asw automotive overview
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ASW Automotive OverviewTRANSCRIPT
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
is keeping up with friends and family
is networking for business
closing deals at the golf course
meeting at a cocktail party
ASW’s
Value
While...
Is...
FutureASW’s
The world’s leading community for jet set livingNew 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
GENDER
Male: 55%
Female: 45%
AVERAGE HOUSEHOLD INCOME
$440,000
$1.8 MM USD bankable assets
AGE BREAKOUT (AVERAGE AGE: 34)
12%
25%
26%
18%
10%
4%
5%
18-25
26–30
31–35
36–40
41–45
46–50
51+
&Global Reach Spending Power
TOP LOCATIONS
8%Germany
9%France
12%United Kingdom 13% Italy
19%United States
24% Other
5%Spain
4%Switzerland
2%Sweden 2%
Mexico
2%UAE
Source: ASW Member Profiles and ASW Financial Member Survey
TOTAL MEMBERSHIP
674,500
Trusted Influencers
I am usually the leader
My friends would describe me as someone who is “in the know”
I have a large circle of friends and I often introduce them to one another
79%
77%
75%
73%
70%
68%
I am more knowledgeable about new products and services than most of my friends and family
I keep track of the latest lifestyle products/services
People often come to me for advice about new products and brands
AutomotiveEnthusiasts
89% own one or more vehicles
BMW
Mercedes-Benz
Audi
Porsche
Volkswagon
29%
21%
18%
14%
13%
Ownership
AutomotiveEnthusiasts
80%
BMW
Audi
Porsche
Mercedes-Benz
Aston Martin
55%
52%
42%
37%
22%
would spend $40,000 or more on a new vehicle
Intent
AutomotiveEnthusiasts
Porsche
Maserati
BMW
Audi
Mercedes-Benz
80%
76%
76%
76%
73%
Top Five Brands ASW Members associate positively with on ASMALLWORLD
Association
AutomotiveEnthusiasts
Test Drive Experiences
Private Previews of New Vehicles
Exclusive Purchase Deals and Offers
Professional Racing Experiences
Access to Limited-Edition Vehicles
79%
69%
57%
50%
47%
ASW Members ranked the following types of Automotive Member Opportunities they would like to see more of:
Opportunities
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
AutomotiveBest Practices
Case Studies
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
Audi
Case Studies
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
Jaguar
Case Studies
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
Maserati
Case Studies
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 Mercedes-Benz F1 racing website
Mercedes-Benz
Case Studies
Goal: Invite affluent ASW Members to meet with Rolls-Royce 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
Rolls-Royce
StrategicApproach
Awareness 70% I keep track of the latest lifestyle products and services
68% People often come to me for advice about new products and brands
• Core Media Campaign
• Community Grant Program
• ASW Events Sponsorship
• F1 Member Opportunity Series
• Sponsorship of ASMALLMAGAZINE
Trial79% I want more test drive experiences
69% I want private previews of new vehicles
50% I want professional racing experiences
• Airport Shuttle Service
• Global Test Drive Series
• Petrol Heads Blog Section
Purchase80% would spend $40,000 or more on a new vehicle
57% I want exclusive purchase deals and offers
• ASW Auto Enthusiasts Concierge
• Special Offers & Sales
High-Impact Branding Media
Keyword Targeting
Member Opportunity Programs
Email Marketing
MediaCore
Campaign
Awareness
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
Community
Grant Program
Awareness
fashion
sports
film + art + design
Your brand can be the title sponsor across ASW’s worldwide Event Series including:
• Supper Clubs – intimate dinner gatherings, starting at $100 per person
• Soirées – festive cocktail parties, starting at $60 per person
• Reunion Weekends – destination group getaways with exclusive experiences, starting at $1,000 per person
Your brand will receive exclusive brand integration and presence at each event online and offline
EventsSponsorship
ASW
Awareness
52 events worldwide
1,325,000 impressions
2,052 event attendees
225 events total
ASW EVENTS TO DATE:
2012 ASW EVENTS FORECAST
Swiss Press
20 Min
20 Minuten Friday
Schweizer Illustrierte
Glanz & Gloria
usgang.ch
Sonntagszeitung
Prestige
RTL (Explosiv)
Süddeutsche Zeitung
Welt Bild Online
International Press
Vogue Italy
Huffington Post
ASMALLMAGAZINE
FinestMagazine
Le Matin
EXCELLENCE International
GstaadonSpotlight
Awareness
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
OpportunitySeries
F1 Member
Awareness
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
Complimentary issue sent to all ASW Automotive Enthusiasts
ASMALLMAGAZINESponsorship of
Awareness
Bright Young Thing DIANE KRUGER ON FILM, FASHION AND STYLE
WHAT’S NEW: The Best of Fashion Weeks Worldwide P. 16
people / travel / scenes / culture / style / on the table
The First Issue
ASW’s London City Guides
ASW Driving Rally Hits MongoliaP. 23
ShuttleService
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
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
Series
Test Drive
Global
Trial
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
BlogSection Petrol Heads
Trial
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
Automotive EnthusiastsASW
Purchase
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
SalesSpecial
Offers&Purchase
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
Summary