ASW Automotive Overview

Automotive OVERVIEW

2011

ASW SHARE THE GOOD LIFE

ASMALLWORLD enables a highly affluent group of internationally minded thought leaders to come together and share extraordinary experiences in a trusted environment.

A State of

MIND

Trust: Hospitality and openness

Respect & Privacy: High levels of conduct and manners

Affluence: Taste and sophistication

Worldliness: Accessing a culture through its people

Access: Extraordinary experiences and opportunities

Cultural Influence: Thought leadership and social currency

is keeping up with friends and family

is networking for business

closing deals at the golf course

meeting at a cocktail party

ASW’s

Value

While...

Is...

FutureASW’s

The world’s leading community for jet set livingNew Dynamic Homepage

Expansion of ASW Event Programs

Expansion of Offers and Experiences

Strategic growth initiatives targeting emerging markets and other geographic segments

Mobile Application and Check-in Hot Spots

v

GENDER

Male: 55%

Female: 45%

AVERAGE HOUSEHOLD INCOME

$440,000

$1.8 MM USD bankable assets

AGE BREAKOUT (AVERAGE AGE: 34)

12%

25%

26%

18%

10%

4%

5%

18-25

26–30

31–35

36–40

41–45

46–50

51+

&Global Reach Spending Power

TOP LOCATIONS

8%Germany

9%France

12%United Kingdom 13% Italy

19%United States

24% Other

5%Spain

4%Switzerland

2%Sweden 2%

Mexico

2%UAE

Source: ASW Member Profiles and ASW Financial Member Survey

TOTAL MEMBERSHIP

674,500

Trusted Influencers

I am usually the leader

My friends would describe me as someone who is “in the know”

I have a large circle of friends and I often introduce them to one another

79%

77%

75%

73%

70%

68%

I am more knowledgeable about new products and services than most of my friends and family

I keep track of the latest lifestyle products/services

People often come to me for advice about new products and brands

AutomotiveEnthusiasts

89% own one or more vehicles

BMW

Mercedes-Benz

Audi

Porsche

Volkswagon

29%

21%

18%

14%

13%

Ownership


80%

BMW

Audi

Porsche

Mercedes-Benz

Aston Martin

55%

52%

42%

37%

22%

would spend $40,000 or more on a new vehicle

Intent


Porsche

Maserati

BMW

Audi

Mercedes-Benz

80%

76%

76%

76%

73%

Top Five Brands ASW Members associate positively with on ASMALLWORLD

Association


Test Drive Experiences

Private Previews of New Vehicles

Exclusive Purchase Deals and Offers

Professional Racing Experiences

Access to Limited-Edition Vehicles

79%

69%

57%

50%

47%

ASW Members ranked the following types of Automotive Member Opportunities they would like to see more of:

Opportunities

ASW provides targeted visibility for some of the world’s leading luxury automotive brands – offering custom executions and powerful experiences

ASW Members are engaged passionate automotive enthusiasts with 1 out of every 10 Members choosing Cars as an interest in their profiles

Reach your brand’s leading consumers with direct messaging, event activation and custom content integration that ensures increased brand awareness, direct response and lead generation

ASW provides targeted display media placements, direct marketing products and member events to meet your automotive objectives with proven best practices and results

AutomotiveBest Practices

Case Studies

Goal: Support the world premiere of the Audi A8 during Art Basel Miami by inviting qualified Members to attend the launch event

Execution: ASW developed a targeted Member Opportunity Program to promote the event, select qualified attendees and provide editorial coverage

Result: Over a dozen high net worth Members attended the event and thousands more viewed the coverage on ASW

Audi

Case Studies

Goal: Invite high net worth Members to experience the Jaguar XJ vehicle and generate sales leads with an exclusive dinner at the Chateau Marmont


ASW also executed the event with venue rental, gourmet catering, wine pairings, photographer and member concierge service

Result: Following the event, one Member purchased a new Jaguar XF vehicle and four other Members signed on for extended week-long test drives of the Jaguar XJ vehicle

Jaguar

Case Studies

Goal: Support the premiere of the Maserati GranCabrio in Italy by inviting qualified Members to attend the exclusive launch party


Result: Affluent ASW Members attended the party and blogged about their experience with the vehicle following the event

Maserati

Case Studies

Goal: Invite ASW Automotive Enthusiasts to attend the F1 Monaco Grand Prix as exclusive guests of Mercedes-Benz to increase brand awareness

Execution: ASW developed a targeted Member Opportunity Program to promote the event and select qualified Members to attend

ASW also interviewed the participating Member following the event and created an Email Advertorial distributed community wide

Result: Event promotion and post-event Email Advertorial generated thousands of visits to the Mercedes-Benz F1 racing website

Mercedes-Benz

Case Studies

Goal: Invite affluent ASW Members to meet with Rolls-Royce sales executives during a cocktail party at the Soho House followed the next day by personalized driving experiences around Manhattan of the Rolls-Royce Ghost


ASW also managed all event execution and scheduling of test drives

Result: Over 60 qualified ASW Members completed 30 minute test drives over the course of six hours with numerous sales leads generated

