How Do We Attract A New Young Audience?

[The White Knight]

 

What's the difference between attracting 1,000 new fans aged 15-30 and 1,000 new fans aged 40-55? I'd hazard that speedway looses far more fans due to lose of interest, cost, rules etc. than through death.

The 15 to 30 Group will last longer.

 

one only has to look at the old uns bickering on here over .25 of a point etc... the rules are far too complicated in what is inherently a very simple sport. The risk of bumping into someone like TWK would make yourt avarage teenager run a mile

It may surprise you but I generally get on very well with teenagers.

Edited December 23, 2015 by The White Knight

[Gemini]

Ok, when I started going in 69/70 I didn't really know anything about the sport, it was when I hit double figures in 73/74 I really got into the racing, and in them "good old days" grading was done after every race!!! Rakers dragging back dirt onto the inside, and tractor with grader doing 2/3 laps spreading, levelling the shale, taking off any berm that builds up 3/4 way up the bends.... Now, it's officially only done after heats 3,7 10 and 14 ish.

So there's less grading now, technically....

I honestly can't remember all this grading after every race but I'll take your word for it . I know there were always track rakers who got on swiftly with their job as soon as the riders had exited the track. I also remember after every match (not sure how many heats, 13, 15 or 18) there was at least a 6 heat second half but don't recall the evening's entertainment taking as long as it does these days. Perhaps I've just got less patient in my old age and get fed up hanging around, especially if it's cold, but reading comments on the forum I'm certainly not alone in wishing things could be speeded up a bit with less delay between heats.

[RobMcCaffery]

Looking at a more general level the sport needs professional marketing, but the eternal question is who can or will pay for it? I really can't see that the sport can work together on this, even if somehow the funds were to be found.

 

The sport needs external funding which it can only get from sponsorship since official funding bodies generally barely recognise it as a sport. Perhaps if the Sky money had been spent on this instead of being used to prop up unrealistic budgets at tracks the sport could have taken that vital step forward?

 

I read a lot of regional papers and it's notable how often that other sport that often shares our stadia, Stock Car Racing takes out significant, eye-catching advertising. Speedway, apparently cannot afford this, and I dare say if I were privy to the books of tracks (heaven forbid!) I'd see why they can't. It's a terribly sad situation; lack of unity, ideas and fundamentally, hard cash.

 

The sport needs hype, but modern hype, not the form that we've tried and failed with (myself included on a very minor scale). We're constantly informed of the 'great new craze to come out of the USA" and we really need this kind of marketing working for us. The sport is now obscure enough to be sold as a 'new' sport I'd suggest, but in a completely new way. We used the 'family sport' tag when football was almost crippled by hooliganism. They've cleaned up their act (or more significantly a large chunk of the media plays this down to protect its investment) and I'd suggest this approach has reached the end of its usefulness.

 

One of SCB's best moments here was to argue that the sport needed to be sold as a dangerous one - radical and almost something that your mother wouldn't approve of.

 

It needs to be seen as something edgy, almost forbidden - that to follow it is to rebel and be an individual - to make a mark.

 

Social media is vital - but not this forum which far too often does nothing at all to enhance the sport's image (cue howls of indignation form the self-serving and self-justifying 'mob' that dominates here now).

 

Going 'viral' is essential - attract attention. Despite my comments about advertising earlier I've always believed strongly in word-of-mouth. Now with social media the ability to spread the message this way, by personal recommendation. is stronger than ever.

 

Sadly for too many in authority in the sport the internet is a threat - it gives voice to malcontents and trouble-makers, as is so sadly often the case with with the BSF which really squanders its potential role as a healthy ideas generator. That's why I get so frustrated when I see this happen, it's such a waste of opportunity.

 

There are agencies that offer these services professionally. They create positive comments about the client all over the internet and especially in Facebook and similar products. They sell quantity of mentions. It's 'kick starting', and the amounts involved are quite substantial.

 

Without breaching client confidentiality I was helping to pay the bills for a major soft drink manufacturer earlier this year and the bills from the social media marketing firms were significant and revealing. Sadly they were also totally beyond the sport's current ability to pay.

 

People don't realise that comments about products or services don't always come from amateurs. Often what you read is the creation of a professional working for a client.

 

We need someone to do that for us. We need to sell the danger and risk, not just the lack of brakes, we need to sharpen our meeting running times and presentation (I've been as guilty as many others in my time). But there HAS to be racing and incident - F1 may get away without it but the marketing there is astronomical!

 

We need to make speedway attractive, exciting, but most of all entertaining. Without that you're just polishing the unmentionable....

 

All thoughts need to be on product improvement, starting with the things that don't cost too much - using the assets that we have, the riders and making them part of people's lives. We need people thinking and talking about Tai Woffinden without even necessarily knowing why.

 

Look at Guy Martin. He's all over Channel Four. I hear he's a biker. Get the point? He's being marketed professionally.

