This blog was inspired by the 2010 Shaw Festival lineup and the 2010 Preakness Stakes. Yes, really.
It all started at last month's SC Marketing Workshop. Kathy Wade Vlaar asked me to speak on using social media and I stuck around to hear some of the other speakers. I was pleased to speak and even more pleased to hear some of the most creative minds in harness racing toss around ideas.
One person mentioned that we need to embark on sexier and edgier marketing campaigns in our industry. To me, this has always made some sense. Horseplayers are predominantly male. We should entice men to be risky (not risque) and wager money at our establishments. Why not market to them with what works - sex appeal?
I drive home and bring in the mail. As I leaf through the flyers and bills while I eat dinner and (sort of) listen to my kids complain about eating the vegetables on their plates, I see something that makes me stop and pay attention.
This.
This is the front of the brochure for the Shaw Festival, an internationally renowned theatre company located in the Niagara region of Ontario, promoting the production titled "Age Of Arousal". According to their website, "various surveys indicate that every dollar spent at The Shaw translates into approximately $8 of spending within the Niagara Region."
Did you notice the typewriters in that image above? Look closely and you'll see them. I ask you who the image above is catering to and asking to spend money? And while some would argue that the theatre with its artistic inclinations can easily justify using an image like this for their campaign, I can't see why we can't, or don't, or shouldn't.
Lone Star Park recently added Ali Dee as their "entertainment host", in other words an on-camera personality for their broadcast team. Does she have tons of on-air experience? Certainly. Is she easier on the eyes than the usual spate of male handicappers? Heck, yes. (sorry, guys)
In 2009, horse owner and groom Brenna Seeley appeared as the Sun Media Sunshine Girl...twice. I spoke to Seeley for a website story the first time she appeared. That story appeared on the SC website with a image from the shoot. It's a story about someone aspiring for a career in harness racing, and someone who loves this business. That's what her write-up in the Sun mentioned and it's what prompted us to carry her story.
More than a year after Brenna first appeared in the Sun, I asked her to comment on her Sunshine Girl experience...wondering if she had second thoughts of the somewhat provocative photo shoot that placed her in front of that many eyeballs.
"The entire experience - both being a Sunshine Girl as well as being featured on SC - was nothing but positive!," stated Seeley. "Being in front of a camera when you're not a model and having everyone see the photos can be rather intimidating, but it turned out to be a real confidence booster!! I found every part of it empowering and refreshing."
Brenna Seeley. Katie Graham. Jodi Loftus. Felisha Murphy. Four girls featured in the Sun in the last year - Brenna as a Sunshine Girl, Katie on the cover of the Edmonton Sun promoting Sun Bingo with Jodi and Felisha. If a talent pool of young, attractive models with industry ties was was a concern as to who harness racing could possibly feature in promotional roles, consider that problem solved.
"Keeping harness racing alive is what's important to all of us and I truly think that maybe some sexier marketing could spice this sport up!", continued Seeley.
Surely those who follow horse racing are looking ahead to this Saturday's Kentucky Derby, I'm more interested in the Preakness at Pimilco taking place two weeks later. Why? Because they have gone above and beyond to create "Get Your Preak On", a brand experience complete with cheeky advertising and even theme music(!!!) for InfieldFest - an infield party sponsored by Budweiser that features a Jagermeister cornhole tournament, betting voucher giveaways, a scavenger hunt with clues sent through to mobile phones and a bikini contest. Two stages of music, with the likes of Grammy winner Zac Brown Band on the main stage and Collective Soul playing the second stage. Beer? Included with your ticket price. Check out the mass of the people.
Their ad campaign, complete with tongue-in-cheek print and audio material, features people talking about getting their "Preak on". A beauty pageant queen states that she "gets her Preak on for World Peace." A hippie gets his preak on "in the grass." You can even Preak Yourself, in a take off of web sites like the virally popular Elf Yourself where you can upload a photo and email the creation to friends...or add to social media pages...or post in in blogs. If I was a driver, I might have a poster like this:
Sure, this marketing is not designed to appeal to everyone. Nor is it targeted for everyone. This is a marketing campaign designed to attract a demographic that's not at the track, not following horse racing and certainly not spending disposable income on our business.
When David Fowler, vice-president of Australia's Albion Park was asked about their new sexy marketing campaign for the 2009 Inter Dominions, he was unapologetic, stating "For too long harness racing has just hoped for the best." How much hope do you have?