A short deck highlighting the issues with the NASCAR brand, specifically with Millennials, the normal audience for video games. Strategic recommendations on NASCAR as a brand and the best way to position the game.
In 2014, rally goers from all 50 states and over 18 countries converged on the spiritual home of Sturgis, the Legendary Buffalo Chip, to celebrate the spectacular nature and unique atmosphere of the Largest Music Festival in Motorcycling™. Equal parts music, motorcycles, freedom and camaraderie, there is simply no other destination in the world that embodies the world-class party environment of the Sturgis Buffalo Chip.
The Virgin Group - Richard Branson Way - Case Study Sharanya Ray
The Virgin Group Case Study - Story of How Richard Branson put The Virgin Brand into a global map, extending it into 400 businesses.
Created during summer Internship on Marketing Management under, Prof. Sameer Mathur, IIM Lucknow.
Studies the various aspects of growth and market study of The Virgin Group and how it can improve itself further.
Created by Priyanka Sahoo,IIT Kharagpur as part of marketing internship under Prof. Sameer Mathur,IIM Lucknow
ESL - How the World’s Largest Esports Company Thinks Globally and Acts Locall...Jessica Tams
Delivered at Casual Connect Asia 2017. Hal Bame, ESL’s newly appointed Managing Director for SEA, will give an overview of ESL globally and how the company plans to use its brands, unique products, partnerships and content to accelerate esports as a whole in SEA, one of the worlds fastest growing esports regions.
Group Marketing project Southern Arkansas UniversityCole Williams
Group project for marketing management with multiple aspects of marketing to senior citizens including sports management, mass communications, and restaurant customer service.
In 2014, rally goers from all 50 states and over 18 countries converged on the spiritual home of Sturgis, the Legendary Buffalo Chip, to celebrate the spectacular nature and unique atmosphere of the Largest Music Festival in Motorcycling™. Equal parts music, motorcycles, freedom and camaraderie, there is simply no other destination in the world that embodies the world-class party environment of the Sturgis Buffalo Chip.
The Virgin Group - Richard Branson Way - Case Study Sharanya Ray
The Virgin Group Case Study - Story of How Richard Branson put The Virgin Brand into a global map, extending it into 400 businesses.
Created during summer Internship on Marketing Management under, Prof. Sameer Mathur, IIM Lucknow.
Studies the various aspects of growth and market study of The Virgin Group and how it can improve itself further.
Created by Priyanka Sahoo,IIT Kharagpur as part of marketing internship under Prof. Sameer Mathur,IIM Lucknow
ESL - How the World’s Largest Esports Company Thinks Globally and Acts Locall...Jessica Tams
Delivered at Casual Connect Asia 2017. Hal Bame, ESL’s newly appointed Managing Director for SEA, will give an overview of ESL globally and how the company plans to use its brands, unique products, partnerships and content to accelerate esports as a whole in SEA, one of the worlds fastest growing esports regions.
Group Marketing project Southern Arkansas UniversityCole Williams
Group project for marketing management with multiple aspects of marketing to senior citizens including sports management, mass communications, and restaurant customer service.
User acquisition in crypto games becomes the greatest challenge for game developers and sometimes - the last one. Who are your perfect users and where to find them? We know the answer.
(GhaniKunto.me) Download - Fans: From Liked to LovedGhani Kunto
One of the key things to making earned media work for your marketing is knowing who your Fans are and how to connect with them.
Download and share the first chapter of this book that covers exactly that topic.
Part Two: Opportunities for Land-Based Casinos in a Digital WorldNicky Senyard
Part Two: Opportunities for Land-Based Casinos in a Digital World
As the US iGaming market continues to unfold slowly, land-based casinos are now evaluating the opportunities for which they can make the transition online. In part two of my webinar series with @iGaming Business, I sat down with @Peter Laverick of BAM Software to consider the noteworthy opportunities that lie with both online horseracing wagering and daily fantasy sports.
Here are some highlights from our conversation on the two verticals:
• Because both online horseracing wagering and daily fantasy sports were specifically excluded from the US Federal Government’s Unlawful Gambling Enforcement Act (UIGEA) of 2006, they have undoubtedly risen in popularity with the US population
• Opportunities exist across both verticals related to customer acquisition and product evolution
• Reminiscent of the general iGaming trend, these verticals are heading in a mobile direction. Mobile apps have become a crucial element to allow for an optimal player experience
Please take a look at the slides below for a more comprehensive recap of our conversation. Moreover, I strongly encourage you to continue the conversation in the comment section, as it would be great to hear your thoughts on these growing verticals.
