PDCA Automotive Teamwork ExecSum

[email protected] / 917 656 0274 cel / 212 396 9303 [email protected] / 917 656 0274 cel / 212 396 9303 tel

SALES. MARKETING. CUSTOMER EXPERIENCES. MEDIA.

GENERAL RETAIL MARKETING. MOTORSPORT MARKETING.

AUTOMOTIVE TEAMWORK

[email protected] / 917 656 0274 cel / 212 396 9303 tel

MOTORSPORT MARKETING


CONFIDENTIAL 02

IMAGINE how….

TEAMING UP WITH AN AUTOMOTIVE BRAND

provides ACCESS / OPPORTUNITY to their

AUDIENCE, ACTIVATION, IMAGE, LOYALTY

Imagine the benefits LEVERAGING those assets for your brand.



What PDCA Inc. is selling is TEAMWORK WITH AN AUTOMOTIVE MANUFACTURER [OEM].

A TOTAL DISTRIBUTION SYSTEM for your Sales and Marketing -

• INCLUSION IN THEIR RETAIL MARKETING and core-to-the-brand MOTORSPORT MARKETING

• ACCESS TO THEIR HUGE MULTI-PLATFORM MEDIA / MARKETING ACTIVATION and REACH

• ACCESS TO THE HUNDREDS OF MILLIONS OF CONSUMERS, CUSTOMERS, OWNERS THEY ENGAGE

• OPPORTUNITIES FOR B2B and B2C SALES DEVELOPMENT – Real results and revenues

• OPPORTUNITIES TO CO-MARKET / CROSS-MARKET WITH A BIG $$ MARKETING PARTNER

• $$ LEVERAGE – Every $1 you invest is backed by $$ the OEM spends on their ‘Go-to-Market’ messaging…….vs your $1 spent with a typical marcom or sports sponsorship is just….. a $1 spent

• LOYALTY LEVERAGE – Access to the pre-established affinity millions of consumers have to the OEM brand

• 10 TO 1 ROI and GREATER – The performance of PDCA programs since 1997

And EVERY Auto OEM program PDCA Inc. has done has made $$ for the Partner in Sales / Revenues.


THIS IS A UNIQUE OPPORTUNITY

CONFIDENTIAL 03




RETAIL MARKETING and MOTORSPORT MARKETING

CONFIDENTIAL 04


MORE. BETTER. DIFFERENT. Leveraging an Auto Manufacturer’s Activation $$ to TELL YOUR BRAND STORIES,

BUILD YOUR SALES, and REACH CONSUMERS in a massive AND relevant way.

✓ MARKETING PARTNER with the OEM’s consumer brands

✓ OFFICIAL PARTNER of the OEM’s motorsport marketing

• CONSUMER MARKETING activation [non-racing programs]

• MOTORSPORT MARKETING activation

• 1 BILLION ANNUAL IMPRESSIONS [and more]

• 50 MILLION CONSUMER AUDIENCE REACH [and more]

• 75 MILLION AUTO ENTHUSIASTS REACH

• CUSTOMIZED INTEGRATION OF YOUR BRAND STRATEGIES

CONFIDENTIAL 05

AUTOMOTIVE TEAMWORK


AUDIENCE VIA MEDIA / MARKETING Applicable CPM Est. $ VALUE

1 BILLION ANNUAL IMPRESSIONS [and more] $12 cpm $12.0MM

50 MILLION CONSUMER AUDIENCE REACH $12 cpm $ 7.2MM✓ Frequency of 12 / yr [and more]

75 MILLION AUTO ENTHUSIASTS REACH $ 6 cpm $ 5.4MM✓ Frequency of 12 / yr [and more]

AUTO OEM ACTIVATION $$’s [and more] ---- $25.0MM+

plus, SALES DELIVERY FROM ACTIVATION ---- $ to add

TOTAL ANNUAL MARKETING / SALES VALUE $49.6MM+

Full-detail ROI estimates provided prior to contract, once specific plans agreed-upon

