Danica Demonstrates IndyCar PR Problem

Danica Patrick shed absolutely zero light on her future career path at Homestead-Miami Speedway Wednesday. Unfortunately, that is apparently all that reporters wanted to talk about following the Q&A session.

Here is a telling quote from the Associated Press story.

"Patrick was at Homestead-Miami Speedway with several other drivers Wednesday to test for the IndyCar finale Oct. 10."

Who were those "other drivers?" Apparently, this is not important information. I don't blame Tim Reynolds, the AP writer. His job is to generate stories that U.S. motorsports consumers might actually want to read. They are interested in Danica. They are not interested in the rest of IndyCar's failed "stars".

This must be frustrating as hell for the IRL public relations folks.


Myth of More Promotion

Allow me to confess that I like IRL PR chief John Griffin. I admit that I do not know him very well. But I have been duly impressed in my limited dealings with him. Frankly, I also have some sympathy for the man.

His job is to sell a collection of international drivers to U.S. racing consumers who have demonstrated that they are not interested. The IRL's Big Cheese has effectively blamed Griffin and his charges for IndyCar's comprehensive market failure. Never mind that Terry Angstadt refuses to manage his product.

"Marketing" is thought to be synonymous with "promotion" at the Indianapolis Motor Speedway. Therefore, it's up to PR to create consumer demand where none exists. Good luck with that, John.


Marketing 101

First-year undergraduate business students know that marketing begins with the Four Ps.

1. Product
2. Price
3. Place
4. Promotion

Let's quickly assess the Four Ps of the IndyCar Series.

1) The product is not designed for the purpose of attracting consumers.

2) IndyCar is overpriced at every point on the supply chain.

3) The product is offered in places where government subsidies can be procured rather than where consumer demand might be cultivated.

4) Obviously, the problem is lack of promotion!

Why does anyone still believe this garbage?


Cause without Effect

You aren't going to do much better with regard to promotion than having a Dancing with the Stars winner and an SI Swimsuit model in your starting field. Helio and Danica finished 1st and 3rd, respectively, at the 2009 Indianapolis 500. Yet the Greatest Spectacle in Racing produced its worst national television rating in recent memory.

Believe it or not, the IRL has typically overachieved with regards to its public relations hires. Most have been experienced, talented professionals who tried hard, became frustrated, and then escaped to jobs where they might promote something that consumers actually want.

Management competence has been elusive in the other IRL executive offices. Unfortunately, it is there that Product, Price and Place are determined.

Roggespierre