Mergeddriveforteamusapropertofoctagon

BMW Drive for
Team USA
Staff Training
BMW Drive for Team USA 2012.
April 11, 2012
Page 1 By the Numbers.

6
tours traveling across the country

BMW Drive for
Team USA
Staff Training
April 11, 2012

315
participating BMW centers

BMW Drive for
Team USA
Staff Training
April 11, 2012

42
states visited

BMW Drive for
Team USA
Staff Training
April 11, 2012

339
Olympic athlete appearances

BMW Drive for
Team USA
Staff Training
April 11, 2012

350
iced coffees you will consume this
summer

BMW Drive for
Team USA
Staff Training
April 11, 2012

823
number of times you will be
asked 0-60 for the 3 Series

BMW Drive for
Team USA
Staff Training
April 11, 2012

25,420
expected guests

BMW Drive for
Team USA
Staff Training
April 11, 2012

38,130
Total test drives

BMW Drive for
Team USA
Staff Training
April 11, 2012

36,342
miles traveled over the next 5 months

BMW Drive for
Team USA
Staff Training
April 11, 2012

103
number of times you will
wear the same shirt

BMW Drive for
Team USA
Staff Training
April 11, 2012

$200,000
Amount raised for Team USA

BMW Drive for
Team USA
Staff Training
BMW Account Orientation Guide.
April 11, 2012
Page 12 Octagon & BMW.

• The BMW NA Octagon partnership
dates back to 1987

• BMW’s official marketing agency of
record

• BMW represents Octagon’s first and
longest standing corporate
consulting relationship

• Over the years, Octagon’s role has
incorporated strategy, idea
development, program management /
implementation, digital, vehicle
logistics and measurement

BMW Drive for
Team USA
Staff Training
BMW Event Information Guide.
April 11, 2012
Page 13 Octagon & BMW.

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 14

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 16

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 17 Octagon & BMW Relationship.

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 18

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 19 Octagon & BMW Relationship.

BMW Drive for
Team USA
Staff Training
Program History.
April 11, 2012
Page 20 Ultimate Driving Event.

In 2010 BMW and Octagon reintroduced a national driving
program to support the launch of the all new 5 Series.

The Ultimate Driving Event by the numbers:
• 10 simultaneous tours
• 65 vehicles traveling the country
• 50 Octagon Staff on the road
• 311 events in 11 weeks

BMW Drive for
Team USA
Staff Training
Program History.
April 11, 2012
Page 21 X3 Difference Event.

2011 BMW and Octagon used the momentum from The Ultimate
Driving Event and hit the road again for the X3 Difference

X3 Difference Event by the numbers
• 10 simultaneous tours
• 65 vehicles traveling the country

BMW Drive for
Team USA
Staff Training
Program History.
April 11, 2012
Page 22 BMW Drive for Team USA 2011.

In 2011, BMW signed on as the Official Mobility Partner of the
USOC and as a result BMW Drive for Team USA was born.

BMW Drive for Team USA by the numbers
• 10 Simultaneous tours
• 74 vehicles traveling across country

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 23 Launch Events Then & Now.

Launch Events Since 2010
# of Centers # of Leads
Program Conversions Conversion %
Participating Registrations Generated
Ultimate
Driving Event 311 26,572 9,780 6,573 25%
X3 Difference
Event 275 6,475 4,926 1,202 19%
Drive for Team
USA 2011 277 30,586 12,408 6,331 21%

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 24 Launch Events Then & Now.

Projections for 2012 DTUSA

# of Centers
# of Registrations Leads Generated Conversions Conversion %
Participating

315 30,000+ 12,000+ 6,500+ 23%

For the past three launch events, the average conversion number per center was 16
Last year’s BMW Drive for Team USA had an average of 23 conversions per Center

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 25 Key Components.

Test Drives. Competitive Vehicles. Olympic Integration.

Consumer Experience. Aftersales. Incentive Offer.

BMW Drive for
Team USA
Staff Training
Key Components.
April 11, 2012
Page 26 Olympic Integration.

BMW of North America is the official mobility partner of Team USA through
2016

A $10 donation will be made by BMW NA to Team USA for each test drive
taken on the event day

An Olympic affiliate will be on-site during the event to discuss the importance
of sponsors in the Olympic movement
• Current Olympians
• Olympic Hopefuls
• Former Olympians

BMW Drive for
Team USA
Staff Training
Key Components.
April 11, 2012
Page 27 Olympic Integration.

