• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
PDCA Motorsport Marketing
 

PDCA Motorsport Marketing

on

  • 81 views

How PDCA does motorsport marketing different and better.

How PDCA does motorsport marketing different and better.

Statistics

Views

Total Views
81
Views on SlideShare
47
Embed Views
34

Actions

Likes
1
Downloads
1
Comments
0

6 Embeds 34

http://pdcablog.blogspot.com 25
http://pdcablog.blogspot.ru 4
http://pdcablog.blogspot.com.au 2
http://pdcablog.blogspot.com.es 1
http://www.slideee.com 1
http://pdcablog.blogspot.co.uk 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    PDCA Motorsport Marketing PDCA Motorsport Marketing Presentation Transcript

    • MOTORSPORTS MARKETING MARKETING ACTIVATION June 2011 - UPDATED for 2015 USING RACING AS THE THEME FOR EXPERIENTIAL / SOCIAL CONNECTIONS
    • MOTORSPORTS MARKETING 2  PDCA MOTORSPORTS MARKETING IS MORE COMPLETE, MORE DYNAMIC, AND BUILT TO MAXIMIZE THE POWER OF AUDIENCE INTERACTION.  PDCA KNOWS THAT THE TRUE VALUE OF MOTORSPORTS MARKETING IS ITS STRENGTH BEYOND RACE TRACK-ONLY ACTIVATION. MORE THAN JUST ‘EXPOSURE’ & ‘MEET THE DRIVER’  ON-LINE ACTIVITIES -  IN-MARKET EXPERIENCES - • SOCIAL MEDIA • SALES PROMOTION • COMMUNITY-BUILD • FAN INTERACTION • CUSTOMER CONTACT • SALES PROMOTION • PR / MEDIA MARKETING • LOYALTY REWARD
    • MOTORSPORTS MARKETING 3 PDCA ACTIVATION performance  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 ACTIVATION • BRAND EMOTION • B2B OPPORTUNITIES • B2C OPPORTUNITIES • EMPLOYEE MOTIVATION • IDENTITY / POSITIONING • PASSION BRANDING • RELATIONSHIP SELLING • SALES MOTIVATION
    • MOTORSPORTS MARKETING PDCA ACTIVATION integration 4 PDCA Motorsports Marketing B2B B2C Actions In-Market Promos At-Track Hospitality Social Media Ads / PR OEM Marketing Custom Media  WHAT PDCA DELIVERS - • ON-LINE / SOCIAL MEDIA • EXPERIENTIAL EVENTS • OEM CROSS-MARKETING • ADVERTISING / PR • B2B INTERACTIONS • B2C INTERACTIONS • CUSTOMIZED MEDIA • SALES PROMOTIONS  3 KEY PARTNERS – AUTO OEM, SERIES, TEAM.
    • 5 PDCA ACTIVATION tactics  IN-MARKET EXPERIENCES  ON-LINE VIRAL COMMUNITY BUZZ-BUILD  CUSTOM MEDIA PROGRAMMING  PR REACH BEYOND THE RACING  AUTO OEM ACTIVATION INTEGRATION MOTORSPORTS MARKETING
    • 6 THE FOUNDATION PDCA builds from the basics of motorsports marketing - the racing and the media - to get attention / awareness with the enthusiast audience via -  Media Exposure  Fan Interaction  Display / Demo  Hospitality  Promotions MOTORSPORTS MARKETING ..and more MASSIVE REACH 60 MM US ENTHUSIASTS 80 MM US RACING FANS 250 MM US CAR OWNERS BILLIONS GLOBALLY ENGAGED FANS 65% 18 - 45 Yrs 61% $90K Income Active / Social Lifestyle Spenders Decision-Makers PDCA ACTIVATION details
    • 7 EXPERIENTIALS Taking the story to the people via live shows at non-race locations. 77% of all buyers use live interaction in their selection process. Display, Demo, Info- sharing, Experiences, Customer prospecting, Name / Info captures, and more. KEY US MARKETS ATLANTA BOSTON CHICAGO CLEVELAND DALLAS DENVER DETROIT HOUSTON LOS ANGELES MIAMI NEW YORK SAN FRANCISCO plus key B /C markets IN-MARKET ACTIVATION details Source: Harris Interactive MOTORSPORTS MARKETING
    • 8 ON-LINE / MEDIA ACTIVATION details MOTORSPORTS MARKETING SOCIAL MARKETING Targeted audiences. Dedicated websites. Community dialog. Activated disciples. Pop-up gatherings. Database-build. ..and more PROGRAMMING Customized shows, On-line and / or on TV, to take the brand story beyond ‘the niche’. NOT a classic auto racing show. Behind-the-scenes human interest reality. ..and more
    • 9 MEDIA MARKETING Taking stories outside the auto racing media [will get that anyway]. Seeding Tech, Green, Young Adult, LifeStyle media with stories. Engaging celebrities tactically / relevantly to maximize resonance. Building ‘Buzz’ beyond the race car, but using its sizzle to spark the dialog. AUTO OEM TIE-INS Leveraging Auto OEM Marketing $’s / actions to create touch-points with consumers. OEM Advertising, In- Market Experiences, Dealerships, Events to create interaction. OEM Dlr Ad Group collaboration / co- funding to strengthen local market actions and consumer contact. PR / OEM ACTIVATION details ……And even more marketing / messaging / connection ideas. MOTORSPORTS MARKETING WHY PDCA INC.? PDCA offers a rare blend of motorsports experience and corporate accomplishment.  PDCA knows MOTORSPORTS, ……….since 1982.  PDCA knows CORPORATE PROCESS. ……….since 1978. PDCA knows it’s not just about racing performance, it’s also business results! 5 to1 Sales and Marketing ROI. Ask about our $300MM in accomplishments.
    • Source: AFI Ads, PR - RACING Ads, Marketing, On-line - RACING Reviews, Word of Mouth - RACING On-line, Catalogs, Trial Mktg - RACING Pont of Sale visits, On-line - RACING Point of Sale visits, On-line - RACING Point of Sale visits, On-line - RACING Brand Affirmation, Affinity - RACING Awareness Familiarity Opinion Consideration Shopping Selection Purchase Post Sale Upper Funnel Lower Funnel PURCHASE FUNNEL relevance 10 MOTORSPORTS MARKETING Activation applications -
    • Sources: R&T Study (2011) / NPD Group (2010) / GfK (2012) POINTS OF VIEW about auto racing RACING INFLUENCE - BRAND IMAGERY.  88% equate racing to engineering that is superior to non-racing auto brands  88% believe clean auto technologies can be developed through racing  74% strongly agree that they would pay a premium price for new, advanced automotive technologies developed via racing rather vs other methods [eg - private lab research]  65% see a technology flow from racing to production cars RACING POPULARITY, A DIFFERENT MEASURE - VIDEO GAMING.  72MM video driving / racing games in the hands of mainstream audiences  #1 - Ranking of Gran Turismo series [44.2MM] on Sony PlayStation systems  #4 - Ranking of driving / racing games, by genre, in video game sales  #6 - Ranking for Gran Turismo in the ‘Top 20 Game Sales of All Time’ listing MOTORSPORTS MARKETING 11
    • MOTORSPORTS MARKETING 12 PDCA Inc. www.pdcamarketing.com 212 396 9303 Leo Parente leo-parente@pdcamarketing.com 917 656 0274