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Darren Morgan Racing linked theobvious synergies with highly technical and focused power toolproducts and Top Fuel Drag Racing.To understand patrons of key national motorsport eventsand their consumption, behaviour and attitudes.
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A SPONSORSHIP LEVERAGE CASE STUDYFlow Marketing Pty Ltd
March 9, 2012
WHEN YOU MEAN BUSINESS
BACKGROUND
AEG Powertools are a fast growing trade focused brand in the ever competitive global powertool market.
AEG work closely with Darren Morgan Racing with a view link the obvious synergies with highly technical and focused power tool
products and Top Fuel Drag Racing.
AEG seek to understand patrons of key national motorsport events and their consumption, behaviour and attitudes powertools.
WHEN YOU MEAN BUSINESS
APPROACH
A compelling instant win sales promotion offer is presented to patrons to key motorsport events in exchange for contact
information, occupation, powertool brand preference and ownership.
Data is captured in real-time and provides a clear understanding of the target audience’s attitude and consumption behaviour.
Participants are instantly segmented based on their responses and a post event Electronic Direct Mail (EDM) provide a new business call
to action via a retail offer.
A complete measurable ROI anaysis.
WHEN YOU MEAN BUSINESS
MECHANIC
Promotional entry cards are distributed to patrons of the motorsport event with a clear call to action, instant win prize description, terms and conditions and a unique entry code.
WHEN YOU MEAN BUSINESS
MECHANIC
WHEN YOU MEAN BUSINESS
Participants enter their details via the 22” touchscreen kiosk including key insight questions, postcode & unique code.
An intuitive onscreen keyboard allows entry from people of all ages. Prizes are awarded instantly and printed via a onboard thermal printer.
MECHANIC
WHEN YOU MEAN BUSINESS
Onboard thermal printer.
RESPONSE
WHEN YOU MEAN BUSINESS
REAL-TIME REPORTING
WHEN YOU MEAN BUSINESS
POST EVENT ANALYSIS
WHEN YOU MEAN BUSINESS
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14%
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7%
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Promoted BrandBrand aBrand bBrand cBrand dBrand eGeneric aGeneric b
POST EVENT COMMUNICATIONS
WHEN YOU MEAN BUSINESS
WHEN YOU MEAN BUSINESS
CONTACT
Chris ScottCreative Director
Flow Marketing Pty Ltd107/9 Claremont St South Yarra
VIC 3141 AUSTRALIA+613 9029 6243
+61(0)415 155 930 [email protected]