Nationwide receptions to celebrate Olympic milestones
• One Year Out
• 100 Days Out

Athlete test drives at U.S. Olympic Trial events

Drive for Team USA stops at USOC partner locations
• BMW Drive for Team USA will help kick-off the Track & Field Olympic
Trials at the NIKE campus in Oregon

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 28 Tour Map.

BMW Drive for
Team USA
Staff Training
Key Components.
April 11, 2012
Page 29 Event Options.

Tour Elements Option A Option A+ Option B

Event Type Single day event Two day event Single day event

Staff Nine Staff: Ten Staff: Four Staff:

One (1) Octagon One (1) Octagon One (1) Octagon
Tour Manager Tour Manager Tour Manager

Two (2) Automatik Two (2) Automatik One (1) Automatik
Product Product Product
Facilitators Facilitators Facilitator

Six (6) Octagon Six (6) Octagon Two (2) Octagon
Event Event Event
Coordinators Coordinators Coordinators

One (1) Octagon
Full Time Staff
Vehicles Five (5) BMW 3 Five (5) BMW 3 Two (2) BMW 3
Series Three (3) Series Sedans Series Sedans
Competitor Three (3) Two (2)
Vehicles Competitor Competitor
Vehicles Vehicles

BMW Drive for
Team USA
Staff Training
Key Components.
April 11, 2012
Page 30 Event Flow.

Interested participants pre-register online in the time slot of their choice or on-site
during event

Vehicle information session led by Product Facilitators

Test drive staff escorts participants to the vehicle fleet in parking area and provides a
brief tutorial on the vehicle instruments/test drive route

Participants take a 20 minute test drive on a pre-determined route in BMW and/or
competitor vehicle

Upon completion of test drive(s), participants are given a post drive survey and gift

BMW Drive for
Team USA
Staff Training
Key Components.
April 11, 2012
Page 31 Consumer Experience.

Consumer Registered to test drive Consumer Registered to test drive
competitive model + BMW BMW only
10:45am
10:45am
Consumer arrives, greeted by event staff and
directed to Registration table Consumer arrives, greeted by event staff and
directed to Registration table

11:00am
Guests escorted to Information Session by
Product Facilitator 11:00am
Guests escorted to Information Session by
Product Facilitator
11:25am
Consumer directed outside to test drive
competitive vehicle – Always first TD
11:25am
Consumer directed outside to test drive BMW 3
11:55am Series
Consumer returns, test drives BMW 3 Series –
Always second TD

11:55pm
12:25pm
Consumer directed back to registration for
Consumer directed back to registration for post-
post-event survey & Thank You gift
event survey & Thank You gift

BMW Drive for
Team USA
Staff Training
Event Day Overview.
April 11, 2012
Page 32 Weekday Schedule.

Event Day Schedule
On-site set-up begins. Staff arrives with vehicles,
9:00am vehicles washed, registration set-up, signage
placed.
Client Advisor training session begins
9:30am
(led by Product Facilitator)
Client Advisor session concludes, cars available
10:30am
for further study
10:45am Guests begin arriving, registration begins

11:00am First group Information Session begins

11:30am First test drives of the day begin
Shift to 40 minute test drive due to evening
5:00pm
rush hour
6:45pm Final Information Session begins

8:00pm Final test drive concludes

8:30pm Event materials packed, tour departs for next event

BMW Drive for
Team USA
Staff Training
Event Day Overview.
April 11, 2012
Page 33 Saturday-Sunday Schedule.

Event Day Schedule

On-site set-up begins. Staff arrives with vehicles,
7:30am vehicles washed, registration set-up, signage
placed.
Client Advisor training session begins
8:00am
(led by Product Facilitator)
Client Advisor session concludes, cars available
9:00am
for further study
9:15am Guests begin arriving, registration begins

9:30am First group Information Session begins

10:00am First test drives of the day begin

4:30pm Final Information Session begins

5:30pm Final test drive concludes

6:00pm Event materials packed, tour departs for next event

BMW Drive for
Team USA
Staff Training
Event Day Overview.
April 11, 2012
Page 34 Interior Layout.

Deco Welcome
screen Registration Table

Kiosks with
Olympic
footage

Catering

Display Pop up Pop up
Banners display display

BMW Drive for
Team USA
Staff Training
Event Day Overview.
April 11, 2012
Page 35 Interior Layout.

