Darren Morgan Racing linked the obvious synergies with highly technical and focused power tool products and Top Fuel Drag Racing. To understand patrons of key national motorsport events and their consumption, behaviour and attitudes.

1. A SPONSORSHIP LEVERAGE CASE STUDY
Flow Marketing Pty Ltd
March 9, 2012
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2. BACKGROUND
AEG Powertools are a fast growing trade focused brand in the ever
competitive global powertool market.
AEG work closely with Darren Morgan Racing with a view link the
obvious synergies with highly technical and focused power tool
products and Top Fuel Drag Racing.
AEG seek to understand patrons of key national motorsport events
and their consumption, behaviour and attitudes powertools.
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3. APPROACH
A compelling instant win sales promotion offer is presented to
patrons to key motorsport events in exchange for contact
information, occupation, powertool brand preference and ownership.
Data is captured in real-time and provides a clear understanding of
the target audience’s attitude and consumption behaviour.
Participants are instantly segmented based on their responses and a
post event Electronic Direct Mail (EDM) provide a new business call
to action via a retail offer.
A complete measurable ROI anaysis.
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4. MECHANIC
Promotional entry cards are distributed
to patrons of the motorsport event with
a clear call to action, instant win prize
description, terms and conditions and a
unique entry code.
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5. MECHANIC
Participants enter their details via the 22”
touchscreen kiosk including key insight
questions, postcode & unique code.
An intuitive onscreen keyboard allows
entry from people of all ages.
Prizes are awarded instantly and printed
via a onboard thermal printer.
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6. MECHANIC
Onboard thermal printer.
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7. RESPONSE
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8. REAL-TIME REPORTING
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MEAN BUSINESS

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Brand a
Brand c
Brand e
Brand b
Brand d
Generic a
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Promoted Brand

10. POST EVENT COMMUNICATIONS
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11. CONTACT
Chris Scott
Creative Director
Flow Marketing Pty Ltd
107/9 Claremont St South Yarra
VIC 3141 AUSTRALIA
+613 9029 6243
+61(0)415 155 930
chris@flowmarketing.com.au
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