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Automotive OVERVIEW

2011


ASW SHARE THE GOOD LIFE

ASMALLWORLD enables a highly affluent group of internationally minded thought leaders to come together and share extraordinary experiences in a trusted environment.


A State of

MIND

Trust: Hospitality and openness Respect & Privacy: High levels of conduct and manners Affluence: Taste and sophistication Worldliness: Accessing a culture through its people Access: Extraordinary experiences and opportunities Cultural Influence: Thought leadership and social currency


ASW’s

Value While...

Is...

is keeping up with friends and family is networking for business

meeting at a cocktail

party

closing deals at the golf

course


ASW’s

Future The world’s leading community for jet set living New Dynamic Homepage Expansion of ASW Event Programs Expansion of Offers and Experiences Strategic growth initiatives targeting emerging markets and other geographic segments Mobile Application and Check-in Hot Spots


v

Global Reach TOP LOCATIONS

2%

Sweden

5%

4%

2%

2%

Mexico

UAE

24% Other

&

Spending Power GENDER

AVERAGE HOUSEHOLD INCOME

Male: 55%

$440,000

Female: 45%

$1.8 MM USD bankable assets

Switzerland

Spain

8%

AGE BREAKOUT

Germany

9%

France

(AVERAGE AGE: 34)

19%

12%

United Kingdom

United States

13% Italy

12%

18-25

25% 26%

26–30 31–35

TOTAL MEMBERSHIP

36–40

674,500

41–45 46–50 51+

18% 10% 4% 5%

Source: ASW Member Profiles and ASW Financial Member Survey


Trusted Influencers 79% I am usually the leader friends would describe me as 77% My someone who is “in the know�

75%

I have a large circle of friends and I often introduce them to one another

73%

I am more knowledgeable about new products and services than most of my friends and family

keep track of the latest 70% Ilifestyle products/services often come to me for advice 68% People about new products and brands


Automotive Enthusiasts

Ownership

89%

own one or more vehicles 

29%

BMW

21%

Mercedes-Benz

18%

Audi

14%

Porsche

13%

Volkswagon


Automotive Enthusiasts

Intent

80%

would spend $40,000 or more on a new vehicle

55%

BMW

52%

Audi

42%

Porsche

37%

Mercedes-Benz

22%

Aston Martin


Automotive Enthusiasts

Association Top Five Brands ASW Members associate positively with on ASMALLWORLD

80%

Porsche

76%

Maserati

76%

BMW

76%

Audi

73%

Mercedes-Benz


Automotive Enthusiasts

Opportunities ASW Members ranked the following types of Automotive Member Opportunities they would like to see more of:

79%

Test Drive Experiences

69%

Private Previews of New Vehicles

57%

Exclusive Purchase Deals and Offers

50%

Professional Racing Experiences

47%

Access to Limited-Edition Vehicles


Automotive Best Practices ASW provides targeted visibility for some of the world’s leading luxury automotive brands – offering custom executions and powerful experiences ASW Members are engaged passionate automotive enthusiasts with 1 out of every 10 Members choosing Cars as an interest in their profiles Reach your brand’s leading consumers with direct messaging, event activation and custom content integration that ensures increased brand awareness, direct response and lead generation ASW provides targeted display media placements, direct marketing products and member events to meet your automotive objectives with proven best practices and results


Case Studies

Audi Goal: Support the world premiere of the Audi A8 during Art Basel Miami by inviting qualified Members to attend the launch event Execution: ASW developed a targeted Member Opportunity Program to promote the event, select qualified attendees and provide editorial coverage Result: Over a dozen high net worth Members attended the event and thousands more viewed the coverage on ASW


Case Studies

Jaguar Goal: Invite high net worth Members to experience the Jaguar XJ vehicle and generate sales leads with an exclusive dinner at the Chateau Marmont Execution: ASW developed a targeted Member Opportunity Program to promote the event, select qualified attendees and provide editorial coverage ASW also executed the event with venue rental, gourmet catering, wine pairings, photographer and member concierge service Result: Following the event, one Member purchased a new Jaguar XF vehicle and four other Members signed on for extended week-long test drives of the Jaguar XJ vehicle


Case Studies

Maserati Goal: Support the premiere of the Maserati GranCabrio in Italy by inviting qualified Members to attend the exclusive launch party Execution: ASW developed a targeted Member Opportunity Program to promote the event, select qualified attendees and provide editorial coverage Result: Affluent ASW Members attended the party and blogged about their experience with the vehicle following the event


Case Studies

Mercedes-Benz Goal: Invite ASW Automotive Enthusiasts to attend the F1 Monaco Grand Prix as exclusive guests of Mercedes-Benz to increase brand awareness Execution: ASW developed a targeted Member Opportunity Program to promote the event and select qualified Members to attend ASW also interviewed the participating Member following the event and created an Email Advertorial distributed community wide Result: Event promotion and post-event Email Advertorial generated thousands of visits to the MercedesBenz F1 racing website


Case Studies

Rolls-Royce Goal: Invite affluent ASW Members to meet with RollsRoyce sales executives during a cocktail party at the Soho House followed the next day by personalized driving experiences around Manhattan of the Rolls-Royce Ghost Execution: ASW developed a targeted Member Opportunity Program to promote the event, select qualified attendees and provide editorial coverage ASW also managed all event execution and scheduling of test drives Result: Over 60 qualified ASW Members completed 30 minute test drives over the course of six hours with numerous sales leads generated


