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AUTOMOTIVE NEWS MARKETING 360 ED LAUKES GROUP VICE PRESIDENT, - - PowerPoint PPT Presentation
AUTOMOTIVE NEWS MARKETING 360 ED LAUKES GROUP VICE PRESIDENT, - - PowerPoint PPT Presentation
ll ll PROTECTED AUTOMOTIVE NEWS MARKETING 360 ED LAUKES GROUP VICE PRESIDENT, TOYOTA DIVISION MARKETING Under this Olympic and Paralympic flag, let us reaffirm the power of sport to bring people together. AKIO TOYODA
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OUR PARTNERSHIP
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Worldwide Official Mobility Partner of the International Olympic Committee and the International Paralympic Committee … Unleashing human potential through the power of movement … world’s biggest celebration of human
- movement. This is where we learn the true power
- f sports
... inspire people to push beyond their impossible
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THE POWER OF THE PLATFORM
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MILLION Fans in the U.S. .
Most popular sports franchise among teens, millennials and Moms . Fans are diverse, affluent and emotionally connected to Team USA athletes Team USA has the fastest growing avid fan base of any sports franchise in the U.S.
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SPONSORSHIP IMPACT ON PURCHASE CONSIDERATION
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50% 34% 31% 30% 26% 25% 20% 19% 15% 15% 13%
Team USA fans are significantly more likely to use Partner Brands
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GLOBAL & DOMESTIC OBJE JECTIVES
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Shift to mobility company Challenge Contribute to a better society through mobility Generate awareness of partnership Support priority products and drive sales Strengthen dealer and community relationships Showcase existing innovations that are relevant domestically Engage team members, including NAMC locations
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OL OLYMPIC IC/P /PARALYMPIC IC IM IMPACT IN IN THE U U.S .S.
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Source: Northstar Brand Health and Sponsorship Study; Wave 3: Post Games (2/20/18 - 3/4/18) vs. Wave 2: Pre Games (1/23/18 – 1/30/18); 39b. What companies or brands come to mind as being advertisers during coverage of the Olympic Games on NBC Universal networks?
Brand Memorability Message Memorability
192
In-Games
162
TOP Partners
140
Average Advertiser
100
164
Post Games Brand Norm
+40% +62% +92% +64%
Prior 12 Month Brand Norm
100
Prior 12 Month Brand Norm
150
Average Advertiser
+50% 180
TOP Partners
+80% 283
In-Games
+183% 213
Post Games Brand Norm
+113%
+300% +18%
Average TOP Partner
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GLOBAL & DOMESTIC OBJE JECTIVES
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Shift to mobility company Challenge Contribute to a better society through mobility Generate awareness of partnership Support priority products and drive sales Showcase existing innovations that are relevant domestically Strengthen dealer and community relationships Engage team members, including NAMC locations
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OUR 17 NATIONAL GOVERNING BODY PARTNERS
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TE TEAM USA SUMMER ATH THLETE TES
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Alise Post
Cycling
Alana Nichols
Para Legend
Ja Jarryd yd Wallace ce*
Para Track & Field
Je Jessi ssica ca Long*
Para Swimming
Jordyn Barratt
Skateboarding
Lakey Peterson
Surfing
Laurie Hernandez Gymnastics Melissa Stockwell*
Para Triathlon
Davi vid Brown/Je Jerome Ave very* y* Para Track & Field
Mi Michael Norma man
Track & Field
David Boudia
Diving
Simone Manuel
Swimming
St Steve Se Serio*
Wheelchair Basketball
Oksana Masters*
Para Nordic/Road Cycling
Br Brad Sn Snyder*
Para Triathlon
Caeleb Dressel
Swimming
Daryl Homer
Fencing
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LEVERAGING OUR PARTNERSHIP IN THE US
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“ALWAYS ON”
IN-DEALERSHIP PRESENCE POP Materials Parts, Service and Accessories Integration LOGO INCLUSION IN DIGITAL ADS/ASSETS Email Blasts Newsletters Social Media MARKETING / ADVERTISING ASSETS Paid Media FourTVCs Social/Digital
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EMPLOYEE ENGAGEMENT Four Events Promotions Internal Branding
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LEVERAGING OUR PARTNERSHIP IN THE US “ALWAYS ON”
NGB & COMMUNITY ENGAGEMENT Involvement with Local Clubs Special offers to members Charitable / CSR Initiatives ATHLETES Appearances Social and Earned Media Support Dealer Integration
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