How can racing compete better against other sports for the punters rand/dollar/pound

One way to move forward is for racing to realise that they have serious competition out there and that times have moved on. The people in charge still think that they can do the same old things and get some improvement. That is incorrect. Racing is being left behind at a rapid pace in this country. Adapt or die like someone once said in this country....

mr hawaii Wrote:

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> it cannot


It sure as hell can try!! no other option = its a big job that should've been done decades ago and gradually systemised but hey, change management comes in different forms! It is an expensive exercise but has to be done - just some basic ideas:

two levels:

1. customers who already buy your product - how can this be improved
2. those who don't - ask why not and how to make them aware of the product

Level 1:
a) improve information flow - timeous and correct racing and horse performance information as well as super and courteous service to every level of punter - in betting shops, at the track, private rooms, on the internet, wherever
b) improve operations - hard drive to ensure correct procedure and policing thereof every time
c) work out ways to systemise transparency i.e. barrier trials/sectional timing/publication of various other information
d) work out ways using past+current track heroes to build a fan base (not necessarily active punters or owners)
e) introduce an incentive system - like Tesco clubpoints or a roll-over pool
f) presence in the press - ! articles about famous races - i.e. the history of the July ( for about 4 weeks before the actual race so there is time to digest and organise attendance - no use its in the press on the day it happens only!!)

Level 2: get noticed! via the media as much as you can - TV, social media and newspapers, and live demo's/promo's
a) education of the product to adults in all of the income groups in SAF - 'racing and the horse' at its very most basic level - the majority of the market have no clue and think its the same as a casino there is a perception that it is crooked and that its only all about betting. What is needed are more of Neil Pretorius videos we've all been watching - but go back even more basic i.e. what is the difference between a race horse and other horse breeds, what is the difference between a sprinter and long distance runner, does SAF have a racehorse business - who are the controlling bodies, where are the racetracks and when is a good time to go racing, how does betting work (as a mindgame) etc etc
b) go out to schools (i.e. jockeys to go out and talk about what they do etc) - target children to form an emotional bond with racehorses, this ensures the next generation already know about the athletes and the product
c) target women as well as men in your campaign
d) organise 'days out' that include a visit to a trainer's yard or breeding farm or a track or whatever
e) drive the 'proudly South African' brand - this inspires a lot of South Africans to be pro-active, local and abroad
f) consider a sponsorship programme i.e. for retired racehorses - i.e. R2 a month to the fund

ShezaPunter Wrote:

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> Better Marketing.. All over the news/Tv
> stations/sports channels,etc!!
> I can't understand why so much advertising is done
> on teletrack, if u want new/more punter ADVERTISE
> in places where u will attract NEW people to the
> game..not on a channel that only puntters watch

THIS MAKES A LOT OF SENSE...........oops caps

I think SA racing should have a look at the Swedish tote and the way they run there business, they have massive pools on there pretty average trotting racing, there V75 pools on a Saturday can reach over 100 million rand. Its like there national lottery. the V75 pays out on seven correct six correct and five correct. That gives the punter more chance of getting something back for his outlay, if he gets five correct he will probably reinvest that amount in the next weeks pool, and would become a regular customer. We should do away with the Pick 6 and jackpot and just have a pick64. Another thing we could do is give away single lines for these bets in the newspaper, as long as the punter registers the ticket by sms or email, thus creates a data base of clients that you can advertise to.

Buying into Supersport. Sure, some years ago Phum used to sponsor the sports news on channel 200 and in return they got a brief flight for the last 200m of a Grade 1 race.

Legalise the betting exchanges like betfair. With better odds, there will be more winning players and thus more people will start to believe that playing the horses can be profitable and is not a fools game.