nascar we do more than go around in circles. 2 retail channels shopped types of retailers shopped...

NASCAR

WE DO MORE THAN GO AROUND IN CIRCLES

2

Retail Channels Shopped

Types of retailers shopped

past month

NASCAR Fans

Non-Fans

Index NASCAR Fans vs. Non-Fans

Supermarkets 96% 93% 103 *

Drug stores 75% 73% 103 *

Mass retailers 71% 60% 118 *

Convenience stores 63% 50% 126 *

Home improvement warehouses 61% 43% 142 *

Automotive specialty retailers ^ 54% 41% 132 *

Department stores 37% 36% 103

Home electronics retailers 34% 25% 136 *

Shop online 26% 26% 100

Warehouse clubs 26% 24% 108

Office supply 25% 22% 114 *

Sporting goods 16% 11% 145 *

Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

^ Data reflects past year results.

3

Furniture / Mattress

Computer HDTV Major appliance

Digital camera

Wireless service

Housing Video game

system

Motorcycle ATV /Snowmobile/

Personal Watercraft

0%

5%

10%

15%

20%

25%

30%

Plans To Purchase

Source: Scarborough Research. The asterisk (*) indicates statistical significance at the 95% confidence level. Index = NASCAR Fans vs. Non-Fans

138 index *

129 index *

129 index * 133

index *120

index * 167 index *

300 Index *

300 index *

% of NASCAR Fans who plan to buy in the next year

(Index NASCAR Fans vs. Non-Fans)

111 Index *

130 index *

122 index *

26%

11% 11%

9% 9%8%

6% 5%

3% 3%

20%

New / Used Car

4

Leisure Activities

Leisure activities engaged past year

NASCAR Fans

Non-Fans

Index NASCAR

Fans vs. Non-Fans

Listening to music 71% 66% 108 *

Attending the movies ^ 68% 65% 105 *

Dining out (not fast food) 63% 56% 113 *

Reading books 50% 55% 91 *

Card games 48% 38% 126 *

Attend a concert 44% 43% 102

Go to a beach / lake 44% 35% 126 *

Gardening 36% 30% 120 *

Cooking for fun 35% 35% 100

Board fun 35% 28% 125 *

Visit a theme park 26% 22% 118 *

Going to bar / night clubs/ dancing 26% 19% 137 *

Photography 22% 18% 122 *Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.

^ data reflects past six months

5

Active Lifestyles

Sport / Fitness Activity participated in past year

NASCAR Fans

Non-Fans

Index NASCAR

Fans vs. Non-Fans

Play a sport 85% 75% 113 *

Fitness walking 42% 41% 102

Swimming 40% 30% 133 *

Fishing 31% 16% 194 *

Golf 24% 12% 200 *

Weight training 19% 16% 119 *

Basketball 19% 14% 136 *

Mountain / Road biking 18% 12% 150 *

Using a cardio machine 15% 15% 100

Baseball 15% 10% 150 *

Football 15% 8% 188 *


6

Cell Phone

NASCAR fans are more likely to have a cell phone.

Cell phone ownership NASCAR Fans Non-FansIndex NASCAR Fans

vs. Non-Fans

Have a cell phone 80% 73% 110 *

Leading additional uses of cell phone

NASCAR Fans who have a cell phone

Non-Fans who have a cell phone

Index NASCAR Fans vs. Non-Fans

Camera / picture phone 28% 24% 117 *

Nationwide coverage 24% 17% 141 *

SMS text messaging 16% 15% 107

Downloadable ringtones 14% 12% 117

Games 11% 9% 122


Beyond telephone calls, NASCAR fans are more likely to use their cell phones for a variety of additional uses.

7

Home Ownership NASCAR fans are more likely to be homeowners.

Type of residence NASCAR Fans Non-FansIndex NASCAR Fans

vs. Non-Fans

Own a house 72% 65% 111 *

Rent an apartment 9% 15% 60 *

Home Improvement NASCAR Fans Non-FansIndex NASCAR Fans

vs. Non-Fans

“I am always looking for new ideas to improve my home”

60% 55% 109 *

Plan to make a major home improvement in the next year

11% 8% 138

NASCAR fans are more likely to be planning a major home improvement project.


