What Marketing and Bathurst have in common

Posted: October 11, 2010 in Business Advice, Marketing


The Bathurst 1000, held at Mount Panorama Circ...

Image via Wikipedia


I sat and watched the Supercheap Auto 1000 Motor race at Bathurst yesterday and it struck me what a lot  V8 motor racing and marketing have in common.

The first crash of the day was in the first lap, spectacular and completely destroyed the $400,000 car because of a $1.20 part. (Attention to detail – especially in customer service)

One team had no end of trouble – pit problems, tyre problems, bad luck on the track – but still ended up on the podium. (Perseverance, and Focus)

All the teams never lost sight of where their money was coming from – sponsors – and always took the time to answer the pit reporter’s questions as though they had all the time in the world (Public face, customer service etc). I wonder how many senior management could learn this one a little better?

From memory the safety car only came out 4 times, no one was hurt and no one retired because of mechanical problems. (Everyone was professional, prepared. Competition is stiff)

One team had suffered a major prang in practice and needed a part from Melbourne in order to race. A rival team lent their private plane so a round trip could be made to get the part. The team worked through the night to rebuild the car. This story was repeated all day as an example of the passion for the sport overcoming rivalries and gave massive positive coverage for both teams sponsors.


What $1.20 parts are you cost-saving on that could derail the entire marketing plan. Are your ‘free’ customer gifts cheap and nasty? Is there fine print in your agreements that upset customers frequently? What do your customers moan about the most? Chances are it will be something small at the heart of the issue – FIX IT

If you think you are coming last in the market with a lemon of a product – can you dig deep and find the tenacity and market focus to end up winning?

Are you and your team well prepared and trained, rested, un-distracted and sufficiently professional to tackle all the competition in a long haul race at  300 kph?

When have you helped a competitor – for the good of the industry, market, customer base – i.e. when have you put long term ahead of a quick win?


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