How to Reach Gen-Y & Beyond

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How to Reach Gen-Y & Beyond

  1. 1. Presenting……….. facebook’s-RACE BOOK or myspace’s-MY RACE How To REACH GEN Y & BEYOND
  2. 2. In Concept <ul><li>Don’t Expect Gen Ys…………… </li></ul><ul><ul><li>to use your tools; you must integrate with their tools. </li></ul></ul><ul><ul><ul><li>E.g., Facebook, iPods, You Tube, Cell Phones, iTunes, Second Life, Text Messaging, etc. </li></ul></ul></ul><ul><ul><li>to come to you; you must go to where they are; </li></ul></ul><ul><ul><li> i.e., their electronic social networks. </li></ul></ul><ul><li>Do…………….. </li></ul><ul><ul><li>1. Build a Race Book game within facebook or myspace. </li></ul></ul><ul><ul><li>2. Emulate Poker’s success story. </li></ul></ul><ul><ul><li>3. Market to Gen Y women by facilitating relationships; </li></ul></ul><ul><ul><li>“ Affections then Selections ” should be the theme. </li></ul></ul><ul><ul><ul><li>Affections for the horses. </li></ul></ul></ul><ul><ul><ul><li>Affections for horse people. </li></ul></ul></ul><ul><ul><ul><li>Affections for the pageantry; colors, fabrics, fashions, names. </li></ul></ul></ul><ul><ul><ul><li>Affections for other players. </li></ul></ul></ul>
  3. 3. <ul><li>The image below shows how past performance images can be made available within facebook. Each image represents one horse. </li></ul><ul><li>When within facebook, upon clicking each image, an expanded view of the horse’s past performances will come into view. Navigation arrows will enable movement from one horse’s image to the next, or backwards to the previous image. </li></ul><ul><ul><li>1. Construct a Race Book Mini Application As a Game Within facebook . </li></ul></ul>
  4. 4. <ul><li>This shows a prototype of an expanded horse past performance image in facebook. (It looks fuzzy here because it’s an image of an image). </li></ul>
  5. 5. <ul><li>The NTRA Video Archive should be used to share replays of the races played by the members of facebook Race Book group. </li></ul>
  6. 6. 2. Emulate Poker’s Success Story <ul><li>Poker’s revival was made possible by two critical components. Here’s #1: </li></ul><ul><li>On-line competition for practice and winnings. </li></ul><ul><li>Thoroughbred Racing should emulate this by – </li></ul><ul><li>Providing 7x24 play on-line as a game for practice points or $ earnings. </li></ul><ul><li>Presenting a new race “game” in the facebook Race Book every 90 minutes. </li></ul><ul><li>Permitting competition vs. others who play on-line. </li></ul><ul><li>Making the Race Book game playable any time the GenY has a few minutes. </li></ul><ul><li>Providing enough information for quick selections. </li></ul><ul><li>Communicating to Race Book players by text messaging; </li></ul><ul><ul><li>“ E.g., “The next Race Book game to start in facebook at 9:00AM”. Or, </li></ul></ul><ul><ul><li> “ The 9:00AM Race Book game was won by the [horse’s name]. </li></ul></ul><ul><li>Replaying videos of races used for the games using multi-media: </li></ul><ul><li>Within face book, on You Tube, or as downloads to iPods. </li></ul><ul><li>Educating Race Book game players why the horse won. </li></ul><ul><li>Gen Y’s want to know why! </li></ul>
  7. 7. <ul><li>2. Video camera technologies to secretly show hands dealt to players. </li></ul><ul><li>Thoroughbred Racing should emulate this by – </li></ul><ul><li>Reconstructing handicapping contests in “reality” format for television. </li></ul><ul><li>Requiring finalists to explain their selections after they have been made. </li></ul><ul><li>Displaying pertinent data during their explanations. </li></ul><ul><li>E.g., “Mr. Player, you’re leaning toward the #6 horse based on its class. Looking at it below, why does it stand out?” </li></ul>2. Emulate Poker’s Success Story (ctd.)
  8. 8. <ul><ul><li>E .g., “Mr. Player, you’re leaning toward the #6 horse based on its form cycle. Looking at it below, is it due to the 4 workouts since it was claimed on 7/25 at Saratoga or is it because the trainer is noted for winning 1 st races after claims?” </li></ul></ul>Televised contests should help viewers learn how to play.
  9. 9. <ul><ul><li>3. “AFFECTIONS THEN SELECTIONS” MARKETING TO GEN Y WOMEN </li></ul></ul><ul><ul><ul><li>For the horses. </li></ul></ul></ul><ul><ul><ul><ul><li>Publish brief horse life stories with past performances; </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Especially early life of foals with their mothers. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Create fantasy foal adoptions and naming programs </li></ul></ul></ul></ul></ul><ul><ul><ul><li>For horse people. </li></ul></ul></ul><ul><ul><ul><ul><li>Publicize success stories of Gen Y horse people. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Build star followings, like Nascar does with drivers. </li></ul></ul></ul></ul><ul><ul><ul><li>For the pageantry; colors, fabrics, fashions, names. </li></ul></ul></ul><ul><ul><ul><ul><li>Publish images of owners’ silks next to each horse in past performances such as below: </li></ul></ul></ul></ul><ul><ul><ul><li>For other players. </li></ul></ul></ul><ul><ul><ul><ul><li>Make a day at the races into a positive social experience rife with potential for short term romance or lasting relationships. </li></ul></ul></ul></ul>
  10. 10. <ul><ul><li>Thoroughbred Racing Needs Reinvention </li></ul></ul><ul><ul><li>The thoroughbred racing business as we know it is over. </li></ul></ul><ul><ul><li>Industry leaders must look in the mirror and ask…………. </li></ul></ul><ul><ul><li>What is the new model of the business that makes sense? </li></ul></ul><ul><ul><li>To succeed, the old model has to surrender itself to </li></ul></ul><ul><ul><li>creative inspirations and new visions for future success. </li></ul></ul><ul><ul><li>This presentation submitted for your consideration by: </li></ul></ul><ul><ul><li>Dave Markant </li></ul></ul><ul><ul><li>Hometown Information TECHnologies </li></ul></ul><ul><ul><li>P.O. Box 26893 </li></ul></ul><ul><ul><li>Rochester, NY 14626-0893 </li></ul></ul><ul><ul><li>585-703-2871 </li></ul></ul>

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