Maybe I just don’t get it. Besides all the craziness in the world today, doesn’t anyone see things from a common sense aspect?
Okay, so maybe in a general sense I’m talking about the world, but the question I have is in regards to some of these big bracket races which are being run, most of them under obscure settings, meaning it’s hard to find out who the winners are. And I believe some are missing out on marketing through the media and this tends to include the major sanctioning organizations as well.
Think about the times you’ve seen an actor, actress, writer, whoever on a television or radio talk show. Most are not there because they’re good looking; although maybe some are. No, they’re there to “sell” their book, movie, whatever. It’s called Marketing 101.
I certainly don’t have a PHD in that endeavor, but it’s really just common sense. Of course, as I’ve mentioned time and time again, common sense isn’t all that common in today’s world. But it’s almost as if we have regressed in marketing our sport. I seem to remember in years long since gone by that the movers and shakers of our sport garnered much more mainstream media coverage than now. Granted, there are way too many mainstream media outlets today than ever before, but if we want to move to the top of the list, we’ve got to blow our own horn, cause no one else is going to blow it for us. And we have to welcome the media into our arena.
Allow me to explain one simple example; and I’ve been fighting internally to tell this story because I don’t want this to sound as if I’m digging on anyone special at all, but it is a good example. I’ll refrain from mentioning any names but I think you can figure out the who and where. When big events began to open back up, I felt it was important to attend in order to tell the story of just what the “new normal” was going to look like. I wasn’t going there to race nor even spectate for that matter. My only take was that I didn’t want to have to fly there, rent a car, hotel, etc. In that vein, I felt it best to go through the proper channels and request a parking spot in order to park my motorhome. The answer was “No.” Their claim was the limiting of overnight parking on the facility even though they were going to have dozens of racers parked there overnight in their motorhomes. You would think they would have welcomed media but instead, needless to say, I didn’t attend.
Now, I’m just a little guy in the media wheel house but it would appear to me that any kind of PR is good PR.
So what does all of this mean? It’s the reason I feel it best to send out press releases every night at the races I cover. Not only do those releases go to the various media outlets, but they too are sent to each of the race sponsors so that they know what is going on at the races they support. Maybe just a “Thank you” of sorts.
There was a post on Facebook some time back which made a whole lot of sense to me. It explained that when a man’s son received his state driver’s license, the man gave the son a rather old car. Before he gave it to him, he instructed the son to take it to a used car dealer and see how much they’d give him for it.
The son returned saying, “They offered me $1,000 because it looks very worn out."
The father said, “Take it to the Pawn Shop.”
The son went to the pawn shop, returned to his father and said, "The pawn shop offered $100 because it is a very old car."
The father asked his son to go to a local car club and show them the car. The son returned and told his father, “Some people in the club offered $100,000 for it, since it is a very iconic car and sought after by many.”
The father explained the moral of the story to his son, "I wanted you to know that the right place values you the right way. If you are not valued, do not be angry, it means that you are in the wrong place. Those who know your value are those who appreciate you, and never stay in a place where no one sees your value.”
I didn’t receive a degree in marketing, but got one through the School of Hard Knocks, and I’m pretty sure I only got a D- in that class anyway. But it’s just called common sense. -JOHN DiBARTOLOMEO