The Way I See It: Levels of Racing to the American Consumer

[numetalbizkit]

We often discuss the market that the series has and is attempting to court. Well, I have a bit of a theory about the average fan of each of the three major racing series in the world. Please note that this is not an insult or generalization of any particular fan, but a perspective on where IndyCar should focus itself.

I see Formula One as a sport for the wealthier people. Ticket prices are expensive and access is at a low and to get any sort of great seats you will be paying a minimum of $500 or more at most of the circuits. The drivers, teams, and even owners of the sports and teams themselves are all fairly wealthy and well to do. Budgets are enormous, even rivaling that of a small nation's governmental expenses. Track fees are quite extensive and high priced often propped by local governments.

I see NASCAR as a sport that markets to the blue collar worker, not just by history but by choice as the drivers and teams generally exhibit 'The American Dream' as a bunch of lower class people who worked their way up. This could potentially give those in the lower class a hope that one day they could be doing something great some day and that they matter.

I see IndyCar, however, as a sport that should market to the middle class. The average American. Proud of its history, and proud of the direction its taking and proud of being the most prestigious. IZOD understands that and signed on to sponsor the series. It could be the most relatable sport to the average person in technology and environmental awareness. The problem is that sport doesn't see that. Running street races in less than favorable parts of town in some areas doesn't showcase what the future holds or relate to the average middle-class American. IndyCar used to be that sport, and could still be, but it's not. YMMV

[SoundMan360]

You're skipping the parts where people pay far more money for NASCAR tickets, and do so far more often and in far greater numbers.

Given IndyCar's predicaments, starting ANY marketing with only a portion of the marketplace in mind is really, really foolish.

I think it would also help if they never, ever think of themselves as "prestigious". A "presitigious" racing series should never loses dozens of events over a two decade period due to lack of popularity.

Step one to solving the series problems is recognizing they exist. They need to swallow their prestige and work on rebuilding as if the series depends on it. Because it does.

[numetalbizkit]

You're skipping the parts where people pay far more money for NASCAR tickets, and do so far more often and in far greater numbers.

No, I am not forgetting those parts. NASCAR knows it's demographic that it appeals to most and attracts it successfully.

Given IndyCar's predicaments, starting ANY marketing with only a portion of the marketplace in mind is really, really foolish.

That is a misinterpretation of what I am saying. I am saying that IndyCar should focus on the demographic that it appeals to most and while not forgetting whom else the market holds, but focus on where the market is open.

I think it would also help if they never, ever think of themselves as "prestigious". A "presitigious" racing series should never loses dozens of events over a two decade period due to lack of popularity.

The series, teams, driver, fans, etc. consider the 500 the most prestigious race. The series attempts to build off of that. It lost fans over the course of two decades for a big reason that had nothing to do with the prestige but childish infighting.

Step one to solving the series problems is recognizing they exist. They need to swallow their prestige and work on rebuilding as if the series depends on it. Because it does.

I can agree on that. At least the on track product is nearly fixed.

[AGRiculture]

The big flaw in your premise is that it is not the IICS that has the mainstream fans, it is NASCAR. I've known people from all walks of life who are NASCAR fans. And the majority of F1 and the majority of (non-Indy)IICS fans in the USA are the same people. The minority who are F1-only fans are indeed, mostly upper income types. The IICS-only minority are mostly the few remaining oval Indycar fans that haven't walked away.

[Turn13]

The way I see it, whether or not you're a fan of a series depends mostly on when, where, and how you were exposed to it.

People (well, males) typically like best what they were exposed to during the period near or before puberty.

People typically like best what they first experienced live under favorable conditions.

People typically like best what they were introduced to by some enthusiastic person whom they admire in some way.

It has much less to do with speed, technology, culture, education, income, or testosterone, actually, compared to those factors.

Of course, there are exceptions, especially among the most fanatic fans who chose to immerse themselves in and learn about a series for a secondary reason, but even then their journey is likely to originate from when, where, and how they were first exposed to it.

Look it up. Think it out. True