NO WATERING DOWN
ON WHAT was a sun-baked summer's afternoon at a picturesque English race course, the so-called sport of kings abdicated its responsibilities to the money-paying public and racing in general through what has been deemed by many as sheer incompetence. It would have made a telling textbook example of how not to treat your customers.
Racing was abandoned after the completion of only one of the seven scheduled encounters, because the course ran out of water needed to keep the animals hydrated in the difficult climatic conditions.
As if turning up the heat, horses prepared for the second race were left to walk around the parade ring in the full glare of the sun for well over half an hour, as attempts were made to replenish water supplies. Jockeys sunbathed nearby. Spectators tried to find out what was going on. The satellite television station covering the meeting for enthusiasts at home switched to coverage from another venue.
TOO LATE
The official statement from the track’s management concluded: "The decision to abandon was a wholly equine welfare condition. We took expert advice." Yes, because by then it was too late to do anything else.
There was scant evidence of any owning up to being at fault. The statement continued that, "We have been involved in summer jumping since its inception, our facilities have been in place for a number of years, providing a template for other courses to follow." Really?
The trainer of the winning horse in the single race to be completed took a different view. He said afterwards: "Why they didn't have enough water bowsers is unbelievable. It is just a waste of resources for everyone concerned."
Things can and do go wrong. The crux of this unfortunate matter, however, is that the organisers refused to give people their money back. The only concession was that admission tickets could be re-used at some future date. There was no comment on whether or not there would be any compensation or the refunding of fees for horse owners, trainers or jockeys.
This was and is at a time when horse racing is struggling to compete for the attentions of the paying public. The leisure sector is more competitive than ever. With millions of British people taking little or no notice of the game, racing's future is harder to predict than the outcome of the average one mile handicap.
SHOCKING MARKETING
It is a major step backwards to take people's money and then, when you fail to provide them with what they paid for, refuse to follow the honourable course (no pun intended) and return their cash. At the very least it is shocking marketing.
Around the time of this debacle a six-figure fee was being paid to a London consultancy to help broaden the appeal of horse racing. The brief was to reposition and redefine the entire business. Positive branding has been introduced since in the form of logos, signage, even the name.
It has to be presumed that the consultancy told racing's chiefs that branding goes far deeper than pretty pictures and clever words. Saying so won't make it so. Products and services are selected by purchasers' overall perceptions of the supplier, not merely by eye-catching headlines, compelling imagery or high-sounding mission statements.
Successful marketing puts customers' needs at the centre of every stage, every process, every activity of the business machine and its output. It then effuses to the outside world with unified, clear and consistent messages designed to persuade customers that they will be the beneficiaries: that they will receive value for their money. Successful branding is an all-encompassing exercise.
Returning to the subject of racing on that unfortunate afternoon, track managers must realise that public support can dry up just as quickly as the condition of horses. Branding cannot be watered down. It is all about relationships.