BMW Drive for
Team USA
Staff Training
Event Day Overview.
April 11, 2012
Page 36 Interior Signage.

BMW Drive for
Team USA
Staff Training
Event Day Overview.
April 11, 2012
Page 37 Registration Desk.

BMW Drive for
Team USA
Staff Training
Event Day Overview.
April 11, 2012
Page 38 Exterior Layout.

BMW Center

Tent

Comp.

Comp.

Comp.
F30

F30

F30

F30
Tent Test Drive
Fleet
Aftersales
vehicle

Flags
lining
entryway

BMW Drive for
Team USA
Staff Training
Event Day Overview.
April 11, 2012

BMW Drive for
Team USA
Staff Training
Key Components.
April 11, 2012
Page 41 Vehicle Overview.

BMW 3 Series BMW X5 and Trailer

Lexus IS 250 Audi A4 Mercedes Benz C250
2.0T Luxury

BMW Drive for
Team USA
Staff Training
Key Components.
April 11, 2012
Page 42 Lead Generation.

Upon arrival guests will register on-site with event staff
• iPad registration
• Paper registration as back up

Post event survey
• Always direct guests back to the Welcome table after their test
drive
• Guests will rate their experience after completion of their
information session and test drive via the iPad system
• Must check “Yes” for center to receive their information

Guests must participate in the event to receive the sales incentive

BMW Drive for
Team USA
Staff Training
Key Components.
April 11, 2012
Page 43 Sales Incentive.

Following their participation in the event, registered guests will be eligible to
redeem a $1,000 allowance towards the purchase of a new BMW.

• Eligible Model Years (“MY”) 2012 and 2013

• Allowance available from April 17, 2012 until October 31, 2012 on all
models except MY12 3 Series xDrive Sedan

• Allowance available on MY12 3 Series xDrive Sedan until January 2, 2013

• Only offered to registered guests that participate in the event

• Redeemed through a Unique ID code

BMW Drive for
Team USA
Staff Training
Key Components.
April 11, 2012
Page 44 BMW Aftersales.

Sport Line 3 Series with M Performance parts will be displayed at each
event

One Octagon event staff member will operate an Aftersales tent to
promote accessories

Gift bags will be given to each registrant

BMW Drive for
Team USA
Staff Training
Key Components.
April 11, 2012
Page 45 Partner Participation.

BMW Drive for
Team USA
Staff Training
Event Day Overview.
April 11, 2012
Page 46 Event Attire.

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 47

Break

BMW Drive for
Team USA
Staff Training
BMW Drive For Team USA 2012.
April 11, 2012
Page 48 Vehicle Logistics.

BMW Drive for
Team USA
Staff Training
Vehicle Logistics.
April 11, 2012
Page 49 Overview.

Tour vehicles in starting location

Pick up/Prep Process

Drive for Team USA Windshield Decals

Drive the cars

BMW Drive for
Team USA
Staff Training
Vehicle Logistics.
April 11, 2012
Page 50 Maintenance.

Vehicle Maintenance Binder Insurance and Repairs

Documentation & receipts

• Standard Maintenance • BMW Warranty
• Sensor Lights • Marsh Insurance
• Tire/Rim Damage
• Vehicle Body Damage

BMW Drive for
Team USA
Staff Training
Vehicle Logistics.
April 11, 2012
Page 51 Maintenance.

• Problem with a BMW vehicle?
• Bring it to a BMW Service
Department’s Service Manager

• Diagnostics Test
• Results will determine next steps
• Call Paul: 203-559-9915

• Next steps will be determined

• Invoice will be provided for any
inspections or repairs
• Keep copies in the vehicle
maintenance binder
• Send a copy to Paul via email or
fax immediately

• Problem with a competitive vehicle?
• Call Paul for next steps

BMW Drive for
Team USA
Staff Training
Vehicle Logistics.
April 11, 2012
Page 52 Maintenance Binder.

Vehicle Maintenance Record

• The Tour Manager will have an excel file for each vehicle tour for logging

• Fill in all appropriate fields with detailed information

BMW Drive for
Team USA
Staff Training
Vehicle Logistics.
April 11, 2012
Page 53 Accident Reporting.

