Maserati European Delivery Proposal By us+partners LLC.

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European Experience Delivery Accelerating Launch Volumes, Demonstrating The Brand Experience and Generating Pre-Qualified Sales Leads


Objectives

•  Accelerate new vehicle launch volumes •  Grow sales of current vehicles •  Promote Maserati brand belief •  Generate / distribute qualified leads •  Convert prospects to Maserati brand


The Perspective

• One that moves from: – Passive to active marketing of

European Delivery – Declaring to demonstrating the brand

experience – Delivery of current sold vehicles to

include trial of vehicles not yet available (but coming to) in the US


Market Opportunity

•  Not simply a historical % of volume •  But pre-qualified US Euro travelers •  Affluent experience seekers •  Seeking experience on own terms •  Evoking brand belief / must have desire •  That works to promote brand

conversion, loyalty and word-of-mouth


Fundamental Issues

• Why do it? –  Incremental conversion / revenue? – Loyalty? Competitive reasons? – Branding medium?

• Where to do it? – Euro travel geographics

• Does anyone want it? – Optimized concepts – Take rate / Basis for business case


Size of Opportunity

• Understanding Overseas Travel – 23,069,000 US Travelers

• 22% Mid-Atlantic • 21% South Atlantic • 23% Pacific

– 17,833,000 Leisure / 8,559,000 Business

– Average income $103,500 – Median # Trips Past 5 Years - 6


The Idea

•  Target Select US Travelers to Europe •  European Experience Delivery Program •  Match Purchase & Travel Timing •  Extend Stays and Promote Vehicle Trial •  Optimize Experience / Take Rate •  Execute 2:1 Selling Strategy •  Install Proactive Branding Experience •  Through Program Certified Dealers


The Customer Offer

•  Total immersion in the Maserati Experience •  No cost extended stay courtesy of Maserati,

client optimized extended stay hotels, meals, event access and driving tours delivering uniquely Maserati experiences

•  Use of a “long lead” or current US spec Maserati vehicle

•  Concierge service provided by Maserati and delivered by Program HQ / Amex Travel

•  Follow up event at dealership upon return •  Pre-launch/ongoing marketing to database


The Benefits

•  Maserati and Dealers –  New Data / Lead Source For Hard To Reach Profiles –  Incremental Volume / Conversion and Loyalty Tool –  New Experiential Branding Medium –  Efficient, Effective Direct Marketing Program –  Delivery of Enhanced Lead Selling Strategies –  Test of Broader Strategic Co-Marketing Opportunities

•  Maserati Prospects / Owners / Buyers –  Prospects – The Brand Experience on Their Terms –  Owners – Re-affirmation of The Faith –  Buyers – Choice of Program Options


The Strategy

•  Partner with American Express •  Leverage Maserati/Amex Experiences/Cars •  Utilize Harms for Vehicle Logistics •  Optimize Experience/Selling Strategy •  Drive Customer CRM Pre/During/Post •  Certify Participating Dealers on Basis of CSI •  Distribute Enhanced Lead Packages to Retail •  Measure Sales Match and Satisfaction •  Via Branded Outsourced Program HQ


Database Strategy

Membership Rewards Culture Sports / Entertainment Activities

Vehicle Ownership Purchase Timing International Travel Lodging Dining

Maserati Database

Amex Database

Polk Web Lead

Database

Match

Maserati Experience Prospect Pool


The Tactics

•  Merge Amex / Polk / Web / Maserati databases •  ID “undiscovered Maserati owners” •  Build “Maserati Experience” offers, site,

optimization tools and data capture process •  Target travelers and “undiscovereds” - drive

site traffic and program registration •  Build travel, vehicle and lead files •  Deliver experiences / enhanced leads •  Follow-up at dealership / Close sale •  Measure satisfaction, lead productivity, sales

match and branding metrics


American Express

•  Access to Estimated 500,000 Matched HHs –  Up to 4X mailing

•  Client Locations / Events in Europe •  Travel Agent Network in Europe & US •  Media Properties (Audience & Editorial)

–  Food & Wine, Travel & Leisure, T&L Golf, Departures

•  Membership Rewards –  Earn points / Burn points and defray program cost

•  Amex Gold / Platinum Card Member Marketing •  Amex database access requires participation in

Amex Publications


The Customer Process Factory

Delivery / Drop AE Travel Support

Vehicle Ship

Experience Delivery CSI Follow Up

Experience Delivery Harms Logistics

AE Travel Support

Post CSi Follow Up Lead Distribution

Sales Match

Prospect

Owner

Dealer Customer

Sources: AmEx/Polk Maserati Files Maserati Web Dealers Email Direct Ads / BRCs

Maserati European

Experience Web site

Call Center

Overview P&E / Order Registration Demos/Fleet HH Fleet Timing Travel Plans Opt-In OKs

Follow Up Lead Distribution

Sales Match

Qualified Sort

Confirm OKs + Optimized

Trip/Appeal + Enhanced Lead + Reinforced

Experience + + Reinforced Follow Up

Better Leads More Sales =

Sign Up

Defer Save

Exit

Retain Records

Self Directed

Engaged Prospect

Engaged Owner

Owner Factory Pick Up Prospect Option Factory Pick Up Hotel Delivery From Pool

European Experience

Personalization Optimization

Presentation Customization Optimize Sell User Confirm Experience & Vehicle Appeal Enhanced Lead

Phase 2 Pilot

Lead File

Travel File

Car File

Phase 1 Test

ID Take Rate

Maserati European Experience Program Headquarters

Customer / Dealer / Field / Division

Coordinates All Logistics Communicates Status of Experience with Maserati, Field, Dealer, Customer, Am Ex Maintains and Distributes Enhanced Leads Monitors CSl, Sales and Cost Metrics

