market

Promos

At-Track

Hospitality

Social

Media

Ads / PR

OEM

Marketing Custom

Media

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

CONFIDENTIAL 07

Porsche Motorsport is -ACCESS and OPPORTUNITY.

US and Global.



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

CONFIDENTIAL 08

Motorsport Marketing Benefits



Significant LIFT in Sales and Client

Relations via Motorsport Marketing,

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 buys

• HERTZ Employees more motivated

• HERTZ Sales Process more focused

• .…and more.

Example

CONFIDENTIAL 09



CONFIDENTIAL 10

Porsche Access / Opportunity Deliverables

• 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



CONFIDENTIAL 11

Porsche Touch-Points



CONFIDENTIAL 12

10 Formula 1 races, including 1 US, 2 Asia.

8 Porsche Cup Asia races.

8 WEC races, including 1 US, 2 Asia.

12 IMSA NAmerica races.

Hosting and Hospitality Events around the Globe.



CONFIDENTIAL 13

Beyond Motorsport. Access to the entire Porsche Lifestyle world.

• Dealers.

• Owners.

• Events.

• Experiences.

• Destinations.

• Travel.

• Media.

• And more.



CONFIDENTIAL 14

Partnership with new Porsche Driving Experience Centers.

• Atlanta, Los Angeles, Shanghai, Le Mans.

• Branding.

• Hosted Events.

• Marketing.

• Interaction.

• Media.

• And more.



CONFIDENTIAL 15


• BRANDING - on 600 Porsche customer race cars and 6 Porsche factory cars.

• VIP HOSTING and HOSPITALITY - at Porsche Motorsport Events.

• VIP ACCESS - to Porsche Factory, Museum, Motorsport HQ.

• PORSCHE EXPERIENCE CENTER EVENTS - in US, Shanghai, Le Mans.

• COMMUNICATIONS TOOLS - Porsche Advertising, PR, Marketing.

• CHRISTOPHORUS Owner Magazine Ad Space - for your advertisements.

• COMMUNICATIONS USE RIGHTS - for PARTNER Ads, PR, Marketing.

• PROMOTIONS PLANNING - Activities / Cars to drive PARTNER business.

• COMMERCIAL OPPORTUNITIES - Networking and Introductions.

Deliverables. Customized to PARTNER Needs and ROI.


CONFIDENTIAL 15


How We Look At Motorsport Marketing.

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!


CONFIDENTIAL 16


http://www.porsche.com/international/motorsportandevents/motorsport/

http://www.porsche.com/international/motorsportandevents/motorsport/