I made this presentation at the beginning of 2007 when I had my intern at the Belgian communication agency These Days.
The goal of this presentation was to give a brief overview of the evolution the gaming and advertising scene had gone through up til then (2007). It is my personal view on the things and I am the first to admit that my opinion is not king.
In the future I will make a new presentation because some opinions and conclusions need steering.
I thank you for your comments.
Presentation Slides - Brand Meaning In The Age Of Macro FluxJustin Small
A new world of macro flux has suddenly emerged from the old - a world where economic, environmental and geopolitical change have come together to destroy the previous stability and drive us into a state of almost constant low-level panic. A new world where meaning and truth are being challenged like never before, and the retreat to the safety of the past is in full swing. Brands must adapt quickly, and rethink their promoter instincts and become trusted partner brands in order to build deeper bonds with their customers, and drive advocacy. Advocacy is survival in times of macro flux, and to build true advocacy in the current climate brands must fulfil the three key needs of the customer in macro flux - be useful to me, be knowledgeable of me, be integrated with me.
Content marketing is high on brands' marketing agendas. But making content that can connect isn’t easy. The best content seamlessly integrates brands into the lives of their consumers.
Marketing expertise needs to shift from channels and disciplines to specific sub-cultures, hobbies & interests. In this type of environment leveraging gaming culture can be hugely influential.
The Intersection of Venues, Media and TechnologyPam Furey
Transforming the relationships with your guests utilizing an interactive, mobile software as a service solution for all fans attending any large venue event from conventions to hotels to sports to concerts to conferences to casinos and in between.
All your fans can connect and play regardless if they are at the event, or off-site sipping on a beverage at the beach. While they are enjoying the gamified, adrenaline producing experiences with all the other guests and fans, you are collecting 'real time' customer behavior business insights from your data analytics.
Imagine only now ... you are able to unearth additional monetary value for your organization, your sponsors, your guests and your non-profit affiliates; all while connecting your fans to each other and bringing all large venue events to a new level of 'fandom'!
• Create the ultimate fan-to-fan, fan-to-club, fan-to-brand experience by having fans interact with each other regardless of location. Fans can bid on once-in-a-lifetime live team adventures that they've only dreamt of before now. Provide instant gratification by competing to win team trivia & redeeming instant prizes.
• Enhance sponsor advertising using our full screen, mobile rotating screensaver during the entire event. Increase team revenue without increasing ticket prices while transforming your relationship with the fan and the sponsor partner.
• Bring the entire experience to 'life' with our integrated augmented reality.
• Real time fan behavior - data analytics, business intelligence and customer insights.
Big things are happening in programmatic.
We’ll share actionable insights to drive business results in 2021, while exploring the potential impact of each trend over the next decade. Sign up and uncover strategies to address key trends like:
- Cookieless World: The future of identity & audiences
- Video: Learn why a fragmented video landscape needs integration
- AI: Humans are advancing AI into unique and creative use-cases
- Ecommerce: All brands are now ecommerce brands, what does that mean for marketers?
- Gaming: Already bigger than the Super Bowl! Never been a better time to get in the game
- Creative: Creative meets digital for hyper-targeted, customization at scale
- Omnichannel Activations: Consumers are everywhere, are you?
Similar to NASCAR Racing 2014 - Research & Brand Strategy Recommendations (20)
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
2. The Kenwood racing team
JIM SAMALIS
Creative Director
For the last 25 years, Jim has
been changing audience
behavior through brand and
product experiences across
multiple channels. He has
worked on launches and
campaigns for Levi‘s, Dockers,
Electronic Arts, HP, Sega,
Cisco, Autodesk, Genentech
and many more. He believes
that great creative is only as
good as the insight uncovered
about the audience‘s beliefs,
behaviors and triggers.
Creative without insight is like
throwing darts blindfolded.
Fortunately, Jim and his team
work collaboratively to ensure
every dart is a bullseye.
