Marketing UK Motorsport - Help required
Discussion
I’ve been watching British Motorsport for the best part of 25 years and have grown increasingly despondent at the poor marketing and promotion the sport suffers.
The result of this, is that spectator attendance is often low, resulting in a lack of money to invest in the infa-structure of the circuits. To offset this, gate prices are increased – which reduces attendance and entry fees are high – which limits the number of competitors, which makes the whole show less attractive. There also seems to be little attempt to get races on the TV, which makes it difficult to sell to sponsors – both individual competitors and series.
So, rather than carp on endlessly in chat forums about it, I’ve done something about it – or am in the process of doing something about it.
I run a division of a marketing communications company that develops brands and marketing strategies for many types of organisations. You can check out our credentials at www.pagemediagroup.com
I, together with some colleagues, am developing a plan to tackle the problem, which we intend to take to the powers that be in an attempt to reverse the situation. The end objectives being:
1. Get more people attending race meetings
2. Get more competitors racing
3. Get more mainstream TV coverage
4. Increase revenue for circuits and clubs
5. Reducing (or at least capping) the costs to competitors
It’s a tall order I know but one that I think is achievable.
To get our proposals to a stage that we can approach people with, I could do with some input from you guys – competitors and fans alike.
Am I being overly pessimistic? Am I right? What’s really important to you? Any thoughts you may have will be greatly appreciated.
One piece of information I do need is who the head honcho of UK motorpsort is? Where does the buck stop (and the cheques start!!)
If you want to e-mail me directly feel free to do so (I think you have to go through the profile section!)
The result of this, is that spectator attendance is often low, resulting in a lack of money to invest in the infa-structure of the circuits. To offset this, gate prices are increased – which reduces attendance and entry fees are high – which limits the number of competitors, which makes the whole show less attractive. There also seems to be little attempt to get races on the TV, which makes it difficult to sell to sponsors – both individual competitors and series.
So, rather than carp on endlessly in chat forums about it, I’ve done something about it – or am in the process of doing something about it.
I run a division of a marketing communications company that develops brands and marketing strategies for many types of organisations. You can check out our credentials at www.pagemediagroup.com
I, together with some colleagues, am developing a plan to tackle the problem, which we intend to take to the powers that be in an attempt to reverse the situation. The end objectives being:
1. Get more people attending race meetings
2. Get more competitors racing
3. Get more mainstream TV coverage
4. Increase revenue for circuits and clubs
5. Reducing (or at least capping) the costs to competitors
It’s a tall order I know but one that I think is achievable.
To get our proposals to a stage that we can approach people with, I could do with some input from you guys – competitors and fans alike.
Am I being overly pessimistic? Am I right? What’s really important to you? Any thoughts you may have will be greatly appreciated.
One piece of information I do need is who the head honcho of UK motorpsort is? Where does the buck stop (and the cheques start!!)
If you want to e-mail me directly feel free to do so (I think you have to go through the profile section!)
Bravo!!!!!!!!
You won't go far wrong by starting here: www.msauk.org
You won't go far wrong by starting here: www.msauk.org
I live between Donington and Mallory, and am occasionally surprised by a small ad or report in the local press regarding any motorsport. I'm pretty sure that half the locals are totally unaware what is happening on their doorstep.
It does seem that very little attempt is being made to attract anyone other than the regular M/Sport fan.
Good luck.
It does seem that very little attempt is being made to attract anyone other than the regular M/Sport fan.
Good luck.
OK - my 2pees worth. It seems to me that there are two distinct segments in the motorsport industry - the heavily sponsored such as the Touring cars against the club sport level such as Tuscans, Renault Clios etc. I used to watch Touring Cars about 10/12 years ago when it was only £5 to get in and you got an entertaining day of racing - plenty of action and door rubbing. Now the big money has moved in the races have become predictable and processional - very much like F1 which I very rarely watch.