Rolls-Royce

StrategicApproach

Awareness

Trial

Purchase

StrategicApproach

Awareness 70% I keep track of the latest lifestyle products and services

68% People often come to me for advice about new products and brands

• Core Media Campaign

• Community Grant Program

• ASW Events Sponsorship

• F1 Member Opportunity Series

• Sponsorship of ASMALLMAGAZINE

Trial79% I want more test drive experiences

69% I want private previews of new vehicles

50% I want professional racing experiences

• Airport Shuttle Service

• Global Test Drive Series

• Petrol Heads Blog Section

Purchase80% would spend $40,000 or more on a new vehicle

57% I want exclusive purchase deals and offers

• ASW Auto Enthusiasts Concierge

• Special Offers & Sales

High-Impact Branding Media

Keyword Targeting

Member Opportunity Programs

Email Marketing

MediaCore

Campaign

Awareness

A community generated viral recognition program

Your brand can award a $25,000 grant to three winners on ASW in select categories relevant to your brand for example: Fashion, Sports, Art and Design

Members nominate themselves in a branded area on ASW by submitting a video of their work—the ASW community votes for each winner

Winners announced at a live-streamed event to the ASW community

Your brand will gain global recognition through a six month long grassroots campaign across the ASW network and receive viral PR buzz for supporting talent

Community

Grant Program

Awareness

fashion

sports

film + art + design

Your brand can be the title sponsor across ASW’s worldwide Event Series including:

• Supper Clubs – intimate dinner gatherings, starting at $100 per person

• Soirées – festive cocktail parties, starting at $60 per person

• Reunion Weekends – destination group getaways with exclusive experiences, starting at $1,000 per person

Your brand will receive exclusive brand integration and presence at each event online and offline

EventsSponsorship

ASW

Awareness

52 events worldwide

1,325,000 impressions

2,052 event attendees

225 events total

ASW EVENTS TO DATE:

2012 ASW EVENTS FORECAST

Swiss Press

20 Min

20 Minuten Friday

Schweizer Illustrierte

Glanz & Gloria

usgang.ch

Sonntagszeitung

Prestige

RTL (Explosiv)

Süddeutsche Zeitung

Welt Bild Online

International Press

Vogue Italy

Huffington Post

ASMALLMAGAZINE

FinestMagazine

Le Matin

EXCELLENCE International

GstaadonSpotlight

Awareness

ASW and your brand can host a series of F1 events for ASW Members only, featuring an exclusive weekend getaway for Automotive Enthusiasts including hotel, access to the F1 race and other driving inspired benefits

Members purchase tickets at special rates to attend each event. Attendees gain special insider access to the races and pit lanes, then ASW creates video blogs about their experience for syndication

Your brand will receive a new revenue model, PR buzz and viral marketing

OpportunitySeries

F1 Member

Awareness

Your brand can receive exclusive category sponsorship of ASMALLMAGAZINE’s first biannual print issue:

Magazine distributed to membership and given out at ASW events around the world

Your brand will have premium ad placement with back cover and the opening spread

Complimentary issue sent to all ASW Automotive Enthusiasts

ASMALLMAGAZINESponsorship of

Awareness

Bright Young Thing DIANE KRUGER ON FILM, FASHION AND STYLE

WHAT’S NEW: The Best of Fashion Weeks Worldwide P. 16

people / travel / scenes / culture / style / on the table

The First Issue

ASW’s London City Guides

ASW Driving Rally Hits MongoliaP. 23

ShuttleService

Airport

Your vehicles to be the official transportation carrier for the ASW community

ASW and your brand to create a shuttle service for airport transfers in select major markets (i.e. New York, London, Zurich etc.) offering Members a flat fee equivalent to current taxi rates in your latest luxury vehicles

Trial

Put ASW’s Automotive Enthusiasts behind the wheel:

Your brand to provide ASW Members with advanced access to private previews and test drives of your luxury vehicles before the general public—promoting further brand adoption and consumer loyalty

Series

Test Drive

Global

Trial

Your brand to exclusively host a Petrol Heads Blog that allows ASW Members who identify themselves as passionate cars lovers and to share their interest with one another

Your brand’s bloggers can moderate the Petrol Heads Blog section to foster discussions, debates and introduce new information and products

Unique opportunity for your brand to receive direct consumer feedback and build brand adoption and loyalty among a qualified engaged audience

BlogSection Petrol Heads

Trial

Your brand to create a 24/7 toll-free, worldwide phone number for ASW Members to inquire about purchasing your luxury vehicles

Your brand’s consultants can offer information about nearby dealerships, models, safety, currency considerations, financing, general offers, scheduling test drives, and special ASW related deals

The Concierge Program will allow your brand to directly build an offline database of interested purchasers

Automotive EnthusiastsASW

Purchase

Your brand to create special purchase deals and discounts exclusively for ASW Members

Special Promotions Your brand to periodically offer special promotions (financing, discounts and upgrades) to Members in select key markets

Flash Sales Your brand to leverage ASW’s closed private community to sell overstock inventory vehicles at steep discounts, using one-time-only online events with limited windows of time for Members to log on and purchase

SalesSpecial

Offers&Purchase

ASMALLWORLD is uniquely positioned to provide your brand with full sales execution—from awareness to purchase —within a trusted, qualified global community

Delivering custom branded executions that create exclusive opportunities for ASW Members to engage, experience and purchase your luxury vehicles on and off line

Summary

Documents

ASW Automotive Overview