Dxt case study

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Présentation Sponsoring Xerox-Ducati faite par M.Ch Owen de Xerox lors du Symposium Marketing and sport organisé par le Swiss Marketing de Lausanne

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Dxt case study

  1. 1. Ducati Xerox Superbike TeamA sponsorship success<br />
  2. 2. Xerox Europe Sponsorship objectives <br /><ul><li>Increase brand saliency and top of mind awareness
  3. 3. Facilitating a transition towards desired brand positioning
  4. 4. Enhance key brand attributes
  5. 5. Vibrant, Human, Connected, Open
  6. 6. Motivate and energize customers and employees
  7. 7. Provide salesforce/customers incentives & hospitality opportunities
  8. 8. Provide a platform for Xerox marketing communications activities
  9. 9. Based around Xerox’s ‘Ready for Real business’ communications platform</li></li></ul><li>Why World Superbikes?<br /><ul><li>Looking for something new after the Xerox sponsorship of the Olympics finished in 2004
  10. 10. Embodiment of dynamism & vitality
  11. 11. Global appeal & reach
  12. 12. 13 races, 3 continents
  13. 13. 44% European reach
  14. 14. 2 billion global TV audience (06: 180m)
  15. 15. 94 networks, covering 173 countries
  16. 16. 2,758 hrs (06: 1,950) of coverage delivering $700m in media return
  17. 17. 215 million Internet viewers
  18. 18. The world’s most prestigious production based championship
  19. 19. Dramatisation of Xerox’s brand attributes
  20. 20. Relatively untouched by corporate brands
  21. 21. World Superbike accessibility and openness compared to something like F1</li></li></ul><li>Why Ducati?<br /><ul><li>One of the most iconic brands in the world
  22. 22. Stylish, cool, dynamic, unique
  23. 23. The most successful team ever in World Superbikes
  24. 24. 16 Manufacturer's and 13 Rider’s Championship titles
  25. 25. Unrivalled in terms of reach and appeal beyond World Superbikes
  26. 26. Embracing lifestyle media and ‘celebrityism’
  27. 27. Common colour scheme
  28. 28. Ducati and Xerox, driven to succeed as market leaders
  29. 29. Both brands passionate and committed</li></li></ul><li>Why Ducati?<br /><ul><li>Similar customers
  30. 30. People buying a premium Ducati bike tend to be business leaders, C levels and business owners – the sort of people Xerox wants to engage.
  31. 31. Ducati sells ‘membership of a club’ rather than just bikes; opportunity for Xerox as a B2B brand to engage customers in their relaxed leisure time.
  32. 32. Ducati Motor Holdings is a Xerox customer
  33. 33. Rationalised office equipment, reducing costs by 23%
  34. 34. Author, translate and print Ducati technical manuals and other materials, reducing printing time from 15 days to 1 day.</li></li></ul><li>Sponsorship History<br />2004<br />2004 Road test Xerox Ducati Team, Caracchi NCR Team<br /> 1st year, learnings Ducati Xerox TeamDucati Corse SRL<br />2006 - 08 getting it right2006 & 2008 Champions<br />2008 -10New Xerox branding<br /> New Story<br />2006<br />
  35. 35. Ducati Xerox Team riders 2010<br />Noriyuki Haga # 41<br /><ul><li> Nationality: Japanese
  36. 36. Born: March 2nd, 1975
  37. 37. Marital status: married to with two children
  38. 38. Height: 1.68m Weight 65kg
  39. 39. Hobbies: Golf and watersport
  40. 40. 2009 2nd in World Superbike Championship</li></ul>Michel Fabrizio #84<br /><ul><li> Nationality: Italian
  41. 41. Born: September 17th, 1984
  42. 42. Marital status: Married with two children
  43. 43. Height: 1.73m Weight: 64kg
  44. 44. Hobbies: Football and cinema
  45. 45. 2009 3rd in World Superbike Championship</li></li></ul><li>Contract highlights<br /><ul><li>Ongoing multi-year contract
  46. 46. Title Sponsorship – the Ducati Xerox Superbike team
  47. 47. 3 replica showbikes
  48. 48. 6 public appearances
  49. 49. 40 Paddock passes for each round (increased from 30)
  50. 50. Additional passes available to purchase if needed
  51. 51. 5 tables for hospitality
  52. 52. Mutual agreement on an annual marketing plan with common promotional activities
  53. 53. Ducati to organise a sponsor workshop at the first part of each season </li></li></ul><li>Activation<br />The sponsorship is activated through:<br />Customer hospitality around the races<br /><ul><li>Marketing in the paddock
  54. 54. Showbikes visiting customer events and tradeshows
  55. 55. Employee Engagement
  56. 56. TV and Press Coverage
  57. 57. Co-sponsor marketing
  58. 58. Personal Appearances by the team
  59. 59. On-line and Web activation.
  60. 60. Merchandise</li></li></ul><li>Hospitality<br /><ul><li>We host up to 40 guests per day over a three day race weekend
  61. 61. Focus on the ‘Race day experience’, enabling guests to feel part of the Ducati Xerox family:</li></ul>Race day program<br />Introduction to the team<br />Garage Tour<br />Great Italian cuisine.<br />
  62. 62. Marketing in the Paddock<br /><ul><li>Hospitality branding to tell the story of the sponsorship
  63. 63. Technology centre showcasing Xerox technology, printing out photos of fans on the showbike.</li></li></ul><li>Showbikes<br />Trade show and Events, Key European<br />markets <br /><ul><li>Ducati partners
  64. 64. EICMA, Drupa, Goodwood
  65. 65. HR Owen
  66. 66. PUMA
  67. 67. MPH</li></li></ul><li>Employee Engagement<br />Team Visits to Xerox Sites<br /><ul><li>Bike displays, wheelies, burnouts
  68. 68. Autographs</li></ul> Team manager presentation to senior Xerox Staff<br /><ul><li> What makes a great team</li></li></ul><li>TV Coverage<br /><ul><li>Live coverage of all qualifying and races on Eurosport
  69. 69. Reaching 117million homes in 59 countries (also in HD)
  70. 70. Live coverage of races on Speed channel in the US</li></li></ul><li>Co-Sponsors<br />Alfa Romeo promotion<br />Puma Store in Carnaby Street, London<br />
  71. 71. Personal Appearances<br />
  72. 72. Online Activation<br />Face book<br />2,500 followers<br />www.facebook.com/ducatixeroxteam2010<br /> Xerox.com/sponsorship<br /><ul><li> photos, videos, downloads, news</li></ul> plus twitter....<br />
  73. 73. Merchandise<br />Ducati Xerox Shop at IPEX 2010<br />€20,000 worth of team merchandise<br />sold in 10 days<br />
  74. 74. ROI Summary<br /><ul><li>TV & media coverage delivers 3 to 5 X the sponsorship cost in media value (depending on the success of the team)
  75. 75. Customer hospitality We track the guests visiting the races against our central marketing database. These customers delivering $10’s millions in revenue – they are the right customers.
  76. 76. Employee engagement Enthusiastic following with employees, value difficult to measure
  77. 77. Brand visibility Brings excitement and something different to tradeshows, events and customer meetings.
  78. 78. Summary Strong positive ROI from the sponsorship. </li></li></ul><li>

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