I was at Silverstone on Monday and did not have a particularly enjoyable day - it was OK - but I enjoyed far more watching similar classes race at Snetterton. Personally I prefer being able to sit on a bit of grass by the side of the track, smelling burning oil and brakes with a soggy burger - all part of the atmosphere. I don't mind watching it in the rain either (unusual for a girlie I know).
Most people watching the races want to see a bit of action - door rubbing, spins, jockeying for positions and non injury crashes. Unfortunately F1 and Touring Cars have become boring and a lot of people associate all motor racing in the same way.
Also for us people who cannot get Sky - we are confined to F1, F3 and GT racing and the odd bit of Rally only. Certainly agree that more pressure should be placed on terrestrial TV to show more of the club racing. Even if it is on during the middle of the night so I can set my video.
I was at Silverstone on Monday and did not have a particularly enjoyable day - it was OK - but I enjoyed far more watching similar classes race at Snetterton. Personally I prefer being able to sit on a bit of grass by the side of the track, smelling burning oil and brakes with a soggy burger - all part of the atmosphere. I don't mind watching it in the rain either (unusual for a girlie I know).
Most people watching the races want to see a bit of action - door rubbing, spins, jockeying for positions and non injury crashes. Unfortunately F1 and Touring Cars have become boring and a lot of people associate all motor racing in the same way.
Also for us people who cannot get Sky - we are confined to F1, F3 and GT racing and the odd bit of Rally only. Certainly agree that more pressure should be placed on terrestrial TV to show more of the club racing. Even if it is on during the middle of the night so I can set my video.
Nice idea. Thought the attendance at Silverstone on Sunday was awful, but on Monday quite a few people were there. The start/finish line grandstand was particularly busy. I got the feeling that a lot of people there didn't know what they were watching though, it was just 'a race' to them. Now, thats no bad thing, as I think many of them were there due to the huge level of promotion SEAT has given to the Curpa Championship (zzzzzzzzzzzzzz. BORING!!!!). Its a great idea, and might help to save some circuits like Brands and Oulton that are in real danger of being sold to deveolpers and lost forever
The DJ 27 said: Nice idea. Thought the attendance at Silverstone on Sunday was awful, but on Monday quite a few people were there. The start/finish line grandstand was particularly busy. I got the feeling that a lot of people there didn't know what they were watching though, it was just 'a race' to them. Now, thats no bad thing, as I think many of them were there due to the huge level of promotion SEAT has given to the Curpa Championship (zzzzzzzzzzzzzz. BORING!!!!). Its a great idea, and might help to save some circuits like Brands and Oulton that are in real danger of being sold to deveolpers and lost forever
The CSMA event at Brands the other week was pretty similar with most spectators unaware of what was going on, on the track. The racing was OK - nothing more, but as a day out, it was great. It was packed - why? Because the CSMA promoted it heavily to their members, laid on a good show at a sensible price and - importantly - delivered!
Some good comments here guys - keep 'em coming!
FWIW. A few of my ideas and observations:
You need to snare the kid's interest to get families to go along and spectate. Considering the massive cult status of the Gran Turismo, and to a lesser extent TOCA, games on Playstation etc. this isn't impossible. If people knew where, and when they could see this action, live, I'm sure this could be capitalised on.
Again, comming back to points made about enthusiastic crowds turning up 'on-spec', and know really knowing what's racing (and also to the above) the promoters should offer a clearer descrption of races and cars in the media. Ask the avereage man on the street what a 'GT' racer is, and he'll probably struggle, but ask him if he'd be interested in seeing a race between Ferrari 360's, Vipers, TVR T440s etc. and he might be more likely to show an interest.
Other than these advertising and promotional issues, I think the MSA should try to ensure ALL race categories are viable - i.e. decent numbers of cars on the grid, with close fought racing. Otherwise the whole of British motorsport could suffer the same apathy which has blilghted recent F1 seasons.
You need to snare the kid's interest to get families to go along and spectate. Considering the massive cult status of the Gran Turismo, and to a lesser extent TOCA, games on Playstation etc. this isn't impossible. If people knew where, and when they could see this action, live, I'm sure this could be capitalised on.
