Types of retailers shopped NASCAR
Non-Fans
Supermarkets
Drug stores
Mass retailers
Convenience stores
Home improvement warehouses
Automotive specialty retailers ^
Department stores
Home electronics retailers
Shop online
^ Data reflects past year results.
Warehouse clubs
Office supply
Sporting goods
96%
75%
71%
63%
61%
54%
37%
34%
26%
26%
25%
16%
93%
73%
60%
50%
43%
41%
36%
25%
26%
24%
22%
11%
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
Index
NASCAR
Fans vs.
Non-Fans
136 *
100
108
114 *
145 *
103 *
103 *
118 *
126 *
142 *
132 *
103
2

30%
% of NASCAR Fans who plan to buy in the next year
(Index NASCAR Fans vs. Non-Fans)
25%
130 index *
26%
20%
111
Index *
20%
15%
10%
5%
122 index *
11%
138 index *
11%
129 index *
9%
129 index *
9%
133 index *
8%
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 engaged past year
NASCAR
Fans
Non-Fans
Listening to music
Attending the movies ^
Dining out (not fast food)
Reading books
Card games
Attend a concert
Go to a beach / lake
Gardening
Cooking for fun
Board fun
Visit a theme park
^ data reflects past six months
Going to bar / night clubs/ dancing
71%
68%
63%
50%
48%
44%
44%
36%
35%
35%
26%
66%
65%
56%
55%
38%
43%
35%
30%
35%
28%
22%
26% 19% 137 *
Photography 22% 18% 122 *
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
Index
NASCAR
Fans vs.
Non-Fans
108 *
105 *
113 *
91 *
126 *
102
126 *
120 *
100
125 *
118 *
4

Sport / Fitness
Activity participated in past year
Play a sport
Fitness walking
Swimming
Fishing
Golf
Weight training
Basketball
Mountain / Road biking
Using a cardio machine
Baseball
Football
NASCAR
Fans
85%
42%
40%
31%
24%
19%
19%
18%
15%
15%
15%
Non-Fans
75%
41%
30%
16%
12%
16%
14%
12%
15%
10%
8%
Index
NASCAR
Fans vs.
Non-Fans
113 *
102
133 *
194 *
200 *
119 *
136 *
150 *
100
150 *
188 *
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
5

NASCAR fans are more likely to have a cell phone.
Cell phone ownership
Have a cell phone
NASCAR Fans
80%
Non-Fans
73%
Index NASCAR Fans vs. Non-Fans
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
Camera / picture phone
Nationwide coverage
SMS text messaging
Downloadable ringtones
Games
NASCAR Fans who have a cell phone
28%
24%
16%
14%
11%
Non-Fans who have a cell phone
24%
17%
15%
12%
9%
Index NASCAR
Fans vs. Non-Fans
117 *
141 *
107
117
122
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
6

NASCAR fans are more likely to be homeowners.
Type of residence
Own a house
Rent an apartment
NASCAR Fans
72%
9%
Non-Fans
65%
15%
Index NASCAR Fans vs. Non-Fans
111 *
60 *
NASCAR fans are more likely to be planning a major home improvement project.
Home Improvement
“I am always looking for new ideas to improve my home”
Plan to make a major home improvement in the next year
NASCAR Fans
60%
11%
Non-Fans
55%
8%
Index NASCAR Fans vs. Non-Fans
109 *
138
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
7

NASCAR fans are more likely to have a vehicle and have more vehicles.
Vehicle ownership
HH owns or leases car, pickup truck, SUV, or van
At least 3 vehicles in the household
NASCAR Fans
95%
37%
Non-Fans
89%
28%
Index NASCAR Fans vs. Non-Fans
107 *
132 *
NASCAR fans are more likely to be heavy users of their vehicles.
Indicators of heavy vehicle usage
Traveled 500+ miles by car/van/truck in the past week
“I often go on long car trips for vacation.”
NASCAR Fans
11%
43%
Non-Fans
7%
31%
Index NASCAR Fans vs. Non-Fans
157 *
139 *
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
8

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 78% 70%
Types of bank accounts owned
NASCAR
Fans who use a bank
Non-Fans who use a bank
Checking account
Savings account
69%
60%
62%
54%
Index
NASCAR
Fans vs.
Non-Fans
111 *
Index
NASCAR
Fans vs.
Non-Fans
111 *
111 *
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
9

NASCAR fans are more likely to be employed.
Employment status
NASCAR
Fans
Non-Fans
Index NASCAR
Fans vs. Non-
Fans
Have a job 70% 62% 113 *
NASCAR fans are more likely to have influence over business purchase decisions.
Business decision makers
Have business purchase influence
NASCAR Fans
26%
Non-Fans
21%
Index NASCAR Fans vs. Non-Fans
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 business professionals
Small business owner
Have an officer level position in a company
NASCAR Fans
6%
3%
Non-Fans
5%
2%
Index NASCAR Fans vs.
Non-Fans
120
150
Source: Experian Consumer Research, Simmons NCS (Spring 2007 – Fall 2007). The asterisk (*) indicates statistical significance at the 95% confidence level.
10

•
Age
Composition
40% Female
18-24
 NASCAR fans are just as likely to be
18-34 and 18-44.
25-34
35-44
45-54
 NASCAR fans are middle class and just as affluent as the U.S. population:
47% earn $50,000+ per year.
55-64
65+
18-34
18-44
Income
 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.
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
U.S
Pop
13%
18%
17%
22%
13%
17%
31%
48%
U.S
Pop
31%
22%
16%
15%
16%
NASCA
R Fans
13%
18%
18%
24%
13%
14%
31%
49%
NASCAR
Fans
31%
22%
17%
15%
15%
Pop
18%
22%
38%
22%
U.S
Pop
37%
Fans
16%
24%
40%
20%
NASCAR
Fans
38%
Index
100
100
106
100
94
100
Index
89
109
105
91
Index
100
100
106
109
100
82
100
102
Index
103
11



“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.

 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






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.



P&G’s auto racing sponsorships are funded at the HQ level with quantifiable objectives articulated:



Increase shipment to retailers by 5%
Increase displays at retailers by 20%
Increase in-store brand awareness/end aisle displays
Key elements of the Tide Program:







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 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*


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

1.
2.
3.
4.
5.
6.

$ 350,000 to $ 750,000 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.
4.
5.
6.
7.
8.
9.
10.
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

$ 1,600,000 to $ 6,500,000 depending on the team and series, ex; Sprint
Cup, Nationwide or Camping World (Truck )
Includes
1.
Multiple Hospitality – Invite top distributors – retailers per region
2.
Meet greet w Driver
3.
4.
5.
6.
7.
8.
9.
10.
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

$ 6,500,000 to $ 25,000,000 depending on the team and series, ex; Sprint Cup, Nationwide or
Camping World (Truck )
Includes
1.
2.
Multiple Hospitality – Invite top distributors – retailers per region
Meet greet w Driver – Each Race
3.
Logo on hood
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
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


