Marketing 101

re: Marketing 101

Soldier Course — Wed, 30 Sep 2009 12:39:42 GMT

Volunteer:

Your comment that "horse lovers do not pay the bills" unless they are big gamblers overlooks the economic impact that many horse lovers have on the sport.

Many of us:

Subscribe to racing publications

Donate to Thoroughbred charities

Visit Central Kentucky and support the local economy by spending at hotels, restaurants, shops, tour companies, distilleries, KY Horse Park, Keeneland, Churchill Downs, etc.

Encourage our friends to do the same.

re: Marketing 101

Soldier Course — Tue, 29 Sep 2009 23:36:33 GMT

Bob C:

Sounds like something that Mr. D. would have done at Arlington Park. He wanted the fans to be happy and to have a positive experience at his track.

re: Marketing 101

Firebrand — Tue, 29 Sep 2009 18:38:40 GMT

I am in complete agreement with brogers. I wager on races all of the time and I get tired of having to figure out some of the odds. Why not just simplify it so that it's easier and friendlier, especially for beginners?

re: Marketing 101

da3hoss — Tue, 29 Sep 2009 17:51:38 GMT

Volunteer...all the more reason you need the horse lovers...everybody who comes will bet...

jkHRFan g or g, you're right...horse racing has TWO channels devoted to horse racing...get the advertising going on other channels.

Heck, advertise TVG and HRTV on JOCKEYS!!!!

That's part of the problem, too, proprietary running of races...I can't get HRTV unless I go up 2 more levels on cable, I already went up one to get TVG...

re: Marketing 101

Bob C — Mon, 28 Sep 2009 19:44:53 GMT

Alex, Please tell them to listen to their fans. I've heard that Ron Geary, owner of Ellis Park, walks thru the clubhouse and grandstand and talks to his customers and listens to their concerns. If more people in management would do that, the business end would take care of itself.

re: Marketing 101

wabstat — Sun, 27 Sep 2009 11:30:19 GMT

Racing has many serious problems, many have been touched on as I read through the blog. Nevertheless, a few simple steps could help this sport immensely. The weekly polls are irrevalent, NTRA should create a point system based graded stakes wins (of course, you must first fix the grading of stakes). Create standings for each catagory and award the championship to the competitor who earns the most points at years end. This would help create stars the public could follow, strengthen feature races which the BC has devalued, replace the ill-conceived "win and your in". These year-long standings are an easy way for the lazy media to track the sport. All sports run on star power, NTRA needs to help create stars. A couple of other important steps would be the creation of a national wagering menu and payout format to cut down on confusion. The game intimidates new players. Finally, todays young people will not stand for real or perceived mistreatment of animals. Kicking the dopers/cheaters out, softening the whips and aftercare for retired runners are prerequisites for sustained growth. The clock is ticking.

re: Marketing 101

Volunteer — Fri, 25 Sep 2009 21:14:01 GMT

Horse Sense for U got it right, but he wasn't plain enough. Horseracing is a gambling sport - horse lovers don't pay the bills. Talk all you want about cheaper drinks so a family can enjoy a day at the track, but the bills are paid by gamblers. The only reason people ever heard about Seabiscuit was because prohibition was ended and gambling was permitted. That's why racing became popular again, not because people love horses. Otherwise, he would have spent his whole life in Tijuana.

Unfortunately, we don't have a monopoly on gambling any more, and slots, table games and lotteries are more popular. If you can find a way to attract more gamblers, the rest will take care of itself and horse lovers can watch the races without spending a dime, as usual.

re: Marketing 101

dMarkowitz — Fri, 25 Sep 2009 18:51:28 GMT

What surprises me is that every comment basically goes along with the very misunderstood attempts by the NTRA. Everyone, including the ad gurus working for the NTRA are focused on making things hard.The other comments want to "recreate the wheel." Take a page from JPeterman or Martha Stewart, just focus on the beauty. That day at the track is one of pure beauty, if there is gambling OK, more fun. I feel like I am talking to my children " everything should not have to cost a fortune to be FUN!"

re: Marketing 101

Soldier Course — Fri, 25 Sep 2009 12:54:28 GMT

"...ESPN showcasing some of the best racing in America to a national TV audience"?

In what year?

In whose dreams?

Rachel Alexandra's Woodward Stakes was the culmination of the most remarkable 3YO campaign this sport has seen in recent memory. Where was it "showcased"?

If it hadn't been for a chance comment by another blogger, I would have missed seeing this historic moment in real time, on Sports South. Thousands and thousands of other fans across the nation weren't quite so fortunate. Explain to me why a devoted fan has to depend on luck to be able to see your product. Is the NTRA's current business model grounded on that old railbird theory - "Better lucky than good"?