 

We need the money, but also the will. It's got to be about the action, racing, incident, controversy - make people want to see all of that and talk about it. The world turns on gossip thanks to social media. We need to be part of that conversation.

Edited December 23, 2015 by rmc

[ColinMills]

if we look at why speedway works at GP/WORLD CUP level, just maybe, league racing can follow?

GP/WC...no guest riders.......No rider sharing....Meaningful fixtures....Fast moving, not drawn-out...lock tight rules..

just a thought

Edited December 23, 2015 by ColinMills

[Noodles]

if we look at why speedway works at GP/WORLD CUP level, just maybe, league racing can follow?

GP/WC...no guest riders.......No rider sharing....Meaningful fixtures....Fast moving, not drawn-out...lock tight rules..

just a thought

Lock tight rules? Did you see Warsaw last year?

[ColinMills]

Lock tight rules? Did you see Warsaw last year?

sure did, it was as farcical as a league match, luckily, its not the norm for a gp

[RobMcCaffery]

I have long suspected that the reason SGP/SWC works is because the riders are using their best equipment and using their skills to the full, as opposed to turning up and going through the motions in league events - unless they're riding for a very expensive carrot dangled before them in Poland.

[The White Knight]

if we look at why speedway works at GP/WORLD CUP level, just maybe, league racing can follow?

GP/WC...no guest riders.......No rider sharing....Meaningful fixtures....Fast moving, not drawn-out...lock tight rules..

just a thought

I can remember Jason Crump and Niki Pedersen fighting to get last place (Both slowing down) regarding who did/didn't get the 'Joker' in the World Cup a few years ago.

 

That was pretty demeaning for Speedway.

[stratton]

I can remember Jason Crump and Niki Pedersen fighting to get last place (Both slowing down) regarding who did/didn't get the 'Joker' in the World Cup a few years ago.

 

That was pretty demeaning for Speedway.

What would you do WK? it is not easy but us two are both old farts and there are not many in line to take our place.I recon a 12 pound entrance fee for example at Swindon as a start try to tempt a few people back and stick to the double point rule( only joking i hate it as well.

[The White Knight]

What would you do WK? it is not easy but us two are both old farts and there are not many in line to take our place.I recon a 12 pound entrance fee for example at Swindon as a start try to tempt a few people back and stick to the double point rule( only joking i hate it as well.

Your not wrong there sidney. :rofl:

 

As for what would I do. About the only thing I can think of that could help Speedway is an Independent Overseer of the whole Sport with a Brief to completely reorganize Speedway. For all sorts of reasons that will not happen, and Speedway will continue to bumble along in it's own haphazard way until there are none of us 'oldies' left. Then it will probably become an Amateur Sport in this Country.

 

Obviously there may be somebody else out there who has an answer - if there is - I wish they could come forward soon, whilst there is still a Sport around to be brought up to date.

[stratton]

Your not wrong there sidney. :rofl:

 

As for what would I do. About the only thing I can think of that could help Speedway is an Independent Overseer of the whole Sport with a Brief to completely reorganize Speedway. For all sorts of reasons that will not happen, and Speedway will continue to bumble along in it's own haphazard way until there are none of us 'oldies' left. Then it will probably become an Amateur Sport in this Country.

 

Obviously there may be somebody else out there who has an answer - if there is - I wish they could come forward soon, whilst there is still a Sport around to be brought up to date.

John Berry as you have said WK in the past what a miss, ok he would of ruffled a few feathers but he might have done it a massive opportunity missed.

[Fingersfin]

Glasgow's crowds doubled last year, peaking at 2000 for the Grand Final. So a huge step in the right direction but still a lot of work to be done.

 

Locally Braehead Clan set the benchmark with their use of social media, fan engagement and match day entertainment.

No secret that the Tigers are trying their best to emulate a lot of what the Clan do, as it works!

 

IMO what succeeded for the club last year.

 

First and foremost the stadium renovations, Ashfield became a place you were proud to attend and tell others about.

Partnerships with Glasgow Celtic, Glasgow Rangers, Knockhill and the Braehead Clan allowed the Tigers to promote at their venues and tap into their existing support.

Signage - You cannot drive by Ashfield now without noticing it be it the fantastic Tiger mural at one end of the street, the 14 road signs dotted around the local area or the bright inviting billboards plastered all around the entrance.

Use of Social Media to fill that dead time between meetings to keep that Sunday buzz going as long as possible, engage with the support' keep them informed and make them feel as important as they are. In British speedway the Tigers have the largest following on Instagram, second highest on Twitter and fourth highest on Facebook. They will become the club with the largest social media following in British speedway around March next year, passing Poole.

Exposure on Radio Clyde through sponsorship of their morning sports desk slot and regular features in the Daily Record and Evening Times.

Race Day - Pre Match entertainment (Bubble football, regular singers, face painting, lookalikes the list goes on) A fantastic well motivated Mascot, Races for the Kids, Jungle Balls (ball in bucket win a prize), Start Girls with dancing routines, a varied choice of music, theme tunes for the riders.

