Track Chic Sponsorship Opportunities

919 Marketing Company Presentation. All Rights Reserved. 2009

Track Chic – Connecting Your

Brand to Women in Motorsports


Women and Motorsports


NASCAR’s Female Fans

• 240 million women consider themselves motorsports fans

• 40% of NASCAR‟s 75 million fans are women

• 83% of American purchasing decisions are made by women

*** All statistics courtesy of the listed racing circuits themselves



According to a recent Trend Sight Group study, American women make the buying decisions for:

• 83% of consumer product purchases

• 55% of consumer electronic purchases

• 80% of home improvement purchases

• 60% of new car purchases

• 83% of personal/family investment opportunities



The same Trend Sight Study found the following tendencies among American women:

• Female motorsports fans tended to be more loyal than the average American woman as 48% of motorsports fans buy specific brands due in large part to their motorsports association

• In 85% of American married households women handle the checkbook and the bills.

• 95% of female internet users declared that their buying decisions are influenced by direct recommendations from friends and other consumers.


NASCAR in 2009

To date there has been no direct vehicle to connect brands with females in motorsports, including:

• Drivers/Personalities

• Powerful executives/owners

• Race team members

• And, most importantly, the fans


NASCAR in 2009

• The overwhelming majority of marketing campaigns and membership organizations involved with NASCAR target the traditional “good ol‟ boy” male demographic

• An unprecedented number of women are involved with motorsports as drivers, pit crew members, league executives, and, most importantly, fans

• Multiple sponsors have dropped NASCAR activation programs because conventional NASCAR options have become too expensive in the down economy


Women In Motorsports in 2009

Danica Patrick

Kate and Diana HarkerSarah Fisher

Ashley Force

Erin Crocker


Track Chic Fills the Void


Track Chic Overview

• Track Chic is an online/offline member community designed exclusively for women that isn‟t driver or circuit specific

• Track Chic is the first organization of its kind to foster strong relationships with major motorsports sanctioning bodies including ISC, SMI, and IRL

• Track Chic is devoted to pampering and celebrating all women participating in motorsports as drivers, executives, and fans

• Track Chic‟s NASCAR activation program promises to directly connect sponsors with NASCAR‟s female demographic at a fraction of the traditional NASCAR sponsorship cost

• Track Chic offers its members various socializing opportunities both online and at the track


Track Chic’s Features

Track Chic provides its members with four features:

• Hospitality Events – Trackside opportunities include product sampling, cooking demonstrations, special prizes/contests, and attractive “Lug Nut” male hosts

• Boutique – Track Chic apparel, jewelry, and accessories are designed to fit women and come in sassy styles (casual fit for the track) and classy styles (upscale fit for work on Monday)

• Social Community Channels – The Track Chic social community extends far beyond the track as members communicate through social media platforms, member conventions, and Track Chic media outlets, including Track Chic LIVE!/Race Fan Radio and Track Chic TV

• Personal Entrepreneurship – Members earn commission when they sign new members and when those recruits make boutique purchases


Track Chic Hospitality

Member Interaction and Free Apparel

Product Sampling and DemonstrationsLug Nut Hosts

Special Events and Contests

http://trackchic.upickem.net/engine/Welcome.aspx?contestid=2122


Track Chic Boutique

Classy Chic Jewelry Sassy Chic Apparel

Track Chic Race Day KitTrack Chic Variety Pack


Track Chic Social Channels

Track Chic’s Women Behind the Wheels Feature

Track Chic’s Facebook Fan Page

Track Chic TV Streaming Video

Track Chic LIVE!/Race Fan Radio


Track Chic Entrepreneurship

• Mary Kay type direct sales opportunities

• Open-ended opportunity for “crew chiefs” to achieve personal growth and financial success

• Track Chic will distribute earnings to “crew chiefs” themselves or to their favorite charity


Track Chic Today


The Power of Track Chic

• 1,200 members in North America (including Mexico and Canada)

• Impressive online presence – trackchic.com has generated over 2,000,000 web hits and track chic‟s MySpace account has over 1,500 fans.