Read the fine letter by Joanne Garroway published in the September 19, 2009 print edition of The Blood-Horse. I am not the only fan who has been let down.

re: Marketing 101

Kevin — Fri, 25 Sep 2009 03:54:06 GMT

Mr. Waldrop,

It is late, I have been up since 4AM and I will be up again at 5AM, so please excuse any mistakes.

The experience of attending the race track must be enhanced for the first time visitor and the daily fan. One small but very large way of doing this is to make it less expensive for food and beverage costs. Doing this, one can make the first time visitor a repeat customer and maybe, create a fan.

Irregardless of prior comments, it is expensive for a couple with children to attend the track for a race day. It is expensive for the individual. Racing is not a once a week, once a month, exhibition, it is a daily contest of athletes. A contest that is contested nine or ten times a day, five or six days a week. The fan contributes to the financial success of this endeavor with his betting. It is not necessary or prudent from a business point to rake the fan on the comfort cost of attending the race track.

I could expand this point but, as I said, it is late. I only know I would rather sell twenty sodas for $2.00, then three sodas for $4.75. I would make a larger profit on the volume, and the volume of sales would represent more patrons betting. That is where race track management is supposed to be making their money.

Briefly reading others comments I have seen valid suggestions, but like the disappearing horse owner, we are faced with the disappearing fan base. Race tracks need not only to attract new fans, but they must strive to keep them. Making the experience of attending the race track affordable would go a long way in attaining that goal.

re: Marketing 101

RobfromBMore — Fri, 25 Sep 2009 03:07:36 GMT

Mr.Waldrop , if you are really reading these emails, I appreciate that. I doubt that Bud Selig or Roger Goodell ask fans for emails.

Where do we start in promoting horse racing? Plenty of good ideas can be put in place. Lots of good ideas listed above. I like Fire Slams ideas. Lets move Horse Racing into night time. Horse Racing can be a great family activity. That way maybe we could get a race on ESPN? or Network T.V.? We probably need to consider no whips on horses to attract new people. All Race Tracks need to be clean facilities with workers who are there to help the bettor. I would love to see the Breeder's Cup at the greatest race track in the country, Keeneland Race Course.

Horse Racing has some very good and passionate friends. Please good fans, continue to take your friends and family to the track. The Jockey's Show has been good. Please advertise Horse Racing on Saturday afternoon or Sunday afternoon in big time sports games.

re: Marketing 101

Horse Sense for U — Thu, 24 Sep 2009 20:22:28 GMT

One of the first principles of business is to have your product or service as good as possible before you market it to the general public. No amount of marketing can overcome a bad product and Thoroughbred Racing today is a terrible product. Where do we start Mr Waldrop with Marketing 101?

Las Vegas since the beginning of time has rewarded their better customers with perks. It is an essential part of their very sophisticated internal marketing plan. Racing treats all customers equally; with disrespect and distain.Racing has fought rebates at every turn

Churchill Downs is now a law firm that originated the practice of witholding signals as a negotiation tool with total disregard and distain for its customers.

Takeout continues to be one of racings dirty secrets. There needs to be education, transparency and competition for customers over takeout. There needs to be one centralized hub for signals and rates.

Simulcast races continue to have identical posts and run right over the top of each other on a daily basis. How stupid is that and how hard of a fix would that be.

It has taken 20 years to get the saddle cloth colors coordinated for the Breeders Cup. Staggering post time could take a century and an act of Congress.

Other OBVIOUS ABSURD PRACTICES

$1 minimum superfecta on big race days - total disregard for players

$1 minimum pick 4's Hello Saratoga total disregard for players

No Superfecta on Woodward last month Hellllloooooooo NYRA anyone home!!

Polytrack is a failure but the industry is too vested to admit it. Big Gamblers HATE it and avoid it. It has turned the handicapping world upside down

Betfair the largest bookmaker in the world now owns TVG and is taking U.S. marketshare. Bookmaking doesnt contribute to parimutual racing. Thats a little weird isnt it

The Milleniums love the color and social aspects of racing on the surface but they dont bet. They are much more comfortable with online poker because its more straight forward(and by the way illegal)To think that Racing cant even compete with an ILLEGAL enterprise is astounding and shameful.Racing goes out of its way to make things more complicated daily. Polytrack sealed that deal from a handicapping standpoint. Mountains of Data have become almost useless.

The inability to get serious and develop tough standardizations for drug policies has continued to fuel the young peoples view that racing is "Fixed" and drug offenders get only hand slaps.

