NASCAR

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NASCAR
WE DO MORE THAN GO
AROUND IN CIRCLES
Retail Channels Shopped
Types of retailers
shopped
past month
NASCAR
Fans
Non-Fans
Index
NASCAR
Fans vs.
Non-Fans
Supermarkets
96%
93%
103 *
Drug stores
75%
73%
103 *
Mass retailers
71%
60%
118 *
Convenience stores
63%
50%
126 *
Home improvement warehouses
61%
43%
142 *
Automotive specialty retailers ^
54%
41%
132 *
Department stores
37%
36%
103
Home electronics retailers
34%
25%
136 *
Shop online
26%
26%
100
Warehouse clubs
26%
24%
108
Office supply
25%
22%
114 *
Sporting goods
16%
11%
145 *
^ Data reflects past year results.
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
2
Plans To Purchase
% of NASCAR Fans who plan to buy
in the next year
(Index NASCAR Fans vs. Non-Fans)
30%
130
index *
25%
26%
111
Index *
20%
20%
15%
122
index *
10%
11%
138
index *
11%
129
index *
129
index *
9%
9%
133
index *
8%
5%
120
index *
6%
167
index *
5%
300
Index *
3%
300
index *
3%
0%
New / Used
Car
Furniture /
Mattress
Computer
HDTV
Major
appliance
Digital
camera
Wireless
service
Housing
Video
game
system
Source: Scarborough Research. The asterisk (*) indicates statistical significance at the 95% confidence level. Index = NASCAR Fans vs. Non-Fans
Motorcycle
ATV /
Snowmobile/
Personal
Watercraft
3
Leisure Activities
Leisure activities
engaged
past year
Index
NASCAR
Fans
vs.
Non-Fans
NASCAR
Fans
Non-Fans
Listening to music
71%
66%
108 *
Attending the movies ^
68%
65%
105 *
Dining out (not fast food)
63%
56%
113 *
Reading books
50%
55%
91 *
Card games
48%
38%
126 *
Attend a concert
44%
43%
102
Go to a beach / lake
44%
35%
126 *
Gardening
36%
30%
120 *
Cooking for fun
35%
35%
100
Board fun
35%
28%
125 *
Visit a theme park
26%
22%
118 *
Going to bar / night clubs/ dancing
26%
19%
137 *
Photography
22%
18%
122 *
^ data reflects past six months
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
4
Active Lifestyles
NASCAR
Fans
Non-Fans
Index
NASCAR
Fans
vs.
Non-Fans
Play a sport
85%
75%
113 *
Fitness walking
42%
41%
102
Swimming
40%
30%
133 *
Fishing
31%
16%
194 *
Golf
24%
12%
200 *
Weight training
19%
16%
119 *
Basketball
19%
14%
136 *
Mountain / Road biking
18%
12%
150 *
Using a cardio machine
15%
15%
100
Baseball
15%
10%
150 *
Football
15%
8%
188 *
Sport / Fitness
Activity participated in
past year
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
5
Cell Phone
NASCAR fans are more likely to have a cell phone.
Cell phone ownership
Have a cell phone
NASCAR Fans
Non-Fans
Index NASCAR Fans
vs. Non-Fans
80%
73%
110 *
Beyond telephone calls, NASCAR fans are more likely to use their cell phones for a variety of additional
uses.
Leading additional uses of
cell phone
NASCAR Fans who
have a cell phone
Non-Fans who
have a cell phone
Index NASCAR
Fans vs. Non-Fans
Camera / picture phone
28%
24%
117 *
Nationwide coverage
24%
17%
141 *
SMS text messaging
16%
15%
107
Downloadable ringtones
14%
12%
117
Games
11%
9%
122
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
6
Home Ownership
NASCAR fans are more likely to be homeowners.
NASCAR Fans
Non-Fans
Index NASCAR Fans
vs. Non-Fans
Own a house
72%
65%
111 *
Rent an apartment
9%
15%
60 *
Type of residence
