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Front Row Motorsports 2013 NASCAR Sprint Cup Series Marketing Opportunities
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Front Row Motorsports 2013 NASCAR Sprint Cup Series Marketing Opportunities

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Front Row Motorsports fields the No. 34 of David Ragan, the No. 38 of David Gilliland and the No. 26 of Josh Wise in the NASCAR Sprint Cup Series. The team is owned by Bob Jenkins and is ...

Front Row Motorsports fields the No. 34 of David Ragan, the No. 38 of David Gilliland and the No. 26 of Josh Wise in the NASCAR Sprint Cup Series. The team is owned by Bob Jenkins and is headquartered just outside of Charlotte, N.C. In 2012, FRM was named to INC Magazine's "INC 5000" list, recognizing the 5,000 fastest-growing private companies in the U.S., earning a rank of 800. Its partnership base is representative of more than $170 billion of the U.S. economy and includes organizations such as CSX Transportation, Ford Motor Company, Sherwin-Williams, Taco Bell, and McCall Farms

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Front Row Motorsports 2013 NASCAR Sprint Cup Series Marketing Opportunities Front Row Motorsports 2013 NASCAR Sprint Cup Series Marketing Opportunities Presentation Transcript

  • Front Row Motorsports Business Development Opportunity
  • ABOUT NASCAR & FRONT ROWMOTORSPORTSFront Row motorsports I 2670 peachtree road I statesville, nc 28625 I 704.873.6445
  • About NASCAR • More Fortune 500 companies choose NASCAR to build their brands than any other sport • NASCAR ranks #1 in the U.S. in brand loyalty • #1 spectator sport in the U.S. with an average of 100,000 fans at each NASCAR Sprint Cup Series race. – NASCAR races often draw larger crowds than a Super Bowl, World Series game and NBA Finals game combined • Forbes ranks the DAYTONA 500 the world’s #2 most valuable single-telecast sporting event, trailing only the Super Bowl. • NASCAR is engaging in an aggressive five-year strategic plan for growing the sport while maintaining its most avid fans.Front Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 3
  • NASCAR: Where We Race • The NASCAR Sprint Cup Series races 38 weekends a year (February – November) and incorporates several large markets and provides a long sales and marketing windowFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 4
  • Media Coverage• NASCAR is the #2 rated sport on television, trailing only the NFL• An average of 4.4 MM households and 6.5 MM viewers tuned into each race last season• In 2011, viewership among males aged 18-35 was up 17% over the previous year• Our most passionate fans consume an average of 16 hours of NASCAR-related media each week, while 37% of NASCAR fans consume at least 9 hours a week• Front Row Motorsports delivered over $17 million in media equivalencies to its sponsors last seasonFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 5
  • About front row motorsports• Sponsorship portfolio represents over $170 billion of the U.S. economy• Delivered $17+ million in media equivalences to its partners last season• Owned by Bob Jenkins, an entrepreneur in both the restaurant and transportation industries – Owner and founder of Charter Foods, one of the largest YUM! Brands franchisees in the United StatesFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 6
  • What they’re saying “NASCAR ranks #1 among major U.S. sports when it comes to avid fans who indicate it is important to be aware of sponsors and are more likely to consider trying, regularly consume, recommend, and consciously support a sponsor’s product or service.” “Front Row Motorsports proves a small team can compete in [Sprint] Cup”Front Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 7
  • Testimonials “Front Row Motorsports is an interesting study, because they are a team that chose to go Sprint Cup Series racing, full-time in late 2008, right when the economy started to take a turn for the worse. They have endured the storm by providing a high level of value to their corporate partners. They are as committed to winning for their partners off the racetrack, as they are to constantly improving their performance on it. We’re happy to have them as a part of our sport.” Chad Seigler, Managing Director of Industry Marketing NASCAR “Frankly, when I heard about us doing a NASCAR sponsorship, I couldn’t believe we could play at that level. Fortunately, the guys at Front Row Motorsports showed us how to effectively leverage and utilize the tools we received from the race team. We have seen a tremendous benefit from our partnership this year and are looking forward to many years ahead.” Josh Buis, Vice President of Window Film Operations Scorpion Protective Coatings “The team at Front Row Motorsports truly makes our partnership a wonderful experience. From providing PR, activation & creative support, to providing our corporate guests and retail partners with an unforgettable experience at-track, their entire organization has made our investment in NASCAR one of the most exciting and energizing experiences I have ever been a part of.” Mark Tarkenton, Vice President of Sales McCall FarmsFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 8
