Nowhere but MOTORSPORTS
is there A COMMUNITY OF SHARED PASSION
that blends together so effectively the
ATTITUDE, EXPERIENCE, and OPPORTUNITY
of SPORT and BUSINESS.
2
MOTORSPORTS MARKETING is…
THE ACTIVATION LINK TO LIFESTYLE AUDIENCES - AUTO AND BEYOND.
Auto Enthusiasts, Brand Loyalists, Racing Fans.
Action-Seekers, Activity Fans, Socializers, Travelers, Trenders.
HOME-BASE FOR HIGH-TRAFFIC SALES / MARKETING INTERACTION.
Top 3 sport in popularity.
#2 sport on television.
Top attended sport in the US.
Utilized by a majority of Fortune / Global 100 companies.
A recognizable and engaging marcom campaign theme.
A popular B2C sales / B2B enterprise platform.
3
……delivers real business RESULTS.
BRAND LOYALTY The highest in sports.
PRODUCT MARKETING A high energy showplace.
INCREMENTAL SALES B2C / B2B buyer interaction.
……promotes key business VALUES.
SPEED. AGILITY. TECHNOLOGY. PERFORMANCE.4
MOTORSPORTS MARKETING
Nowhere but PDCA INC.
is there A BETTER VISION of the
THE TRUE VALUE OF MOTORSPORTS
beyond the race track and into the mainstream of
ON-LINE activation and IN-MARKET experiences.
6
7
Motorsports Marketing, properly positioned and implemented, delivers -
AUDIENCE reach and relevance.
BRAND visibility and synergy.
MEDIA / PR exposure.
GEOGRAPHIC coverage.
EXPERIENTIAL customer contact.
SALES interaction and results.
THE PDCA OPPORTUNITY
8
THE PDCA PURPOSE
BRANDING To build awareness, consideration, contact, and loyalty.
BUSINESS To generate sales acquisition and retention.
BONDING To motivate employee / client attitude and performance.
9
THE PDCA COMMITMENT
To make direct SALES CONTACT with MILLIONS OF CONSUMERS.
To reach MILLIONS OF CUMULATIVE US TV HOUSEHOLDS.
To generate MILLIONS OF IMPRESSIONS in the US and around the WORLD.
To deliver a RETURN ON INVESTMENT OF 5 TO 1 and more.
SPONSORSHIP OF A RACING TEAM, DRIVER, RACE, and / or SERIES.
• Customized activation, per your NEEDS, AUDIENCE, BUDGET.
• 12 months, 15+ markets, a US and GLOBAL footprint.
• Integrated SALES, MARKETING, BRANDING benefits.
NAME, TITLE, BRANDING of the racing and marketing.
ADVERTISING and PR COMMUNICATIONS campaigns.
‘CALL to ACTION’ SALES and MARKETING PROMOTIONS.
SOCIAL MARKETING, ON-LINE COMMUNITY DIALOGS.
IN-MARKET EVENTS for display, demo, audience interaction.
B2C LEAD GENERATION, B2B NETWORKING.
VIP HOSPITALITY for key clients and corporate associates.
Plus, AUTO MANUFACTURER CROSS-MARKETING opportunities.
SUGGESTED MARKETS
ATLANTA
BOSTON
CHICAGO
CLEVELAND
DALLAS
DENVER
DETROIT
LOS ANGELES
MIAMI
NEW YORK
SAN FRANCISCO
plus key B /C markets
10
THE PDCA PROGRAM
ACTIVATION INTEGRATION.
• What PDCA delivers -
11
THE PDCA PROGRAM
PDCA
Motorsports
Marketing
B2B B2C
Actions In-Market
Promos
At-Track
Hospitality
Social
Media
Ads / PR
OEM
Marketing Custom
Media
.…and others.12
THE RACING OPTIONS
Manufacturer and private-enterprise teams, drivers, series, venues, properties.
FORMULA 1
SPORTSCAR
NASCAR
INDYCAR
13
The PDCA brand stands for
‘PLAN - DO - CHECK - ACT’.
For Motorsports Marketing, that means
‘PERFORMANCE - DELIVERY -
CREATIVITY - ACCOUNTABILITY’.
14
PDCA offers a rare blend of motorsports experience and corporate accomplishment.
PDCA knows MOTORSPORTS…………since 1982.
PDCA knows CORPORATE PROCESS………..since 1978.
PDCA knows it’s not just about racing performance, it’s also business results!
WHY PDCA
1515
$300M in SALES and $350M in MARKETING from $66M in sponsorship.
$47M in SALES and $135M in MARKETING from $26M in sponsorship.
$40M in SALES and $15M in MARKETING from $3M in sponsorship.
$10M in SALES and $4M in MARKETING from $1M in sponsorship.
PRIOR PDCA RESULTS
1616
Full-service benefits-
DESIGN a customized program for sales, marketing, and customer interaction.
