Horse racing is a global sport that transcends cultures and the biggest events across all countries can draw huge crowds every year.
It takes work though to bring your event to the top of the racing calendar, and the ways in which a sport is marketed is vital in building its reputation.
These marketing tactics can vary depending on the event and the type of clientele they are trying to attract.
Social Media Marketing
Social media has become vital in the world of marketing, especially for sports. It has become the most popular strategy with its reach being able to be targeted and global.
With billions of people registered across different social media platforms all over the world, companies are able to reach out to a massive range of customers with different ways of targeting the right customer.
There are people of all age groups and backgrounds which ensures that the risks of any marketing plans can be minimized.
It is competitive though, and racing venues need to ensure they are finding the right ways to stand out over rival tournaments as well as other sports. Finding the best ways of making your horse racing event stand out is key by using influencers and partners to help elevate their profile and expand the reach of their marketing further.
Teaming up with the sportsbooks which offer the horse racing betting options to people help stay engaged who are dedicated horse betting enthusiasts. With the finances that can be accrued from sports betting in this field, it can help bring more revenue into the event from advertisers and partnerships to keep the event high in the racing calendars profile.
Search Engine Optimization (SEO)
This is somewhat of a long-term strategy, not a leading marketing strategy but a key one in the long-term future of the event in remaining at the top.
Search Engine Optimization is working towards getting your website at the top of a search engine when people search for specific key words.
It is not instantaneous, and a plan needs to be set out on how the wording of the content you put out on your website and in your advertising. There is plenty of competition with other race events doing the same thing.
The advantages of getting this right though ensure you are the first event that and venue which comes up when people are looking for horse racing events. This also builds trust with race fans who will see that your venue is the highest rated. It builds a strong brand reputation if you are the first on the list as well as build free traffic into your website especially if you are consistent with your content output on your site.
Pay Per Click Advertising (PPC)
Paying for targeted adverts online advertisements is a costly strategy although the return and conversion rate can often make it well worth the risk.
PPC advertising is important due to its widespread usage and how well it is promoted on Google, Bing, and Yahoo.
It is important to place your adverts in targeted and prominent positions to ensures they call the attention of the visitor to the site.
These PPC advertisements can vary in price and for some, the price can fluctuate. It’s important to identify how you want to use these ads as they can often be ignored by browsers unless it actually looks part of the site.
Sending emails is free and can be easier to reach people rather than collecting mailing addresses or phone numbers.
Without needing to pay for printing or postage, emails can be sent out directly and be with a potential customer or a previous customer in no time.
Once again, like with all other forms, there is plenty of competition but that’s because they can all work to help build to reputation and reach of your racing event.
But be careful, if done incorrectly then it can damage your brand. People can become unhappy if you’re sending too much and may end up moving your emails into the spam folder.
As this form of marketing is quite impersonal, businesses need to be creative in the way they look to become more personalized.
This form is completely different to the others listed above as you can begin to market your event without people even realizing.
It can be time consuming though, as you need to look into the audience you are targeting and create content ideas and topics in advance to link your event to the content which goes out.
Like SEO, it is time consuming but can be engaging and build trust and familiarity with the event. It is vital that you understand the right places and the right topics to create content on as well as the best partners to work with that are reaching the same audience you are targeting.