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#1
05-25-2011, 10:19 AM
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MARKETING CONVERSATIONS: 2 interesting pieces
Paulick with Kegasus Ad Agency:
http://www.paulickreport.com/feature...ns-of-kegasus/ Pull the Pocket blog on Positioning of racing from advertising standpoint: http://pullthepocket.blogspot.com/20...ng-racing.html
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All ambitions are lawful except those which climb upward on the miseries or credulities of mankind. ~ Joseph Conrad A long habit of not thinking a thing wrong, gives it a superficial appearance of being right. ~ Thomas Paine Don't let anyone tell you that your dreams can't come true. They are only afraid that theirs won't and yours will. ~ Robert Evans The Party told you to reject the evidence of your eyes and ears. It was their final, most essential command. ~ George Orwell, 1984. 
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#2
05-25-2011, 01:09 PM
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Absolutely brilliant analysis on the Positioning Racing article. Play up the intelectual challenge and subsequent pride in picking a winner unlike the mindless pulling of a lever or punching of buttons. This was a great piece.
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A racehorse is an animal that can take several thousand people for a ride at the same time. ~Author Unknown
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#3
05-25-2011, 01:24 PM
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Quote:
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@BDiDonatoTDN
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#4
05-25-2011, 01:34 PM
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How true is this statement, racing still acts like it is 1965.
"n another piece of fine marketing writing, the authors wrote, "Success often leads to arrogance, and arrogance to failure." Racing was once successful; people flocked to the track by the millions to watch and bet racing. But it was built on a house of cards. Patrons were not there because they loved us or that we were doing everything right, they were there because there was nowhere else to go. We were a monopoly and we lived the high life that often comes with being one, and that did breed arrogance. Because of this, I believe we have erroneously decided that racing's loss of market share is not our problem, but the problem of the general public, for not seeing us like they used to. The reality is that they never saw us like we think they did. And that is our problem, not our customers'."
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Game Over
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#5
05-25-2011, 03:10 PM
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The campaigns were controversial and edgy, which, of course meant they were widely criticized in the stodgy world of Thoroughbred racing.
This is good stuff!
__________________
"I guess it comes down to a simple choice, really. Get busy livin' or get busy dyin'."
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#6
05-25-2011, 09:50 PM
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Quote:
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#8
05-25-2011, 10:36 PM
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Thats old school.....its not just gamblers. What is the perception of gamblers? Its an analytical game which involves money. And this doesnt include people who could be fans based on the love of amazing animals. You want to be right just as much as you want to win money...at least I do. BTW, I agree with your point about what drives the sport, my comments are regarding the marketing of the sport. Marketing it as a lottery does not work. What I have experienced is new people enter into the sport, dont understand how to analyze a race and lose money, and in turn stop supporting racing. That is what you get when you market gambling to people who have no idea how to solve the puzzle.
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#9
05-25-2011, 11:18 PM
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I agree. Teaching people how to solve the puzzle would be a lot better than giving them fluff pieces about trainers. Showing people how to handicap a race and then in turn showing them the reward for picking the winner would do wonders.
Unfortunately that doesn't happen now and it probably won't ever.
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