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[email protected] / 917 656 0274 cel / 212 396 9303 tel
MOTORSPORT MARKETING
[email protected] / 917 656 0274 cel / 212 396 9303 tel
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 02
MOTORSPORT is
A COMMUNITY OF SHARED PASSION
that blends together so effectively the
ATTITUDE, EXPERIENCE, ACCESS, and OPPORTUNITY
of SPORT, MARKETING, and BUSINESS.
MOTORSPORT MARKETING
[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 03
MOTORSPORT MARKETING
[email protected] / 917 656 0274 cel / 212 396 9303 tel
ACTIVATION tactics
1. AT-RACE CUSTOMER ENGAGEMENT
2. MARKETING EVENTS / EXPERIENCES
3. SOCIAL / MEDIA / PR ACTIVATION
4. AUTO MANUFACTURER - OEM INTERACTION
5. NEW BUSINESS NETWORKING – B2B / B2C
CONFIDENTIAL 04
MOTORSPORT MARKETING
[email protected] / 917 656 0274 cel / 212 396 9303 tel
BEYOND MOTORSPORT tactics
6. ACCESS TO NON-RACING MARKETING
7. LIFESTYLE MARKETING CONNECTIONS
8. MARKETING EVENTS / EXPERIENCES
9. AUTO OEM / DEALER / RETAIL INTEGRATION
10. NON-RACING CONSUMER INTERACTIONS
CONFIDENTIAL 05
MOTORSPORT MARKETING
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 06
MOTORSPORT MARKETING
WE USE THE ‘THEME’ OF MOTORSPORT to build –
• B2B Sales, Team Spirit, Motivation, Loyalty, and Team / Customer Retention.
Those are the core values of motorsport WE use to build your brand.
We activate away from the track [eg; the days / weeks between races], not just at the races.
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 07
MOTORSPORT MARKETING
WE RACE ANYWHERE that fits our partners’ needs
Plus IndyCar, NASCAR, World Endurance Championship, Global RallyCross, and others.
[email protected] / 917 656 0274 cel / 212 396 9303 tel
PDCA
Motorsports
Marketing
B2B B2C
ActionsIn-Market
Promos
At-Track
Hospitality
Social
Media
Ads / PR
OEM
Marketing Custom
Marketing
MASSIVE REACH
60 MM US CAR FANS
80 MM US RACING FANS
250 MM US CAR OWNERS
BILLIONS GLOBALLY
ENGAGED FANS
65% 18 - 45 Yrs
61% Over $90K Income
Active / Social
Lifestyle Spenders
Decision-Makers
THE EXPERIENCE is the spark.THE CAR / DRIVER is the passion.THE ENGAGEMENT is the bond.
CONFIDENTIAL 08
MOTORSPORT MARKETING
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 09
MOTORSPORT MARKETING
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 EXPERIENCES
• BRAND EMOTION
• B2B OPPORTUNITIES
• B2C OPPORTUNITIES
• EMPLOYEE MOTIVATION
• IDENTITY / POSITIONING
• PASSION BRANDING
• UNIQUE ENGAGEMENT
• RELATIONSHIP SELLING
• SALES MOTIVATION
Motorsport Marketing Benefits
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 10
MOTORSPORT MARKETING
Engagement Activation
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 11
MOTORSPORT MARKETING
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 [in Year 2]
• 75% enhanced Loyalty to HERTZ
• 63% increased their HERTZ buy
• HERTZ Employees more motivated
• HERTZ Sales Process more focused
• .…and more.
Example
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 12
MOTORSPORT MARKETING
• 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
PDCA ‘Access / Opportunity’ Deliverables -
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 13
MOTORSPORT MARKETING
IN-MARKET PROMO
THE RACING
SOCIALIZING
TECHNOLOGYLOYAL, HIGH-QUALITY
CUSTOMERS
EXPERIENCES
MEDIA COVERAGE
HOSPITALITY
The Touch-Points
SPONSORSHIP
[email protected] / 917 656 0274 cel / 212 396 9303 tel
CONFIDENTIAL 14
MOTORSPORT MARKETING
HOW we look at motorsport
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!