Grand Prix race promotion
Discussion
I'll be going to the USGP with the kids because I am a Petrolhead.
Having said that, I have seen NO promotion of the USGP here in Chicago (2.5 hours from Indy) or nationally (except Speed Channel--which is a limited distribution cable channel) via advertisement, driver appearances, etc.
When there are 2 GP races on your continent (3 on your hemisphere!), it would seem the act of promotion would be key to a successful race.
Just wondering how much GP race promotion occurs in your area.
Having said that, I have seen NO promotion of the USGP here in Chicago (2.5 hours from Indy) or nationally (except Speed Channel--which is a limited distribution cable channel) via advertisement, driver appearances, etc.
When there are 2 GP races on your continent (3 on your hemisphere!), it would seem the act of promotion would be key to a successful race.
Just wondering how much GP race promotion occurs in your area.
They drag Murray Walker out of mothballs, and get him to make a little ad for Silverstone that you only normally see when motor racing is on.
Not a lot at all really
Others may differ, but that's all I have seen.
There is a lot of plugging for the coverage, but hardly any actual promotion.
Not a lot at all really
Others may differ, but that's all I have seen.
There is a lot of plugging for the coverage, but hardly any actual promotion.
Neither Bernie nor the FIA have anything to do with race promotion, it is left upto the circuit owners, ie Tony George and then the US GP Sponsor (SAP still???) It is a very touchy subject and something sponsors (my clients) feel very strongly about. F1 needs a selection of global sponsors who invest in each race and gain coverage etc from across the globe. Everybody knows Bernie knows nothing about promotion and marketing, all he wants is money from promoters.
jpf said:
I'll be going to the USGP with the kids because I am a Petrolhead.
Having said that, I have seen NO promotion of the USGP here in Chicago (2.5 hours from Indy) or nationally (except Speed Channel--which is a limited distribution cable channel) via advertisement, driver appearances, etc.
When there are 2 GP races on your continent (3 on your hemisphere!), it would seem the act of promotion would be key to a successful race.
Just wondering how much GP race promotion occurs in your area.
Having said that, I have seen NO promotion of the USGP here in Chicago (2.5 hours from Indy) or nationally (except Speed Channel--which is a limited distribution cable channel) via advertisement, driver appearances, etc.
When there are 2 GP races on your continent (3 on your hemisphere!), it would seem the act of promotion would be key to a successful race.
Just wondering how much GP race promotion occurs in your area.
As belleair says, it's up to the race promoters. In Britain, and to a lesser extent in some european countries, there is an assumption that most sales will be to fans who know already (although we have had TV ads for Silverstone in the GP coverage - as no one has mentioned them, perhaps they haven't been effective). They have the benefit of a higher awareness, local interest (local drivers, and local sponsors keen for exposure), and a simpler media structure - hit BBC or ITV, Times & Guardian and you've reached most of your market.
The promoter, like any marketeer, needs to judge cost vs return. Appearances need to be paid for, and expensive (unlike NASCAR and IRL, who would be more amenable) - not only appearance money but if you want them earlier than the week before (Canada), you've got to convince them to fly over. Tony George knows he's got a difficult sell - the average American isn't really interested, and the tyre/Schumacher debacles haven't helped - so he may have gone with a very targetted campaign. Perhaps just Road & Track magazine?
It might be that you've just missed pieces - you don't use the targetted media. I'm pretty sure drivers have appeared on Leno and Letterman in previous years.
Finally, of course, the campaign could just be a bit pants. Media stories might raise awareness, but they don't direct to sales. I do wonder why there have been no banners on PH, or those classic posters on the tube stations. I suspect both would give better exposure per £, and a sense of pervasiveness than TV ads that are a bit lost in the GP ad breaks.
The promoter, like any marketeer, needs to judge cost vs return. Appearances need to be paid for, and expensive (unlike NASCAR and IRL, who would be more amenable) - not only appearance money but if you want them earlier than the week before (Canada), you've got to convince them to fly over. Tony George knows he's got a difficult sell - the average American isn't really interested, and the tyre/Schumacher debacles haven't helped - so he may have gone with a very targetted campaign. Perhaps just Road & Track magazine?
It might be that you've just missed pieces - you don't use the targetted media. I'm pretty sure drivers have appeared on Leno and Letterman in previous years.
Finally, of course, the campaign could just be a bit pants. Media stories might raise awareness, but they don't direct to sales. I do wonder why there have been no banners on PH, or those classic posters on the tube stations. I suspect both would give better exposure per £, and a sense of pervasiveness than TV ads that are a bit lost in the GP ad breaks.
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