This is whats for sure; if aggressively market to the younger generation. Social media cuts both ways. You can spread the word fast but bad news travels double fast thru their channels. Be real careful here. Fix your product first ( Its a real lousy product right now) before you drive more people to the poker tables.

Racing is on the verge of getting much much smaller. Everyone involved can feel it coming. It will always be around but in a consolidated fashion. Much more event oriented and not a day to day way of life. The lost opportunites because of decades long ego clashes and arrogance are tragic.Its a GIANT self inflicted wound.

re: Marketing 101

Port Stanley — Thu, 24 Sep 2009 18:53:10 GMT

SundaySilenced - When was the last time you went to a baseball, football, or hockey game or NASCAR? Horse racing is much more afordable than any of those (even minor league baseball is more). The two tracks that I frequent, Turfway Park and River Downs, have free admission and free parking and the food isn't any more expensive than any other sporting event and it's good stuff. Actually, I think horse racing should be doing more to promote itself on the basis of affordability in these economic times.

re: Marketing 101

SundaySilenced — Thu, 24 Sep 2009 18:36:03 GMT

Dear Alex,

Forgive me but I have to laugh. You already know the problems facing the industry,and so does everyone from the top to the bottom of this sport. To me all this is, is just more lip service to make it seem like something is getting done or going to get done when it's not. Lets face it, if it wasn't for recent tramtic break downs on national TV we would still be rolling merrily on just like always.

Until we have uniform rules that are the same every where, we are stuck where we are at.

Why promote the sport?? I mean really? A horses career only lasts a year at best, two at most so if our stars that bring people in leave just as fast as they get here..how we gonna keep em? Certainly not because you have a chance to win money..I mean by the time you pay for parking, admission, programs a beer and a hotdog, your broke.

The Animal Planet Jockeys is a great success...I wonder why??? Maybe the industry should look into that...

Here's a question a non racing fan asked me once..Is there racing after the derby and that world cup race? (breeders cup) lol and you ask about advertising. hmmm...

If nothing else, if we can get czar for racing we have a shot, short of that, all else is lip service and will fail.

re: Marketing 101

steve s — Thu, 24 Sep 2009 18:17:44 GMT

Workhorse is right

re: Marketing 101

jkHRFan — Thu, 24 Sep 2009 17:58:23 GMT

I agree with Rachel A. (for real) Non-horseracing fans can't get past the whipping and the breakdowns. The NTRA needs to explain somehow to the new fan that Thoroughbreds are bred to race. As far as marketing, each time I see HRTV's commercial promoting their network that describes the most thrilling sports moments, and it ends with "nothing compares to the photo finish" I just want to scream "Why isn't this airing on ESPN and during NFL games?!!??" It's powerful and moving and exciting and creates interest in a sport that is lacking interest so desparately! Pay the $$$ to advertise a commericial such as that on networks where you can generate new fans! Not on the network where your fans exist!! I also agree about showcasing the other great races nationally such as the Travers. It's going to take $$$. The NTRA has to be willing to step up to the plate. Rachel Alexandra should be a household name. Curlin should have been a household name last year! He's the all time money winner in North America!!! Where's the merchandise? I want to buy a Rachel Alexandra shirt and cap. I have to go to a track to get one on the day she's racing and only to the 1st 100 people thru the gate. Come on NTRA! Can you imagine if the NFL & NBA only sold jerseys at the games? Promote the "hard knockers" better. Such as Lava Man & Einstein. Jockeys is a great reality show but it is not promoted to a broader market and it is not aired on a major network. I love horseracing and I host an annual Derby party and Breeder's Cup party. It's frustrating trying to educate my family & friends and get them excited about the horses and the sport.

re: Marketing 101

g or g — Thu, 24 Sep 2009 16:53:10 GMT

How about the NTRA publish the results of the testing the tracks claim they are doing to be in accordance to the Safety and INTEGRITY Alliance?

Someone needs to be on top of the tracks to verify what they say they are doing. What's the point of drug testing if no one is there to verify that the tests were even performed?

re: Marketing 101

g or g — Thu, 24 Sep 2009 16:50:13 GMT

Instead of the NTRA advertising on channels that Horse Racing people already watch (ie, TVG & HRTV) how about advertising on ESPN, Speed, Animal Planet, etc?

At least that way the message gets to people that are unaware of the "X # of people that make racing great" as the commercial says.

re: Marketing 101

Peter Bo — Thu, 24 Sep 2009 16:00:11 GMT

Two developments that I've enjoyed seeing lately:

1. I love watching all the race replays on Blood-Horse and Thoroughbred Times Web site. It's free, it's fast, it's hasslefree. It re-energizes this fan's enthusiasm for the sport.