Again, comming back to points made about enthusiastic crowds turning up 'on-spec', and know really knowing what's racing (and also to the above) the promoters should offer a clearer descrption of races and cars in the media. Ask the avereage man on the street what a 'GT' racer is, and he'll probably struggle, but ask him if he'd be interested in seeing a race between Ferrari 360's, Vipers, TVR T440s etc. and he might be more likely to show an interest.
Other than these advertising and promotional issues, I think the MSA should try to ensure ALL race categories are viable - i.e. decent numbers of cars on the grid, with close fought racing. Otherwise the whole of British motorsport could suffer the same apathy which has blilghted recent F1 seasons.
The main problem with GT racing is the average bloke in the street thinks a Porsche 911 is a fast car (which it is). So he won't understand why its near the back and 6 laps down or whatever by the end of the race. Most people don't understand that a racing car is totally re-engineered from the ground up, and so don't really understand the sport.
Having said that if they pay the money and come through the gates its no bad thing
Having said that if they pay the money and come through the gates its no bad thing
I think you have just hit the nail on the head.
The man in the street has no idea what a Mosler MT900R is.
The issue with GT here is that in a desperate attempt to increase the grids, they alow silly one-off's to be entered on some flimsy 'production car' evidence.
The Lister Storm is another one, when have you ever seen one driving down the road?
What this then leads to is the other potential competiors either have to buy one (at vast expence) or be totally un-competative, the only exception to this is the 911.
The net outcome is that people don't bother, thus bugger all grids, and no 'real' racing.
It's easy to point fingers, but that's not going to help, until clubs/organisers sort out fair decent reggs ans more impotantly, POLICE them Fairly, this will not be resolved.
Look at the grids for GT and then compaire them with EERC for example, EERC gets double the entries, has all sorts of 'real' cars racing, very amicable padocks, and above all else, GOOD RACING.
Now, to keep this up, the organisers HAVE to keep on top of it to stop it going the way of GT, but I have every faith that they will.
Simon (S)
The man in the street has no idea what a Mosler MT900R is.
The issue with GT here is that in a desperate attempt to increase the grids, they alow silly one-off's to be entered on some flimsy 'production car' evidence.
The Lister Storm is another one, when have you ever seen one driving down the road?
What this then leads to is the other potential competiors either have to buy one (at vast expence) or be totally un-competative, the only exception to this is the 911.
The net outcome is that people don't bother, thus bugger all grids, and no 'real' racing.
It's easy to point fingers, but that's not going to help, until clubs/organisers sort out fair decent reggs ans more impotantly, POLICE them Fairly, this will not be resolved.
Look at the grids for GT and then compaire them with EERC for example, EERC gets double the entries, has all sorts of 'real' cars racing, very amicable padocks, and above all else, GOOD RACING.
Now, to keep this up, the organisers HAVE to keep on top of it to stop it going the way of GT, but I have every faith that they will.
Simon (S)
The DJ 27 said: The main problem with GT racing is the average bloke in the street thinks a Porsche 911 is a fast car (which it is). So he won't understand why its near the back and 6 laps down or whatever by the end of the race. Most people don't understand that a racing car is totally re-engineered from the ground up, and so don't really understand the sport.
Having said that if they pay the money and come through the gates its no bad thing
It was a little amusing to see the VW Golf overtake the Ferrari 360 on Sunday though...
I think the Gran Turismo 'grab the youngsters' idea could be the key, find a way to link Playstation racing drivers with the real thing - when games like Gran Turismo sell millions it at least proves that fast cars and racing have a pull on young (and not so young) boys, where are they when I race? Why don't these people come and watch the real thing? Maybe because they see F1 on the TV and think all motorsport is like that, dull and dominated by technology.
