general motors pitch (partial)

OLDSMOBILEAURORA PROMOTIONS

Bronner Slosberg Humphrey

March 23, 1998

Bronner Slosberg Humphrey 2MZ8076C

TABLE OF CONTENTS

Lifestyle Partnership Event

NCAA Alumni Tie-In

Business Travelers

Discover Aurora Day

Drive-In Movie Event

Oldsmobile Scramble

Event Matrix

Appendix• Original Program Summaries• Estimated Cost Details


Lifestyle Partnerships


LIFESTYLE PARTNERSHIPS

Create targeted, strategic partnership events to enhance Aurora brand equity and generate handraisers through partnership with lifestyle-oriented magazines

• Enhance, improve, and increase awareness of Aurora

• Generate test drives from in-market targets

Awareness

Consideration

Dealer Visit

Test Drive

Purchase • Utilize purchase incentive to drive sales


LIFESTYLE PARTNERSHIPS (CONT’D)

Subscribers of magazines whose demographics/psychographics match well with Aurora target characteristics

Gourmet Travel & Leisure Forbes Cigar Aficionado



Average Age

Household Income

Gender

College Grad

Psychographics

50

$100,000

70% Male

67%

• Confident• Informed• Desire to stand out

Aurora TargetAurora Target Aurora TargetGourmet Subscriber

45

$115,000

33% Male

56%

• Social – like to entertain• Interested in experiencing life’s pleasures• Male clientele are fiercely loyal to Gourmet



Average Age

Household Income

Gender

College Grad

Psychographics

50

$100,000

70% Male

67%


Aurora TargetAurora Target Aurora TargetTravel & Leisure Subscriber

47

$96,600

48% Male

51%

• Passion for travel• Inquisitive• Open to new experiences



Average Age

Household Income

Gender

College Grad

Psychographics

50

$100,000

70% Male

67%


Aurora TargetAurora Target Aurora TargetForbes Subscriber

53

$129,000

91% Male

76%

• 72.5% own two or more vehicles• Ambitious• Leaders• Entrepreneurial



Average Age

Household Income

Gender

College Grad

Psychographics

50

$100,000

70% Male

67%


Aurora TargetAurora Target Aurora TargetCigar Aficionado Subscriber

44

$109,000

99% Male

79%

• 40% plan to purchase a car in next12 months

• Successful• Reward themselves with the best life

has to offer



• Events will be created in partnership with magazines that sell to Aurora’s target audience– Gourmet– Travel & Leisure– Forbes– Cigar Aficionado

• Events offer an exclusive opportunity to Ride and Drive the Aurora amidst an upscale, lifestyle-specific party

• Events will feature appropriate speakers, demonstrations, tastings and discussions

• Ride and Drives will take place throughout each event


LIFESTYLE PARTNERSHIPS

EventAttendance

InvitationsMailed

Targeted Magazine

Subscribers

Thank YouGifts

Test Drives

• Magazines subscribers who fit Aurora demos/ psychographics

• Utilize magazine in-market data for subscribers

• Invitation includes seven questions

• Participants bring in invitation as means of entry

• Participants take test drives during event

• Goody Bags– Thank you card– Product brochure– Purchase incentive– Survey– Other magazine

items

ITM for Questions

and Registration



• Magazines will work in conjunction with Bronner on finding locations and executing events

– Magazines will use their subscription lists that have in-market data to develop invitation list

– Bronner will supervise event execution and development– Events can run anywhere from intimate parties of 60

to larger groups of 200• Magazines require a media commitment to co-sponsor an event

– Media commitment needs to be negotiated– Media purchase will dictate level of magazine participation in

executing party– Depending on purchase, magazines can create, produce,

mail and manage RSVPs of events• Event timing is not dependent on ads from media buy running prior to event• Budget reflects estimated ad commitment required for partnership• Estimated commitment is 5 insertions per publication

– Assumes Oldsmobile will partner with 2 publications– Each publication co-sponsors 5 events



• Locations will be (a selection of) top Aurora markets– Budget assumes 10 markets total

• Ride and Drives will be offered– Competitive vehicles and Aurora driving on street course

• Appropriate space will be chosen to run necessary number of test tracks

• Non-competitive Ride and Drive also available at a lower cost

– Product information specialists provide informational overview on car and get all waivers signed prior to Ride and Drive

– Managed by company such as Utechniques• Goody bags will be given to each invitee

– Thank you card – Purchase incentive– Product brochure – Other magazine items– Survey

• Program development dependent on merchandise credits negotiated for 1998 Oldsmobile media plan

Detroit

Youngstown, OH

Flint, MI

Grand Rapids, MI

Indianapolis

West Palm Beach

Chicago

Dallas

Cleveland

Cincinnati

St. Louis

Philadelphia

Orlando

Tampa

Pittsburgh

Minneapolis

Atlanta

Houston

Boston

New York

Los Angeles



Gourmet

Event Description

Special Note

• A cooking demonstration andtasting by the nation’s top chefs

• Locations may include exclusivehotels, restaurants or private clubs

Gourmet has planned and executed similar events for other car companies. For Jaguar, a car was sold on the spot! Their database includes car ownership and lease expiration date



Travel & Leisure

Event Description

• Themed travel party with tastingof local cuisine

• Famous writer/adventurer as speaker• Location could be hotel, club or public space



Forbes

Event Description

• Speaker from magazine writingstaff or well-known person within finance industry

• Topic can include building personal wealth, managing assets or other pertinent subjects

• Location could be hotel, private club or public space• Refreshments would be served



Cigar Aficionado

Event Description

• Speaker from within the cigarindustry would discuss the fineart of making and enjoying cigars

• Possible movie featuring many famous people discussing why they love their cigars and the historyof cigars (utilize existing film, has been shown atsimilar events)

• Additional high-end advertisers may be brought in to provide samples and tastings

• Cigars to sample, purchase and enjoy with a selection of fine hors d’oeuvres



Media Planning, Placement and Lead Time

Event Preparation

First Event Date

Program Approval

Fully Detailed Budget

Creative Development & Production(Ads, Invitations, Purchase Incentive, Thank You Card)

Program Length

Mar Apr May Jun Jul Aug Sep Oct

Mar 23-May 22

Mar 30-Jun 30

Mar 30-May 30

Jul 1-Sep 30

Mar 23

Mar 30

Early Jul

Invitations in Mail Jun 15



• Estimated total circulation of 9 million from media purchase

• 10 events with 200 participants each = 2,000 total participants

• 3.3% overall purchase rate = 66 Auroras sold

Lead Generation



• $500 purchase incentive x 66 = $33,000 $1,080,700$1,047,700• Bronner Fee and Pass-Through

– Project development and mgmt– Creative development and production

of invitation and goody bag contents– DMS programming– Teleservices call management

• Media Purchase– 2 publications– 6 full-page, 4/c ads

• Ride and Drive– Auroras with competing vehicles– 6 people to administer drive– Transportation

• Event development and execution– 10 events

Incentive Total Budget EstimateCommunication Budget Estimate

Cost figures are initial estimates only. Final estimates will depend on agreed upon program scope and final negotiations with partners and vendors

general motors pitch (partial)

Sports