The marketing approach used by EPMiata.com is especially effective because it
simultaneously targets diverse demographics. The racing community, one such target
audience, is very unique in that it spans such a broad range of persons and yet they
have certain similarities that make them very desirable. Here are a few things to
consider about the racer demographic. These statistics come from the Sports Car Club
of America (SCCA) in their 2007 survey of members
- 57% of the membership classify themselves as one of the
following: Engineer, Doctor, Lawyer, Manager, Proprietor, or Self-Employed
- 64.5% hold a college degree with nearly half that having
progressed to post-graduate study.
- 89% of SCCA's membership earns $50,000 or more. The median income is $98,500,
and the average income is $105,000
Clearly, this is an affluent audience. Just as interesting is the fact that
only 18% of this organization considers themselves professional racers, which
means that the remainder has to make purchasing decisions about buying performance
auto parts with their own funds.
This demographic does not simply read about racing and performance or watch it on TV.
They live it. Nearly 60% of these will attend 3 or more race events per year, with
17% attending more than 10. Not surprisingly, their spending habits match their
passion. In 2008 the membership of this organization will spend roughly $94 Million
on racing accessories and equipment.
Our plan to reach to the racing community is direct. EPMiata.com plans to
participate in between 16 and 20 races in the 2009 racing year. These races will be
at the regional, district, and national level. It is our stated goal to be invited
to both the Southeast Division Championship as well as the SCCA Runoffs (the
national championship) in Topeka, KS. Invitation to these events is based on
success at the divisional and national events held through the year. Although the
2009 racing schedules have not yet been posted, EPMiata.com expects to have the
opportunity to race at the following venues:
In addition to the exposure the EPMiata.Com team gets to the participants and
staff at the events it attends, it will also receive extended coverage as it
succeeds in its goals of winning races. Each region publishes a magazine that
documents the results of the events in it's area, in addition to documenting
this on their websites. For national events, we have the opportunity of catching
the eye of Sportscar magazine, the publication of the SCCA. Ultimately, if
invited to participate in the SCCA Runoffs in Topeka, KS, we will have the
opportunity for television coverage. This event is televised annually on Speed
Television, and is repeated several times.
EPMiata has the unique opportunity to approach an entirely different market
however. The team has been invited to participate in the Super Lap Battle event
for 2009. Super Lap Battle (SLB) is organized by the National Auto Sport
Association (NASA). NASA is an organization with some similarities to SCCA,
which is a welcome audience.
Super Lap Battle is a concept that finds its roots in Japan where tuning
companies would build cars to square off against each other in timed solo
events. Winners not only won bragging rights, their credentials as tuners
were increased and their sales revenues increased with them.
Here in the United States, SLB is promoted heavily in the sport compact market
by Source Interlink Media publications such as SuperStreet, Sport Compact Car,
and Import Tuner. Consider the demographics of these readers:
- 47% of Sport Compact Car readers are under 24 years of age
- 75% of SuperStreet readers are under 24 years of age
- 83% of Import Tuner readers are under 24 years of age
Racing in SLB '09 gives us an opportunity to parade our talent and our
sponsors brand in front of the next generation of buyers. In a time when
brands with historic significance are struggling to maintain relevance, SLB
offers an opportunity regain that relevance with an up-and-coming market of
The schedule for SLB in 2009 has not yet been published. However, there are
typically qualifying events at major racetracks in the late summer; two on the
east coat (Road Atlanta and Pocono North in 2008) and two on the west coast
(Firebird International Raceway and Willow Springs International Raceway).
The final is held on the west coast the week after SEMA. In 2008 it is being
held at Buttonwillow Raceway in California.
The EPMiata.com team's challenge is to first to make the car comply with the
rules (it would have to have a roof to match the silhouette of the stock car)
and second to obtain an engine capable of making enough horsepower to compete
in this no-holds-barred event. If those two hurdles an be overcome, EPMiata.com
will compete before this next-generation audience.
You've learned about the car, met the team, and know the market. It's time to
move on to The Opportunity