• Two successful test events to date (one NHRA, one Grand-Am) drawing over 60,000 people

• Track Chic has garnered the support of major track operators ISC, SMI, and IRL


Track Chic Testimonials

“I was traveling yesterday from the Petite

Le Mans home to Charlotte and heard the

broadcast on the radio talking about

Marsha Mason and all the women

broadcasters talking about racing. I almost

teared up. I love racing and enjoy smart

women speaking about a subject that is

just not talked about enough. Its almost

like a secret society.”

Lisa Wilson

ISUZU Motors America

“I encourage you to keep growing Track

Chic. It‟s a great idea and you are an

independent voice not NASCAR

controlled. With the merger of Champ car

and the IRL, there will be more excitement

in open wheel racing in the coming years,

too. Thanks so much. I‟m looking forward

to combining our efforts to get women

more and more interested in the sport.”

Mary Scully

Former Editor

Racing Milestones


Track Chic Testimonials

“What a fantastic organization you‟ve

created! Motor sports are a fine

example of the „hidden‟ power of

women in numbers. And I admire your

courage to take on the male

dominated sports marketing machine.”

Kristi Faulkner

Womenk!nd

“We think what you are doing is spot-on.

In our past, we have worked with Jack

Daniels on a marketing-to-women

program-- which would have been a

perfect fit for you. In the meantime,

we've got a lot of heart for all that you

are doing. “

Diane Ridgway-Cross

Frank About Women

“What an awesome thing you are

doing for women in motorsports. I

would love to be a part of it!”

Jamie Little

NASCAR Pit Reporter

ESPN

“I visited the trackchic.com website and thought it was wonderful. There are so many amazing women out there enjoying the same passion, SPEED!!”

Melanie SnowDriver and Team OwnerSnow Racing


Track Chic NASCAR Debut

• November 22 - Homestead-Miami Speedway‟s Ford 400

• 2009 NASCAR Chase for the Sprint Cup Finale

• Trade show type hospitality event open for all women attending the race – a drive to recruit new members

• Awareness campaign for Track Chic and sponsors


Sponsorship Opportunities


Potential Track Chic Sponsor Benefits

Sponsors can capitalize on Track Chic as an affordable sponsorship alternative through:

• Title Sponsorship – Sponsors can co-brand themselves with Track Chic on the ground level as the title sponsor (i.e. Track Chic brought to you by…)

• Co-Marketing Campaigns – Sponsors can utilize Track Chic for B2B opportunities, activating trackside promotional programs in tandem with other sponsors seeking to reach the female demographic in motorsports

• Membership Feature Naming Rights – Sponsors can take ownership of specific Track Chic features to promote their brand (i.e. Lug Nuts sponsored by … or The Track Chic Boutique brought to you by …)

• Trade-Show Type Activation – Sponsors can capitalize on Track Chic‟s on-track visibility by setting up product demonstrations or sampling stations in Track Chic hospitality tents


2010 Activation Opportunities

• 40 Motorsports hospitality events over 10 months

• Event features will include:– Meet and Greet with famous drivers and celebrities– Sponsor specific promotional activities– Live musical performances– Fashion shows– Lug Nut hosts and interaction– Sassy and Classy apparel and merchandise sales

• Sponsor integration into social channels including:– Trackchic.com– Track Chic TV– Track Chic LIVE!/Race Fan Radio– Track Chic Facebook, Twitter, and MySpace pages


EXPOSURE DOLLARS

Your NASCAR Solution


Contact Information


Contact

This is the one and only opportunity to get involved on the ground floor with Track Chic. Don‟t miss the chance to co-brand your company at an affordable cost with an

organization dedicated to reaching the untapped female demographic in motorsports.

Contact Graham Chapman by phone at 919-459-8157 or through email at [email protected] to

discuss sponsorship opportunities for the Homestead event or the 2010 season.

mailto:[email protected]

Documents

Track Chic Sponsorship Opportunities