Del Mar Racetrack Gallops to Rebranding Finish Line

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Mitch Wagner
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Mitch Wagner   2/14/2012 5:46:49 PM
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Another image -- I left this out of the story because the story was already long enough. 

While many businesses' Foursquare mayor offers are cursory, Del Mar's is pretty substantial:



Mitch Wagner
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Re: I like it.
Mitch Wagner   2/8/2012 6:21:17 PM
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kicheko - And yet it seems to me that the older men might repel the younger women.

Mitch Wagner
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Re: I like it.
Mitch Wagner   2/8/2012 6:20:35 PM
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Ryck - Not much money -- aren't you watching Luck?

kicheko
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Re: I like it.
kicheko   2/8/2012 4:16:18 PM
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Mitch, - I found this story very interesting.

Despite that they are two antagonistic groups on the face of it, looks like the young female customers serve to increase the number of old male patrons at the club. A lot of clubs try to offer free deals for ladies just to attract high spending males. The complaining men may just be in the minority. It is a well calculated campaign.

 

Ryck
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Re: I like it.
Ryck   2/7/2012 3:29:01 PM
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Mitch, anatagonistic groups--old men with money and young women.  Maybe we missed the obvious ;-)

Mitch Wagner
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Re: I like it.
Mitch Wagner   2/7/2012 2:26:57 PM
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Ryck: Then to run a split campaign, focusing on two unique groups, was risky, but successful.  

Not just two groups -- two antagonistic groups. That's one of the elements making this story particularly interesting. 

Mitch Wagner
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Re: I like it.
Mitch Wagner   2/7/2012 2:24:44 PM
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@smkinoshita - I imagine Harley might be dealing with the same demographic problem that Del Mar had: Appealing to older males. 

AliceAMM
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Re: I like it.
AliceAMM   2/7/2012 1:32:28 PM
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Increased revenue translates to increased profits

 

Seems so simple. Totally get that it's not, but really just seems so simple.

Ryck
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Re: I like it.
Ryck   2/7/2012 12:47:58 PM
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Scott, I agree with you, but I also like the idea of the track deliberately targetting the younger, female population.  It would been easy to fall into the trap of trying to attract more of what they already had--older, male patrons--or grooming younger males to become those older, male patrons.  Then to run a split campaign, focusing on two unique groups, was risky, but successful.  

smkinoshita
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I like it.
smkinoshita   2/7/2012 10:54:28 AM
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This is the sort of thing I like to see.  Smart, well thought out strategy complete with analytics.  Harley Davidson needs to look at this, I've heard they're having issues with a changing demographic.



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