NASCAR fans are more likely to be planning a major home improvement project.
NASCAR Fans
Non-Fans
Index NASCAR Fans
vs. Non-Fans
“I am always looking for new ideas
to improve my home”
60%
55%
109 *
Plan to make a major home
improvement in the next year
11%
8%
138
Home Improvement
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
7
Vehicle Ownership
NASCAR fans are more likely to have a vehicle and have more vehicles.
NASCAR Fans
Non-Fans
Index NASCAR Fans
vs. Non-Fans
HH owns or leases car, pickup truck, SUV,
or van
95%
89%
107 *
At least 3 vehicles in the household
37%
28%
132 *
Vehicle ownership
NASCAR fans are more likely to be heavy users of their vehicles.
NASCAR Fans
Non-Fans
Index NASCAR Fans
vs. Non-Fans
Traveled 500+ miles by car/van/truck in the past
week
11%
7%
157 *
“I often go on long car trips for vacation.”
43%
31%
139 *
Indicators of heavy vehicle usage
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
8
Consumer banking
NASCAR fans are more likely to use a bank.
Bank category usage
NASCAR
Fans
Non-Fans
NASCAR fans are more likely to have checking and savings accounts.
Use a bank
Index
NASCAR
Fans
vs.
Non-Fans
78%
70%
NASCAR
Fans who
use a bank
Non-Fans
who use a
bank
Checking account
69%
62%
111 *
Savings account
60%
54%
111 *
Types of bank accounts
owned
111 *
Index
NASCAR
Fans
vs.
Non-Fans
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
9
Business Decision Makers
NASCAR fans are more likely to be employed.
Employment status
Have a job
NASCAR
Fans
Non-Fans
Index NASCAR
Fans
vs. NonFans
70%
62%
113 *
NASCAR fans are more likely to have influence over business purchase decisions.
Business decision makers
Have business purchase influence
NASCAR Fans
Non-Fans
Index NASCAR Fans
vs. Non-Fans
26%
21%
124 *
NASCAR fans are just as likely to be small business owners and to have an officer level position in a
company.
Small business owners and
professionals
business
Index NASCAR Fans
Non-Fans
NASCAR Fans
Non-Fans
Small business owner
6%
5%
120
Have an officer level position in a company
3%
2%
150
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
vs.
10
Fan Base Demographics
• The NASCAR fans base is 60% Male,
40% Female
 NASCAR fans are just as likely to be
18-34 and 18-44.
 NASCAR fans are middle class and just
as affluent as the U.S. population:
47% earn $50,000+ per year.
 NASCAR is a sport the whole family can
enjoy: 38% have children under the
age of 18.
 NASCAR fans live in regions that mirror
the U.S. population, as they are within
2 percentage points of the U.S.
population in every region.
Age
Composition
U.S
Pop
NASCA
R Fans
Index
18-24
25-34
35-44
45-54
55-64
65+
18-34
13%
18%
17%
22%
13%
17%
31%
13%
18%
18%
24%
13%
14%
31%
100
100
106
109
100
82
100
18-44
Income
48%
U.S
Pop
31%
22%
16%
15%
16%
47%
U.S
Pop
18%
22%
38%
22%
U.S
Pop
49%
NASCAR
Fans
31%
22%
17%
15%
15%
47%
NASCAR
Fans
16%
24%
40%
20%
NASCAR
Fans
102
Index
37%
38%
103
Under $30,000
$30,000-$50,000
$50,000-$70,000
$70,000-$100,000
$100,000+
$50,000+
Region
Northeast
Midwest
South
West
Children
Kids <18 at home
Source: 2007 ESPN Sports Poll (18+). Index = NASCAR fans vs. U.S. population
100
100
106
100
94
100
Index
89
109
105
91
Index
11
Why Companies Get Involved