ROI TOPLINE ESTIMATE – MARKETING / SALES

CONFIDENTIAL 06

AUTOMOTIVE TEAMWORK


ACCESS / OPPORTUNITY DELIVERABLES• ADVERTISING Digital, Print, Broadcast

• BRANDING Marketing, Motorsport, Media, Collaterals

• BUSINESS DEVELOPMENT Networking, Introductions, New Accounts

• COMMUNICATIONS Rights use to OEM logos

• CUSTOMER CONTACT Social, Direct, Experiential

• DISPLAYS / EXHIBITS Dedicated / Featured Spaces

• EVENTS / EXPERIENCES Consumer and Commercial

• EXPOSURE TV, On-Line, Media, In-Market, At-Track

• MARKETING / PROMOTIONS Customized Plans

• PARTNERSHIP COUNCIL Idea Development / Collaboration

• PRESS / MEDIA RELATIONS Inclusion in OEM activities

• SALES CALL HOSTING Full-Service Hospitality

• SOCIAL / METRICS MARKETING Customized Plans

CONFIDENTIAL 07

AUTOMOTIVE TEAMWORK


HOW ACCESS / OPPORTUNITY HAPPENS

CONFIDENTIAL 08

• AUDIENCE Access to each other’s customers, shoppers, brand fans

• ACTIVATION In-Market, In-Store, In-Media, On-Line, At-Events, At-Races

• IMAGE Alignment between each other’s brands

• LEVERAGE The benefits of their each other’s spend / activation

• LOYALTY Access to each other’s pre-conditioned consumers

✓ Inclusion in CUSTOMER COMMUNICATIONS - eg; social, advertising

✓ Footprint in REAL ESTATE - eg; stores, presentations, packaging, websites

✓ Inclusion in MARKETING / PROMOTIONS - eg; ‘calls-to-action’

✓ Creation of VIP LOYALTY OPPORTUNITIES - eg; rewards, benefits, ‘sales call hosting’

✓ COLLABORATION IDEATION - eg; Marketing Council to create more activations

AUTOMOTIVE TEAMWORK


CONFIDENTIAL 09

HOW WE USE AUTO MANUFACTURER TEAMWORK

• To do what Sports / Series / Events / Media CANNOT

✓ Leveraged Activation, Leveraged Marketing $$

• To deliver DIVERSE Audience and BIG Reach

✓ Young Adults, High-Net-Worths, Mass-Market, B2B Decision-Makers, Corporate Account Professionals, and more

• To create MORE ROI and true ENGAGEMENT

✓ Accessing ALL of the OEM’s Sales / Marketing Opportunities

AUTOMOTIVE TEAMWORK


Automotive

Partnership

B2B B2C

SalesIn-Market

Activation

At-Track

Activation

Social

Media

Ads / PR

Brand

Image Market

Coverage

AUDIENCE

60 MM US CAR FANS

80 MM US RACING FANS

250 MM US CAR OWNERS

BILLIONS GLOBALLY

QUALITY

65% 18 - 45 Yrs

61% Over $100K Income

Active / Social

Lifestyle Spenders

Decision-Makers

THE EXPERIENCE is the spark.

THE CAR / DRIVER is the passion.

THE ENGAGEMENT is the bond.

CONFIDENTIAL 10

RETAIL and MOTORSPORT MARKETING

AUTOMOTIVE TEAMWORK


RETAIL MARKETING ACTIVATION tactics

1. OEM $, DEALER $, RETAIL MARKETING

2. IN-MARKET PROMOTIONS

3. MARKETING EVENTS / EXPERIENCES

4. LIFESTYLE ACTIVITY ASSOCIATIONS

5. RETAIL CONSUMER INTERACTIONS

CONFIDENTIAL 11

AUTOMOTIVE TEAMWORK


MOTORSPORT MARKETING ACTIVATION tactics

6. OEM $, AUDIENCE, MARKETING LEVERAGE

7. MARKETING EVENTS / EXPERIENCES

8. SOCIAL / MEDIA / PR ACTIVATION

9. AT-RACE CUSTOMER ENGAGEMENT

10. NEW BUSINESS NETWORKING – B2B / B2C

CONFIDENTIAL 12

AUTOMOTIVE TEAMWORK


NATIONAL, REGIONAL, or GLOBAL reach

CONFIDENTIAL 13

AUTOMOTIVE TEAMWORK


THE GOALS are to

✓ DRIVE NEW SALES for your brand

✓ ACTIVATE NEW SALES TOOLS for your team

✓ BUILD CUSTOMER / CLIENT RELATIONS

✓ MAINTAIN / ENHANCE SALES LOYALTY

CONFIDENTIAL 14

AUTOMOTIVE TEAMWORK


CONFIDENTIAL 15

THE OBJECTIVES are to deliver

✓ SALES Access / Opportunities

✓ Customer EXPERIENCES for Brand Loyalty

✓ SOCIAL and EVENT Marketing for Interaction

✓ MEDIA Marketing to tell Brand Stories

AUTOMOTIVE TEAMWORK


CONFIDENTIAL 16

THE TARGET AUDIENCES are

✓ CONSUMERS / ENTHUSIASTS / Brand Fans

• Quality Demographics better than US averages

• Sales Engagement ROI better than TV viewers

✓ CORPORATE ACCOUNTS / Business Development

• Company Owners and C-Level Decision-Makers

• The Motorsport Paddock is their home

AUTOMOTIVE TEAMWORK


THE SALES / MARKETING

THE RACING

THE SOCIALIZING

BRAND STORIESSOCIAL / METRICS MARKETING

EXPERIENCES

MEDIA

HOSPITALITY

ACTIVATION

CONFIDENTIAL 17

THE TOUCHPOINTS

AUTOMOTIVE TEAMWORK

https://twitter.com/LeoParente

http://youtube.com/LeoParente

http://www.facebook.com/LeoParente

[email protected] / 917 656 0274 cel / 212 396 9303 [email protected] / 917 656 0274 cel / 212 396 9303 tel

