Everest

[We're Doomed 5,908]

I'm not sure if this has been discussed anywhere, but I haven't seen anything. I thought there were two interesting aspects to come out of the Everest.

Most of my acquaintances are non racing people, but several of then mentioned to me the saturation advertising everywhere you looked about the Everest and I Wish I Win. They got the impression this was some sort of "good thing" and amazing value based on the advertising. I told them not to touch it with a barge pole as I didn't rate it any chance at all, but a couple of them couldn't resist and did back it and were quite pissed off when it ran a distant last. 

Amazing article in Stuff the day after the race about the NZ connections all doing poorly, but suggesting the TAB did well out of their $700,000 slot. Basically inferring the TAB spent a fortune talking punters into backing a horse that ran last. I don't really think that is good PR for the industry.

The other interesting aspect out of the race was Overpass. He was higher rated than several horses in the Everest, but couldn't start as he didn't have a slot. He then comes out and wins the Sydney Stakes easily. And the horse he beat into third in that race had defeated the Everest 3rd placegetter at their previous starts. Running a line through that form you could suggest Overpass might have been a chance in the Everest.,

This episode does create a bit of a question mark over restricted entry races being given Group 1 status when the field isn't selected on merit. And the Everest situation could get worse in future with 3yos targeting it now to try and enhance their stud credentials. It is in the best interests of studs with slots to start their 3yo colt rather than a better performed horse.

I know the Everest was still a fine field, but it is still not a good look when the 12 best rated horses going around can't be assured of a start.

And another minor point, I presume for the slot holder for the late scratched horse it is just tough luck and they lose their money.

[Pak Star 1,185]

I would have thought most of the IWIW bets were those free shots they were promoting with 100% money back as bonus bets up to $50?  My guess is they were up for a lot if IWIW got up, but may have been somewhat hedged by the return in stakes.

On that last point, you would have to be spewing if you were a slot holder paying thousands if not millions, and then you don't get a starter.  Not sure how they combat that risk in future - perhaps as you say "tough luck".  

Also about that last point - did anyone see how the TAB handled their "pick the 12 runners in order for 10 million" sweepstake with only 11 runners?

[MHC 49]

How does the old saying go about fools being easily parted with their money? 

[Lord Wilf 90]

20 minutes ago, MHC said:

How does the old saying go about fools being easily parted with their money? 

I agree. Those who listened to and got conned into investing on I wish I am,  need the odd slap on the cheek to wake up.  Totally gullible.

[scooby3051 12,950]

21 minutes ago, Lord Wilf said:

I agree. Those who listened to and got conned into investing on I wish I am,  need the odd slap on the cheek to wake up.  Totally gullible.

Why are they fools...he was in good form and there were many who thought he had a good chance otherwise he would not have been so short not only here but also in Oz...so all who thought he could win were stupid???? yes he ran poorly but based on form before the race he was in it up to his ears...hindsight is a wonderful thing sometimes.

[Insider 5,170]

41 minutes ago, scooby3051 said:

Why are they fools...he was in good form and there were many who thought he had a good chance otherwise he would not have been so short not only here but also in Oz...so all who thought he could win were stupid???? yes he ran poorly but based on form before the race he was in it up to his ears...hindsight is a wonderful thing sometimes.

+ it was a free bet up to $50.

If some people thing I was stupid to take that bet, more fool them!

[MHC 49]

The comment was directed at non racing folk who got sucked into backing IWIW on some jingoistic beat up based on NZ breeding etc.  Not denying some may have been saved by the bonus back offer, but if they placed a cash bet at the TAB would they still qualify for the bonus back as opposed to a bet placed via a TAB account online?

[Ohokaman 6,465]

12 minutes ago, MHC said:

The comment was directed at non racing folk who got sucked into backing IWIW on some jingoistic beat up based on NZ breeding etc.  Not denying some may have been saved by the bonus back offer, but if they placed a cash bet at the TAB would they still qualify for the bonus back as opposed to a bet placed via a TAB account online?

If it got non interested folk involved in racing with what was the equivalent of a supermarket loss leader, it did its job.

Up to $50 they got back as bonus cash so that would presumably entice them to have another bet, and with a win, might get them hooked.

No one saw it running last that’s for sure.

