Black Caviar is the best racehorse in the world, it now has 22 straight wins, a clear record. Consequently, whereever she runs, crowds gather, and these crowds are a sorely needed at decaying racedays. Those that were there to witness Black Caviar winning her 20th straight in Adelaide said they had not seen crowds like that since the 1970s.
Early March 2012, the Melbourne racing clubs began inventing races to get Black Caviar out on show. They were making them up because Autralia had run out of Group 1 races for the season. You can also imagine this sparked up competition from Sydney and Brisbane to have her run there. There was serious competition over a very scarce resource (familiar?).
The eastern states were throwing money at Black Caviar's trainier Peter Moody and Peter went silent trying to focus on the routine of a trainer what is best for this special horse.
South Australia's Brenton Wilkinson thought he had a chance to get Black Caviar in Adelaide for the 20th record attempt, the rest of South Australia wasn't so optimistic, particularly the South Australian Jockey Club as it knows it cannot afford what the eastern states were offering.
In the end, SA got Black Caviar...So how did we beat the big hitters in the east...?
Black Caviar's trainer Peter Moody was under a lot of pressure to make a decision, he had to weigh up prize money, well being of the horse and exposure. Peter went silent, at one point he even hung up on the SAJC's Brenton Wilkinson. But Brenton knew his mark, Peter is an old-school pub lad, he likes a laugh with mates, drink and smoke and doesn't want to be pushed into anything.
Brenton knew what Peter liked to smoke what his favourite beer was, so he sent a carton of B&H Mild and a carton of XXXX to the trainer's hotel room. It had the effect intended, the horse came to Adelaide.
Brenton knew he was fighting beyond his weight, he knew he could not win playing the big money game. Brenton's actions proved that money is not always the driver, relationships are critical, and knowing your client is everything.
We live in a great era for knowing your clients. Facebook, Twitter and Google+ all make it easy to maintain contact with a large group of people at many levels. However it is important to remember the emphasis must be on 'relationships', a two way connection. It is not enough to have lots of on-line 'friends' that you broadcast to.
What social network do you use? Ask yourself what one your clients use. You need to be where they are. At present Facebook holds the lionshare, but there are many professionals on Twitter and Linkedin. Google+ is definetly on the rise, but the real network to watch is Pinterest.
Pinterest's rise is stellar, if you do not have a presence there now, you will soon. It is designed for creative visual people, it garnered a bad reputation with it's copyrite stance, but with a little investigation you discover the most networks enable copyrite abuse, just being online with your images risks your copyrite.
Many businesses use the social networks to broadcast only, and the results are not dissimilar to other forms of direct marketing...poor. Consider this, you get great results from your campaign, you drive lots of traffic to your website, then what. How do you transfer the traffic into sales?
Broadcasting can work well to build an audience, you can use it to enhance your reputation as a 'source' of good information, hence someone to 'follow'. But building relationships, which is what builds fans, needs two way exchanges.
The real benefit of social networks is to be able to directly relate with more people in your day than would be possible by meeting or phoning.
Most importantly, relationships are hard to fake, so you'd better like what you are doing and who you are doing it with. Guaranteed, this tactic will help you win against the big opposition as it did for Brenton Wilkinson and our SAJC when he secured Black Caviar's run in Adelaide.
The Black Caviar story was orignially relayed by Terry Hann of Atkins Racing Photography, Craig Cook of the News Ltd supplied me with the details of the story as it appeared in the Advertiser April 7th 2012.