By Hans Ebert
There’s that old chestnut about how out of chaos comes opportunity. This cannot be a better truism for horse racing at a time when the world is in lockdown mode and it’s the only game in town with, quite literally, a captive audience- and zero competition from far more popular and mainstream sports like football, tennis, rugby, darts, curling, lawn bowls…
Now, more than ever before, is the time to grab this opportunity with both hands and bring in some new troops- if possible. Those who have the creative and marketing chutzpah and are given the freedom to broaden that customer base.
Sure, keep Dad’s Army and the sons and daughters of Dad’s Army to plod along and warm up the same old porridge and feed it to those who are the (kinda) living embodiment of the saying that one cannot teach old dogs new tricks. That’s fine. But this customer group is hardly the future and shining beacon of where horse racing is heading- if it’s heading anywhere other than going around in circles and making neighing sounds.
With the world pretty much plateaued out and at Point Covid-19 together, old school mediums like television are making a comeback. There’s a very different online media landscape rapidly taking shape. And yet, horse racing still looks to be tippy toeing on eggshells and refusing to see how much the wants and needs of consumers are changing- and have changed.
Skype, FaceTime, YouTube, Instagram- they’re all being used differently and more creatively than ever before because we- you and I- have had to prioritise everything in our lives and adapt to the “new normal”. It might be one of the best things to come out of whatever it is we’re going through.
The human race might just have tired of being part of the rat race and are saying, Stop the world, I wanna get off.
With time on their hands, many are exploring new pockets of multi dimensional creativity and embracing change.
With blinkers firmly in place, horse racing is still too often about three talking heads, sometimes with masks on, positioned here and there to adhere to the very important need to keep their distance in order to quickly quell the spread of Covid-19, and from where they serve more warmed up waffles to their followers.
Add to this those self promoting boom bang-a-lang twittering tipsters, speed maps, websites where Han Solo would find difficult to navigate his way through and with everything often being about the punt and the punt and the punt and…Oh, please, enough is enough.
Having been in the music industry when the smug major music companies and those heading them refused to read the tea leaves, failed to look up and see the vultures hovering over them and invited in that online Dante’s inferno world that changed everything overnight into something unrecognisable today, horse racing should be aware of the Trojan horse that might be wheeled in.
Instead of playing with worry beads and chanting the mantra about how we’re living in very different times, it’s time for horse racing- and every other industry- to relook at their business models and ways in which to make their product relevant to the “new normal”.
The sheeples? They’re so busy sharing and caring and scaring the hell outta each other through information overload that they’ve lost the ability to think for themselves. But it might return given the circumstances we all face today.
#horseracing #covid-19 #thenewnormal #creativity #change #sheeples #media