 

There were numerous other initiatives that were tried last year some deemed a failure others whose long term success is hard to quantify. The work continues this Winter with working parties made up of fans, sponsors and management focusing on key growth areas for the club...There are already a couple of initiatives in the pipeline which should greatly enhance the fans enjoyment of their Sunday afternoon show.

 

Of course a lot of what was done costs money but maybe just maybe with Glasgow, Belle Vue and (hopefully) Swindon leading the way Speedway can start to emerge from the rut its wallowed in for too long.

Edited December 23, 2015 by Fingersfin

[stratton]

Glasgow's crowds doubled last year, peaking at 2000 for the Grand Final. So a huge step in the right direction but still a lot of work to be done.

 

Locally Braehead Clan set the benchmark with their use of social media, fan engagement and match day entertainment.

No secret that the Tigers are trying their best to emulate a lot of what the Clan do, as it works!

 

IMO what succeeded for the club last year.

 

First and Foremost the stadium renovations, Ashfield became a place you were proud to attend and tell others about.

Partnerships with Glasgow Celtic, Glasgow Rangers, Knockhill and the Braehead Clan allowed the Tigers to promote at their venues and tap into their existing support.

Signage - You cannot drive by Ashfield now without noticing it be it the fantastic Tiger mural at one end of the street, the 14 road signs dotted around the local area or the bright inviting billboards plastered all around the entrance.

Use of Social Media to fill that dead time between meetings to keep that Sunday buzz going as long as possible, engage with the support' keep them informed and make them feel as important as they are. In British speedway the Tigers have the largest following on Instagram, second highest on twitter and fourth highest on facebook. They will become the club with the largest social media following in British speedway around March next year, passing Poole.

Exposure on Radio Clyde through sponsorship of their morning sports desk slot and regular features in the Daily Record and Evening Times.

Race Day - Pre Match entertainment (Bubble football, regular singers, face painting, lookalikes the list goes on) A fantastic well motivated Mascot, Races for the Kids, Jungle Balls (ball in bucket win a prize), Start Girls with dancing routines, a varied choice of music, theme tunes for the riders.

 

There were numerous other initiatives that were tried last year some deemed a failure others whose long term success is hard to quantify. The work continues this Winter with working parties made up of fans, sponsors and management focusing on key growth areas for the club...There are already a couple of initiatives in the pipeline which should greatly enhance the fans enjoyment of their Sunday afternoon show.

 

Of course a lot of what was done costs money but maybe just maybe with Glasgow, Belle Vue and (hopefully) Swindon leading the way Speedway can start to emerge from the rut its wallowed in for too long.

Great to hear hope Glasgow do well and hopefully the sport moves on.

[steve roberts]

John Berry as you have said WK in the past what a miss, ok he would of ruffled a few feathers but he might have done it a massive opportunity missed.

A massive 'miss!' John Berry would have been a great administrator but felt that he wouldn't have got the necessary support from within.

[Fingersfin]

Another interesting team locally is the Glasgow Rocks basketball team. They have very little money, two full time back office staff, coach and players. There strategy is schools and they go for it in a big way. The players are contracted to train for two hours in the morning then every afternoon they are out at a local school taking workshops, preaching good health and handing out discount coupons.

 

There crowd must average between 1000 - 1500 and its packed full of kids and families with crowds growing. Again they play in the fantastic surroundings of the Emirates arena.

 

Personally think schools is tricky for speedway as the riders are off here there and everywhere. The Tigers did have Schools programme a few years ago run out of the learning centre at Ibrox but that fell away after Shane Parkers departure.

[stratton]

A massive 'miss!' John Berry would have been a great administrator but felt that he wouldn't have got the necessary support from within.

People within the sport looking after there own interests? nothing has really changed Steve since JB i was not always a fan of John but he grew on me and could of changed the direction of British Speedway.

[steve roberts]

People within the sport looking after there own interests? nothing has really changed Steve since JB i was not always a fan of John but he grew on me and could of changed the direction of British Speedway.

I corresponded with John on a couple of occasions and found him to be a most charming and articulate individual. He's sorely missed!

[RobMcCaffery]

Glasgow's crowds doubled last year, peaking at 2000 for the Grand Final. So a huge step in the right direction but still a lot of work to be done.

 

........

 

Of course a lot of what was done costs money but maybe just maybe with Glasgow, Belle Vue and (hopefully) Swindon leading the way Speedway can start to emerge from the rut its wallowed in for too long.

So good to see a club able to actually tackle this and be rewarded. As I said, it needs financing and thankfully the Tigers now have this. I do hope it pays off long term and proves to be inspiration for the rest of the sport.

[montie]

How Do We Attract A New Young Audience--------Booze, Drugs and ladies of easy leisure

 

next question!

[stratton]

I corresponded with John on a couple of occasions and found him to be a most charming and articulate individual. He's sorely missed!

Totally right could do with John now, being realistic as Fraser said (we are are doomed) i think the product generally the racing is good but the sport is going nowhere harsh but true.