© 2013 Advanstar Inc.                                CONFIDENTIAL   The MotoGPTM ExperienceADVANSTAR PARTNER REVIEW
AGENDA                                                         © 2012 Advanstar Inc.                                      ...
UNDERSTANDING TRACKS & DORNA GOALSBRAND EXPOSUREElevate MotoGP brand exposureEDUCATIONEducate non-race motorcycle enthusia...
MOTORCYCLE SHOWATTENDEE SNAPSHOT                                                          © 2012 Advanstar Inc.           ...
LOOKING BACK               Ducati Mugello MotoGP | 2012                                              21
ADVANSTAR PARTNER REVIEW                                       © 2012 Advanstar Inc.                                      ...
PARTNERSHIP RECAP                                                                                                     © 20...
2012-13 PARTNERSHIP RECAP                                                                                    © 2012 Advans...
US RACE PROMOTER OPPORTUNITY                                                                           © 2012 Advanstar In...
LOOKING AHEAD2013 AND BEYOND                  © 2013 Advanstar Inc.                     CONFIDENTIAL                      ...
2013-14 NEXT STEPS                                                                © 2012 Advanstar Inc.                   ...
2013-14PARTNERSHIP EVOLUTION                                                                              © 2012 Advanstar...
CONTACT INFORMATION                                                              © 2012 Advanstar Inc.                    ...
APPENDIX2013 MotoGP Bikes at IMS                           21
PRE-SHOW PROMOTION                     Email Website Social                       Ticketing Press D                       ...
AT-SHOW ACTIVATIONS                            Social Media                      E-Ticket Promotion Press                 ...
SHOWPHOTOS PROGRESSIVE INTERNATIONAL MOTORCYCLE SHOWS
FAN INTERACTIONSOver 2,800 images and emails captured thus far with MotoGP and race branding
TRACK PHOTOS PROGRESSIVE INTERNATIONAL MOTORCYCLE SHOWS
© 2012 Advanstar Inc.                                                                       CONFIDENTIAL•13 major US citie...
© 2012 Advanstar Inc.                                                                                                CONFI...
IMS 2012 – 2013 TOUR                                                                                                      ...
© 2012 Advanstar Inc.                                       CONFIDENTIALIMS tour locations in relation to2013 U.S. MotoGP ...
INDIANAPOLIS IMS EVENT TO LAUNCH WITH DEALER EXPO –CREATES INDY MOTORCYCLE FESTIVAL                                       ...
IMS ATTENDEE DEMOGRAPHICS                                                                                          © 2012 ...
MULTIMEDIA CAMPAIGN INTEGRATION .                                             2011-2012     2010-2011       Variance Varia...
IMS 2011- 2012 ATTENDANCE                                                                                                 ...
IMS PRESS COVERAGE             Metric                              2012              2011          Variance             At...
RESEARCH SHOTS ATTENDEES ARE A STRONG FIT                                                                                 ...
SALES INTEGRATION WITH ENTHUSIASTSGOAL: Converting Motorcycle Fans to Ticketed Race Fans                                  ...