  • Testimonials “I cannot say enough of the relationship that we have personally with Front Row Motorsports. Front Row Motorsports and their Marketing Team totally exemplifies what true access is to a sport. Whether attending a NASCAR event for the first time or already a fan, Front Row Motorsports will make the customer experience a memorable event. Their marketing team understands the importance of the client experience and ensures attention to detail. The access they provide to NASCAR is second to none. David Ragan and David Gilliland are two of the most personable and dynamic personalities in the sport of NASCAR and are always more than accommodating to our corporate development needs. We’ve partnered with other teams in NASCAR before finding FRM, and I can say the experience we have had with Front Row Motorsports is the best we have ever had.” Steve Hinrich, Senior Vice President, BGA Distribution AVIVA USA “Front Row Motorsports has been a great partner for Ford. While they are a lean, nimble and efficient organization, they are making significant progress on the racetrack and have been a welcome member of the Ford Racing family for the past three years. In terms of marketing, we utilize David Ragan and David Gilliland most every weekend at our Ford consumer display and hospitality chalet. They are both very down-to-earth, well-mannered and well-spoken individuals that possess personalities embraced by NASCAR fans. Away from the track, both drivers are active participants in our marketing and branding initiatives and David Ragan has been a great spokesperson for our Ford Driving Skills for Life safety campaign. We are happy to be partnered with FRM.” Tim Duerr, Motorsports Marketing Manager Ford RacingFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 9
  • Winning – In Corporate America Front Row Motorsports was named to INC. Magazine’s 2012 list of the 5000 fastest-growing private companies in the United States, earning a ranking of #800.Front Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 10
  • David raganBirthdate: December 24, 1985 Hometown: Unadilla, GA Marital Status: Wife, Jacqueline @DavidRagan • 2-Time NASCAR Sprint All- Star Race participant • 4 NASCAR Wins – Daytona, Charlotte, Talladega, Bristol • 2007 NASCAR Nationwide Series Rookie of the Year • Named one of Sporting News’ 50 Most-Beautiful People in NASCARFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 11
  • David GillilandBirthdate: April 1, 1976 Hometown: Riverside, CA Marital Status: Wife, Michelle Children:Todd & Taylor @DavidGilliland • One Career Win (Kentucky) • Former Daytona 500 Pole Winner (Fastest Qualifier) • Finished 3rd in the 2011 Daytona 500 • In the 7th year of a successful relationship with Ford Motor Company and has experience with brands including M&M’S, Taco Bell and Dish NetworkFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 12
  • Josh WiseBirthdate: February 7, 1983 Hometown: Riverside, CA Marital Status: Ashley Children: Harlow & Remy @JoshWise• Up and coming driver entering his second season in the NASCAR Sprint Cup Series• Test-driver for Earnhardt-Ganassi Racing• Has raced for NASCAR superstars Dale Earnhardt Jr., Michael Waltrip and Tony Stewart• Began racing at the age of 8 and at the age of 16, became the youngest champion in United States Auto Club history• Has represented a number of top sponsors, including: Napa Auto Parts, Aarons, Hot Wheels (Mattel), Super Cuts, Unilever, Taco Bell and TaxSlayer.comFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 13
  • Overview of NASCAR Team Assets Sweepstakes, Promotions, Traditional and Digital Marketing Rights For many companies, NASCAR team sponsorship is the cornerstone of their overall marketing program. Promotions, sweepstakes and targeted communications give team sponsors the flexibility to attract both NASCAR fans and non-fans. Show Cars and Mobile Marketing Displays On display at charity events, retail locations and other points of consumer contact, show cars are immediate attention-getters that draw interest to your brand from NASCAR fans and non-fans alike. Licensing & Apparel NASCAR licensed products provide additional exposure opportunities for team sponsors, placing their brands in categories like die-cast cars, apparel and many others. Business-to-Business Opportunities and Pass-Through Rights When companies become team sponsors, it opens the door to a number of ROI-generating opportunities. Many companies use their team sponsorship as a way to build relationships with customers, suppliers, distributors, retailers and other key partners. Team Building & Hospitality NASCAR provides a unique way for companies to rally their employees around their sponsorship, creating opportunities for team building and morale-enhancing activities as employees watch their team compete and win on the track. Local In-Market Programs / Retail Programs When a NASCAR event comes to a