2. SHRP in Houston is now smoke-free. This is a step in the right direction for the new fan experience. My loved ones never want to go to the races with me. "Everybody there smokes -- it's gross!" I've told them that is no longer the case, but the opportunity to capture them as fans has been lost.

re: Marketing 101

C Bea — Thu, 24 Sep 2009 13:40:36 GMT

Alex,

Maybe you could get the U.S. Industry to get their heads out of the sand regarding distribution.

The ADWs and (non-track affiliated) OTB networks are not the enemy. They provide a useful function in getting the product out to the marketplace. Tracks need to embrace and strike strategic relationships with ADWs and OTBs in order to ensure that their product is properly presented. Beyond just "putting us on TV" the tracks should look at how their product is packaged, highlighted and presented by the ADW and OTB in order to ensure that they're not lost in the fog.

Lastly, the U.S. Industry needs to realize their not the Sun of the International Marketplace. The world does not revolve around the U.S. There is plenty of opportunity for players on good product outside of the U.S.

Just as with TV and internet the U.S. will miss the bigger picture opportunity currently available and price itself into a corner.

Tell the tracks to "wake-up" and work together towards a better day for U.S. racing.

re: Marketing 101

workhorse — Thu, 24 Sep 2009 13:33:42 GMT

Many times at race tracks across the county top races are run at the same time. Why don't the tracks run these top races between their live races and show them and some of the pre race comments (with sound)on their large screens. Marketing top horses generates interest and fans.

re: Marketing 101

Fabio — Thu, 24 Sep 2009 12:59:45 GMT

Yep, the first comment about the "Win And You're In" challenge being absolute nonsense is so true. Something in general has to be done about this idea when it comes to marketing. The problem's are clear to me with the marketing of they "Win And You're In" system.

In the first year the races were grouped together at 6 racetracks on what could be perceived as "bigger" days outside of the Breeders Cup. They were also all shown on ESPN. But now they're just run anywhere and everywhere and not all the races are shown on ESPN. So what is the overall point of it now? Where are we heading with this?

That's not before you think about how it doesn't really help market the Breeders Cup to a wider audience when trying to build up a fan base. And that is because of the entry system for the Breeders Cup with the money involved of having to supplement.

There are so many different ways of qualifying for the Breeders Cup now it has just been made twice as complicated and confusing.

You have the points system, which still somehow operates despite the fact no one really follows it, and then the selection system because of European runners, although there are now "Win And You're In races" in Europe.

I also don't think the Graded Stakes system is working well for Horse Racing. There are just too many Graded Races and too many Grade 1's. We're deprived as fans of the sport of having big match ups during the year at times because of the Graded Stakes system.

re: Marketing 101

noholme — Thu, 24 Sep 2009 12:57:13 GMT

perhaps it would be wise in this speech to address the main reason fans and would-be fans are turning away from racing - the perception if not the reality that doping and cheating are corrupting the image of the sport, and determine whether race-day medication is contributing to break-downs and other injuries that have given the sport a constant black eye in the past few years.

but to arrive at the obvious would be to ban race-day medication altogether. is that something under consideration by the safety and integrity alliance?

re: Marketing 101

25 yr Fan — Thu, 24 Sep 2009 11:59:10 GMT

I like Brogers comments. Personally I would like to see you work on shedding the bad image people have of racing. 75% of the people must live in caves and it takes alot of promotion to be heard. Just saying it doesn't make it so. Good new travels at a much slower rate than bad. I would like to hear from the handlers, stall help etc....how any changes are effecting the barns. Get involved in your local communities in a big way. Bring it out from behind the barn.

re: Marketing 101

Rachel A. (for real) — Thu, 24 Sep 2009 11:33:06 GMT

I disagree with brogers, it would be like changing "1st Down" to "10 yards" or "inning" to "3 outs"...part of the fun is learning the venacular.

I am like a worn record on this simple fact: horse racing is not perceived as fun for the horse, even to the thousands of horse people in other disciplines that spend MILLIONS on their pursuits...if you can't attract other horse people, how are you going to attract & KEEP a casual animal lover, or starry-eyed horse crazy girl?

Even over Rachel A. the story I still hear the most that resonated with my friends and family is about "that old teacher guy who had one horse and he did it all by himself"...

I can't even get my own family and friends to hardly watch with me anymore, never mind actually go to the track. They hate the whipping, of course the breakdowns, my horse friends don't like watching sore claimers getting excessively whipped in a trying but losing effort...they don't like the fact that horse racing leaves it to rescues to salvage their throw-aways...they don't like that horses race on pain-killers...

I won't defend racing from the truth.

Image is everything.