• Got into an accident?
• Notify the local Police right away to
document the incident and provide a
Police Report

• Never admit fault
• Have the Police Officer assess the
situation and collect information from
all parties

• Accident Report Forms
• Glove box - fill it out completely
• Should an accident involve a participant
or staff, but no other parties – fill out an
accident report with the drivers info

• Description
• Make sure all parties involved and any
witnesses provide a written statement

• Call Paul
• if you or anyone else is involved in any
type of accident

BMW Drive for
Team USA
Staff Training
Vehicle Logistics.
April 11, 2012
Page 54 Accident Reporting.

Accident Reporting Form

BMW Drive for
Team USA
Staff Training
Vehicle Logistics.
April 11, 2012
Page 55 Final Words.

The Cars are the Stars!

These vehicles are now under your care
so please be safe, show ownership and enjoy!

BMW Drive for
Team USA
Staff Training
BMW & The Olympic Movement.
April 11, 2012
Page 56 Overview.
• BMW UK - London 2012 Olympic Games & British Olympic Committee
• BMW China - Chinese Olympic Committee
• BMW France - French Olympic Committee
• BMW Greece - Greek Olympic Committee
• BMW NA - United States Olympic Committee
• BMW Spain – Spanish Olympic Committee

• Unquestionable Brand Fit: Innovative, Goal-Oriented, Inspiring, Athletic

• For U.S. Market, continued investment and commitment to America

• What is the USOC?

U_______________
S_______________
O ______________
C _______________

BMW Drive for
Team USA
Staff Training
USOC Sponsorship.
April 11, 2012
Page 57 Rights & Benefits Summary.
Term June 1, 2010 – Dec. 31, ________

50 US States & District of Columbia
Territory
Excludes _____________, American Samoa, Guam & US Virgin Islands

Passenger & road vehicles, ________, vehicle parts, motorcycle helmets,
Category breakdown & recovery services

Official Mobility, Automotive, Vehicle or Transportation Partner/Provider
Designations of USOC, US Olympic Team and ____________________

Brands BMW & MINI, _____________, BMW Motorrad & Husqvarna

Use of Olympic & Paralympic emblems to advertise, promote & sell
products

Official Partner of four National Governing Bodies (NGBs):
________________________________________________________________

BMW Drive for
Team USA
Staff Training
Olympic Landscape.
April 11, 2012
Page 58 Overview.

Provides Financial International Olympic Provides Financial
Support Support
Committee (IOC)
Owns the rights to the Olympic symbol and the
Olympic Games
Has authority over the Olympic movement

National Olympic
Committee (NOC)
Organizing Promotes principles of Olympism at a
Committee of national level
the Olympic Organizes events, training, athletes,
and teams
Games (OCOG)
Organize, manage, and
oversee the Games in the
designated city

National Governing
Body (NGB)
Responsible for selection
and development of National
teams and athletes

BMW Drive for
Team USA
Staff Training
Olympic Landscape.
April 11, 2012
Page 59 Partners.

11 Worldwide Partners

22 USOC Partners

London 2012 Partners
and Supporters
(UK Territory Only)

BMW Drive for
Team USA
Staff Training
Key Initiatives.
April 11, 2012
Page 60 BMW Performance Team.

BMW Performance Team
• Ricky Berens – Swimming
• Matt Chrabot – Triathlon
• Bryan Clay – Track & Field
• Natalie Coughlin – Swimming
• Janet Evans – Swimming
• April Holmes – Paralympic Track &
Field
• Jonathon Horton – Gymnastics
• Clay Johnson – Sailing
• Sanya Richards Ross – Track &
Field
• Evelyn Stevens - Cycling
• Mallory Weggemann – Paralympic
Swimming

BMW Drive for
Team USA
Staff Training
Key Initiatives.
April 11, 2012
Page 61 2011 Performance Team Voting.

BMW Drive for
Team USA
Staff Training
Key Initiatives.
April 11, 2012
Page 62 Technology.

• Technology is at the core of BMW’s strategic platform

• Goal: Create lasting Olympic legacy in a way uniquely BMW

• Collaboration with USA Track & Field on a velocity measurement system

• More than just financial support!

BMW Drive for
Team USA
Staff Training
Leveraging the USOC Partnership.
April 11, 2012
Page 63 BMW Programs.
Everyday Consumer Prospects/Owners

Merchandise Employees

BMW Drive for
Team USA
Staff Training
USOC Partnership.
April 11, 2012
Page 64 Olympic Trivia.

• Q: What do the colors of the Olympic Rings represent?

• Q: How many Olympics has the United States hosted?

