pdca automotive teamwork execsum
TRANSCRIPT
[email protected] / 917 656 0274 cel / 212 396 9303 [email protected] / 917 656 0274 cel / 212 396 9303 tel
SALES. MARKETING. CUSTOMER EXPERIENCES. MEDIA.
GENERAL RETAIL MARKETING. MOTORSPORT MARKETING.
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
MOTORSPORT MARKETING
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 02
IMAGINE how….
TEAMING UP WITH AN AUTOMOTIVE BRAND
provides ACCESS / OPPORTUNITY to their
AUDIENCE, ACTIVATION, IMAGE, LOYALTY
Imagine the benefits LEVERAGING those assets for your brand.
[email protected] / 917 656 0274 cel / 212 396 9303 tel
MOTORSPORT MARKETING
What PDCA Inc. is selling is TEAMWORK WITH AN AUTOMOTIVE MANUFACTURER [OEM].
A TOTAL DISTRIBUTION SYSTEM for your Sales and Marketing -
• INCLUSION IN THEIR RETAIL MARKETING and core-to-the-brand MOTORSPORT MARKETING
• ACCESS TO THEIR HUGE MULTI-PLATFORM MEDIA / MARKETING ACTIVATION and REACH
• ACCESS TO THE HUNDREDS OF MILLIONS OF CONSUMERS, CUSTOMERS, OWNERS THEY ENGAGE
• OPPORTUNITIES FOR B2B and B2C SALES DEVELOPMENT – Real results and revenues
• OPPORTUNITIES TO CO-MARKET / CROSS-MARKET WITH A BIG $$ MARKETING PARTNER
• $$ LEVERAGE – Every $1 you invest is backed by $$ the OEM spends on their ‘Go-to-Market’ messaging…….vs your $1 spent with a typical marcom or sports sponsorship is just….. a $1 spent
• LOYALTY LEVERAGE – Access to the pre-established affinity millions of consumers have to the OEM brand
• 10 TO 1 ROI and GREATER – The performance of PDCA programs since 1997
And EVERY Auto OEM program PDCA Inc. has done has made $$ for the Partner in Sales / Revenues.
[email protected] / 917 656 0274 cel / 212 396 9303 tel
THIS IS A UNIQUE OPPORTUNITY
CONFIDENTIAL 03
[email protected] / 917 656 0274 cel / 212 396 9303 tel
MOTORSPORT MARKETING
[email protected] / 917 656 0274 cel / 212 396 9303 tel
RETAIL MARKETING and MOTORSPORT MARKETING
CONFIDENTIAL 04
[email protected] / 917 656 0274 cel / 212 396 9303 tel
MORE. BETTER. DIFFERENT. Leveraging an Auto Manufacturer’s Activation $$ to TELL YOUR BRAND STORIES,
BUILD YOUR SALES, and REACH CONSUMERS in a massive AND relevant way.
✓ MARKETING PARTNER with the OEM’s consumer brands
✓ OFFICIAL PARTNER of the OEM’s motorsport marketing
• CONSUMER MARKETING activation [non-racing programs]
• MOTORSPORT MARKETING activation
• 1 BILLION ANNUAL IMPRESSIONS [and more]
• 50 MILLION CONSUMER AUDIENCE REACH [and more]
• 75 MILLION AUTO ENTHUSIASTS REACH
• CUSTOMIZED INTEGRATION OF YOUR BRAND STRATEGIES
CONFIDENTIAL 05
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
AUDIENCE VIA MEDIA / MARKETING Applicable CPM Est. $ VALUE
1 BILLION ANNUAL IMPRESSIONS [and more] $12 cpm $12.0MM
50 MILLION CONSUMER AUDIENCE REACH $12 cpm $ 7.2MM✓ Frequency of 12 / yr [and more]
75 MILLION AUTO ENTHUSIASTS REACH $ 6 cpm $ 5.4MM✓ Frequency of 12 / yr [and more]
AUTO OEM ACTIVATION $$’s [and more] ---- $25.0MM+
plus, SALES DELIVERY FROM ACTIVATION ---- $ to add
TOTAL ANNUAL MARKETING / SALES VALUE $49.6MM+
Full-detail ROI estimates provided prior to contract, once specific plans agreed-upon
ROI TOPLINE ESTIMATE – MARKETING / SALES
CONFIDENTIAL 06
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
ACCESS / OPPORTUNITY DELIVERABLES• ADVERTISING Digital, Print, Broadcast
• BRANDING Marketing, Motorsport, Media, Collaterals
• BUSINESS DEVELOPMENT Networking, Introductions, New Accounts
• COMMUNICATIONS Rights use to OEM logos
• CUSTOMER CONTACT Social, Direct, Experiential
• DISPLAYS / EXHIBITS Dedicated / Featured Spaces
• EVENTS / EXPERIENCES Consumer and Commercial
• EXPOSURE TV, On-Line, Media, In-Market, At-Track