8

Vehicle Ownership

Vehicle ownership NASCAR Fans Non-FansIndex NASCAR Fans

vs. Non-Fans

HH owns or leases car, pickup truck, SUV, or van

95% 89% 107 *

At least 3 vehicles in the household 37% 28% 132 *

NASCAR fans are more likely to have a vehicle and have more vehicles.

Indicators of heavy vehicle usage NASCAR Fans Non-FansIndex NASCAR Fans

vs. Non-Fans

Traveled 500+ miles by car/van/truck in the past week

11% 7% 157 *

“I often go on long car trips for vacation.” 43% 31% 139 *

NASCAR fans are more likely to be heavy users of their vehicles.


9

Consumer banking NASCAR fans are more likely to use a bank.

Bank category usageNASCAR

FansNon-Fans

Index NASCAR

Fans vs. Non-Fans

Use a bank 78% 70% 111 *NASCAR fans are more likely to have checking and savings accounts.

Types of bank accounts owned

NASCAR Fans who

use a bank

Non-Fans who use a

bank

Index NASCAR

Fans vs. Non-Fans

Checking account 69% 62% 111 *

Savings account 60% 54% 111 *


10

Business Decision Makers

NASCAR fans are more likely to have influence over business purchase decisions.

Business decision makers NASCAR Fans Non-FansIndex NASCAR Fans

vs. Non-Fans

Have business purchase influence 26% 21% 124 *

NASCAR fans are just as likely to be small business owners and to have an officer level position in a company.

Small business owners and business professionals

NASCAR Fans Non-FansIndex NASCAR Fans

vs. Non-Fans

Small business owner 6% 5% 120

Have an officer level position in a company 3% 2% 150


NASCAR fans are more likely to be employed.

Employment statusNASCAR

FansNon-Fans

Index NASCAR Fans vs. Non-

Fans

Have a job 70% 62% 113 *

11

Age Composition

U.S Pop

NASCAR Fans

Index

18-24 13% 13% 10025-34 18% 18% 10035-44 17% 18% 10645-54 22% 24% 10955-64 13% 13% 10065+ 17% 14% 8218-34 31% 31% 100

18-44 48% 49% 102

IncomeU.S

Pop NASCAR

FansIndex

Under $30,000 31% 31% 100$30,000-$50,000 22% 22% 100$50,000-$70,000 16% 17% 106$70,000-$100,000 15% 15% 100$100,000+ 16% 15% 94$50,000+ 47% 47% 100

Source: 2007 ESPN Sports Poll (18+). Index = NASCAR fans vs. U.S. population

RegionU.S

Pop NASCAR

FansIndex

Northeast 18% 16% 89Midwest 22% 24% 109South 38% 40% 105West 22% 20% 91

Fan Base Demographics

ChildrenU.S

Pop NASCAR

FansIndex

Kids <18 at home 37% 38% 103

• The NASCAR fans base is 60% Male, 40% Female

NASCAR fans are just as likely to be 18-34 and 18-44.

NASCAR fans are middle class and just as affluent as the U.S. population: 47% earn $50,000+ per year.

NASCAR is a sport the whole family can enjoy: 38% have children under the age of 18.

NASCAR fans live in regions that mirror the U.S. population, as they are within 2 percentage points of the U.S. population in every region.

Why Companies Get Involved “Auto racing sponsorship has a greater potential to influence loyalty and brand

switching among fans than any other sponsorship.” Source: Sponsorship Research International.

“Savelli adds this: He earns $5 for every $1 he spends on the Gordon team, a return that’ll bring a tear to any CFO’s eye.”

Source: Fortune interview with Lou Savelli of Dupont on their sponsorship of Jeff Gordon.

“If exposure is what you’re looking for, Motorsports by far is the #1 advertising-marketing buy.”

Source: Joyce Julius

Kodak found 95% of NASCAR fans purchased Kodak film.Source: Kodak.

Why Companies Stay Involved Delivers environment whose fans welcome corporate marketers

and marketing.

Brand building over time/develop meaningful relationship with consumers.

Ability to create presence marketing programs with proven success at retail.

Sport continues to grow, adding to value of sponsor participation.

“More people are attending and watching events while supporting the sport with their purchase decisions.”

-Jed Piersal Performance Research

How Companies Activate Nesquick’s Nationwidel Sponsorship is funded by headquarters and regional Retail partners participate in

activation by committing to incremental case sales during their promotional turn.