• Q: Who currently holds the title of “World’s Greatest Athlete”?

• Q: What does NGB stand for?

• Q: How many medals does Natalie Coughlin need in the London 2012
Olympic Games to become the most decorated female swimmer ever?

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 65 Questions?

BMW Drive for
Team USA
Staff Training
Thank you for your attention.
April 11, 2012
Page 66

BMW Drive for
Team USA
Staff Training
April 11, 2012

Procedures.
Page 1

BMW Drive for
Team USA 2012

The Ultimate
April 2012 Driving Machine

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 2 Breakdown of Event Responsibilities.

Tour Staff Responsibilities BMW Center Responsibilities
Complete event oversight Customer acquisition

Lead Information & Client Advisor Training Client Advisors on-hand to interact with guests and
Sessions attend Client Advisor Meeting

Conduct guest registration Preparation of Center for event

Set-up event signage & materials Provide assistance with vehicle preparation and
repairs, if needed
Position vehicles Provide and arrange light snacks and beverage
service
Oversee all test drives Provide additional vehicles for test drives

Fuel, wash & prepare BMW tour fleet
vehicles

2

BMW Drive for
Team USA
Staff Training
Roles and Responsibilities.
April 11, 2012
Page 3 In Center Set-Up.

In Center Set-Up
• Review floor plan with site contact to determine location of all event
materials
• Set-up Welcome/Registration table
• Prepare RSVP list on laptop
• Prepare wristbands
• Turn on iPads; clear iPad cache every morning
• Set-up signage
• Decoscreen
• Retractable signs
• Pop-up tent & flags
• iPad Kiosks
• Unpack Thank You gifts for distribution

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 4 Exterior Set Up.

Exterior Set Up
• Coordinate with center to wash and detail vehicles
• Set up Welcome tent and Aftersales tent
• Coordinate with center to clear parking spaces for all test drive vehicles
• Test drive fleet brought by event staff
• Center provided vehicles
• Set up flags (require water hose)
• Welcome sign

BMW Drive for
Team USA
Staff Training
Event Day Overview.
April 11, 2012
Page 5 Vehicle Preparation.

Vehicles
• Fuel up each test drive vehicle prior to arrival
• Wash each vehicle on-site the morning of the event if car wash is
available
• Detail each vehicle
• Set all vehicle odometers to “0”
• Program navigation system with that Centers address as the ‘1’
button
• Set display screens to “Home Screen”
• Set radio to a station recommended by the Center, with low volume
• Apply windshield decals to any Center provided vehicles
• Detail display vehicles inside the Center (with Center’s approval)
• Place BMW model and UDM plates on display vehicle

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 6 Test Drive Route.

Test Drive Route (2 people)
• Review route provided by Center
• Route should be dynamic
• Avoid construction, school zones and any
obstacles on route
• Review test drive route with Center contact
upon return; discuss any issues and, if
necessary, make any changes to the route
• Print copies (one per vehicle) and back up
copies
• Place test drive route in the protective
sheets
• Place test drive route sheets in each vehicle
• Place back-up route sheets at the
registration desk in case additional cars are
called in or sheets are lost/taken

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 7 Registration.

Registration Responsibilities
• Greet guests
• Register guest’s information as a Pre-Registered guest or a Walk-Up
• Ask for driver’s license
• All drivers and passengers must sign a Waiver
• Wristband
• Escort guest to Product Information Session
• Post-Event Survey
• Thank You Gift

BMW Drive for
Team USA
Staff Training
Event Day Overview.
April 11, 2012
Page 8 Wristband System.

Please use a wristband for every guest that participates including guests
that will drive and their passengers.

Color-coded system is recommended
• One color used for pre-registered guests
• One color used for walk-ups
• One color used for any guest that has not signed a liability waiver

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 9 Test Drive Staff.

Test Drive Orientation
• Welcome guest, introduce yourself
• Escort guest from Information Session to their designated vehicle
• Ask them if they are familiar with BMW vehicles
• If Yes, “Great, here are just a few things about this model I want
to point out to you….”
• If No, be sure to take them through key elements of the car
• Start/Stop button
• Lights & windshield wipers, if necessary
• iDrive features
• Map feature & pre-programmed address, should they get
lost

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 10 Test Drive Staff.

