THE SUNSHINE COAST NEWSPAPER COLUMN: MAGIC MILLIONS GIVES A MARKETING MASTERCLASS

By Graham Potter | Sunday, January 8, 2017

Graham Potter writes a weekly column for the Sunshine Coast daily. Due to demand from those having trouble accessing the paper these columns are now also published on HRO courtesy of the Sunshine Coast daily.

The Magic Millions extravaganza will pretty much take over the Gold Coast for the next ten days. From the sales ring to the racetrack, from fashions to functions to luncheons, the Magic Millions brand will dominate the racing landscape in a forceful yet user friendly manner.

The actual $10 million race-day has its detractors, primarily because of its funding model where Magic Millions, a private company owned by a millionaire, appears to get all of the financial favours from a cash strapped Racing Queensland and from Queensland Events ... and there is certainly good value in the Racing Queensland part of that argument.

But, to belittle the event itself because of any supposed bureaucratic misjudgement is hardly an appropriate response.

Rather, it might be better to see beyond that contentious financial implication and look at what Magic Millions does so well to ensure the success of their brand because if you are too busy tangling with the negative you could well miss a very important positive which is screaming out at you.

Let’s face it. Many racing precincts and race clubs fall well short when it comes to marketing their product. By comparison, whether you like the company or not, Magic Millions marketing strategy is second to none.

Therefore that aspect of their organisation is well worth acknowledging, studying and maybe even copying to whatever degree is possible in different situations.

Those willing to do so might find they will get more traction in their own marketing endeavours.

The frequency and the detailed, factual content of the Magic Millions media releases are streets ahead of the general standard (including more substance and less spin).

Their glossy publications supporting their Gold Coast event are world class. Their team is always available for media inquiries. They return calls and their staff clearly take pride in their work which impacts favourably on ‘customer relations.’

In a word, their team is professional ... and, oh yes, they do work very hard.

Can you think of any racing organisation who would not benefit by learning from the Magic Millions marketing strategy and execution?

Don’t misunderstand. I am not enamoured with everything Magic Millions ... the funding, the Ladies Bonus ... but what they do well they do well and others would do well to pay attention.

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