Generate fresh sales leads at popular horseracing events
Provided by Stratford Racecourse
Horse racing events targeting predominantly 35-55 year olds from an ABC1 demographic
Tell us about the Opportunity / What is it?
Jump racing in the Midlands is focused on 13 Point-to-Point events in Worcs, Warks, Glos and Oxon, all concentric around Stratford Racecourse. Each offers opportunities for product placement, customer engagement, data capture and lead generation.
Crowds in excess of 2,500 at each event stay on site for up to 5 hours at a time, with long periods of dwell time for marketing communications. The demographic comprises a largely affluent base of land, property and rural business owners and professionals, who enjoy country pursuits.
What is the Marketing Objective?
Becoming involved will offer opportunities in brand awareness, product sampling and/or trial, data capture, print, outdoor & digital marketing, face-to-face and event networking.
How does it work?
Series of sponsor-branded races connects both with participants and spectators to capture data, engage consumers and weave an overarching storyboard around sponsorship that provides a fertile seedbed for subsequent approach.
Ticket inventory offers the chance to lure customers to a web site or premises for a raceday admission reward;eg: book a test drive and win tickets to Stratford Races
Presence at the event encourages customer engagement
Who's used it in the past?
AGA used this exercise to promote their range of domestic cookers and to drive footfall back to their stores. Across a campaign of 20 races they activated in areas near their retail outlets.
Subaru currently undertake a programme of 50 qualifying events converging on a finale at Stratford Racecourse. Each event is assigned to a local dealership, allowing them access to the rural audience that is the core of their business, as a means of further engagement through other events.
Volvo and Skinner's Pet Foods conduct a smaller campaign along similar lines.
Features / Benefits
Full page print adverts in 14 official event programmes
Opportunities for significant outdoor media exposure on approaches, horses and riders, fences and presentation podium
Data mailings to event ticket purchasers, subscribers and members
PR reportage through preview and review material
SEO improvement through repeated name mentions
Customer reward through allocation of ticket inventory
PR opportunities through trophy presentations
Meet & Greet opportunities through invitation to other similar events