Test Drive Orientation (continued)
• Mileage Tracker Chart
• Vehicle’s mileage
• Driver’s name and cell phone number
• Let the driver know:
• Drive safely, obey all speed limits and traffic laws
• Please follow the test drive route and return on time
• There is a full day of test drives schedules and out of
respect for the next driver
• Will be easier for us to locate you in case of an accident or
breakdown

BMW Drive for
Team USA
Staff Training
April 11, 2012
Page 11 Driving Practices.

Traveling to the event:
• Caravan
• Stay together - Arrive together and leave together

Fuel
• Always fill up prior to arriving to the event
• Use appropriate fuel
• Gas stations

Speeding and Parking Violations
• Any violations incurred will be your responsibility
• BMW will not pay for your tickets!

Tolls
• E-Z Pass
• SunPass
• Toll violations will be your responsibility to pay

BMW Drive for
Team USA
Staff Training
Vehicle Logistics.
April 11, 2012
Page 12 Things to Remember.

Please Do Not: Please Do:
• Eat or Drink • Drive Moderately
• Smoke • Wear your seatbelt
• Text Messaging • Use Bluetooth
• Hand held phone calls • Fuel with 91 or 93 Octane
• Operate navigation • Treat the vehicles with care
• Leave belongings • Represent BMW and Octagon
• Speed • Enjoy the drive

BMW Drive for
Team USA
Staff Training
Vehicle Logistics.
April 11, 2012
Page 13 Things to remember.

There is a ZERO TOLERANCE ALCOHOL policy. You CANNOT drive
ANY of the vehicles if you plan to consume, or do consume, any
beverage containing alcohol at any meal or any point in time!

Driving a BMW is a privilege and if a participant cannot abide by the
rules of the road then their driving privileges may be revoked by the
onsite staff.

You are representing not only your group, but are acting as an
employee of BMW as well and your work must reflect their standards.

BMW Drive for
Team USA
Staff Training
Thank you for your attention.
April 11, 2012
Page 14

BMW DRIVE FOR TEAM USA.
WEEKLY FLASH.
We are officially 17 days into the BMW Drive for Team USA program and are off to an incredible
start. In the month of April, we have executed a combined 43 events with over 4,300 registered
attendees.

April Numbers at a Glance:
Events Participants Test Drives

Tour 1 8 1,154 865

Tour 2 8 550 594

Tour 3 6 391 416

Tour 4 5 371 409

Tour 5 7 710 616

Tour 6 9 1,141 443

TOTAL 43 4,317 3,343

April Highlights:
• The most heavily attended event was executed by Tour 1 at Lauderdale BMW of Pembroke Pines.
The event was attended by 262 guests and the team captured over 200 leads.
• A local news crew visited Tour 4 in Beaumont, Texas to report on the Drive for Team USA
program and Olympian Ebonie Floyd.
• Tour 5 accommodated 200 event attendees & generated 164 leads at Creiver BMW on 4/24.
• Over two days Tour 6 managed 268 guests which resulted in over 200+ leads.

BMW Drive
for Team USA

The Ultimate
Weekly Flash Driving Machine

WEEKLY FLASH.
Photo Contest:
As of this month, we will be conducting a monthly
photo contest! The tour that submits the winning
photo will win a prize to be named later. Selection
criteria: creativity, visual appeal, inclusion of
national landmarks & vehicle integration. Please
submit photos to Stephanie Dumais.

Tips and Tricks of the Trade:
• When counting test drives, please include
registered guests that drive vehicles provided
by the Center
• Tour 5 utilized their iPad kiosk to display
Olympian biographies
• Be careful with your signage when assembling
and disassembling

Weekly Reminders:
• After 2 ½ weeks, we’ve already suffered a
handful of accidents.
• Thankfully everyone is safe, but please be
careful!
• Blue tooth your phones, provide yourself
enough time to get to your destination &
focus on the road!

Countdown to London: 84 Days
Submit your team’s pictures and feedback to for the next Weekly Flash
to Stephanie.Dumais@Octagon.com by Thursday at 8:30am.

WEEKLY FLASH.
As we enter the second month of event activation, the BMW Drive for Team
USA program has shown no signs of slowing down. From May 1st - May 9th ,
the program executed a combined 28 events with over 3,400 registered
attendees.

