Increase Market and Brand Awareness?
Event Overview • Date: March 9, 2002 • Market: Atlanta, GA • Televised on • Estimated Attendance:75,000+ The ARCA ReMax Series race at the Atlanta Motor Speedway is held in companion with the fourth NASCAR Winston Cup Series race of the season. Atlanta Motor Speedway is the fastest race track on the circuit for both ARCA and Winston Cup, creating one of the most attended and exciting races of the year.
Trackside View Event Activation • At the event, your company will be able to entertain key customers, vendors, and employees in an exclusive, trackside luxury condominium. • The “Condo” is an enclosed “Sky Box” with a premiere view of the race track. The “Condo” will be fully catered for the ARCA and NASCAR events.
Event Activation • Once your guests arrive at the speedway, they will the opportunity of touring one of the most restricted areas in all professional sports, the “Garage and Pit” area. Visiting these areas are the equivalent of walking through an NFL locker room just before a major game. • At the event, two (2) guests can be selected to be “Honorary Pit Crew” members during the race. The “Honorary Pit Crew” members will have the opportunity of participating in a live pit stop during the race.
Event Activation • In addition to the pre-race activities, the Ernie Irvan Racing racecar will boldly display your company’s logos and colors. The racecar itself will become the focus of attention of your guests and fans alike, creating a high-visibility marketing vehicle. • Identifying with a driver, race car and pit crew competing in a race event becomes a tool for reinforcing the “partnership” business concept for guests and employees.
Program Activation • The excitement and impact of the event does not end when the checkered flag waves, the event taps into a part of your guests lifestyle, a lifestyle which continues beyond the checkered flag. • Corporate speeches with Ernie Irvan and Kevin Conway will continue to build momentum for your company, while show car appearances at sales meetings and corporate functions create top of mind awareness for sales representatives, customers and employees.
Event Overview Atlanta 400 Itinerary • 10:30amArrive at Atlanta Motor Speedway • 10:30am – 11:00amRegistration • 11:00am – 12:30pmGarage / Pit Tours - Meet & Greet with the driver and race team • 12:00pm – 1:00pmLunch in the Terra Place Condominium over looking the speedway • 1:10pmStart of the Atlanta 400k ARCA ReMax Series race • 4:00pmStart of the final NASCAR Winston Cup Series practice “Happy Hour” sample
Event Overview Atlanta 500 Itinerary • 10:00amArrive at Atlanta Motor Speedway • 10:00am – 10:30amRegistration • 10:30am – 12:30pmGarage / Pit Tours – Guided by Ernie Irvan and Kevin Conway • 12:00pm – 1:00pmLunch in the Terra Place Condominium with Ernie Irvan and Kevin Conway • 1:00pmStart of the Atlanta 500 NASCAR Winston Cup Series race • 3:30pm – 5:00pm Heavy appetizers sample
Measurable Increases In - Program Elements What does this program include?
Program Elements • Primary marketing partnership with Ernie Irvan Racing for Atlanta 400ARCA ReMax Series event • Your Company will have control over the logos and color scheme of the race car for the event • Complete race team signage including: • Race car • Driver uniform and helmet • Crew uniforms • Pit support equipment • Team apparel
Sponsor Signage Racecar (Color Scheme and logos) Driver Uniform and Helmet (Color Scheme and logos)
Trackside View Program Elements • Complete Hospitality Program including: • 35 Terra Place Trackside Condominium passes (trackside condominiums are most prestigious and best seats available) • Catering • Gift bag for guests • Pre-Race Garage / Pit passes • Guided Garage / Pit tours • Two (2) “Honorary Pit Crew” members • Program management and implementation
Program Elements • Personal endorsement with Ernie Irvan • Rights to use name and likeness in advertising • Corporate motivational speeches • Personal appearances • Personal Endorsement with Kevin Conway • Rights to use name and likeness in advertising • Corporate speaking engagements • Personal appearances
Program Elements • Show Car opportunities • Program implementation / activation • Licensing opportunities • Develop high-end Corporate racing merchandise for your employees, vendors and customers • Merchandising program for cause marketing
Measurable Increases In - Program Investment The Investment
InvestmentOption #1 • Program Overview • Atlanta Motor Speedway Events • 35 Terra Place Condominium passes for the ReMax ARCA Series event and the NASCAR Winston Cup Series event • Primary marketing partnership for the Atlanta 400 • Personal Endorsement with Ernie Irvan • Rights to use Ernie Irvan in marketing, advertising, etc. • One (1) corporate motivational speech by Ernie Irvan • Personal Endorsement with Kevin Conway • Rights to use Kevin Conway in marketing, advertising, etc. • Five (5) driver appearances (4 non-event, 1 event) • Two (2) appearances by Ernie Irvan (1 event, 1 non-event) Investment $40,000
InvestmentOption #2 • Program Overview • Atlanta Motor Speedway ARCA ReMax Series Event • Primary marketing partnership for the Atlanta 400 • Personal Endorsement with Ernie Irvan • Rights to use Ernie Irvan in marketing, advertising, etc. • One (1) corporate motivational speech by Ernie Irvan • Personal Endorsement with Kevin Conway • Rights to use Kevin Conway in marketing, advertising, etc. • Five (5) driver appearances (4 non-event, 1 event) • Two (2) appearances by Ernie Irvan (1 event, 1 non-event) Investment $25,000
Measurable Increases In - Additional Events Ernie Irvan Racing (EIR) invites you to partner with us to develop a fully integrated marketing program that will help you achieve your marketing goals and objectives. EIR can tailor single or multiple events for specific marketing plans in major markets across the United States.
Schedule Date Track Location Feb. 10 Daytona International Speedway Daytona Beach, FL March 9 Atlanta Motor Speedway Atlanta., GA April 12 Nashville Superspeedway Nashville, TN April 28 Salem Speedway Salem, IN May 11 Kentucky Speedway Louisville, KY May 18 Lowe’s Motor Speedway Charlotte, NC June 1 Kansas Speedway Kansas City, KS June 8 Pocono Raceway Pocono, PA June 15 Michigan Int’l Speedway Detroit, MI June 23 Toledo Speedway Cincinnati, OH July 3 South Boston Speedway South Boston, VA July 12 Kentucky Speedway Louisville, KY July 20 Berlin Raceway Grand Rapids, MI July 27 Pocono Raceway Pocono, PA August 8 Nashville Superspeedway Nashville, TN August 18 Illinois State Fairgrounds Springfield, IL August 31 Winchester Speedway Indianapolis, IN Sept. 2 DuQuoin State Fairgrounds DuQuoin, IL Sept. 7 Chicagoland Speedway Chicago, IL Sept. 15 Salem Speedway Salem, IN Oct. 5 Talladega Superspeedway Birmingham, AL Oct. 10 Lowe’s Motor Speedway Charlotte, NC
Next Steps Execute “Letter of Agreement” Timing = Immediate
The Bottom Line • Auto racing is more than a sport, it’s a lifestyle for millions of loyal fans, impacting the services they choose, and the products they buy. • Marketing within motorsports builds a tremendous platform to generate significant incremental revenue by leveraging the marketing “tools” available in the sport • It will can also provide: • Greater market awareness • Improved market penetration • Escalation in consumer traffic • Increased sales of products • Expanded Business to Business partnerships