Cryptic notes from the crib
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Does horse racing even NEED good marketing?
Having been in different consumer/driven industries and knowing every tricky dicky in the marketing book of the long tail, we know what’s good communications and also what’s haphazardly thrown against the wall to see what sticks. And if nothing sticks, this is seemingly okay as another box has been ticked, another KPI- Key Performance Indicator-is met and, it’s time for lunch.
We’ll save the unabridged version of the above and how it affects the marketing of horse racing and attracting big name sponsors for the book.
Here in the Now, however, when trying to make sense of it all, let’s revisit this wonderful photograph of Japanese horse trainer Yoshito Yahagi and his team showing respect for Contrail.
This was by parading his mighty stallion in front of racing fans- and there are no racing fans in the world more passionate than the Japanese- after his win in the Japan Cup last weekend.
It was Contrail’s last race before heading off to enjoy a well deserved retirement. This gesture from Yahagi san showed respect and love for the horse in an industry where effective communications are much too often MIA.
Why? Possibly not important enough in a turnover driven business? Possibly the quality of hires? Possibly racing executives never having bothered to watch an episode of “Mad Men”.
Marketing today in any industry cannot afford to keep peddling mediocrity.
The new consumer is more and more selective. Social media isn’t a dumpster for anything and everything.
This is why there’s the need to discover those diamonds amongst the debris like the aforementioned- and use these effectively and creatively.
What makes the photograph of Yoshito Yahagi one of the more compelling pieces of communications for horse racing? It’s not another rehash of what’s come before. It’s not something some racing executive thinks is the safe way to go.
There is an emotional attachment to this photo that transcends almost everything associated with horse racing- and this “everything” is seldom anything very positive.
With this victory and retirement of Contrail, there was no need to cry and carry on like Sally Fields’ acceptance speech all those years ago at the Oscars for “Norma Rae” and throw boots and silks and toys out of the cot like someone in the throes of Mad Cow disease.
There was no need to, once again, play the sympathy card to an often easily manipulated racing media, and tell the world about all the hardships one has had to endure including, of course, mental health issues, and where these might have led.
No one industry has an exclusive on personal problems. We’re all in this together.
We remember what happened to jockeys Stathi Katsidis and Neil Williams and others just as we remember how life took its toll on Robin Williams, Chris Cornell, Kurt Cobain, Brian Epstein etc etc.
Yahagi san showed that there was no need to “sell” anything. Readers and viewers are savvy enough to decide for themselves what they will “buy”.
For horse racing here is an exercise in constraint and shows how less is more. There’s really no need for hosannas singing to horse racing about how “This Is what we live for”, or showing 4-5 horses badly photoshopped onto some woman’s hat that resembles a strawberry shortcake. Been there, done that, and have the purse.
The 60 year old Yoshito Yahagi is in Hong Kong for Longines International Race Day at Shatin on December 12 when he saddles up Stay Foolish in the Group One Hong Hong Vase. Hong Kong rider Vincent Ho who combined with the master trainer to win the QE 11 with Loves Only You in April is booked for the ride.
As for Loves Only You who Yasagi san describes as being like “a most beloved daughter”, she runs her last race in the Hong Hong Cup.
What. A. Story. And. What. An. Opportunity.
Win, lose or draw, both horses, their riders and the master trainer provide incredible back stories to showcase the internationalism and quality of HKIR week without taking anything away from the other players.
In fact, if anything, it all adds to a real life horse opera.
Will this happen? Not if those involved in the marketing of the most important day in the Hong Hong racing calendar are busy singing, “This is what I live for”. You do? Seriously?
Apart from being a lazy copy of what was heard ad nauseum during the recent Melbourne Spring Carnival, it will ring as hollow as Bossy’s Boots at a time when the big old non-racing world out there is busy trying to piece together their lives everyday.
Someone forget?
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Keep the Chasing Winners Movember Movement moving and not get lost...
Maybe it was a small gesture and missed by many as there’s so much click bait and clutter in the way. Still, sometimes, the little things that matter like the initiative started in Perth by Peter O’Neil and David Shortee and with their support group to make November something more-Movember- and a month set aside to create awareness of men’s health and the importance to be there for friends- has managed to reach a good number of people. This is how social media should be used and where the technology tail doesn’t wag the big dog.
In a month, Team Chasing Winners has raised $6000. As more of these initiatives are needed, perhaps Chasing Winners can keep the Movember Movement moving, especially as we approach Christmas time and when many would like to know that they’re not alone.
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Being cryptic
And so he was told to do a runner
The truth had caught up fast
The old man wasn’t helping
And the French baguette wore many masks
When the winners stop coming
And you play from the bottom of the deck
Sooner rather than later
There’s a noose around your neck
Racing can take you through different doors
Some you just don’t open
Reservoir dogs are hiding there
They’re rabid and thinking crazy
They always want less than more
Nothing comes without strings attached
Every favour must be repaid
And now he has to do a runner
He got in way too deep to stay
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Bossy Boots Tweet Of The Year
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RIP, Chris Caserta.
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What have you done today?
Guys like them take that empty cup
And they fill it up half full
They inspire and they give
There are no other rules
What have you done today?
It’s got to be more than
another serving of I me and mine
It’s gotta be more than
one way traffic
It’s gotta be more than
being too busy to care
What have you done today?
It’s about making the time to
Make things happen
No matter how small they might be
Every seedling needs nurturing
to see what more it can grow to be
What have you done today?
Copyright © Hans Ebert
Note: “Is it rolling, Bob?”, the filming of the freewheeling documentary inspired by passionate and committed Hong Kong racing photographers Wallace Wan and Donald Lee, starts on Monday.
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