When it comes to horse racing, there isn’t an event that comes close to the Kentucky Derby. From the strong brand identity to the overall experience that doesn’t come only from the race, and adopting new technologies, the Kentucky Derby managed to build quite a success story throughout the years.
With a close to 150-year-old tradition, the Kentucky Derby is one of the few brands that managed to survive and thrive for many generations.
This is why other brands, not just in the horse racing scene can learn a lot from this race and in this article, we will highlight some of the marketing tactics that cement this big event in the first place in horse racing.
Things We Can Learn From the Kentucky Derby
Creating a Strong Brand Identity
It seems like the Kentucky Derby is as old as dinosaurs, at least when you compare it to most other big sporting events in the world. This is all thanks to its strong brand identity.
From the iconic twin spires of Churchill Downs to the refreshing Mint Julep cocktail, every aspect of the event is carefully curated to create a cohesive and recognizable brand. And let’s be honest, who doesn’t want to be known for their iconic spires and boozy beverages?
Throughout the years, they’ve managed to maintain a steady level of interest by holding on to traditions and setting strict rules that spectators need to follow even if they go against modern marketing standards.
Make it About the Experience
We all know and love horse racing, but even the biggest races in the world last only 2 minutes. This is not enough to keep the popularity of the event for such a long time. Can you imagine waiting an entire year just to be entertained for 2 minutes?
That is why the Kentucky Derby is more than just a race. It is an event that lasts a couple of days and takes over the state. It is like the Coachella of equestrian events.
From the fancy hats to the finger-licking food to the live music and entertainment, every aspect of the event is designed to create a memorable and enjoyable experience for attendees.
It’s like they took the phrase “go big or go home” and turned it into a hat-wearing, bourbon-sipping, good time.
The Power of Social Media
Even though we are talking about a race that is nearly 150 years old, this doesn’t mean that the organizers are old-fashioned. They too know the importance of staying relevant with the younger audience, which is why they focus on creating a strong social media presence and providing informative concert, such as Kentucky Derby bet results.
From Twitter to Instagram, event organizers use every platform to reach a wider audience and engage with fans in real time.
Social media apart from giving brands the ability to reach more people, also establish a closer connection with their audience. In other words, your brand can discuss problems, ideas, and things that will make the event even better.
Influencer Marketing
The Kentucky Derby has a long history of working with influencers, from celebrities to fashion bloggers to food critics.
By collaborating with these influencers, the event organizers can tap into new audiences and generate buzz around the event. It’s like they know the power of a well-timed #sponsored post or a perfectly angled selfie.
Embracing Tradition
The Kentucky Derby is like a time machine that takes you back to a simpler time when men wore suits and women wore hats the size of small planets.
But tradition isn’t just about fashion – it’s about the nostalgia and emotion associated with the event.
By tapping into those feelings, the Kentucky Derby has created a strong connection with its audience and built brand loyalty. So, always remember to spark those emotions when you are talking with your fans.
Create a Sense of Exclusivity
The Kentucky Derby is known for its exclusive and luxurious atmosphere, with tickets often selling for thousands of dollars.
While not every business can create this level of exclusivity, creating a sense of exclusivity can be a powerful marketing tool.
It makes the brand even more desirable if it is out of reach, which doesn’t make sense from a business perspective, but since it worked for the Kentucky Derby it might work for you too!
