Horseracing has been an established tradition in the U.S. for more than a century. The sport is currently enjoying a resurgence in popularity, in part due to an American Triple Crown win in 2015 – the first in 37 years – by thoroughbred racehorse American Pharaoh. Yet while the sport may be experiencing a renaissance, The New York Racing Association sees an opportunity to create a customer experience that (re)sparks customers’ passion that is often passed down from generations. For some, a day at the track means wearing a fancy hat or a suit and tie, for others it means a six-pack of beer and a lawn chair. Often these perceptions are based on childhood visits to the track or memories created over time. The challenge is creating a customer experience that aligns with any and all expectations.
In this session, hear how the New York Racing Association, one of the premier horseracing organizations in the world, is applying modern marketing techniques in an industry with rich traditions and a storied past. The association realizes the opportunity to tap into consumer’s emotional bonds with the sport, but sees that a paradigm shift has taken place between brands and customers. By analyzing data and leveraging voice of the customer feedback to understand what customers truly want, the NYRA is focused on every channel and area that is a direct touch point for customers, including marketing, communication, the box office , sales and a variety of customer hospitality services.
Key takeaways include:
- How customer adoption of technology should be incorporated into modern marketing strategies
- How to deliver customers experiences that align with a very diverse set of customer expectations
- The importance of delivering personalized experiences to today’s highly distracted consumers