Reach affluent rural homeowners through equestrian events
Provided by Stratford Racecourse
Equestrian event calendar reaching 50,000+ affluent 25-55 ABC1s, through experiential, product sampling & digital communications
Tell us about the Opportunity / What is it?
A national tournament of Point-to-Point Steeplechase races in a division of Jump racing, attracting young riders seeking to become professional. It appeals to an affluent set of rural land & homeowners,business owners & professionals whose leisure time is spent on country lifestyle pursuits.
The campaign serves as a brand activation programme providing 6 months of Brand visibility, Consumer engagement through print, online, data capture and direct mail, Ticket inventory to engage current/lapsed customers, Product sampling to position you as a rural lifestyle brand.
What is the Marketing Objective?
Enables you to reach affluent land, property, rural home & business owners & professionals via multi-channel approach, creating brand awareness leading to product trial, data capture, and direct sale. Very focused audience includes 3,000 owners and riders of horses as a core to a wider fan base.
Improves SEO and brand awareness through repeated visual & audio name checks
Prompts engagement through ticket inventory for prizes, rewards for prevailing customers
Achieves direct sales via mail order, qualified leads generated from print, outdoor and digital engagement.
How does it work?
Holistic approach allows interaction with audience through product placement, experiential activity & product trial, media competitions, fan engagement through social media, and through weekly communication of campaign storyboard through season.
The national series encourages participants to qualify in order to enter the valuable final, prompting repeat entry into events, offering editorial coverage as Horse X qualifies, and identifies "Sponsored Final" as key objective. The Series qualification gives the campaign broader resonance than adoption of individual events alone.
Who's used it in the past?
Subaru sponsors a 50 race Series where Qualifiers are matched to one of the brand's 60+ dealerships.
The campaign lasts 5 months, affording dealerships access to a pertinent customer base. Average sales leads per event number 15 and dealers reward longstanding clients through event tickets.
Subaru has seen a resultant strengthening of its local customer base, increased aftersales activity and new vehicle sales tracked to the events.
AGA, Bonhams, & NFU Mutual have all used the sport. Brands with branch or dealer networks find it an innovative & inexpensive device.
Features / Benefits
-Naming rights to 20+ races; eg: Subaru Restricted Steeplechase (Qualifier)
-Naming rights to grand final
-Trophies to present at each event to winning connections
-Branding of events, on approaches, horses, winner's enclosure, paddock, fences
-Print exposure through full page advert in official programme
-PA mentions throughout day
-Exhibition stand at each event for data capture, brand engagement
-Media partnerships designed around your objectives;eg: GoPointing reaches 25,000 readers weekly
-Social media engagement
-Access to customer data