Racing - It's A Rush, Is it working?

So is the "Racing, it's a Rush" campaign working thus far?

The scorecard:

Positives

- Has achieved a unified brand and identity
- Seems to be successfully pushing lifestyle elements through events like the prawn festival

Negatives

- Not enough constant action in social media including the current website
- Attracts the crowd but not the customer
- Should fulfil more of an education role, this is still non existent

It looks as if some results are being achieved and that Saturday's event and the Friday Greyville initiatives can attest to it.

The long term ability to convert the crowd will be the real barometer of the overall success of what is an important initiative.

Racing still shorts one very important ingredient, an entertainment driven social offering to complement the social outreach program.

What is your perspective on what is happening?

LSU, Greyville Friday nights has nothing to do with It`s A Rush

Maybe not directly Bob but they do advertise it on their website and promote Gold Circle as part of the united brand and Greyville being one of the partners.

With them promoting racing as a lifestyle my question is if this could be contributing to the success of night events at Greyville.

The week of the Met there had been not one single "racing" press release sent to racing media from racing it`s a rush

I contacted Gold Circle and they immediately released all media they had on their website and racing app to all media in South Africa.

Gold Circle are way ahead of RACING It`S a Rush when it comes to media interaction and understanding marketing..

the simplest way of measuring if a campaign is working is looking at turnover on betting whether it has increased or not...its simple has on course betting turnover increased significantly at greyville and has on course turnover increased at the prawn festival meeting and others like it...its all about turnover that pays the bills no use getting people to the track they drink beeers for 8 rand or eat prawns for nothing and it doesn't increase turnover on betting...rumours are abounding that the private people who financed the its a rush campaign are not happy with it ..quite frankly the industry cannot look after its current customers so they in no place to try and attract new ones

I agree that the increased crowds at Greyville and the Prawn Festival have nothing to do with "Its a Rush". These have been separately marketed and deserve the responses that they have received.

Wrong people behing Its a Rush. They are not horse people.

Have to say that the rush for discounted prawns and long lines awaiting service fit admirably with the corporate culture in evidence. Pity it was not in evidence at the tote windows.

Have any of you been on the facebook page?

pirates wrote: the simplest way of measuring if a campaign is working is looking at turnover on betting whether it has increased or not...its simple has on course betting turnover increased significantly at greyville and has on course turnover increased at the prawn festival meeting and others like it...its all about turnover that pays the bills no use getting people to the track they drink beeers for 8 rand or eat prawns for nothing and it doesn't increase turnover on betting...rumours are abounding that the private people who financed the its a rush campaign are not happy with it ..quite frankly the industry cannot look after its current customers so they in no place to try and attract new ones

Exactly......................the only reasonable way to measure success or failure!!!!
The problem with the "It's a rush" project ,the mission was always described only in subjective terms and on the principle of "If you can't measure it ,you can't manage it ,or be judged on it".........it can always claim to be achieving something!

pirates wrote: the simplest way of measuring if a campaign is working is looking at turnover on betting whether it has increased or not...its simple has on course betting turnover increased significantly at greyville and has on course turnover increased at the prawn festival meeting and others like it...its all about turnover that pays the bills no use getting people to the track they drink beeers for 8 rand or eat prawns for nothing and it doesn't increase turnover on betting...rumours are abounding that the private people who financed the its a rush campaign are not happy with it ..quite frankly the industry cannot look after its current customers so they in no place to try and attract new ones

Perfectly summed up, hopefully someone at phumelela takes note.

Greg and Pirates on the same page. Well now I thought I would never see the day. What next boys? Family holidays together :lol:

chicken n chips wrote: Greg and Pirates on the same page. Well now I thought I would never see the day. What next boys? Family holidays together :lol:

I can't afford where pirates goes on holiday hoender...