[nomates 5,463]

I wonder what the reaction would have been if IWIW had WON !!! 

Fecking geniuses then eh .

Why are people moaning , I didn't see anyone holding a gun to peoples head to back him , it is called a promotion , it highlights racing , how can that be bad .

Now if it was called "the mole hill" and run for $2000 and they were trying to promote betting on it then we would have reason to moan about .

[Michael Roustoby 433]

Marketing 101

Convince people they have to buy something they don't need. 

Well Played Entain.

As the old saying goes Advertising is legalized lying.

It's about time Nz racing was advertised. Normally you wouldn't even know they are on,.Need to see more of it.(advertising and incentives)

Truth is the Everest is just the TJ Smiths Stakes with a fancy hat on.

[Lord Wilf 90]

3 minutes ago, Michael Roustoby said:

Marketing 101

Convince people they have to buy something they don't need. 

Well Played Entain.

As the old saying goes Advertising is legalized lying.

It's about time Nz racing was advertised. Normally you wouldn't even know they are on,.Need to see more of it.

Truth is the Everest is just the TJ Smiths Stakes with a fancy hat on.

I agree. Entain played a blinder.

[Canterbury Man 152]

32 minutes ago, Michael Roustoby said:

Marketing 101

Convince people they have to buy something they don't need. 

No that's old school marketing.  Only works if you assume all people are thick.  

If you sell something to someone that they don't need they won't buy it again.

[Idolmite 3,398]

17 minutes ago, Canterbury Man said:

No that's old school marketing.  Only works if you assume all people are thick.  

If you sell something to someone that they don't need they won't buy it again.

Rubbish. The likes of Temu and Shein con millions of people around the world on a daily basis, and the suckers keep returning and purchasing more substandard stuff they largely don't need, knowing [deep down at least] that it's junk and won't last. Most, not all, but most people are a sucker for a deal. The writer of The Art Of The Deal himself, Donny Trumpet, currently has 50% of Americans conned. They certainly don't need him, but at the moments it looks like they're buying 

[Pete Lane 1,337]

27 minutes ago, Canterbury Man said:

No that's old school marketing.  Only works if you assume all people are thick.  

If you sell something to someone that they don't need they won't buy it again.

Another pearl of wisdom.

[Michael Roustoby 433]

45 minutes ago, Canterbury Man said:

No that's old school marketing.  Only works if you assume all people are thick.  

If you sell something to someone that they don't need they won't buy it again.

Trying telling Coca cola or McDonald's that 

[Canterbury Man 152]

22 minutes ago, Pete Lane said:

Another pearl of wisdom.

Thank you.

[Canterbury Man 152]

6 minutes ago, Michael Roustoby said:

Trying telling Coca cola or McDonald's that 

The purchaser may not need either from a nutritional perspective BUT they no that each time they purchase it they get a consistent product that they want.

The Everest marketing is a short term sugar hit that won't be consistent in consumer experience   if you want to engage long term with new customers you need provide something more.

All us committed followers were all brought up to read and understand form and breeding.  That sustains a long term interest.

[nomates 5,463]

50 minutes ago, Pete Lane said:

Another pearl of wisdom.

Yeah , schools in .

[MHC 49]

The old saying advertising is legalised lying is just that, an old saying that has long ago been regulated out of existence- Fair Trading Act etc.

[nomates 5,463]

24 minutes ago, Canterbury Man said:

The purchaser may not need either from a nutritional perspective BUT they no that each time they purchase it they get a consistent product that they want.

The Everest marketing is a short term sugar hit that won't be consistent in consumer experience   if you want to engage long term with new customers you need provide something more.

All us committed followers were all brought up to read and understand form and breeding.  That sustains a long term interest.

Haha , you're an old fuck , just like me and the rest of us on here , things have moved on , all the younger generation want is sugar hits , long term interest scares the shit out of them .

[Canterbury Man 152]

11 hours ago, nomates said:

Haha , you're an old fuck , just like me and the rest of us on here , things have moved on , all the younger generation want is sugar hits , long term interest scares the shit out of them .

Well that certainly is "an  old fuck's" view that you have and sadly it does a disservice to the younger generation.  Fundamentally they want the same experiences that our generation sought.  They may use different technology to engage with each other but they still seek the same long term outcomes.  Gen Z'ers expect to be included and heard by brands.  One way to do that is to prioritize authenticity and meaningful engagement.  Then you get brand loyalty.