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MotoGP Experience Review at the Worlds Largest US Motorcycle Show Tour- the Progressive International Motorcycle Shows

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    1. 1. © 2013 Advanstar Inc. CONFIDENTIAL The MotoGPTM ExperienceADVANSTAR PARTNER REVIEW
    2. 2. AGENDA © 2012 Advanstar Inc. CONFIDENTIAL Introductions Track and DORNA goals (exposure, attendance, events) Attendee Insights Looking Back: MotoGP Experience today Looking Ahead: 2013 and Beyond Next Steps Appendix: Supporting Materials 2
    3. 3. UNDERSTANDING TRACKS & DORNA GOALSBRAND EXPOSUREElevate MotoGP brand exposureEDUCATIONEducate non-race motorcycle enthusiastsFAN ENGAGEMENTStrengthen relationships with racing enthusiastsGROW TICKET SALESIncrease attendance and U.S. MotoGP racing events 3
    4. 4. MOTORCYCLE SHOWATTENDEE SNAPSHOT © 2012 Advanstar Inc. CONFIDENTIALAttendee Snapshot (Through Chicago) Traveled 55 miles to see the show Spent $186 on Show Site: $186 2.6 people per group Average Age: 45 Household Income: $71,326 USD #1 Feature Fans Wanted to See: The MotoGP Experience*  MotoGP – 13%  J&P Cycles Ultimate Builder Competition- 9%  XDL Street Jam (stunt performances)- 8%  The Podium (seminars)- 8% * Excluding, seeing the new 2013 models (69%) 21
    5. 5. LOOKING BACK Ducati Mugello MotoGP | 2012 21
    6. 6. ADVANSTAR PARTNER REVIEW © 2012 Advanstar Inc. CONFIDENTIAL The MotoGPTM Experience Today International Motorcycle Shows TM
    7. 7. PARTNERSHIP RECAP © 2012 Advanstar Inc. CONFIDENTIAL Advanstar created a centerpiece MotoGP themed display at all 13 IMS shows in 2012/13 As a centerpiece, MotoGP will be central to all on site and outreach media activities;  Provide natural and exciting location for on site mainstream television coverage of shows.  Included as major component of planned viral video campaign  MotoGP celebrities (riders, ambassadors) will be featured throughout outreach campaign Display will be a replica MotoGP grid comprising 12 official race bikes in four rows as follows;  Three factory prototypes one each from Honda, Yamaha and Ducati  Three CRT bikes including Colin Edwards and two others  Three Moto2 bikes  Three Moto3 bikes Pole position would rotate weekly between the three factory bikes. Pole position bike will be used for attendee photo opportunity complete with MotoGP or sponsor branded umbrella girls. Photos will be emailed immediately on site a serve as a keepsake for attendees and can include collateral (coupons). Podium stage will include MotoGP content and featured speakers as in 2012 (i.e. Kevin Schwantz, Colin Edwards, Scott Russel, Jason DiSalvo, Ben Spies were featured speakers). 18
    8. 8. 2012-13 PARTNERSHIP RECAP © 2012 Advanstar Inc. CONFIDENTIAL Advanstar managed all logistics related to design, build set up and transportation of feature to all 13 markets. Advanstar underwrote complete operational expense in addition to management and oversight costs and fund feature net of sponsorship/ promoter contribution. EXISTING MotoGP Experience: Total actual expense at a minimum $200K USD to execute feature; $50-75K additional dollars would improve A/V and provide more racer appearances Dorna has “officially” endorsed MotoGP Experience at IMS feature;  Help secure bikes to be delivered to Atlanta prior to first show  Favorably present feature to existing and potential sponsors  Encourage participation by US race promoters  Use feature derived content (photos, videos) in off season on motogp.com 21
    9. 9. US RACE PROMOTER OPPORTUNITY © 2012 Advanstar Inc. CONFIDENTIAL Advanstar provided a turnkey US MotoGP race ticket and package sales booth located within the MotoGP Experience at IMS Strongly recommended that promoters offer a $15 discount on packages related to attendance at IMS (show tickets are $15 and offer can be positioned as free show entry if you buy a package early) International Motorcycle Shows visits San Mateo, Dallas and Indianapolis, all three MotoGP host markets in addition to 10 strong motorcycle usage cities within riding range of US race sites. Advanstar will continue to utilize significant consumer databases (270,000) to promote race tickets and MotoGP merchandise offers throughout show season and closer to upcoming events 21