The objectives for their driver/team sponsorships are: Build on gains in consumer image with blue collar consumers Develop long-term sustainable preference Capitalize on high degree of customer brand loyalty Showcase new bottle design and race packaging in key markets Activate relevant promotions at retail

Key elements of Nestle / Nesquick NASCAR sponsorship included: Line Extensions with other Nestle Brands (Tollhouse Morsels, Carnation Instant Breakfast) Association with Team (PPI Albertson’s & Nesquick) Driver appearances Retail programs Exclusive premiums and dealer loaders Event hospitality Sampling and target promotions

In-store promotions and point of sale materials target consumers where they shop.

Key channels for the program include Convenience, Oil & Gas, Vending, Grocery, and Mass Merchandisers.

How Companies Activate part 2 P&G’s auto racing sponsorships are funded at the HQ level with quantifiable objectives

articulated: Increase shipment to retailers by 5% Increase displays at retailers by 20% Increase in-store brand awareness/end aisle displays

Key elements of the Tide Program: Car and Driver identification Dedicated advertising Couponing / FSI’s / on-packs Retail displays In-Store promotions Trade incentive programs Show car events

Business Building Extensions of Deal: Partnerships with Associate Team Sponsors: Whirlpool and Exxon

Tide boxes distributed with all Whirlpool purchases Tide distribution at Exxon retail locations

Wal-Mart and Target dedicated show cars based on case commitments

The NASCAR Fan The average NASCAR spectator:

Attends two to three races a year Travels 200 miles to attend a race Once there, spend $287 per day on tickets, food, lodging and souvenirs Self identified as “Brand loyal NASCAR sponsors” Watches 13+ races a year on televisionSource: NASCAR and LOWES Motor Speedway Research

Demographics* 88% High School Grad, 64% Some College/Grad 72% Own Residence 68% Married 60% male, 40% Female 56% age 25 – 54 40% with kids 18 years or younger

Types of Sponsorship

1 Race – $ 200,000 – $ 400,000 depending on the team and series, ex; Sprint Cup, Nationwide or Camping World (Truck)

Includes1. Hospitality – Invite top distributors - retailers2. Meet greet w Driver3. Logo on hood 4. Logo on Uniform5. Show Car6. Print Ad for Marketing

2 Race Sponsorship

$ 350,000 to $ 750,000 depending on the team and series, ex; Sprint Cup, Nationwide or Camping World (Truck)

Includes1. Hospitality – Invite top distributors - retailers2. Meet greet w Driver3. Logo on hood 4. Possible in car camera 5. Logo on Uniform6. Show Car7. Print Ad for Marketing8. Pit Crew Member for a day – Prize to top Retail Performer9. Licensing Initiatives10. Be invloved with marketing with other team sponsors – ex UPS, FedEx, Shell

10 Race Sponsorship

$ 1,600,000 to $ 6,500,000 depending on the team and series, ex; Sprint Cup, Nationwide or Camping World (Truck)

Includes1. Multiple Hospitality – Invite top distributors – retailers per region2. Meet greet w Driver3. Logo on hood 4. Possible in car camera 5. Logo on Uniform6. Show Car7. Print Ad for Marketing8. Pit Crew Member for a day – Prize to top Retail Performer9. Licensing Initiatives10. Be invloved with marketing with other team sponsors – ex UPS, FedEx, Shell

Full Season

$ 6,500,000 to $ 25,000,000 depending on the team and series, ex; Sprint Cup, Nationwide or Camping World (Truck)

Includes1. Multiple Hospitality – Invite top distributors – retailers per region2. Meet greet w Driver – Each Race3. Logo on hood 4. Possible in car camera 5. Logo on Uniform6. Pit Road Logo7. Joyce Julius reports on TV Exposure8. Show Car at various locations throughout the year9. Print Ad for Marketing10. Pit Crew Member for a day – Prize to top Retail Performer11. Licensing Initiatives – Make 33% of what the driver makes on licensing.12. Tie in commercials for the race in a region13. Be involved with marketing with other team sponsors – ex UPS, FedEx, Shell

Teams Looking For Sponsorship

To not end of going in circles please call or e mail Brad to find out the best opportunities in the sport today.

Brad Henry 704 907 8396 [email protected]

nascar we do more than go around in circles. 2 retail channels shopped types of retailers shopped...

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