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pantone cmyk
CMB Automotive serves up a bigger
slice of American Pie for DCE
DELIVERING
A WINNING
FORMULA CASE STUDY
Delivering a winning formula
in US motorsport
Background
DCE Inc. is a leading manufacturer of
custom‑built electrical sys...
Objectives
CMB was hired to improve DCE’s brand profile
in the US market place, drive engagement with
customers and ‘open ...
What we did...
After analysis of the key benefits of DCE’s
products and expertise, we aligned them to best
appeal to their...
“My cell phone has exploded!”
(and our apology to Erica...)
DCE’s US admin clerk, Erica, manages their social media channe...
Results
Having attended the PRI show in person
and visiting DCE throughout the show days
we could see for ourselves how bu...
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DCE case study

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Delivering a winning formula to achieve growth in the US motorsports industry.

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DCE case study

  1. 1. pantone cmyk CMB Automotive serves up a bigger slice of American Pie for DCE DELIVERING A WINNING FORMULA CASE STUDY
  2. 2. Delivering a winning formula in US motorsport Background DCE Inc. is a leading manufacturer of custom‑built electrical systems to the motorsport industry. Manufactured in Essex, UK and Mooresville, USA, their key products include wiring looms, control panels, Electric Power Assisted Steering (EPAS) systems and ECUs. Their products are used by championship winning teams in many motorsport series, including Formula 1, NASCAR, Indy Car, NHRA, Le Mans Endurance Series, World Rally, Superbikes and F1 Powerboats. pantone cmyk
  3. 3. Objectives CMB was hired to improve DCE’s brand profile in the US market place, drive engagement with customers and ‘open doors’ with specific hot target prospects. Insight The US motorsport market is vast, worth over $13.5* Bn and stretching more than 2,000 miles from coast to coast. With many different race series and full schedules, key decision makers are ‘off site’ for significant periods of time. During this period, there is only one thing on their minds… WINNING. There is a short off-season from October to December where teams take stock and gear up for the coming year. This off-season culminates annually in the largest motorsport trade show in the World - The Performance Race Industry Show. Everyone in professional US motorsports visits PRI. EVERYONE. The target market was team principals and chief engineers from various racing teams and series. With previous experience of targeting engineers, we knew whatever we did had to speak to them directly and to the point, no fluff. The US market likes buying American made products. Although the UK is held in high regard for technological innovations, Americans still put preference on US products. In addition, DCE had developed two new EPAS products and wanted to launch these into the US market. They asked if we could build this into the strategy. Challenges Although established in Mooresville since 2012, DCE Inc. struggled to gain significant brand recognition in the US motorsport market. Despite winning contracts with high profile teams, in most major US motorsport series, restrictive trading conditions, NDAs and a sensitive commercial environment, DCE recognised they needed help to extend their brand presence in the US. DCE had a one-size-fits-all approach with marketing, with no major distinction in between US and European market places. This lead to confused messaging, leaving their US market unclear to how they were relevant. RAISE BRAND AWARENESS ENGAGE CUSTOMERS CREATE NEW LEADS T: +44 (0) 1327 856102 | www.cmbautomotive.com * Source: The Motorsport Industry Association “Right from our first meeting, it was clear CMB understood the US motorsport market. This, along with their US presence, gave me the confidence they would be able to support our needs better than any other agency.” David Cunliffe, CEO - DCE Inc.
  4. 4. What we did... After analysis of the key benefits of DCE’s products and expertise, we aligned them to best appeal to their target market and developed a ‘formula’ designed to appeal directly to the key needs and drivers of the team principals. Called ‘The Winning Formula’, it became the basis of our campaign. It was used in marketing communications as a recognisable ‘strap line’ to build recognition and interest. Brand messaging and marketing communications included: n Custom website landing page (with all campaign click-throughs directed to it) n Copywriting n Personalised direct mail n Email marketing, optimised for mobile phones n Highly personalised individual printed invites n Social media strategy n Press releases n Show support including personal introductions with ‘hot target prospects’ Performance Racing Industry Show (PRI) The PRI show became a tactical ‘tool’ and became the focus to build our campaign around. It would allow us to have an excellent platform to reach out to customers and build a real opportunity to meet them face to face. To us, Marketing Gold Dust! If you build it, they will come... DCE had previously participated in the PRI show for 10 consecutive years. They had never fully promoted their presence at the show and relied on a ‘if you build it, they will come’ approach. Clearly this wouldn’t be enough to raise brand awareness and attract their hottest ‘VIP’ prospects. The right message for the right audience Knowing that personalised communications deliver greater response rates, we took the decision to segment our data base of customers, prospects and our ‘VIP’ list.. All marketing collateral was personalised to the individual recipient, (with name, team details and even race series they participated in) including email communications and printed direct mail pieces, achieved through variable data printing technology. P(erformance)xWIN= R(eliability)+Ctrl CMB Automotive Marketing | T: +44 (0) 1327 856102 | www.cmbautomotive.com
  5. 5. “My cell phone has exploded!” (and our apology to Erica...) DCE’s US admin clerk, Erica, manages their social media channels. Her cell phone is set up to alert her with a ‘bleep’ on notifications from social channels. After implementing our social media strategy, Erika expressed concern that her phone had ‘exploded’ caused by the increase in social media activity. Sorry Erica! Made in the USA Armed with the insight of US buying preferences (for US made products) we emphasised DCE’s US connection and ensured all communications came from their Mooresville base, using US contact details, website URLs and telephone numbers. Direct mail was printed and posted in the US. Product Launch We used PRI as a platform to launch DCE’s 2 new EPAS products in to the US market. This gave us the additional opportunity to generate more media buzz and formed the basis of a direct mail promotion. CMB Automotive Marketing | T: +44 (0) 1327 856102 | www.cmbautomotive.com
  6. 6. Results Having attended the PRI show in person and visiting DCE throughout the show days we could see for ourselves how busy their booth was. DCE management reported that PRI 2015 had been the busiest and most successful show they’d ever attended, including AutoSport International (UK) and PMW (Germany). In addition, DCE have say they feel that awareness of their brand in the US has increased significantly, particularly with the key targets on their database and their VIP hot prospects. They have had conversations with several of these companies and are well along the path to winning new clients and contracts. “CMB challenged our existing marketing ideas and gave us confidence to engage with new strategies. The campaign they produced dramatically improved our brand profile with key targets in the US motorsport market. They were the defining factor in our most successful trade show to date, delivering invaluable leads and introductions to new clients.” David Cunliffe, CEO DCE Inc. What we say... “The overall success of the campaign was great to see first hand. It’s always satisfying to know we’ve done our job well and that a client has really benefited from our work. I’m confident the work we’ve done has set DCE up to get a bigger slice of the US motorsport pie. Subsequently being hired to be DCE’s marketing agency for their UK and European operations, well that’s just the cherry on top!” Chris Bowers, CEO CMB Automotive Marketing 2 high-profile prospects from DCE’s VIP list introduced during the show + 2 Additional VIP visits planned Significant increase of footfall at booth from previous years 40+ Qualified leads from show 32% Open rate on email marketing Improved brand awareness in US motorsport market CMB Automotive Marketing | T: +44 (0) 1327 856102 | www.cmbautomotive.com

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