NICO VAN PRAAG
Strategist
Over the last 20 years Nico has
put his strategic fingerprint on
some of the world‘s best
brands including Nike, Audi,
GAP, VISA, Red Bull, Microsoft
and Xbox, GMC and many
more. He‘s driven by a belief
that great strategy requires
creativity just like the creative
itself. And that smart strategy
does far more than guide a
brand‘s messaging, it should
inspire its core behavior both
internally and in a consumerfacing way. Nico preaches that
brand behavior is core to what
makes an iconic, powerful
brand what it is.
BRIAN KERR
Account Manager
Brian Kerr has been involved
with a slew of marketing and
communications efforts for tech
companies and game
publishers – ranging from
building online game
communities to launching triple
A titles. Brian is the client's goto person and responsible for
making sure the internal
Kenwood team and the
external client teams are
always on the same page.
JOHN EMMANEEL
Executive Producer
John‘s experience is broad,
deep and international, having
managed multi-faceted
campaigns, launches and
brand activations for over 17
years. He is equally at home
delivering on any
communication platform and
understanding the importance
of a client‘s content and
business strategy. John has
spearheaded engagements for
a diverse set of major brands
including Cisco, Samsung
Mobile, Tune-in, Square Enix,
Food Brands, Caterpillar,
Mazda, Visa, Genentech and
Abbott Labs.
5. Five facts about NASCAR
we should care about
1
NASCAR is second only to the NFL in
terms of top sports franchise TV ratings
2
$3 billion worth of licensed products are
sold to the 75 million fans each year
3
Ticket sales revenue fell 38% over the
past five years
4
Ratings among 18-34 year-olds fell more
than 25% versus a year ago
5
Fortune 500 sponsorships have been
on the decline since 2000
6. NASCAR games have underdelivered
JOURNALISTS
―Hardcore NASCAR fans might find
little to love in this lackluster title.‖
―Inside Line is a step up from its predecessor in
every way, but it falls short of being a winner.‖
CONSUMERS
―No NASCAR game ever was impressive.‖
―I never did get into the NASCAR games.‖
―I played one for a while before. While it was fun
it just didn't appeal to me like other racers do.‖
7. And sales reflect the reviews
Need For Speed franchise:
Best selling racing game of all time
100+mm copies
ALL NASCAR games made since
1998
18.16mm copies
9. NASCAR represents a polarity
Love it!
―I love that NASCAR
is now an indelible
part of me, part of
my identity, who I
am.‖
Hate it!
―NASCAR‘s not a
real sport! It‘s like
WWE. All those
drivers do is mash
the gas and turn left.
Any old fool could do
that.
10. Reasons they…
Love it!
Danger <
Speed <
Community <
Driver back-stories <
The roots <
The violence <
The patriotism <
Hate it!
> Left turns
> Monotony
> Little appreciation of speed
> Perceived gratuitous crashes
> The fan base
> Lack of involvement
11. But those who get it get it
―There are but three true
sports—bullfighting, mountain
climbing, and motor-racing.
The rest are merely games.‖ Ernest Hemingway
13. Millennials – 4 relevant
characteristics
Defined by technology
Highly social/connected
94%
> Social media is power
> As a generation, they are team players
Have a mobile
phone
69%
Own an iPod or
mp3 player
70%
Own a laptop
23%
Own a tablet
“If we want to truly grasp the power of connection for this
generation, we can look at how they want to be
remembered. It is not for their beauty, their power, or
their influence, but simply for the quality of their human
relationships.”
High expectations
Short attention span
> Rewrite rather than follow rules
> Expect the ability to create a fully
customized experience
Multi-screen natives in one week:
>
>
>
>
5 hours 39 min of online video
24 hours 44 minutes of ―live‖ TV
9 of 10 surf while they watch TV
The second screen is most often the first
14. Millennials and gaming
Gaming is ranked the #3
interest among Millennials
What they like most:
> Competition
> Connection
Console is still king
5.1
hours/wk consoles
4.4
hours/wk mobile phones
11.8
hours a week across devices
13.8
6 in 10
own a gaming console
1 in 3
hours a week among 12-24 yr olds
6 in 10
play games online
4.8
hours a week average
will likely buy the
next gen system
Friends are the #1
source for game
recommendations
Source: Be Viacom International 2013
15. Our most promising consumer
*
GAMERS
*
NASCAR
FANS
Common motivations:
> Immersion
> Social connection
> Customization
17. Business problem:
Sell a NASCAR product within a category dominated by
Millennials who have a waning interest in NASCAR.
