bruce b. barker portfolio
TRANSCRIPT
Since 1986, I have developed a Sports and Event Marketing business model that best ensures a
Client’s Return On Investment
Deliverables:
Success criteria and program objectives that ensure ROI
A strong, team oriented Partner with your sponsorship or event properties and outside agencies
Collaboration with all your relevant internal Company functions
A turnkey program execution resource for your sales teams, distributor networks, retail outlets, etc.
A cost effective, transparent, efficient program
Innovation, Leadership, Creativity
A proven Event Activation resource
Critical in today’s environment
Core competencies include:
Creating sponsorship and event activation programs that are measurable and accountable
Data Gathering and Analytics
Mobile Marketing/Exhibit Management
Hospitality/Entertainment
Trade and Consumer Promotions
Promotion Collateral Development and Fulfillment
Trade Show Execution
Sports Property Licensing
Client Partners:
and how I helped them grow their business…
The Tide Racing Program began measuring
incremental case volume in 1992 and delivered over
84 million incremental cases!
20 year sponsorship in NASCAR, began as a sales
based SE USA regional marketing/promotional tool.
Program quickly became the benchmark sponsorship
program in the world of motorsports.
Tide Racing:
I managed:
Largest mobile exhibit fleet in motorsports (14 exhibits) with more display dates (over 3600
annually!) and with such innovations as interactive Showcars, cutaway Showcars, racing
simulators and an interactive pit-box.
Licensing program for Tide Racing increasing royalty revenue 198% and number of
licensees by 155% over a two year period.
Team, driver and sanctioning body relations
Tide Soccer:
Program Objective to leverage Tide’s association with
the USYS and to generate incremental merchandising
Program modeled on highly successful Tide Racing
Program
The Tide Soccer Program delivered over 2.2 million incremental cases in
its 1st full year!
I contributed by aligning several key components:
Mobile exhibits (concept, execution, scheduling and accounting)
Activation Management at Retail Level
Direct communication with CBD Teams
Sales promotions
Sweepstakes execution
Point of Purchase materials
Premiums sourcing and distribution
ROI Measurement and Reporting
I contributed by aligning several key components:
• Team, driver and sanctioning body relations
• Mobile exhibits – Showcars and Remote Control
Racing Game (concept, execution, scheduling
and accounting)
• Activation Management at Retail Level
• Direct communication with CBD Teams
• On-site hospitality for P&G and Customers
• Sales promotions
• Sweepstakes execution
• Point of Purchase materials
• Premiums and Race Tickets
• ROI Measurement and Reporting
Gain Racing:
Program Objective to generate incremental volume
and address key geographic distribution outages
The Gain Racing Program delivered over 4.4 million incremental cases!
Procter and Gamble launched a “company first”
initiative for the Automotive Care sector, Mr. Clean
AutoDry Carwash.
Followed by the launch of the upgrade version, Mr. Clean
AutoDry ProSeries.
SEMA Trade Show Display
Design and Execution
Retail on-site demonstration
Mr. Clean AutoDry Carwash Launch:
I contributed by aligning several key components:
design and execution of multiple SEMA show exhibits and participations
design, creation and execution of on-site retail demonstration program that
successfully operated over a 3 year period at Mass, Grocery, Home Improvement
and Auto Parts retailers, managing a staff of 17 demonstrators
conducted over 20,500 demos at over 3,300 locations
IAMS Wal-Mart Vet Appreciation Days:
I contributed by aligning several key components:
Mobile Exhibit Display
Veterinarian at each event
P.O.S. design, production and fulfillment
P&G Pet Care sales team video production to
target Phase 1 Veterinarian Influencer group
PHASE 1
Achieved objective of
establishing in-store event
that brought Vet to Wal-Mart
stores in support of
incremental merchandisingPHASE 2 RE-LAUNCH
Leveraged success of Phase 1 with increased
SKU sampling and merchandising behind
Healthy Naturals (dog)
and Digestive Care (cat)
product launches
Program Objective to leverage IAMS as #1 Vet Recommended Pet Food, bring
veterinarians to Wal-Mart stores, and support merchandising and new product
launches
The program delivered:over 100,000 samples to consumers
over 4,800 “puppy and kitten” consumer
kits
incremental volume and display at 330
participating stores
Weyerhaeuser Racing:
Launched as a Southeastern US regional promotion to strengthen existing and develop new customer relationships with dealers and end users
Program quickly generated $5,000,000 in incremental business
Weyerhaeuser corporately supported the program across multiple regions to
introduce iLevel, a rebranding of engineered wood products line, distribution and support
I provided turn-key Hospitality and Event Management services, team, driver and sanctioning body relations
I also provided turn-key exhibit management and ROI measurement tools
American Commercial Lines:
Program began as employee recruitment tool,
evolved into a business to business marketing platform
I led team that:
designed, created and executed on-site mobile recruiting exhibit
managed numerous business to business and employee recruitment hospitality events
also managed client entertainment logistics for ACL’s Kentucky Derby and Ryder Cup events
managed hospitality and race entitlement logistics for the American Commercial Lines 200
NASCAR Truck Series races at Atlanta Motor Speedway
Client Partner Program Analysis:
and how I helped them measure their success…
I created client database system providing
efficient and accurate ROI analysis.
Database was used for Tide Racing, Tide
Soccer, Tide Sports, Gain Racing, Cheer
NCAA Football, and Bounty Super Duty
Racing in earlier versions
Example of client specific form
Example of client specific data entry form
Example of client specific reporting form
Value Proposition
Companies of all sizes and business sectors use Event
Marketing for a Competitive Advantage to Build Business
Let’s create your unique Marketing Platform to
Positively Impact your Bottom Line
Bruce B. Barker3785 Panthers Den Court
Concord, NC [email protected]
704.796.1818 (c)
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