Strategic Approach

Awareness Trial Purchase


Strategic Approach Awareness

Trial

Purchase

70% I keep track of the latest lifestyle products and services

79% I want more test drive experiences

80% would spend $40,000 or more on a new vehicle

68% People often come to me for advice about new products and brands

69% I want private previews of new vehicles

57% I want exclusive purchase deals and offers

50% I want professional racing experiences

ASW Auto Enthusiasts Concierge

Special Offers & Sales

Core Media Campaign

Community Grant Program

Airport Shuttle Service

ASW Events Sponsorship

Global Test Drive Series

F1 Member Opportunity Series

Petrol Heads Blog Section

Sponsorship of ASMALLMAGAZINE


Awareness

Core

Media Campaign High-Impact Branding Media Keyword Targeting Member Opportunity Programs Email Marketing


Awareness

Community Program

Grant

fashion sports

A community generated viral recognition program Your brand can award a $25,000 grant to three winners on ASW in select categories relevant to your brand for example: Fashion, Sports, Art and Design Members nominate themselves in a branded area on ASW by submitting a video of their work— the ASW community votes for each winner Winners announced at a live-streamed event to the ASW community Your brand will gain global recognition through a six month long grassroots campaign across the ASW network and receive viral PR buzz for supporting talent

film + art + design


Awareness

Events Sponsorship ASW

Your brand can be the title sponsor across ASW’s worldwide Event Series including: •

 upper Clubs – intimate dinner gatherings, S starting at $100 per person

 oirées – festive cocktail parties, starting at $60 S per person

 eunion Weekends – destination group getaways R with exclusive experiences, starting at $1,000 per person

Your brand will receive exclusive brand integration and presence at each event online and offline

ASW EVENTS TO DATE:

52

events worldwide

1,325,000 impressions

2,052

event attendees

2012 ASW EVENTS FORECAST

225

events total


Awareness

Spotlight

Gstaad on

Swiss Press

International Press

20 Min 20 Minuten Friday Schweizer Illustrierte Glanz & Gloria usgang.ch Sonntagszeitung Prestige RTL (Explosiv) S端ddeutsche Zeitung Welt Bild Online

Vogue Italy Huffington Post ASMALLMAGAZINE FinestMagazine Le Matin EXCELLENCE International


Awareness

F1 Member

Opportunity Series ASW and your brand can host a series of F1 events for ASW Members only, featuring an exclusive weekend getaway for Automotive Enthusiasts including hotel, access to the F1 race and other driving inspired benefits Members purchase tickets at special rates to attend each event. Attendees gain special insider access to the races and pit lanes, then ASW creates video blogs about their experience for syndication Your brand will receive a new revenue model, PR buzz and viral marketing


Awareness

Sponsorship of

ASMALLMAGAZINE

Your brand can receive exclusive category sponsorship of ASMALLMAGAZINE’s first biannual print issue:

Magazine distributed to membership and given out at ASW events around the world Your brand will have premium ad placement with back cover and the opening spread

people / travel /

The First Issue

scenes / culture /

Br ight Young Thing

DIANE KRUG FASHION ANER ON FILM, D STYLE

style / on the tabl

e

WHAT’S NEW

The Best of: Fashion Weeks Worldwide P. 16

ASW’s London C ity Guides

Complimentary issue sent to all ASW Automotive Enthusiasts

AS Dr iving RallW Hits Mongoliay P. 23


Trial

Shuttle Service Airport

Your vehicles to be the official transportation carrier for the ASW community ASW and your brand to create a shuttle service for airport transfers in select major markets (i.e. New York, London, Zurich etc.) offering Members a flat fee equivalent to current taxi rates in your latest luxury vehicles


Trial

Test Drive Series

Global

Put ASW’s Automotive Enthusiasts behind the wheel: Your brand to provide ASW Members with advanced access to private previews and test drives of your luxury vehicles before the general public—promoting further brand adoption and consumer loyalty


Trial

Blog Section

Petrol Heads

Your brand to exclusively host a Petrol Heads Blog that allows ASW Members who identify themselves as passionate cars lovers and to share their interest with one another Your brand’s bloggers can moderate the Petrol Heads Blog section to foster discussions, debates and introduce new information and products Unique opportunity for your brand to receive direct consumer feedback and build brand adoption and loyalty among a qualified engaged audience


Purchase

ASW Automotive Enthusiasts Your brand to create a 24/7 toll-free, worldwide phone number for ASW Members to inquire about purchasing your luxury vehicles Your brand’s consultants can offer information about nearby dealerships, models, safety, currency considerations, financing, general offers, scheduling test drives, and special ASW related deals The Concierge Program will allow your brand to directly build an offline database of interested purchasers


Purchase

&Sales

Special Offers

Your brand to create special purchase deals and discounts exclusively for ASW Members Special Promotions Your brand to periodically offer special promotions (financing, discounts and upgrades) to Members in select key markets Flash Sales Your brand to leverage ASW’s closed private community to sell overstock inventory vehicles at steep discounts, using one-time-only online events with limited windows of time for Members to log on and purchase


Summary ASMALLWORLD is uniquely positioned to provide your brand with full sales execution—from awareness to purchase —within a trusted, qualified global community Delivering custom branded executions that create exclusive opportunities for ASW Members to engage, experience and purchase your luxury vehicles on and off line


ASW Automotive Overview