• MARKETING / PROMOTIONS Customized Plans
• PARTNERSHIP COUNCIL Idea Development / Collaboration
• PRESS / MEDIA RELATIONS Inclusion in OEM activities
• SALES CALL HOSTING Full-Service Hospitality
• SOCIAL / METRICS MARKETING Customized Plans
CONFIDENTIAL 07
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
HOW ACCESS / OPPORTUNITY HAPPENS
CONFIDENTIAL 08
• AUDIENCE Access to each other’s customers, shoppers, brand fans
• ACTIVATION In-Market, In-Store, In-Media, On-Line, At-Events, At-Races
• IMAGE Alignment between each other’s brands
• LEVERAGE The benefits of their each other’s spend / activation
• LOYALTY Access to each other’s pre-conditioned consumers
✓ Inclusion in CUSTOMER COMMUNICATIONS - eg; social, advertising
✓ Footprint in REAL ESTATE - eg; stores, presentations, packaging, websites
✓ Inclusion in MARKETING / PROMOTIONS - eg; ‘calls-to-action’
✓ Creation of VIP LOYALTY OPPORTUNITIES - eg; rewards, benefits, ‘sales call hosting’
✓ COLLABORATION IDEATION - eg; Marketing Council to create more activations
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 09
HOW WE USE AUTO MANUFACTURER TEAMWORK
• To do what Sports / Series / Events / Media CANNOT
✓ Leveraged Activation, Leveraged Marketing $$
• To deliver DIVERSE Audience and BIG Reach
✓ Young Adults, High-Net-Worths, Mass-Market, B2B Decision-Makers, Corporate Account Professionals, and more
• To create MORE ROI and true ENGAGEMENT
✓ Accessing ALL of the OEM’s Sales / Marketing Opportunities
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
Automotive
Partnership
B2B B2C
SalesIn-Market
Activation
At-Track
Activation
Social
Media
Ads / PR
Brand
Image Market
Coverage
AUDIENCE
60 MM US CAR FANS
80 MM US RACING FANS
250 MM US CAR OWNERS
BILLIONS GLOBALLY
QUALITY
65% 18 - 45 Yrs
61% Over $100K Income
Active / Social
Lifestyle Spenders
Decision-Makers
THE EXPERIENCE is the spark.
THE CAR / DRIVER is the passion.
THE ENGAGEMENT is the bond.
CONFIDENTIAL 10
RETAIL and MOTORSPORT MARKETING
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
RETAIL MARKETING ACTIVATION tactics
1. OEM $, DEALER $, RETAIL MARKETING
2. IN-MARKET PROMOTIONS
3. MARKETING EVENTS / EXPERIENCES
4. LIFESTYLE ACTIVITY ASSOCIATIONS
5. RETAIL CONSUMER INTERACTIONS
CONFIDENTIAL 11
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
MOTORSPORT MARKETING ACTIVATION tactics
6. OEM $, AUDIENCE, MARKETING LEVERAGE
7. MARKETING EVENTS / EXPERIENCES
8. SOCIAL / MEDIA / PR ACTIVATION
9. AT-RACE CUSTOMER ENGAGEMENT
10. NEW BUSINESS NETWORKING – B2B / B2C
CONFIDENTIAL 12
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
NATIONAL, REGIONAL, or GLOBAL reach
CONFIDENTIAL 13
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
THE GOALS are to
✓ DRIVE NEW SALES for your brand
✓ ACTIVATE NEW SALES TOOLS for your team
✓ BUILD CUSTOMER / CLIENT RELATIONS
✓ MAINTAIN / ENHANCE SALES LOYALTY
CONFIDENTIAL 14
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 15
THE OBJECTIVES are to deliver
✓ SALES Access / Opportunities
✓ Customer EXPERIENCES for Brand Loyalty
✓ SOCIAL and EVENT Marketing for Interaction
✓ MEDIA Marketing to tell Brand Stories
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 16
THE TARGET AUDIENCES are
✓ CONSUMERS / ENTHUSIASTS / Brand Fans
• Quality Demographics better than US averages
• Sales Engagement ROI better than TV viewers
✓ CORPORATE ACCOUNTS / Business Development
• Company Owners and C-Level Decision-Makers
• The Motorsport Paddock is their home
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
THE SALES / MARKETING
THE RACING
THE SOCIALIZING
BRAND STORIESSOCIAL / METRICS MARKETING
