Promoting the game (with a shiny new catchphrase)

[MaTH716]

Personally G, the commercial isn't fine. We don't need any more people from the Sinatra/Tonny Bennett era, the sport needs to develop a newer/younger fanbase. That song probably isn't going to be the hook that lands or even turns the heads of any younger people who happen to see that commercial. I think that they need to go in a drastically different direction music wise.
Also, some shot of a toteboard with ballon payouts might not be a bad thing to include as well.

[my miss storm cat]

Originally Posted by MaTH716

Personally G, the commercial isn't fine. We don't need any more people from the Sinatra/Tonny Bennett era, the sport needs to develop a newer/younger fanbase. That song probably isn't going to be the hook that lands or even turns the heads of any younger people who happen to see that commercial. I think that they need to go in a drastically different direction music wise.
Also, some shot of a toteboard with ballon payouts might not be a bad thing to include as well.

Oh I totally agree with all of this and yeah "fine" is not a good thing.

The imagery that the song itself evokes is not the way to go.

The whole thing needs to be scrapped and the powers that be need to be exposed to, acknowledge and understand things that the rest of the world is doing to promote the game in general.

[Calzone Lord]

I see:

pretty pictures, old people dressed up like they're going to a social event of some kind, a lot more pretty pictures, a lot more overdressed douchebags, some racing clips, some celebrations clips.


It's basically trying to say 'Come to this beautiful atmosphere and hang out with a bunch of over dressed douchebags. Some of which will be celebrating'


If I didn't know better -- I'd have no idea you could bet on this. It's the kind of commercial I would have expected for a horse race event like they have in the Carolina's where they have some Queen's Cup race or something that no one can bet on.

It's off the charts pretentious. They don't get it.

[pmayjr]

There is only one marketing campaign- I'll Have Another. He wins the TC and stays in training.

[pmayjr]

Originally Posted by Calzone Lord

I see:

pretty pictures, old people dressed up like they're going to a social event of some kind, a lot more pretty pictures, a lot more overdressed douchebags, some racing clips, some celebrations clips.


It's basically trying to say 'Come to this beautiful atmosphere and hang out with a bunch of over dressed douchebags. Some of which will be celebrating'


If I didn't know better -- I'd have no idea you could bet on this. It's the kind of commercial I would have expected for a horse race event like they have in the Carolina's where they have some Queen's Cup race or something that no one can bet on.

It's off the charts pretentious. They don't get it.

Truth. They should try and capture footage of a Thursday or Friday night at the Canterbury Park grandstand. Loads of 20-somethings causally dressed. People outside, enjoying the weather, casual atmosphere. If you're trying to catch general public interest that's what you need to plant in their heads

[PatCummings]

The next time the vast majority of people on a message board like racing marketing campaign/ad will be the first. And considering absolutely no one here is in the target audience (already fans, already know whether or not you are going to the BC), does it matter if you like it?

[Calzone Lord]

Originally Posted by PatCummings

The next time the vast majority of people on a message board like racing marketing campaign/ad will be the first. And considering absolutely no one here is in the target audience (already fans, already know whether or not you are going to the BC), does it matter if you like it?

Pat, it's terrible.

Pretty pictures and pictures of well dressed people aren't going to appeal to a target audience of potential useful fans.

It's not the vast majority of people on a message boards fault that the marketing campaign is comically misguided.

[PatCummings]

Originally Posted by Calzone Lord

Pat, it's terrible.

Pretty pictures and pictures of well dressed people aren't going to appeal to a target audience of potential useful fans.

It's not the vast majority of people on a message boards fault that the marketing campaign is comically misguided.

But at the end of the day, isn't what I said true? That - A - Message boarders complain about almost everything, and any attempt to market the sport that is made...and - B - no one here is a target audience. Those are facts, no?

I had a conversation with a friend's wife the other day, and mentioned I was at the Derby this year, and all she wanted to talk about was how she wanted to go and wear a hat and have a julep, etc, and for the husband to take her sooner rather than later. She saw an episode of that show with Hefner and the bunnies, cause one year not long ago, they went. Who's going for the experience, and who is likely to do the betting? The tracks make plenty of money off the number of juleps/Stellas/hot dogs too. This is the "Real Housewives" approach to marketing the Derby...and it seems to reach some degree of the audience (granted, the non-to-very-light betting kind)

"Terrible" or not, the belief that ANY of these "campaigns" are going to individually increase the number of bettors in the sport seems far-fetched. It takes more than that, and I think everyone realizes that.

It takes a concerted, multi-faceted approach that may or may not be underway. Not saying it is, or that some of this isn't already being done.
It seems relatively unarguable that women in dresses/hats don't inspire someone who hasn't bet races before to come out and do so. Anyone would agree with that assessment.

The greater topic might involve finding a way to glorify watching replays, reading PPs, studying trends, managing spreadsheets, sitting at your computer for hours...or hanging out at your local OTB and plowing it through with the AARPers drinking Sanka, by request. I won't argue that there isn't some glory in smoking out a $10,000 pick four bet that cost you $72, but the steps to get there might make for some challenging television in 30/60 seconds. Should we support it - yes, if it can get done.

[MaTH716]

Originally Posted by PatCummings

The next time the vast majority of people on a message board like racing marketing campaign/ad will be the first. And considering absolutely no one here is in the target audience (already fans, already know whether or not you are going to the BC), does it matter if you like it?

Pat, who are they looking to target with Tony Bennett songs?
There's already a perception that the only people who follow/play and go to the track are old retired men. That ad, with that song does nothing but re-enforce the perception.

[Indian Charlie]

Instead of associating racing with fancy hats, mint juleps, slots, other pretentious things, 'they' should somehow tie racing in together with brothels.