    10. 10. LOOKING AHEAD2013 AND BEYOND © 2013 Advanstar Inc. CONFIDENTIAL 21
    11. 11. 2013-14 NEXT STEPS © 2012 Advanstar Inc. CONFIDENTIAL Indy Meetings & Introductions with Potential Partners - NOW Official Partner Sponsorship Integration - March/April 2013 Feature Planning- March/April 2013 Costing of Feature- April 2013 Confirmation of Sponsors/Partners- May 2013 Survey/Focus Group Testing- June 2013 Execution of Feature Build – July 2013 21
    12. 12. 2013-14PARTNERSHIP EVOLUTION © 2012 Advanstar Inc. CONFIDENTIAL Open Ideation Discussion- What’s Ahead  Focus Around Education, Interaction & Engagement  MotoGP Arcade Game Simulation (2014)  Audio & Visual Enhancements to Convey Energy & Excitement  Track Aerial Fly Bys  Timed Tissot Starting Grid & Show Countdown  Branded Sponsor Keepsakes (Go-Pro photos)  Branded Track Promo Items  Race Concept Bikes- MotoGP in 2015/ High demand for concepts  Racing Tree Reaction Contests- Timed by Tissot  Making of a MotoGP Machine  Hosted racer appearances, Q&A and autograph signings  MotoGP Partner Introductions and Integration- Tissot, Bridgestone, Go-Pro, Red Bull, Dunlop, Motul, Aperol, BMW 21
    13. 13. CONTACT INFORMATION © 2012 Advanstar Inc. CONFIDENTIALTracy Harris James HarterSenior Vice President Marketing DirectorTel: 310.857.7378 Tel: 310.857.7572Email: tharris@advanstar.com Email: jharter@advanstar.comMike Ausec Tigra TsujikawaSales Director Brand DirectorTel: 310.857.7564 Tel: 310.857.7323Email: mausec@advanstar.com Email: tigra@advanstar.com
    14. 14. APPENDIX2013 MotoGP Bikes at IMS 21
    15. 15. PRE-SHOW PROMOTION Email Website Social Ticketing Press D 15
    16. 16. AT-SHOW ACTIVATIONS Social Media E-Ticket Promotion Press 16
    17. 17. SHOWPHOTOS PROGRESSIVE INTERNATIONAL MOTORCYCLE SHOWS
    18. 18. FAN INTERACTIONSOver 2,800 images and emails captured thus far with MotoGP and race branding
    19. 19. TRACK PHOTOS PROGRESSIVE INTERNATIONAL MOTORCYCLE SHOWS
    20. 20. © 2012 Advanstar Inc. CONFIDENTIAL•13 major US cities reaching 75% of motorcycle riders in US•490,000 engaged motorcycle enthusiast attendees•990 million impressions from outreach campaign•Attendees represent $3.3 billion in powersports buying power•Attendee average household income is 160% of US national average 9
    21. 21. © 2012 Advanstar Inc. CONFIDENTIAL # of IMS # of % of % of M/CRegion Shows Retailers (10)* Retailers (10) # M/C in use (09)** in use (09) W 3 2,130 20.4% 2,765,500 25.1% MW 5 3,148 30.2% 2,557,600 23.2% S 3 3,274 31.4% 3,627,800 32.9% E 2 1,876 18.0% 2,064,100 18.7% Total 13 10,428 100.0% 11,015,000 100.0% 9
    22. 22. IMS 2012 – 2013 TOUR © 2012 Advanstar Inc. CONFIDENTIAL International Motorcycle Show Venue Dates Atlanta Cobb Galleria Centre November 2 – 4, 2012 Dallas Dallas Convention Center November 9 – 11, 2012 Northern California San Mateo County Event Center November 16 – 18, 2012 Southern California Long Beach Convention Center December 7 – 9, 2012 Seattle Washington State Convention Center December 14 – 16, 2012 Washington, DC Washington Convention Center January 4 – 6, 2013 Minneapolis Minneapolis Convention Center January 11 – 13, 2013 New York Javits Center January 18 – 20, 2013 Ohio I-X Center January 25 – 27, 2013 Michigan Suburban Collection Showplace February 1 – 3, 2013 Chicago Donald E. Stephens Convention Center February 8 – 10, 2013 Indianapolis Indiana Convention Center February 15 – 17, 2013 Charlotte Charlotte Convention Center February 22 – 24, 2013 20
    23. 23. © 2012 Advanstar Inc. CONFIDENTIALIMS tour locations in relation to2013 U.S. MotoGP events 9