EXPERIENCES
MEDIA
HOSPITALITY
ACTIVATION
CONFIDENTIAL 17
THE TOUCHPOINTS
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 [email protected] / 917 656 0274 cel / 212 396 9303 tel
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
MOTORSPORT is
A COMMUNITY OF SHARED PASSION
that blends together so effectively the
ATTITUDE, EXPERIENCE, ACCESS, and OPPORTUNITY
of SPORT, MARKETING, and BUSINESS
CONFIDENTIAL 19
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
HOW we look at MOTORSPORT MARKETING
✓ Marketing is a Revenue-generator, not an Expense
✓ Customer Experience is key to Sales
✓ Customer Engagement is key to Loyalty / Retention
✓ Digital / Social is a key point of customer contact
✓ Experientials are a key part of brand engagement
CONFIDENTIAL 20
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
WE USE THE ‘THEME’ OF MOTORSPORT to build
• B2C and B2B Sales / Marketing, Team Spirit Motivation / Loyalty, Team / Customer Retention
✓ We use motorsport to build your Brand
✓ We use motorsport for Networking / Introductions
✓ We activate away from the track AND at races
✓ We use motorsport to have FUN
CONFIDENTIAL 21
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
Plus, World Endurance Championship, Global RallyCross, NASCAR, and others.
RACING ANYWHERE that fits your needs / your audience
CONFIDENTIAL 22
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
GLOBAL and GLAMOUR FOOTPRINTS
CONFIDENTIAL 23
AUTOMOTIVE TEAMWORK
LE MANS 24 HOURSINDIANAPOLIS 500 FORMULA 1
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CONFIDENTIAL 24
AUTOMOTIVE TEAMWORK
• AUDIENCE REACH
• BRAND-BUILDING
• BRAND RECALL
• CALLS TO ACTION
• CUSTOMER CONNECTION
• IMAGE INTEGRITY
• MARKET COVERAGE
• SALES SUPPORT
• SALES / BRAND LOYALTY
• PROGRAM ROI
• BRAND EXPERIENCES
• BRAND EMOTION
• B2B OPPORTUNITIES
• B2C OPPORTUNITIES
• EMPLOYEE MOTIVATION
• IDENTITY / POSITIONING
• PASSION BRANDING
• UNIQUE ENGAGEMENT
• RELATIONSHIP SELLING
• SALES MOTIVATION
✓ WHAT RACING DELIVERS -✓ SUCCESS CRITERIA -
MOTORSPORT MARKETING BENEFITS
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 25
“WHY RACING” may be your question?
✓ Integration of SPORT, BUSINESS, MARKETING
✓ Relevant themes for SALES and MARKETING
✓ 75MM US CONSUMERS follow Automotive / Racing news
✓ 60% of the Audience is INCREMENTAL to other Sports
✓ A strong and growing YOUNG ADULT following
✓ 83% of the Audience has given friends Brand ADVICE / REFERRALS
✓ 75% of the Audience PARTICIPATES in Sponsor Sales Promos
✓ 70% are LOYAL to Racing Sponsors once they try
✓ 64% of FORTUNE 50 brands use Motorsport Marketing
✓ An Audience of many B2B DECISION-MAKERS
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 26
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, annual
• 75% enhanced Loyalty to HERTZ
• 63% increased their HERTZ buy
• HERTZ Employees more motivated
• HERTZ Sales Process more focused
• .…and $19MM annual Exposure
A ‘WHY RACING’ EXAMPLE
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
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 and drivers are sales and marketing adrenalin.
All sport needs drama. And racing provides an excitement-charged overdose.
Speed, Technology, Humanity, Competition, Winning……..Life!
HOW we look at MOTORSPORT
CONFIDENTIAL 27
AUTOMOTIVE TEAMWORK
[email protected] / 917 656 0274 cel / 212 396 9303 tel
MOTORSPORT MARKETING
[email protected] / 917 656 0274 cel / 212 396 9303 tel
Now, IMAGINE what….
YOUR BRAND COULD DO WITH
AN AUTOMOTIVE MANUFACTURER
SALES and MARKETING PARTNERSHIP
Imagine benefits to your brand that will be truly significant.
CONFIDENTIAL 28