There I was minding my business on Saturday afternoon with the NYC OTB channel on, volume down, laptop in hand, in the middle of some excellent puttering… reading tweets about entrants from various tracks, looking at Raceday360 Wire and possibly even sending email.

As I glanced up to see how many minutes to post at Belmont (for a 3 horse race) I noticed the DRF Formulator ad that reminds us that they were kind enough to make Formulator easy enough for us women folk to use. As I blankly stared at the TV I noticed something different, that the text on the noted frame had change, and that the word “expert” seemed to be included.

After thinking that maybe I had imagined it, I used the magic of digital television to go back and verify that indeed they had changed that frame! No longer did it read “for every skill level“, it now read “for beginner and expert handicappers!”, although the voice over had not changed. No doubt it was much easier to change the text than the audio.

Well how about that? One can only assume that some kind soul forwarded along this link to point out their inadvertent inference. Hats off to the fine fellows at DRF for making that change!

Posted by dana on May 31 2009    
Filed Under: :), Industry, 2009, Daily Racing Form, TV, Ads, Marketing, Racing

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Your ad here! (jk+too)

You may have noticed over the past week that there’s a new ad space over there on the right. Not only here at GbG but on several sites. The little tag hanging there below the ad says “HRF Ad Network”. What?

The Hello Race Fans Ad Network is one of two projects Swifty and I have been working on for the better part of a year. After seeing my traffic go up basically every month since I’ve started blogging and noticing that there are new independent blogs and sites continually popping up, we thought it was a good idea to bring as many of them together as possible to 1) create an excellent new opportunity for advertisers to easily reach racing fans and 2) give everyone in the network a stronger bargaining position as we’re more attractive to advertisers as a group than individually.

I’m happy to say that so far it seems to be working! We were lucky enough to get two outstanding charter advertisers, West Point Thoroughbreds and the Breeders’ Cup. Rock out!

Please visit our sponsors by clicking on their banners when you see them on our sites. As individual publishers in the network we don’t get paid any more for you clicking on the ad but it’s a great way to reward those organizations that were willing to take a chance on a new small company AND support independent content creators.

And now a word about our sponsors…

West Point has been an undisputed leader in bringing the ownership experience to an increasingly wider audience. They consistently campaign some of the most exciting horses in training and are always finding ways to support the industry. Their FATE Initiative asks that all of us to try to introduce new folks to racing, a technique that Swifty actually employed on me (so you know it works!). We’re pleased to have West Point continue to lead the way by signing on with us as an advertiser… when you see a West Point ad over there in the HRF ad spot, click on over and check out their current offerings or check out what founder and President Terry Finley is blogging about in his weekly Terry’s Notes.

You asked and Breeders’ Cup listened… not only did they address their ticket prices and structure to be more flexible and affordable, they’re now selling their tickets online! That’s the kind of progress this industry needs and we’re thrilled that they chose the Hello Race Fans Ad Network to promote this new initiative! Seeing an organization like the Breeders’ Cup roll out a new online initiative by advertising it in a new online venue is a great sign that progress is possible in horse racing. If you’re planning on going to the Breeders’ Cup, and you know you are, click on over via the banner and get your seats!

We’ve also donated ad space to 501(c)(3)s such as ReRun, Old Friends, Remember Me Rescue, GEVA and Another Chance 4 Horses as we wanted to make it that much easier for someone to find out about these great organizations. We also promote the weekly HANA Pool Party! If you’re associated with a racing 501(c)(3) charity, please contact us at our network site to find out more information about how to get a free ad in our rotation!

If you have a site about thoroughbred or harness racing and you’re interested in running ads, come on over and sign up! And your site doesn’t need to be a blog either. However, if your site is a blog hosted at wordpress.com, you currently can’t run any ads but hopefully wordpress will change that soon.

The other project Swifty and I have been working on is creating a fan education site, also called Hello Race Fans. We think that fans and players can learn as much from each other as they can from experts. I know I’m constantly learning every time I read how someone decided to play a race or by how they interpreted how a race would set up. With this in mind we’ve assembled some great folks, some of whom you already read, to create a site to make it easier for potential new fans to learn about racing. Stay tuned, we plan on having an initial launch prior to the Breeders’ Cup!

Posted by dana on May 27 2009    
Filed Under: Internet, 2009, HANA, West Point Thoroughbreds, Marketing, Breeders' Cup, Ads, Racing

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While others have already done a great job discussing yesterday’s coverage of the Lane’s End, I noticed something interesting during the show. And by interesting I mean annoying.

