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A SPONSORSHIP LEVERAGE CASE STUDY Flow 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 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.

WHEN YOU MEAN BUSINESS


MECHANIC

Onboard thermal printer. WHEN YOU MEAN BUSINESS


RESPONSE

WHEN YOU MEAN BUSINESS


REAL-TIME REPORTING

WHEN YOU MEAN BUSINESS


"

$!

"

$!

"

$!

,+ * $!+$ $!" +$$+ *+$! * $!+$ $!"" +%&+ $+$! * $!+$ $!"" +%#+ &+$! * $!+$ $!"" +%,+ #+$! * $!+$ $!"" +%*+ ,+$! * $!+% $!"" +%$+ *+$! * $!+% $!"" +&&+ $$ *+ +$!!" $$%# " +%+$ *+ +$!!" $$%, " +'+$ *+ +$!!" $$%* " +(+$ $! +$!!" $$+$ " +)+$ +! $ $$!+ $!"" +$&+ !+$! $ $$!+ $!"" +$#+ %+$! $ $$!+ $!"" +$,+ '$ $! +$!!" +* " + $! $!" +$ $+ $! $!" +$ &+ $! $!" +$ #+ $! $!" +$ ,+ $! $!" +$ *+ $! $!" +% $+ $! $!" +% &+ $! $!" +% #+ $! $!" +% ,+ $! $!" +% *+ $! $!" +& $+ $ $$ !" +% +$ $$ !" +' +$ $$ !" +( +$ $$ !" +) + $$ $!" +$ !+ $$ $!" +$ %+ $$ $!" +$ '+ $! "

+$

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#+

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+$

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+$

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"

$! $+

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POST EVENT ANALYSIS

$'!!"

$%!!"

%!!"

!"

WHEN YOU MEAN BUSINESS &!!!!" &!!!!"

%#!!!" %#!!!"

3%

$!!!" %!!!!"

$#!!!"

'!!" 2%

6%

7%

%!!!!"

35%

)!!" 15%

(!!" $!!!!"

Promoted Brand Brand a Brand b Brand c $#!!!" Brand d Brand e Generic a Generic b $!!!!"

14% 19%

#!!!" #!!!"

!" !"


POST EVENT COMMUNICATIONS

WHEN YOU MEAN BUSINESS


CONTACT

Chris Scott Creative Director Flow Marketing Pty Ltd 107/9 Claremont St South Yarra VIC 3141 AUSTRALIA +613 9029 6243 +61(0)415 155 930 chris@flowmarketing.com.au

WHEN YOU MEAN BUSINESS

DMR SPONSORSHIP LEVERAGE CASE STUDY  

Darren Morgan Racing uses their DMR Top Fuel Simulator with Flow Marketing Data Acquisition solution for AEG Powertools

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