Communication Challenge:
> Primary:
– Get the Millennial NASCAR fan to embrace NASCAR
2014 and become advocates of the game.
> Secondary:
– Get gamers who are not fans to take a fresh look at
NASCAR 2014.
18. Our opportunity is huge
Of NASCAR fans who
buy licensed products
75,000,000
42%
own and play video
games
31,500,000
Potential buyers:
Source: Simmons 2013
19. Our ideal strategy needs to…
1. Promote the excitement of NASCAR
2. Emphasize the immersive nature of the game
3. Highlight the games realistic effects, driving dynamics
and real teams and drivers
4. Appeal to the gamers need for community and
connectivity
5. Promote competition
6. Appeal to the need for customization
7. Leverage the real-time replay capability of the game
21. The product
More sense
of speed
Better driving
dynamics
More immersive
experience
Customizability
IT’S ABOUT TO GET REAL
Replay real races
Real teams
Gen-6 Cars
Race against
real people
22. The marketing
Real drivers
Real cars
Create
immersive
experiences
Customizability
Real prizes
Day in the life
(trip to Daytona)
Of a NASCAR driver
Competition
against real
people
IT’S ABOUT TO GET REAL
Racing simulators
24. The business problem
H-D sales ‗09 revenue
Down 23%
Economy ‘09 category
Sales down 19%
Heavy competition
- Broader appeal
- Younger image
- Aggressive offerings within
the cruiser/touring category
25. Our goal:
INCREASE THE RELEVANCE OF
H-D AMONG YOUNG ADULTS (18-35
YEARS)
KPI: DEALER VISITS
26. What’s valued
Celebrate the individual
Be an ingredient, not a recipe
Enable mass customization
Be social
Revel in real
The perception of
Harley
―I don‘t want to be THAT guy‖
―It‘s for people who want to buy a set lifestyle‖
―You have to bleed orange and black‖
―I don‘t feel welcome‖
―It‘s just about merchandise these days‖
27. Perception
Reality
A homogenous group
of old white guys
Founded by
non-conformists
The ―tough guy‖ and
the ―touring guy‖
A history of diverse representation
of roles within society
A sea of sameness
across manufacturers
A unique product and
brand experience
We‘re stuck in the past
Constantly innovating
28. The opportunity
1. Leverage the roots of the brand
2. Create a warm invitation
3. Make Harley-Davidson
a blank canvas that celebrates individuals
29. Our invitation
Write the next chapter of the Harley-Davidson story
With each generation comes a
fresh perspective and a new
chapter
You create your
own expression of
Harley
There is a 106-year
history of individuals who
wrote theirs… now it‘s
your turn
31. The Pastrana effect
A hope for the future of NASCAR?
―Everybody gives NASCAR guys a
hard time, especially action sports
guys, because they say, ‗Aw, all
you do is turn left.‘ But these are
the best drivers in the world – bar
none.‖ - Travis Pastrana
32. Fantasy sports have exploded – a need to
connect?
35 Million Participants*
1 in 5 fulltime employed adults
5.4 Million women
Multi-billion dollar industry
Editor's Notes
Immediately these principles “feel” Harley. But when we contrast them against our current perceptions of the brand, we reveal nothing but polarities:There’s a feeling that there’s no way to RIDE a Harley without becoming THAT guy – even among Harley ridersThere’s no way you can add it to who you are… you just BECOME part of HarleyWhile the range of customization is well known for the bikes, the experience is thought to be myopic Harley has one of the largest social networks of any brand in the world. And it’s even thought to be friendly and inviting. So long as you already own a Harley.Harley is the real deal. But the merchandising and general fanfare has created the perception that it doesn’t always act like it.
There’s irony in these polarities. And the good news is, when we look at our roots… the real Harley, we really are is pretty darn close to what this target is looking for.
This fits the target:It grants them permission to the world of Harley and says, “we are looking to you for what’s next”It creates a broader appreciation for what HD has been and is currentlyIt invites input into the creation of bikes, apparel, experiences, dealer development, etcIt fits the brandIt’s rooted in the individualIt inspires participation through its inspiring pastIt benefits from fresh ideas and a new generation of H-D riders who will grow the range of relevance