Horse racing has continuously been one of the most attended sports across the world, with record attendances typically witnessed in-person at races such as the Kentucky Derby, Preakness Stakes and Belmont Stakes.
However, while these huge events capture the imagination of a mainstream audience, the sport’s success also hinges on smaller courses. These venues often need effective betting marketing strategies to attract visitors regularly, as they don’t host high-profile races throughout the year.
But what are some of the best strategies for smaller courses that have reaped rewards throughout recent history?
Social Media
One of the most powerful platforms that racecourses have at their disposal to attract new fans is social media. This has been a massive success for racecourses worldwide, as they can pay for advertising to appear on the pages of the fans they aim to reach.
Gaining an initial response from consumers is vitally important, as it enables them to follow the racecourse and stay updated with the latest news from the track.
Social media is a perfect way for visitors to keep up with the latest entries and the most recent updated horse betting odds by TwinSpires.com. Moreover, it’s also an important tool for distributing key information that could enhance the visitor experience, such as parking resolutions or updates on track conditions.
It is also crucial for promoting major events, enabling visitors to quickly purchase tickets if they wish to attend.
Email Marketing
Another key strategy employed by racecourses around the world is email marketing, which allows them to quickly disseminate information about sale windows for popular events on the calendar.
This tool is typically used by courses to encourage visitors to buy their tickets as early as possible, as prices tend to increase as the event date approaches. It also provides subscribers an opportunity to secure tickets early to avoid missing out on the event altogether.
Email marketing also allows racecourses to tailor their communications to the visitor, often sending hospitality information to those who have previously booked this package at past events.
Moreover, racecourses use email to update ticket holders with vital information should conditions change, keeping everyone informed about potential cancellations and postponements.
Optimizing Websites
A racecourse’s website is often the first point of contact for potential visitors looking to attend a race day. Therefore, optimizing the site to its full potential is crucial to ensure that potential visitors remain on the website and can easily purchase tickets.
Websites that are slow to load and confusing to navigate can deter visitors, who may opt to attend different events instead. It is essential for all racecourses to ensure that their website is user-friendly and mobile-friendly, enabling visitors to complete their bookings on handheld devices.
Furthermore, racecourses must ensure their website ranks high on search engines like Google and Yahoo. If a site fails to rank well, potential visitors might become frustrated when trying to purchase tickets.
Additionally, racecourses should ensure their website provides comprehensive details about visiting the course, including parking details, travel information, and times. If needed, the website should offer a faultless customer service channel to help users get quick answers to any questions, preventing missed booking opportunities.
How Do Smaller Courses Get Visitors Through The Door
While major events like the Kentucky Derby and the Preakness Stakes draw large crowds due to the high-quality on-track action, smaller courses often need to stand out with the services they provide.
Many smaller courses around the world offer incentives such as kids-go-free policies and family fun days. Additionally, some courses cater to adult audiences by hosting free concerts after the races to appeal to a mainstream audience.
These strategies help smaller venues attract and entertain diverse groups, enhancing their appeal and drawing more visitors even without the allure of big-name races.
Final Thoughts
In summary, the digital marketing strategies of the horse racing industry are pivotal in keeping the sport vibrant and engaging, especially for smaller racecourses that may not have the natural draw of the larger, more famous events.
By leveraging tools like social media, email marketing, and well-optimized websites, these venues can enhance their visibility and attract both new and returning visitors.
The strategic use of promotions and event-specific incentives further supports the growth and sustainability of the industry. As digital platforms continue to evolve, so too will the opportunities for racecourses to innovate in how they connect with and captivate their audiences, ensuring the long-term popularity of this historic sport.