Numbers at a Glance (May 1st to May 9th )


Tour 1 5 1,157 518

Tour 2 5 429 413

Tour 3 3 80 116

Tour 4 4 177 135

Tour 5 5 698 173

Tour 6 6 879 494

TOTAL 28 3,420 1.849

Weekly Highlights:
• The most heavily attended event in May was executed by Tour 1 at Vista
Motor Company - Coconut Creek. The event was attended by 319
guests and the team captured over 250 leads.
• Celebrity Sightings! Tour 6 executed events that were attended by actors
James Marsden & Amanda Bynes.
• Despite low attendance numbers, Tour 3 was nearly able to produce a
1.5:1, test drive to participant ratio last week - higher than all other tour
teams.
• Tour 6 executed the most events last week (6) and handled back to back
high traffic days in which both events were attended by more than 150
guests.
BMW Drive
for Team USA

The Ultimate

WEEKLY FLASH.
Standout Performer:
• Tour 2 executed an event at Fields BMW
which was attended by a deaf guest. Tour 2
didn’t panic as Darcy Gray jumped into
action and helped communicate the
registration and test drive process using
her sign language skills! Great job Darcy!

• Tour 1 has worked to “cross train” their
entire staff so they can seamlessly rotate
between event stations.
• Conduct weekly inventory reports of
giveaways (hats, bags, etc.) to ensure your
team never runs out of gift bag materials.

Weekly Reminders:
• Be aware of your per diem spending each
day. Only charge $50 to your AmEx and
put the excess charges on your personal
card. Tour 4 Always Recognizes a Good Photo Opp.
• Write waiter tips on your itemized receipts.
Accounting doesn’t need two copies of the
same charge.

Photo Contest Update:
• Congratulations to Tour 3 for winning this
week’s photo contest. The winning photo
was taken at Bryant-Denny Stadium at the
University of Alabama – Roll Tide!

Weekly Photo Contests (Cumulative Results to Date)

Tour 1 Tour 2 Tour 3 Tour 4 Tour 5 Tour 6

$0 $0 $75 $0 $0 $0


WEEKLY FLASH.
The BMW Drive for Team USA tour recently completed its 4th full week of
events which featured activations in 8 different states. From May 10th -
16th, the tour executed 21 events with over 1,300 event attendees.

Numbers at a Glance (May 10th to May 16th)


Tour 1 3 127 125

Tour 2 4 209 380

Tour 3 3 203 275

Tour 4 4 272 323

Tour 5 5 395 379

Tour 6 2 119 190

TOTAL 21 1,325 1,672

Weekly Highlights:
• Tour 1 was able to convert 95% of their participants into leads –
more than any other tour last week.
• Together, Tours 2 & 5 accounted for 759 test drives which is 45% of
all DFT USA test drives registered last week.
• The most heavily attended event was executed by Tour 4 at BMW of
Austin on 5/10. The event was attended by 118 guests and the
team captured 104 leads.
• Tour 5 executed the most events (5) and registered the highest
number of attendees per event (79).
BMW Drive
for Team USA

The Ultimate

WEEKLY FLASH.
• To avoid parking lot traffic jams, Tour 3 has been
creating a “finish line” area for clients to park as
they return from test drives. The „finish line‟
region allows staffers to easily direct clients to the
post-event survey station while other team
members stage the vehicle for the next guest.
• Tour 5 is doing a great job of documenting their
athlete appearances by capturing pictures of the
athlete signing autographs, posing for pictures Tour 2 helping Courtney Kupets show
and interacting with attendees. off her Gymnastics medals.

Weekly Reminders:
• Thank you emails are delivered to customers 48
hours after each event. To manage attendees‟
expectations, please inform guests that they can
anticipate receiving their incentive offer 1-week
following the event.
• Be mindful of your per diem. If a team member
buys you lunch on their card, your portion still
counts towards your daily per diem limit. Photo Contest Honorable Mention - Tour 3
at the BMW Plant in Spartanburg, SC.

This Week‟s Photo Contest Winner:
• Congratulations to Tour 5 on winning this weeks
photo contest. The winning photo features blind
Paralympic sprinter Lex Gillette and his walking
cane.
• Tour 3 receives an honorable mention shout out
for staging 3 vehicles in front of the BMW plant in
Spartanburg, SC.