NEGOTIATE sponsorship benefits with partners to be most cost-effective.
MANAGE sponsorship activation to assure sales, marketing, and ROI results.
CONDUCT POST-ANALYSIS to validate performance and plan future actions.
STRATEGY, TACTICS, RESULTS.
THE PDCA APPROACH
PDCA ACTIVATION
PDCA has in place the resources, contacts, and alliances to deliver-
THE RACING ASSETS.
THE MARKETING SUPPORT.
THE TURN-KEY ACTIVATION.
17
18
PDCA SUCCESS CRITERIA
BRAND FIT.
AUDIENCE REACH.
MARKET COVERAGE.
CUSTOMER CONNECTION.
POSITIVE RESPONSE.
IMAGE INTEGRITY.
BRAND RECALL.
BRAND LOYALTY.
CALL TO ACTION.
PROGRAM ROI.
SALES.
THE MOTORSPORTS BRAND
Core Value
Brand Personality
Associated Values
Brand Benefits
Brand Assets
THETHRILLTO WIN
Fast Fight for Success
Competition, Team, Risk, Winning,
Business, Money, Organization, Leadership
Affinity, Excitement, Emotion, Technology, Fun
Cars, Drivers, Teams, Tracks, Crowds, Sponsors,
Sound, Speed, Color, Polish, Tools, Computers, The Racing,
Television, Media, Celebrities
20
21
WHY MOTORSPORTS
* In relation to other professional sports followers.
• GLOBAL AND US POPULARITY.
• MULTI-MEDIA PRESENCE.
• IMAGERY, EXCITEMENT.
• A BUSINESS MOTIVATOR.
• 60% INCREMENTAL FAN BASE.*
• QUALITY DEMOGRAPHICS.
• HIGHEST FAN LOYALTY.
• A GLOBAL TOP 3 SPORT-
RACING, OLYMPICS, SOCCER.
AUDIENCE, IMAGE, OPPORTUNITY.
22
WHAT MOTORSPORTS DELIVERS
BUSINESS AND CONSUMER BUYERS.
ATTITUDE, EXCITEMENT.
PUBLICITY, EXPOSURE, ATTENTION.
TARGETED MARKETING, SALES.
23
ENERGY. ENTHUSIASM. THRILLS.
PERSONALITY. TECHNOLOGY. SHARED PASSION.
MORE CORPORATE BRAND INTEGRATION VS OTHER SPORTS.
THE MOTORSPORTS APPEAL
The #1 US sport to make buyer connections.
ACTIVE, ENGAGED CONSUMERS
• 56% Switch to a New Sponsor’s Product.
• 70% are Loyal to Sponsor Brands.
• 75% Participate in Sponsor Promotions.
QUALITY DEMOGRAPHICS
• Income, Education, Lifestyle.
• Business decision-makers.
• Consumer purchasers.
• Thought-leaders, Influencers.
• Social, Involved, Active.
24
WHO MOTORSPORTS REACHES
Racing fans are tech-savvy,
market-conscious consumers,
with a global point of view and
a competitive spirit.
To them, business and sport
are a natural partnership.
MOTORSPORTS DEMOGRAPHICS
FORMULA 1 SPORTSCAR INDYCAR NASCAR
GENDER 69% Male 61% Male 69% Male 55% Male
AGE
18-34 25% 21% 25% 18%
35-49 45% 47% 50% 45%
50+ 22% 23% 25% 33%
MARRIED 71% 65% 60% 64%
COLLEGE+ 81% 71% 57% 64%
MGR., PROFSNL 71% 75% 40% 27%
INCOME $100,000 $125,000 $85,000 $55,000
HOMEOWNER 80% 85% 79% 72%
KEY DISTINCTIONS Upscale Upscale Boomer Younger
International International American Mass Market
HOW MANY MOTORSPORTS REACHES
80 MILLION US RACING FANS.
100 MILLION US AUTO OWNERS.
110 MILLION US INTERNET USERS.
125 MILLION US SPORTS FANS.
1 BILLION GLOBAL RACING FANS.
SOURCES- Pew, Nielsen, Polk, Media Matrix, NUA, and others.25
2626
PDCA can guide you through this complex marketplace, with its myriad of choices,
decisions, partner evaluations, and activation details. Our experience, expertise,
insight, integrity, and accountability will make all the difference. Let’s discuss.
TIME TO TAKE THE LEAD
CONFIDENTIALITY
The ideas and concepts identified in this document are the intellectual property of PDCA Inc. and are not to be used or shared
beyond the scope of this document without the express approval of PDCA.
Activation of these ideas and concepts represents an express agreement of value entitling PDCA to its fair and reasonable
rights to compensation.
28 PDCA Inc. www.pdcamarketing.com c/o Leo Parente 917 656-0274
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