market, it creates numerous opportunities for team sponsors to reach local consumers and leverage the excitement of the event. Driver Appearances, Speaking Engagements and Autograph Sessions NASCAR drivers are powerful spokespeople for their team sponsors. Their accessibility to consumers and strong relationships with fans make NASCAR drivers among the most effective brand ambassadors in sports. Driver Endorsements Consumers recognize NASCAR drivers and identify them with their sponsors’ brands. Over their careers, NASCAR drivers deliver massive value in exposure and sales, elevating the relationship between their sponsors’ brands and their fans. Alternate Paint Schemes Primary sponsors are able to easily modify their car’s paint scheme to communicate promotions, sweepstakes, line extensions, new product launches and other initiatives.Front Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 14
  • 360 NASCAR Activation Program Public Relations Support The following are just some of the powerful Retail Programs Digital Assets and valuable assets current FRM sponsors are using to achieve their goals and objectives B2B Relationships Marketing & & Pass- Creative Through Rights Rights Front Row Sampling, Motorsports Couponing Cause and Display Marketing Opportunities Initiatives Driver Promotional Appearances Rights VIP Experiences Licensing & and Apparel HospitalityFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 15
  • 2012 FRM Sponsor Case Studies Case Study: Increase awareness among target female demo, while expanding demo to include more men Glory Foods • 160+ MM Media Impressions • $237,000+ in graded media equivalencies • 36% increase in unaided brand awareness in key race markets • 50% of avid NASCAR fans in target demo (Female 30-44) indicate they are at-least somewhat likely to purchase Glory Foods in the next 30 days • Leveraged program with key retail partnersCase Study: Using NASCAR assets to launch a social media sweepstakes Big Machine Label Group • 20,000+ sweepstakes entries • Gained 80,000+ Facebook “Likes” for targeted pages in initial 14 day period (+4% lift overall) • 100,000+ unique users engaged via FRM social media during race week • 74% email opt-in rateFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 16
  • Glory Foods NASCAR Activation Program FRM Team Driver Radio Sponsorship Sweepstakes & TV Spots Sampling, Race To Couponing Feeding and Display America Opportunities Cause Initiative SMI Track Retailer Pass- Programs Through Driver Programs AppearancesFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 17
  • APPENDIX: FRM CapabilitiesFront Row motorsports I 2670 peachtree road I statesville, nc 28625 I 704.873.6445
  • sTANDEES & POS MaterialsFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 19
  • Promotional MaterialsFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 20
  • Mobile & Experiential marketingFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 21
  • In-Store TV Spots & IVRFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 22
  • Cause Marketing initiativesFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 23
  • Ride-Alongs & Driving ExperiencesFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 24
  • Sweepstakes, Contests & Social media promotionsFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 25
  • FSI & Retail ProgramsFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 26
  • Driver AppearancesFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 27
  • Hospitality & VIP At-Track ExperiencesFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 28
  • PR & Media SupportFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 29
  • Licensing & ApparelFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 30
  • Entertainment industry cross promotionFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 31
  • Rightsholding entities in nascar Entities owning rights in NASCAR NASCAR (League) Tracks Teams Driver Endorsements/Personal Services MediaFront Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 32
  • Who Controls What Rights? NASCAR Tracks Teams Drivers Media (Endorsements) NASCAR Bar Mark (IP) Track Naming Rights Paint Schemes and Personal usage / TV/Radio/Print Uniforms endorsement rights Commercials Official NASCAR Signage Driver and crew marketing Appearances In-Broadcast Rights Partnerships rights / Team IP Contingency Programs Sampling and Display Race-related equipment Fan Clubs Websites/Digital (e.g. Midway (Pit Box, Hauler..etc) ESPN.com) Series Title Sponsorships Concessions Race Shop Driver Websites and Digital B2B Opportunities with Grandstand Tickets, Driver and Team other official partners Suites and Hospitality Appearances NASCAR.com (in Track websites Team websites and digital partnership w/Turner media Sports)Front Row motorsports I 26 7 0 peac h t r ee r oad I s tat e s v i l l e , n c 2 8 6 2 5 I 7 0 4 . 8 7 3 . 6 4 4 5 33
  • Robin Johnson Mike Laheta Chief Marketing Officer Director, Marketing & Business Affairsrjohnson@frontrowmotorsports.com mlaheta@frontrowmotorsports.com 704.904.4347 440.773.2701