I imagine they are all trying to work out now how to use their bonus cash on their I Wish I WIn bets.

So getting back to @We're Doomed 's first post on this topic.  The over hyping of I Wish I Win and The Everest TABNZ slot is a risky strategy.  It is essentially a very high cost punt on one horse - not the concept of the race as such.  The younger generation are very savvy and abhor deception.  Was the hype of one horse deceptive?  What marketing message was left with the target market?

The younger generation are also adept at seeking out information.  If you want to sustain engagement then you need to educate about the sport, its history and the Thoroughbred.  You need to maintain access to the core difference that sets horse racing apart from any other form of entertainment.  Don't treat them like youngsters wanting a short term sugar hit feed them high quality information about what the sport is about.

We will all young once - ask yourselves what hooked you on the sport of Thoroughbred racing at an early age?  

[Ohokaman 6,465]

12 hours ago, Idolmite said:

Rubbish. The likes of Temu and Shein con millions of people around the world on a daily basis, and the suckers keep returning and purchasing more substandard stuff they largely don't need, knowing [deep down at least] that it's junk and won't last. Most, not all, but most people are a sucker for a deal. The writer of The Art Of The Deal himself, Donny Trumpet, currently has 50% of Americans conned. They certainly don't need him, but at the moments it looks like they're buying 

Just reading an excellent book “Lucky Loser”about the orange one. Highly recommended. The research and detail is very impressive.

His father Fred milked the Government schemes for millions before and after the war building houses and apartment blocks and left Donald the equivalent of $400m, much of it through fraudulent tax evasion schemes. That “very small loan” he talks about. For all Donnie’s stories about what a great businessman he was, they found a tax return from 1995 which showed negative income of $915,729,293…..

The year “Art of the Deal” came out, Trumps businesses posted a loss of $45m. Real genius.

[Canterbury Man 152]

23 minutes ago, Ohokaman said:

For all Donnie’s stories about what a great businessman he was, they found a tax return from 1995 which showed negative income of $915,729,293…..

Which is the same loss reported by ENTAIN last year.  Except it was 936m pounds.

[chevy86 2,890]

35 minutes ago, Ohokaman said:

Just reading an excellent book “Lucky Loser”about the orange one. Highly recommended. The research and detail is very impressive.

His father Fred milked the Government schemes for millions before and after the war building houses and apartment blocks and left Donald the equivalent of $400m, much of it through fraudulent tax evasion schemes. That “very small loan” he talks about. For all Donnie’s stories about what a great businessman he was, they found a tax return from 1995 which showed negative income of $915,729,293…..

The year “Art of the Deal” came out, Trumps businesses posted a loss of $45m. Real genius.

You hate him but waste your time reading a book about him. Really need to get some treatment for the TDS. Besides, what the hell are you posting about The Don in this forum for?

[Pete Lane 1,337]

1 hour ago, Canterbury Man said:

Well that certainly is "an  old fuck's" view that you have and sadly it does a disservice to the younger generation.  Fundamentally they want the same experiences that our generation sought.  They may use different technology to engage with each other but they still seek the same long term outcomes.  Gen Z'ers expect to be included and heard by brands.  One way to do that is to prioritize authenticity and meaningful engagement.  Then you get brand loyalty.

I imagine they are all trying to work out now how to use their bonus cash on their I Wish I WIn bets.

So getting back to @We're Doomed 's first post on this topic.  The over hyping of I Wish I Win and The Everest TABNZ slot is a risky strategy.  It is essentially a very high cost punt on one horse - not the concept of the race as such.  The younger generation are very savvy and abhor deception.  Was the hype of one horse deceptive?  What marketing message was left with the target market?

The younger generation are also adept at seeking out information.  If you want to sustain engagement then you need to educate about the sport, its history and the Thoroughbred.  You need to maintain access to the core difference that sets horse racing apart from any other form of entertainment.  Don't treat them like youngsters wanting a short term sugar hit feed them high quality information about what the sport is about.

We will all young once - ask yourselves what hooked you on the sport of Thoroughbred racing at an early age?  

Are things a bit quiet on your own site or have you run out of aliases to argue with?