No Go

Go


Experiences

•  Leverage Maserati Sponsorships/Events –  Trofeo Vodafone Maserati –  Historic Challenge Europe –  Golf –  Hydroplane / Boat Racing / Yacht Racing –  Cycling –  Opera (La Traviatta) / Contemporary Maserati Club Events –  Maserati Enthusiast Events

•  Enhance with Amex Experiences ▫ –  Food & Wine (Tours, Dining Experiences) –  Travel & Leisure (Hotel, Spa Experiences) –  T&L Golf (Golf Experiences)

•  Experience US Spec Maserati Vehicles –  At Factory Delivery –  Pick Up and Drop Off at Select Hotel Locations


Personalized Experience

•  Utilize Amex Publishing editorial coverage and knowledge to create experiential and adventure experiences

•  Each experience will have approximately 5, two day, one night options allowing personalization: –  Hotels / Resorts –  Restaurants –  Day trips / Events / Museums

•  Target cost of $500 / person –  Ability to defray or upgrade through use of Membership Reward

points


Experience Examples

•  The Classic Route –  A journey through a

countryside of literary classics, experiencing the most important towns and cities of classic culture

–  Pass through Erfurt, Weimar, Jena, Gotha – through the “green heart of Germany”

–  Goethe, Schiller, Wagner, Strauss, Ekhof Festival

–  Charming Hotels, Fine Dining in the classic tradition ▫


Custom/Optimization

Outputs: •  Customer discovery

– Customization of travel options / preferences

– Maserati vehicle attributes / benefits •  Maserati discovery

– Travel / Vehicle preferences –  Identify Program “bookings” –  Individual Customer selling strategy


Online Optimization

• Optimization of Experience – Look feel and reality of a customized

itinerary within controlled choices • Optimization of 1:1 Sales Strategy

– Development of strategy based upon customer discovery and trade off of features, benefits and costs


Online Optimization

•  Experience Optimization Product – A customer customized itinerary – A customer file of preferences for fulfillment

•  Optimized Sales Strategy – Geo-demographic, timing and sales script – Transmitted to preferred dealership and

sales associate. – Enabling immediate customer engagement

and relevance.


Optimization Process

• Online Presentation: – Selling attributes of vehicle / brand

• Features / Benefits / Heritage / F&I – Experience attributes

• Location / Events / Food / Wine / Routes •  Identification:

– Individually optimized selling strategy – Customized Maserati experience


The Campaign

•  To Clients / Prospects – Advertising – Direct Mail – Online Marketing – Maserati / Am Ex Co-Marketing – Factory / Dealer Co-Marketing

•  To Dealers – Program Launch


Website


Publication Print Ad


Brochures

Dealer Brochure Consumer Brochure


Display Poster

Dealer Poster AmEx Travel Agent Poster


CD Packaging

Cover

Inside Spread


Direct Mail Postcard

Postcard


Viral Marketing


Prospect Messaging

•  Advertising / email to matched prospect –  Travel & Leisure, Food & Wine, T&L Golf, Departures –  Personalized e-mail with link to Web site

•  E-mail within 24 hours of registration –  Personalized Thank You –  Links back to Experience and Maserati.com –  Links to “Refer to a Friend” e-mail template –  AE / Dealer receive e-mail of fax notification

•  Registered prospects receive –  E-mail verification of booking / Itinerary / Passport info / Travel tips –  Email introduction to local dealer –  Up to 2 additional sequential messages prior to travel

•  Post trip follow up includes –  Email survey of experience satisfaction / intention –  Dealer email offer of coffee table “memento” book –  Notification of US availability of vehicle and test drive offer –  Or notification of dealer delivery date (conventional, “self directed” buyer)


Enhanced Leads

•  Combines traditional demographics and timing with individual, customer optimized selling strategy – An individual selling strategy distributed to

sales associates •  Not only Who’s Hot •  What’s Hot and What’s Not in a Sales pitch •  Test vs. leads currently sourced

–  Close rate –  Sales cycle –  Margin –  Sales CSI ▫


Dealer Certification

• Program available only to those: – With highest CSI – Who participate in program sales

associate process training • Enable program discovery and

registration via individual dealer Web sites ▫


Program Administration

•  Turnkey Program Headquarters – Account Manager

•  Overall program coordination •  Database management

– Program Coordinator •  Maintains day to day process, database coordination and loads, prepares reporting

– Creative and Media Staff •  Marketing communications and interactive design, development and placement

– Amex Corporate Services •  Database Resource coordination / modeling •  Database management and systems support

– Amex Travel Services •  Travel agent program marketing •  Concierge travel support •  Dedicated, Maserati branded Call Center Support


3 Phase Launch

•  Corporate Management –  Program & Process –  Maserati European Experiences

•  Certified Dealers and Employees –  Program & Dealership Process –  Maserati European Experiences

•  “Undiscovered Maserati Owners” –  Targeting matched travelers within Amex database –  Driving registration and discovery at Website –  Identifying vehicle and travel attribute preferences –  Trip registration / delivery / vehicle trial –  Stateside follow up and sales


Metrics

•  Measuring: – Volume – Close rate – Conversion rate – Sales satisfaction – Vehicle satisfaction at delivery, 24 and 36

months – Qualitative brand measures ▫


Unresolved Issues

•  Vehicle costs – Net of Gruppo Ferrari I Maserati participation – Net of potential resale in Europe or US

•  Vehicle logistics – Vehicle pool – Use of factory or selected dealers for vehicle

prep and service – Use of Harms as vehicle deliver/prep

partners


Next Steps

• Present / Discuss • Presentation to Gruppo Ferrari

Maserati • Pilot • Roll-out

Maserati European Delivery Proposal By us+partners LLC.

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