Dreyer Promotional Event

MotoGP Week

For Dreyer Management Eyes Only

Cost Analysis

• XDL charge: $2500/day• Co-op costs through Yamaha• Reduced to $1250• If IMS can be brought on board @ 50%• $625

ROI

• Offer card for 15% off on parts & accessories OR $50 off on price of motorcycle at promo event• Track sales leads generated by printing specific cards for

each location• Scenario 1: $625 XDL charge/$250 average profit per

bike = roughly three additional units sold to break even• Scenario 2: $1250 XDL charge/$250 average profit per

bike = roughly five additional units sold to break even

Card Example

• Tracking Sales Leads

Event Itinerary

• 3 shows• Kroger : AM• Dreyer Motorsports : Noon• Lucas Oil Raceway : Afternoon

Kroger

• 5718 Crawfordsville Rd, Indianapolis, IN• Close to shop to minimize travel and set-up time• Proximity to major intersection and interstate• Proximity to Speedway to grab local resident attention• Middle class correct demographic for Motorcycles• Bring cruisers and naked streetfighters• Upper class “motorcycle stigma”• Lower class inability to purchase

• One of the higher grossing Kroger stores• Lots of foot traffic

• Big, open parking lot conducive to stunt riding

Kroger Logistics

• Dreyer display moved outside• IMS kiosk• Powered by Yamaha generator(s)

• Any additional sponsor products• Yamaha trailer• Stunt rider in quarantined area

Kroger Aerial View

Dreyer Logistics

• XDL sponsors product displayed• IMS kiosk• Powered by Yamaha generator(s)

• Autographs from riders• Send invitations to all past and current customers• Get people in the door without discounting motorcycles

Dreyer Aerial View

Lucas Oil Raceway

• Captive audience from Wednesday Night Street Legal Drag Racing• Racing enthusiasts• Sell car enthusiasts on the performance to dollar advantage

of sportbikes• Bring supersports and supersport tourings

• Proximity to shop

Lucas Oil Logistics

• XDL sponsor product showcase• IMS kiosk• Powered by Yamaha generator(s)

• Yamaha trailer• Stunt riders in quarantined area

Lucas Oil Aerial View

Television Coverage

• Contact all three major local news channels and Indy Star and Nuvo• Pre-story night before to let people know of event• Coverage of Lucas Oil event at a minimum (preferably 1

channel covers each event)

Oppurtunity Costs

• Gas and travel expenses• Need manpower to set up events• 1 person from each department?

• Could this money be spent elsewhere for a higher return?• Short-term vs long-term gains