Also, there is no link between the drivers and the potential spectators, nobody I have spoken to realises that at club events, paddock access is generally included in the entry fee, so they can pay their tenner, see some racing and also go and speak to the drivers (most of us are happy to have a chat between races, it's nice when people show an interest). It's a day out, rather than the common perception of paying entry to a stand and watching 200 yards of tarmac with the occasional car zipping past, at a club event, one can spectate from almost anywhere. Maybe promoting the fact it ISN'T like F1 would be more productive....
Also, there is no link between the drivers and the potential spectators, nobody I have spoken to realises that at club events, paddock access is generally included in the entry fee, so they can pay their tenner, see some racing and also go and speak to the drivers (most of us are happy to have a chat between races, it's nice when people show an interest). It's a day out, rather than the common perception of paying entry to a stand and watching 200 yards of tarmac with the occasional car zipping past, at a club event, one can spectate from almost anywhere. Maybe promoting the fact it ISN'T like F1 would be more productive....
Mark,
I certainly agree with your thoughts about ensuring the spectators visit the paddock. My brother runs an Historic Cooper F3 (hardly the sexiest race car of all time), and anyone stupid enough to stand too close gets the full lecture from me about the car's history and significance in the sport. Most leave happy (if a bit sharpish!). We've met people who raced them when new, and people who have one and are considering racing.
There's also the benefit that, if the spectators have a good mooch and a chat, a few can be converted into competitors.
Giving the spectators a bit of depth (the VSCC do a good programme, which highlights specific cars; but do any clubs provide driver/car briefing notes for the commentators?) increases their interest, and spot particular cars, rather than just watching a stream go by.
That's just one of many areas where Steve and I can see a bit of the blindingly obvious - small, cheap changes adding value to spectators and competitors.
I certainly agree with your thoughts about ensuring the spectators visit the paddock. My brother runs an Historic Cooper F3 (hardly the sexiest race car of all time), and anyone stupid enough to stand too close gets the full lecture from me about the car's history and significance in the sport. Most leave happy (if a bit sharpish!). We've met people who raced them when new, and people who have one and are considering racing.
There's also the benefit that, if the spectators have a good mooch and a chat, a few can be converted into competitors.
Giving the spectators a bit of depth (the VSCC do a good programme, which highlights specific cars; but do any clubs provide driver/car briefing notes for the commentators?) increases their interest, and spot particular cars, rather than just watching a stream go by.
That's just one of many areas where Steve and I can see a bit of the blindingly obvious - small, cheap changes adding value to spectators and competitors.
If you wanna attract the PS2 generation it might be an idea to get some Supras, Skylines and NSXs into the mix. Might mean a change of rules, of course, but better than no rules cos the sport has died out...
Also one thing I noticed when I last watched/attended a GT race... after the 6th or so lap, i was finding it hard to stay awake, not knowing exactly what was going on, who was winning etc, so apart from watching the odd GT car randomly speed by followed by a pause of several seconds, it was actually very boring. Some huge tv screens showing the action at the chicanes and corners and live in-car/on-car footage would be useful... probably why I prefer to watch it at home. Oh and why should I pay £25 to support someone I don't know? Quite amusing to think that some people pay >£300 to watch the 2 hour F1 procession. And why put dull races like the minis in? I can see minis on the road; I cant see Dodge Viper GT cars and TVR Speed 12s on the road... Feel free to dismiss/argue against this but then I'm surely not the only one who's thinking this way...
Also one thing I noticed when I last watched/attended a GT race... after the 6th or so lap, i was finding it hard to stay awake, not knowing exactly what was going on, who was winning etc, so apart from watching the odd GT car randomly speed by followed by a pause of several seconds, it was actually very boring. Some huge tv screens showing the action at the chicanes and corners and live in-car/on-car footage would be useful... probably why I prefer to watch it at home. Oh and why should I pay £25 to support someone I don't know? Quite amusing to think that some people pay >£300 to watch the 2 hour F1 procession. And why put dull races like the minis in? I can see minis on the road; I cant see Dodge Viper GT cars and TVR Speed 12s on the road... Feel free to dismiss/argue against this but then I'm surely not the only one who's thinking this way...
well i can write from a spectator and now a competitors viewpoint. as a spectator i want a packed race programme with big grids. i read in autosport that the Ford Focus cup started with FOUR cars on the grid. Two retired and it was a 30 minute race. where is the fun for the spectator in that. the problem with British motorsport is there are far too many championships with tiny grids which are never going to survive. spectators want action, if theres 30 cars on a grid you know there is going to be some overtaking.
