Blendini motorsport - Business Development Case Study

• Blendini motorsport were looking for a New Driver for the 2011 Season and had decided that the Mazda Scholarship was the best way to find him/her. The winner would receive Fully Funded season racing in the Biggest Single Make Championship in the UK, the Ma5da MX5 Championship which is screened on Motors TV. The winner becomes part of a Championship Winning team, the prize is worth over £25,000.
• The website www.mazdascholarship.com already existed. We just needed to get people booking and overcome the initial scepticism. Questions Posed - Is this genuine? Where do we advertise? How much do we spend? What added value can we get? Who will be interested? What do they do? What do they read?

• Find out what the budget is - Find out what our target market is.
• Find all the Car Magazines and Websites that young and old, enthusiastic, competitive, responsive petrol heads, with Karting or Race driving experience, or just the best Gamers in Britain (who think they can drive a racing car), might read.
• Oh and also it is going to cost the entrants £650 over Three rounds, so they have to be really serious too. And they have to do fitness tests, skill and driving technique tests, and Media Spotlight tests in front of the cameras, which is surely going to put some people off. Plan - Negotiate the best rates for Half Page Adverts and Added value Including Free Editorial, Internet Coverage and News Items, in any titles that will do it.

• We had the advert Designed.
• We had the Web Banners designed.
• We chose the Media to use with the Clients aims in mind.
• We came up with over 20 options.
• We evaluated the level of spend.
• We whittled down the options to 9 to match the client spend.
• We agreed Free Editorial.
• We ran the campaign in the 3 Months prior to the event.

• 68 Paying Participants – Generating 4 times as much revenue as the advertising Cost. Web traffic to www.mazdascholarship.com
• Total Visitors: 3584 Total Hits: 5016
• Generating enough business to make it happen again.
• The Year 2 job is easier as we speak about an event having taken place and a winner of the event being chosen.
• The TV show will run a feature on the Scholarship winner and Blendini on the highlights, this year on Motors TV. Watch out for Eduardo Rodrigues Correia from Portugal

“Simon always tries to get the best deal and coverage for us. He sees it as a challenge”
Charles Plumley MD Blendini motorsport