At some point in the show there was an ad for DRF’s Formulator. The ad was funny and stylistically riffed on advertising of yore. An exaggerated vaudeville barker voice-over narrated all of the great qualities of Formulator while retro images intended to be charming, light hearted and funny illustrated the points.

I particularly got a chuckle out of the pig racing shot. Sadly though, there was one visual sentiment that not only hearkened back to the days of yore, but looks as though it’s still firmly entrenched in the days of now. To drive home that Formulator was easy to use “at every skill level”, they flashed an image of two women. Now there’s a selling point, even a woman can use it!

Did they think it was funny or not even think about it? Was it the same sentiment Kenny Mayne espoused during the bazillion hour BC coverage last year, “men wager, women vote” or was it just a light hearted yet unconsciously telling choice? We’ll never know.

Much has been pointed out recently about racing’s reliance on “antiquated stereotypes and frivolity to appeal to women“. Ditto the speculation that airing the Oaks on Bravo could marginalize the Oaks as a “chick race”. How nice to have this bothersome trifecta rounded out by subtly being reminded that we’re also not perceived as being as skillful as our male colleagues… thanks guys!

Don’t get me wrong, I think Formulator is a fine product, after all they did make it easy enough for me to use!

Posted by dana on Mar 22 2009    
Filed Under: Industry, 2009, Daily Racing Form, TV, Ads, Marketing, Grrrr

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How does one go about creating new fans anyway? (E-BAD)

The rumor is true, I’m 42… oh, and I’m on the “newly created marketing task force” empaneled by Social Sphere and NTRA.

In addition to the folks mentioned by name and age in the press release, fellow TBA-ers Superfecta and Alan are involved as well as Alex Brown with an occasional guest appearance by Derek Simon. I’m not entirely sure if the other folks who don’t have web presences want their names out there so I will just say that there are few other bright and passionate folks on the team (and add their names if they mention it’s ok).

We’ve been asked to “Develop a plan to market the sport to a new generation of fans”.

Over the course of about six weeks, the group will be spending dozens of hours meeting, debating, and challenging each other’s assumptions — the results of which they will present to the industry at the NTRA Marketing Summit.

The emphasis is mine. Debating? Check. Challenging each other’s assumptions? Check. You can’t get a bunch of bloggers in a virtual room without there being some disagreement, although it seems by the press release that this is by design. The good news is (not that there’s any bad news) that there’s no shortage of ideas!

One would think it’s easy to answer that question the way we all hold forth on our blogs, taking about how the industry should do this and the industry should do that. Putting it all together in a cohesive plan (as a group) is another story.

So, dear readers, if the NTRA called you up and said “Hey, tell me how you would create new fans… and guess what, you can’t spend any money on it”, what would you recommend?

Should tracks focus on getting their customer service act together? Should there just generally be better communication with fans? Would the ability to watch and wager on all tracks woo new folks to the siren song of horse racing? Would better TV coverage do the trick? How about stopping early retirement or redesigning NTRA.com… or having more mainstream fantasy horse racing? Would having standing save us? Hey, there’s always marketing (but to who? We’ll try to answer that in our next poll!).

Feel free to pontificate, share, hold forth, share photos of burned muffins and/or spout off in the comments (you know, the usual).

In our last poll it was a dead heat, 15/15 for Music Note in Travers vs. The Alabama… ultimately I’m glad she ran in the Alabama but am bummed there will be no rematch with Proud Spell (should this sort of thing be in the poll too?).

As always, thanks for sharing!

Update: many thanks to everyone for sharing your thoughts and ideas! Thanks to Equidaily and Paulick for the links as well!

I highly encourage you to go to Self Appointed Fan Committee and submit your ideas and rants there as well. We compile monthly reports and send them directly to the places most appropriate for the idea or rant (NTRA, various tracks, AGSC, TVG, Jockey Club, etc). Who knows what we’ll end up with as a presentation, but by submitting to SAFC you’re ideas are being sent directly to the folks who could do something about it!

Posted by dana on Aug 20 2008    
Filed Under: Proud Spell, Poll, 2008, Industry, Standings, Becoming a Fan, Self Appointed Fan Committee, Internet, TBA, Marketing, Ads, Let Horses Race, TV, NTRA, Mainstream Media, You Can Help, Racing

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Big thanks to one of my bestest pals, West Coast D, for sending me this spot. Two thumbs up for a fun, inventive spot that speaks to a wide audience… here’s to seeing more of this approach in 2008!

Posted by dana on Dec 31 2007    
Filed Under: Mainstream Media, YouTube, Ads, 2007

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