So the first thing to do is make an attempt to kill off the small and struggling championships, tough for the competitors i know but its the only way in my opinion.
Spectators also want to know whats going on so knowledgeable commentators are a must, as well as good tannoy speakers which get the message across. That way people are kept in the know and can follow all the action. As for circuit facilities, well its much more likely that people will return if there are good toilets etc. I think any club motorsport competitor/enthusiast could turn up at their local paper office and offer their services as a journalist reporting on the events, maybe the report would need editing etc but its a good way of getting local motorsport into the press, everyone likes the image of racing cars, its cool and glamorous. we should all try to build on this, then they know there is acircuit local to them and the cahnces of them attending an event are high.
Competitors want cheap entry fees. i think thats all there is to it. costs in the region of £200 for a club race is too much and if they could reduce this it would encourage more people to get out there and compete. its not hard to build a racing car or find one for sale.
Competitors also want security, as in the knowledge that their championship and venues will continue after they have spent 10k building a car for a specific championship. The governing bodies do not help with all this talk of Oulton Park et al being sold off and not a lot of things being seen in the press to prevent it. Maybe it needs a big demonstration with every competitor marching to parliment in their nomex demanding british motorsport is rescued, well might help!! the government need to realise that all these land use legislations will completely kill club motorsport such as sprints and autotests and whilst they sit in whitehall not giving a
maybe its time the issue was raised again.
A publicity run along the lines of "F1 it aint" and three minis side by side going into the bombhole at snetterton might help!
i'm going to stop now before i start properly ranting.....
edited to add, having read this, not much of it makes sense but it sure made me feel better
>> Edited by anonymous-user on Thursday 29th May 16:34
So the first thing to do is make an attempt to kill off the small and struggling championships, tough for the competitors i know but its the only way in my opinion.
Spectators also want to know whats going on so knowledgeable commentators are a must, as well as good tannoy speakers which get the message across. That way people are kept in the know and can follow all the action. As for circuit facilities, well its much more likely that people will return if there are good toilets etc. I think any club motorsport competitor/enthusiast could turn up at their local paper office and offer their services as a journalist reporting on the events, maybe the report would need editing etc but its a good way of getting local motorsport into the press, everyone likes the image of racing cars, its cool and glamorous. we should all try to build on this, then they know there is acircuit local to them and the cahnces of them attending an event are high.
Competitors want cheap entry fees. i think thats all there is to it. costs in the region of £200 for a club race is too much and if they could reduce this it would encourage more people to get out there and compete. its not hard to build a racing car or find one for sale.
Competitors also want security, as in the knowledge that their championship and venues will continue after they have spent 10k building a car for a specific championship. The governing bodies do not help with all this talk of Oulton Park et al being sold off and not a lot of things being seen in the press to prevent it. Maybe it needs a big demonstration with every competitor marching to parliment in their nomex demanding british motorsport is rescued, well might help!! the government need to realise that all these land use legislations will completely kill club motorsport such as sprints and autotests and whilst they sit in whitehall not giving a
maybe its time the issue was raised again. A publicity run along the lines of "F1 it aint" and three minis side by side going into the bombhole at snetterton might help!
i'm going to stop now before i start properly ranting.....
edited to add, having read this, not much of it makes sense but it sure made me feel better
>> Edited by anonymous-user on Thursday 29th May 16:34
pablo said: i read in autosport that the Ford Focus cup started with FOUR cars on the grid. Two retired and it was a 30 minute race. where is the fun for the spectator in that. the problem with British motorsport is there are far too many championships with tiny grids which are never going to survive
There are some really tricky issues for the MSA to address here.
