Campaign Pitch - Brayden Kershaw-Donkers178370

Overview of Internal Investigation

• Current Target Market:

• Men from Generation X + Baby Boomer. Aged between 30-65

• Middle class socioeconomic status - average earning between $40k & $75k a year

• Family men - “thrill factor”

• Sport creates excitement and adrenaline for fans

• Competitors

• Traditional Australian Sports: AFL, NRL, Cricket

• Internation Motorsport Series; Moto GP, Formula 1 & NASCAR

Appeal to Younger Generations

• Currently the sport only markets to approximately 35% of the male population, made up of both baby boomers and generation x.

• Opportunity to appeal to younger generations.

• Generation Y in particular will improve the core-target market to over 50% of the male population

• The key to Generation Y is through Social media marketing

• Currently v8 supercars utilise mass-media:

• Television

• Radio

• Opportunity to improve online presence to remain relevant

Appeal to Younger Generations - Social Media

Marketing

Social Media Marketing

• Currently V8 Supercars have a presence on all major social media channels:

• Instagram - approx. 35k “followers”

• Twitter - approx. 85k “followers”

• Facebook - approx. 600k “likers”

• YouTube - approx. 85k followers

Administration of Social Media

• Presence by it’s self is not enough - however provides a great core-audience base

• Timely and productive administration is KEY to effective social media marketing

• Most social media platforms also provide thorough analytics to help understand your audience better. - Create better relationships

• Currently there is little or no interaction with fans online

Administration of Social Media

• With no interaction with fans issues can multiply and spiral out of control.

• Important to respond to fans whether their comments be positive or negation

• Relationship marketing - all about developing a repor with the fans through a two way communication stream

• Ensure all anti-social behaviour is dealt with accordingly; e.g. - removing abuse or swearing

• Hire dedicated and experienced staff as full-time social media managers

• Facebook

Environmentally Conscious Consumers

• Younger generations are becomingly more and more environmentally conscious

• Purchase decisions for consumers are now more than ever being based on sustainability of products.

• This this reason it is important for V8 supercars to ensure sustainability in all aspects of their sport. Similar to the Formula 1changes - smaller/ hybrid engines, reduced noise pollution, sustainable fuel.

Core-Audience Resistance

• Brand change over last three years

• New logo & website - modern, reflects the direction of the sport

• New television rights deal - free-to-air to subscription based.

• New manufactures - introduction of Nissan, Volvo & Mercedes

• Biggest challenge for the sport is their core-audience’s resistance to change.

• Boycott V8 Supercars on Fox - Facebook Group

Online Media Subscription Service

• Substitute to the more expensive Pay-TV subscription service offered by Foxtel

• Online based Media service:

• Live races

• Highlights

• Exclusive content

• Databases of Historical Content

• Similar to services offered in America with NBA & MBL League Pass’, and recently adopted in Australia by competitors Cricket Australia & AFL

• Will assist in bridging the gap for disgruntled customers, by offering a cheaper yet enhanced experience for fans

• http://watch.nba.com

Integration of Supporting Categories

• Strategy to reduce resistance to change and improve the relationship between fans and new teams/manufactures

• Integrate V8 supercars & V8 utes touring series, have them follow the same schedule with the same logo, and same webpage layout.

• http://www.v8utes.com.au

• http://www.v8supercars.com.au

Thank you

• Thankyou for taking the time to consider my proposal and I look forward to working together in the future.

• If you have any questions please feel free to contact me on the information I have provided.