Posted on September 22, 2016 · Posted in Analytics, SEO, Social Media Management, Website design by

And They’re Off!

Every May people from all over the horse world get ready to watch the first of the three horse races in the Triple Crown, The Kentucky Derby.  The Derby is known in the United States as “The Most Exciting Two Minutes in Sports” for its approximate duration, and is also called “The Run for the Roses” for the blanket of roses draped over the winner. It is held in Louisville, Kentucky, at the Churchill Downs course and the horses run over 1 1/4 miles.

A Winning Marketing Strategy takes more than just Lady Luck

This annual event is just as much about fashion as it is the actual horse or race. The Kentucky Derby is a chance for every woman to express her inner Southern Belle.  Big, bold hats are a must at the Derby! If you don’t wear a grandiose hat to the derby, it’s like wearing jeans to a cocktail party. Gentlemen need to dress accordingly as well. A classic seersucker suit, pants in shades of red, green, yellow, or orange, and dress shirts in bright hues are all perfectly fitting for the occasion.


Knowledge Always Wins

So, what does The Derby teach us about our marketing strategy?  Well, first of all, no matter how well dressed you are at the Derby, if you don’t educate yourself on the horses, their breeding, track records etc., chances are your gamble won’t have a good payoff.  Just like at any horse race, your marketing strategy requires knowledge. Seasoned betters use their knowledge to their advantage too.  They have been watching these horses race for a year or more.  They study their size, speed, pedigrees and whether they are good long distance racers or if they are better on a shorter track.  In marketing, understanding your competitors and their past performance is what will lead you to a better results and increase your odds of success. Remember a consumer is more apt to buy from a company that educates them on an issue and has presented them with a solution. This builds trust, and your ability to educate them has won their loyalty in the future.

Win by a Knows…

You can gain a greater advantage by being a leader in new marketing trends.  Understand your target market, watch the new developments and focus on what people are more drawn to on social media. There are many tools out there now that are being used to follow your audience, track valuable data and behaviors.  In horse races, there are so many variables to consider during the race, including many that are out of your control, such as the weather. This is also true in your marketing plan. You have to contend with the ever-changing algorithms to avoid throwing a wrench into your strategy.  It is wise to partner with a trusted marketing firm that is up-to-date with the latest trends and technology, stays informed, and understands the data so they can provide you the most valuable feedback. Studying the reports and analyzing the data will help you attain a more data-driven marketing strategy.

Be Consistent

Achieving success when implementing your marketing strategy takes a lot of time and patience.  Some of your campaigns won’t be successful just like you can’t win every race. It takes resilience, stamina and most of all consistency to win.  Many businesses run out of stamina or patience before they reach the marketing results they desire. Unlike the Kentucky Derby, which is only about two minutes long, successful digital marketing takes time but is well worth the payoff.

Chrome is a Winner!

2014 Kentucky Derby Winner California Chrome

2014 Kentucky Derby Winner California Chrome

In a horse race it’s difficult to come from the outside and secure the lead. Although some great upsets have been witnessed in the final stretch, gaining a solid, competitive position is always best.  A good search engine ranking position is the key to success in the online world. Ensuring you’re in the right spot at all times is key to any successful business.

Do you think it’s by chance that the 2014 winning horse’s name, Chrome, is the same as Google’s own Search Engine? Maybe…maybe not! Any way you slice it, Google is everywhere and they are the ultimate power in your digital race.  Remember to be patient, slow and steady wins the race. It can sometimes take six months to a year to build your online community and feel like you are breaking away from the pack and heading for the finish line.

At Phil-Mack Media we know it takes more than Lady Luck to win!  We will help you educate buyers as to why they should choose your horse/brand versus the competition, what sets you apart from the rest, and what makes your product or company special. We have the knowledge, and the experience to take you from the starting gate all the way to the finish line.