Photo Contest Winner – Tour 5

Weekly Photo Contest (Cumulative Results to Date)

$0 $0 $75 $0 $75 $0


WEEKLY FLASH.
Following the July 4th holiday, the Drive for Team USA tour has returned
to the road and event activation is back in full swing. From July 10th –
17th , the tour managed 2,296 registered guests and facilitated over
2,500 test drives. As a whole, the tour averaged 79 attendees per event
last week.
Numbers at a Glance (July 10th-17th):


Tour 1 5 611 660

Tour 2 6 652 698

Tour 3 5 390 429

Tour 4 5 218 242

Tour 5 4 160 184

Tour 6 4 265 297

TOTAL 29 2,296 2,510

Weekly Highlights:
• Tour 1 managed back-to-back level ‘A’ events at BMW of Freehold
and Circle BMW in which they managed 212 & 101 guests
respectively.
• Tour 2 executed 6 events and registered the highest number of
attendees per event (109).
• Team 5 did a great job encouraging guests to drive multiple vehicles
as they registered the highest participant-to-test drive ratio last week.
• Tour 6 executed an event at BMW of Seattle in which they hosted 108
attendees and generated 80 leads.
BMW Drive
for Team USA

The Ultimate

WEEKLY FLASH.
• Some Centers have been creating their own
registration list for their event. It’s important that we
give priority to guests that have made reservations
online via BMW’s registration system. Do your best to
place Center guests in vehicles where space permits.
Work with the Center to utilize their vehicles & Client
Advisors if attendee demand exceeds our fleet’s
capacity.
• Tour 4 has been doing an excellent job of capturing Tour 6’s Paralypmian Cody Reese
client quotes. Write down quotes down as soon as you
hear them to ensure we accurately capture guest
feedback.

Weekly Reminders:
• Please continue to make the Aftersales station a focus
on-site at events. All team members should be well
versed in BMW accessories and one staffer should
accompany the Aftersales vehicle/ tent at all times.
• Continue to manage your inventory levels and Deena from the MTV show Jersey
communicate needs to the Norwalk team. Many tours Shore visited Tour 1 and purchased
have big events on the schedule which can quickly a new 328i
deplete your team’s inventory.
• Please use care in packing & unpacking your display
elements. Try to repair damaged equipment on-site
and be sure to notify the Norwalk team regarding the
item’s condition.
photo contest. The winning photo features the 3
Series at BMW NA headquarters in Woodcliff Lake,
Tour 2 - Photo Contest Winner at
NJ. BMW NA


$0 $75 $150 $75 $75 $150


WEEKLY FLASH.
Congratulations on completing our forth month of event activation.
During the month of July, the Drive for Team USA program executed 68
events which were attended by 5,152 guests.

Numbers at a Glance (July 18th-31st):


Tour 1 7 924 944

Tour 2 6 830 844

Tour 3 5 280 313

Tour 4 7 473 547

Tour 5 5 286 340

Tour 6 3 142 160

TOTAL 33 2,935 3,148

Weekly Highlights:
• Tour 1 hosted the largest A+ event in July at BMW of Morristown on 7/27 &
7/28. The two day event was attended by 282 guests and the team
captured 205 leads.
• Tour 2 executed the largest A event last week at BMW of Bayside in which
the team managed 191 attendees.
• Tour 4 hosted a Drive for Team USA event at fellow USOC partner Dow
Chemical in Midland, MI.
• Tours 4 & 6 completed their last events of the Drive for Team USA program
at BMW of Traverse City & BMW of Honolulu respectively.

BMW Drive
for Team USA

The Ultimate

WEEKLY FLASH.
• Tour 5 visited a Center that planned to close at 4
pm, a few hours before the conclusion of their Drive
for Team USA event. With the help of the Center’s
client advisors, the team called registered guests
that had appointments late in the day and
rescheduled their test drive to accommodate the
Center’s normal business hours.
• If Tour 2 anticipates a busy event, they’ll request
that the Center feature two 328i display vehicles on
the showroom floor. Having two display cars allows
Tour 4’s Paralypmian Cody Reese
both Product Facilitators to conduct walk-arounds
simultaneously.

Weekly Reminders:
• We’ve received a few speeding tickets that were
issued by stationary police cameras. Be aware of
speed limit changes while traveling through
different states. As a reminder, all driving citations
are the responsibility of the driver and cannot be
expensed.
• Remember to check vehicles for damage after Future BMW Owner at BMW of
West Springfield in Massachusetts
every client test drive.
• Be on the lookout for updates regarding end of
tour travel details. The Norwalk team will distribute
travel memos 1 week prior to each team’s
departure.

photo contest. The winning photo features the 3
Series at the Verrazano Bridge in New York.
Tour 2 – Photo Contest Winner


$0 $150 $150 $75 $75 $150


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