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
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“Auto racing sponsorship has a greater potential to influence loyalty and brand
switching among fans than any other sponsorship.”
Source: Sponsorship Research International.
“Savelli adds this: He earns $5 for every $1 he spends on the Gordon team, a
return that’ll bring a tear to any CFO’s eye.”
Source: Fortune interview with Lou Savelli of Dupont on their sponsorship
of Jeff Gordon.
“If exposure is what you’re looking for, Motorsports by far is the #1 advertisingmarketing buy.”
Source: Joyce Julius
Kodak found 95% of NASCAR fans purchased Kodak film.
Source: Kodak.
Why Companies Stay Involved
 Delivers environment whose fans welcome corporate marketers
and marketing.
 Brand building over time/develop meaningful relationship with
consumers.
 Ability to create presence marketing programs with proven
success at retail.
 Sport continues to grow, adding to value of sponsor
participation.
 “More people are attending and watching events while
supporting the sport with their purchase decisions.”

-Jed Piersal Performance Research
How Companies Activate

Nesquick’s Nationwidel Sponsorship is funded by headquarters and regional Retail partners participate in
activation by committing to incremental case sales during their promotional turn.

The objectives for their driver/team sponsorships are:






Build on gains in consumer image with blue collar consumers
Develop long-term sustainable preference
Capitalize on high degree of customer brand loyalty
Showcase new bottle design and race packaging in key markets
Activate relevant promotions at retail
Key elements of Nestle / Nesquick NASCAR sponsorship included:







Line Extensions with other Nestle Brands (Tollhouse Morsels, Carnation Instant Breakfast)
Association with Team (PPI Albertson’s & Nesquick)
Driver appearances
Retail programs
Exclusive premiums and dealer loaders
Event hospitality
Sampling and target promotions

In-store promotions and point of sale materials target consumers where they shop.

Key channels for the program include Convenience, Oil & Gas, Vending, Grocery, and Mass
Merchandisers.
How Companies Activate part 2

P&G’s auto racing sponsorships are funded at the HQ level with quantifiable objectives
articulated:

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Key elements of the Tide Program:








Increase shipment to retailers by 5%
Increase displays at retailers by 20%
Increase in-store brand awareness/end aisle displays
Car and Driver identification
Dedicated advertising
Couponing / FSI’s / on-packs
Retail displays
In-Store promotions
Trade incentive programs
Show car events
Business Building Extensions of Deal:

Partnerships with Associate Team Sponsors: Whirlpool and Exxon



Tide boxes distributed with all Whirlpool purchases
Tide distribution at Exxon retail locations
Wal-Mart and Target dedicated show cars based on case commitments
The NASCAR Fan

The average NASCAR spectator:
Attends two to three races a year
 Travels 200 miles to attend a race
 Once there, spend $287 per day on tickets, food, lodging and
souvenirs
 Self identified as “Brand loyal NASCAR sponsors”
 Watches 13+ races a year on television
Source: NASCAR and LOWES Motor Speedway Research


Demographics*

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


88% High School Grad, 64% Some College/Grad
72% Own Residence
68% Married
60% male, 40% Female
56% age 25 – 54
40% with kids 18 years or younger
Types of Sponsorship
1 Race – $ 200,000 – $ 400,000 depending on the team
and series, ex; Sprint Cup, Nationwide or Camping
World (Truck)
Includes
1. Hospitality – Invite top distributors - retailers
2. Meet greet w Driver
3. Logo on hood
4. Logo on Uniform
5. Show Car
6. Print Ad for Marketing
2 Race Sponsorship
$ 350,000 to $ 750,000 depending on the team and series, ex; Sprint
Cup, Nationwide or Camping World (Truck)
Includes
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Hospitality – Invite top distributors - retailers
Meet greet w Driver
Logo on hood
Possible in car camera
Logo on Uniform
Show Car
Print Ad for Marketing
Pit Crew Member for a day – Prize to top Retail Performer
Licensing Initiatives
Be invloved with marketing with other team sponsors – ex UPS, FedEx, Shell
10 Race Sponsorship
$ 1,600,000 to $ 6,500,000
depending on the team and series, ex; Sprint
Cup, Nationwide or Camping World (Truck)
Includes
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Multiple Hospitality – Invite top distributors – retailers per region
Meet greet w Driver
Logo on hood
Possible in car camera
Logo on Uniform
Show Car
Print Ad for Marketing
Pit Crew Member for a day – Prize to top Retail Performer
Licensing Initiatives
Be invloved with marketing with other team sponsors – ex UPS, FedEx, Shell
Full Season
$ 6,500,000 to $ 25,000,000 depending on the team and series, ex; Sprint Cup, Nationwide or
Camping World (Truck)
Includes
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Multiple Hospitality – Invite top distributors – retailers per region
Meet greet w Driver – Each Race
Logo on hood
Possible in car camera
Logo on Uniform
Pit Road Logo
Joyce Julius reports on TV Exposure
Show Car at various locations throughout the year
Print Ad for Marketing
Pit Crew Member for a day – Prize to top Retail Performer
Licensing Initiatives – Make 33% of what the driver makes on licensing.
Tie in commercials for the race in a region
Be involved with marketing with other team sponsors – ex UPS, FedEx, Shell
Teams Looking For Sponsorship
 To not end of going in circles please call or e
mail Brad to find out the best opportunities in
the sport today.
 Brad Henry
704 907 8396
[email protected]
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