AUTOMOTIVE TEAMWORK


MOTORSPORT is

A COMMUNITY OF SHARED PASSION

that blends together so effectively the

ATTITUDE, EXPERIENCE, ACCESS, and OPPORTUNITY

of SPORT, MARKETING, and BUSINESS

CONFIDENTIAL 19

AUTOMOTIVE TEAMWORK


HOW we look at MOTORSPORT MARKETING

✓ Marketing is a Revenue-generator, not an Expense

✓ Customer Experience is key to Sales

✓ Customer Engagement is key to Loyalty / Retention

✓ Digital / Social is a key point of customer contact

✓ Experientials are a key part of brand engagement

CONFIDENTIAL 20

AUTOMOTIVE TEAMWORK


WE USE THE ‘THEME’ OF MOTORSPORT to build

• B2C and B2B Sales / Marketing, Team Spirit Motivation / Loyalty, Team / Customer Retention

✓ We use motorsport to build your Brand

✓ We use motorsport for Networking / Introductions

✓ We activate away from the track AND at races

✓ We use motorsport to have FUN

CONFIDENTIAL 21

AUTOMOTIVE TEAMWORK


Plus, World Endurance Championship, Global RallyCross, NASCAR, and others.

RACING ANYWHERE that fits your needs / your audience

CONFIDENTIAL 22

AUTOMOTIVE TEAMWORK


GLOBAL and GLAMOUR FOOTPRINTS

CONFIDENTIAL 23

AUTOMOTIVE TEAMWORK

LE MANS 24 HOURSINDIANAPOLIS 500 FORMULA 1


CONFIDENTIAL 24

AUTOMOTIVE TEAMWORK

• AUDIENCE REACH

• BRAND-BUILDING

• BRAND RECALL

• CALLS TO ACTION

• CUSTOMER CONNECTION

• IMAGE INTEGRITY

• MARKET COVERAGE

• SALES SUPPORT

• SALES / BRAND LOYALTY

• PROGRAM ROI

• BRAND EXPERIENCES

• BRAND EMOTION

• B2B OPPORTUNITIES

• B2C OPPORTUNITIES

• EMPLOYEE MOTIVATION

• IDENTITY / POSITIONING

• PASSION BRANDING

• UNIQUE ENGAGEMENT

• RELATIONSHIP SELLING

• SALES MOTIVATION

✓ WHAT RACING DELIVERS -✓ SUCCESS CRITERIA -

MOTORSPORT MARKETING BENEFITS


CONFIDENTIAL 25

“WHY RACING” may be your question?

✓ Integration of SPORT, BUSINESS, MARKETING

✓ Relevant themes for SALES and MARKETING

✓ 75MM US CONSUMERS follow Automotive / Racing news

✓ 60% of the Audience is INCREMENTAL to other Sports

✓ A strong and growing YOUNG ADULT following

✓ 83% of the Audience has given friends Brand ADVICE / REFERRALS

✓ 75% of the Audience PARTICIPATES in Sponsor Sales Promos

✓ 70% are LOYAL to Racing Sponsors once they try

✓ 64% of FORTUNE 50 brands use Motorsport Marketing

✓ An Audience of many B2B DECISION-MAKERS

AUTOMOTIVE TEAMWORK


CONFIDENTIAL 26

Significant LIFT in Sales and Client

Relations via Motorsport Marketing

and hosting Key Accounts -

• $ Millions in New HERTZ Revenues

• 100% Satisfaction with experience

• 90% repeat Attendance, annual

• 75% enhanced Loyalty to HERTZ

• 63% increased their HERTZ buy

• HERTZ Employees more motivated

• HERTZ Sales Process more focused

• .…and $19MM annual Exposure

A ‘WHY RACING’ EXAMPLE

AUTOMOTIVE TEAMWORK


You do more than watch a race, you feel it in your bones. Sight, sound, fury fill the air.

Each lap inspires the passion of millions of fans. Every race is a ‘management-by-objective’

case study. The race cars and drivers are sales and marketing adrenalin.

All sport needs drama. And racing provides an excitement-charged overdose.

Speed, Technology, Humanity, Competition, Winning……..Life!

HOW we look at MOTORSPORT

CONFIDENTIAL 27

AUTOMOTIVE TEAMWORK




Now, IMAGINE what….

YOUR BRAND COULD DO WITH

AN AUTOMOTIVE MANUFACTURER

SALES and MARKETING PARTNERSHIP

Imagine benefits to your brand that will be truly significant.

CONFIDENTIAL 28

PDCA Automotive Teamwork ExecSum

Marketing

Transcript of PDCA Automotive Teamwork ExecSum