    24. 24. INDIANAPOLIS IMS EVENT TO LAUNCH WITH DEALER EXPO –CREATES INDY MOTORCYCLE FESTIVAL © 2012 Advanstar Inc. CONFIDENTIAL Indianapolis  14th largest city in the US  DMA population of 2.35 million (MSA‐ 1.41 m)  594,824 registered units in operation within 150 mile radius of Indianapolis  5.6% of US motorcycles total  190,000 residents in Indy who own a motorcycle (Scarborough, 2010)  14.8% Black, 5% Hispanic Co-location with Dealer Expo creates cross-over opportunities for OEMs, after market manufacturers, dealers and consumers Indy becomes the Powersports Event Center of the US Very high media interest 18
    25. 25. IMS ATTENDEE DEMOGRAPHICS © 2012 Advanstar Inc. CONFIDENTIALAge Plan to Purchase 4% Under 18 5% 10% 8% 18-24 Immediately 19% 25-34 13% 0-3 months 16% 39% 35-44 3-6 months 12% 28% 45-54 6-12 months 20% 55-64 1 year or 65+ 27% longerEthnicity Type of Vehicle Owned White/Caucasian 1% 3% 3% 7% Auto 6% Hispanic/Latin 11% American Truck Black/African Boat 7% American 35% Snowmobile 55% 72% Asian Watercraft Other 15
    26. 26. MULTIMEDIA CAMPAIGN INTEGRATION . 2011-2012 2010-2011 Variance Variance % Print Advertising 27,277,072 10,674,203 16,602,869 156% Print Direct Mail 1,802,822 1,807,760 (4,938) 0% Radio 195,185,849 170,091,928 25,093,921 15% TV - 46,219,660 (46,219,660) -100% Billboard 77,319,878 23,033,972 54,285,906 236% Enewsletters / Eblasts 2,305,466 4,835,601 (2,530,135) -52% Web Advertising 63,707,390 81,592,432 (17,885,042) -22% Partnerships 882,094 2,659,897 (1,777,803) -67% Social Media 7,040,715 3,006,627 4,034,088 134% Grass Roots 876,795 135,033 741,762 549% PR 614,224,049 450,316,058 163,907,991 36% Total 990,622,130 794,373,171 196,248,959 25% 12
    27. 27. IMS 2011- 2012 ATTENDANCE © 2012 Advanstar Inc. CONFIDENTIAL NUMBER of NEW AND USED UNITS in OPERATION 2011-12 MARKETS # of Units in Operation Total Show Attendance % Share CHICAGO 830,648 62,277 7.5% CLEVELAND 784,951 49,560 6.3% DALLAS 219,532 24,096 11.0% DAYTONA 288,802 25,500 8.8% CHARLOTTE 346,898 21,218 6.1% LONG BEACH 1,296,962 53,186 4.1% MINNEAPOLIS 286,813 37,099 12.9% NEW YORK 627,469 65,128 10.4% NOVI 579,520 30,813 5.3% SAN MATEO 797,628 30,496 3.8% SEATTLE 329,407 25,898 7.9% WASHINGTON DC 719,386 38,300 5.3% Total 7,108,016 463,571 6.5%*Polk market research of registered vehicles within 250 mile radius of IMS city 10
    28. 28. IMS PRESS COVERAGE Metric 2012 2011 Variance Attending Press 826 549 50% Media Day product launches 27 22 25% # Online articles 1645 1075 53% # of TV/ Radio broadcast segments 202 101 100% # of Printarticles 203 148 37%Core Rider # of PR impressions 614,224,049 450,316,058 36% Women Gen Y High Income Baby Boomer 13
    29. 29. RESEARCH SHOTS ATTENDEES ARE A STRONG FIT © 2012 Advanstar Inc. CONFIDENTIAL 2011/12 tour research (exit polls, email surveys, focus groups) showed attendees are engaged and demanding;  More content related to motorcycle travel and destinations  More racing content  A sexier show environment (glamour, color, grid girls) Most highly attended and sought after Podium seminars were racing related (Yamaha Champions Riding School, Kevin Schwantz, Ben Spies, Scott Russell) Core audience wants to see more technology and product #1 Ducati purchased by attendees last year was the 1199 Panigale superbike 13% of 2011 IMS attendees purchased a new or used vehicle in the 12 months following the IMS event they attended and are 33x’s more likely to buy vs. US avg* 65% of purchasing attendees made their vehicle purchase within 6 months of the show they attended, spending $2.7 billion on vehicles in that timeframe* * Source: 160,000 attending IMS records matched to Polk registration data 14
    30. 30. SALES INTEGRATION WITH ENTHUSIASTSGOAL: Converting Motorcycle Fans to Ticketed Race Fans New Meaningful Customized Customer Experience Offer Sales 30
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