Competitive racing will never be 'cheap' , and really close racing - door to door, battling for position - which is what the public want to see, is even more costly.
However, the fact remains, that the future of motorsport, like it or not, depends on racing series with full grids and close fought events and championships.
The trouble is - ask most competitors, in most series - the costs of competing seems to escalate all the while, unless regulations are deliberately structured to restrict the amount spent on the vehicles.
There are some really tricky issues for the MSA to address here.
Competitive racing will never be 'cheap' , and really close racing - door to door, battling for position - which is what the public want to see, is even more costly.
have to disagree here, lok at any prod/mod saloon race, the mighty mini/mini miglia championships always close racing and as for regional ffords, well most races are only decided on the last corner! the problem, is the MSA dont want to promote cars which are rebuilt in peoples garages, and have bits of gaffa tape on them, they want shiny things like the Seat Cupras which look good for spectators and tv.
motorsport can be cheap if the regs state that the engines are sealed etc and there are only certain suspension mods available for competitors. problem is, if its cheap its likely to be to clubman orientated for the MSA. its interesting to note that the majority of MSA licence holders are holders of Non race licenses meaning they compete in sprints, autotests and road rallies, but how much help from the MSA do they get?!
First of all, you will never get a tannoy you can hear when a loud car is going past, because it would have to be as loud as the car, which would just be annoying. Secondly, I think GT's are fine as they are, look at the FIA series. I think British GT will be pulling in 30-35 cars in the next two or three years, as long as the rules are kept stable. Thirdly, Mini racing is absolutely fantastic, some of the best and closest racing I've ever seen. I'll reserve judgement on the EERC until I've seen it, but it appears to be a good championship. However, GT championships should cater for 'supercars' in my opinion, maybe because thats what I've been brought up on. The other problem with F3/GT meetings is about 60% of the crowd are there purely for the F£ races. I was sitting in the start/finish line grandstand at the end of the F3 race on Monday, and everyone just upped and left, as the International Supersports cars were forming up. So, if you look at the photographs on dailysportscar.com, it shows an empty grandstand. But the crowd was actally quite good
I agree there is an issue here, the attendance on Sunday was the worst I have ever seen at Silverstone. So what to do? Well much has been said about the racing formulae and rules & regs etc. but I would also add a few comments regarding the event itself as entertainment. 1) There were three of us (reasonably) knowledgable people watching the GT race and we still had to debate who was in the lead! It MUST be possible to put up an electronic score board tied to the timing system to give good information to the spectators. 2) Diamond vision screens are a must to get some views of the action other than what can bee seen on the main straight - All Football/Cricket grounds have them. 3) Surely HOT water in the toilets would not be beyond the wit of man? (although Silverstone's loos are now an improvment over the old corrugated tin shed bogs!
Motor racing should take a look at Football & Cricket to see how things can change, and even if you have no interest in football it is a good example of how a sport and its stadiums/grounds can be brought up to 21st C standards. i.e. 20 yrs ago, No roofs - you just got wet when it rained, no - Ladies toilets (I kid you not!) A tin shack for the men with a bit of rusty gutter to piss in - funny letter boards with some sort of secret code system to inform you of the half time scores, some gounds even had mud banks to watch from (Charlton)... Sounds rather like motor racing in 2003 doesnt it! Rich...
Motor racing should take a look at Football & Cricket to see how things can change, and even if you have no interest in football it is a good example of how a sport and its stadiums/grounds can be brought up to 21st C standards. i.e. 20 yrs ago, No roofs - you just got wet when it rained, no - Ladies toilets (I kid you not!) A tin shack for the men with a bit of rusty gutter to piss in - funny letter boards with some sort of secret code system to inform you of the half time scores, some gounds even had mud banks to watch from (Charlton)... Sounds rather like motor racing in 2003 doesnt it! Rich...
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