"Roggespierre--please don’t lose focus..."Thank you, Osca. We shall press on in search of a Mission for IndyCar racing.
Citizen John has proposed one that is worthy of our attention.
Mission Statement:I notice the following core components.
IndyCar exists to provide a superior auto racing product for the avid and casual fan alike that is compelling, entertaining and fun to watch. IndyCar is committed to making every interaction a fan has with IndyCar an exciting, enjoyable and memorable experience.
- Market Segmentation: avid fan vs. casual fan
- Customer Focus: compelling, entertaining, fun to watch
- Reciprocal relationship between buyer and seller: exciting, enjoyable, memorable experience
Vision Statement:In my opinion, Citizen John's proposal effectively addresses the goal of becoming "the clear number-one choice among auto racing consumers in the United States," insofar as it focuses on customers first.
IndyCar shall be the clear number-one choice among auto racing consumers in the United States. At its core is the Indianapolis 500, an iconic American institution that shall transcend the sport of racing and be a worldwide automotive celebration.
Both Citizen John and BC have addressed the issue of psychological benefit to customers. Specifically, the pursuit of speed records has historically been a major selling point of the Indianapolis 500. Physical limitations being what they are, IndyCar is unlikely to have that particular inherent advantage going forward.
Therefore, I ask the following question. Was it really speed records that so intrigued Indy 500 fans? Maybe, but maybe not.
Might it have been the parallel notions of progress and human achievement that really drove the intrigue? These are powerful forces in the history of American Thought.
I would suggest that speed records were much more than mere thrill shows; they were a source of pride because they seemed to confirm what so many postwar Americans were inclined to believe was good and right.
Our Mission Statement should speak to the base passions, prejudices and values of "auto racing consumers in the United States." We should value innovation because it not only appeals to customers' passions, but also because it might enable the 500 to "transcend the sport of racing and be a worldwide automotive celebration."
Innovation can mean more than just spending money to go faster.
Thoughts?
Roggespierre
Those who don't heed history are condemned to repeating it. One of the "as if" principles that needs heeding is that this is a business venture with a balance sheet and a limited return on even basic investment. And that pool of money isn't expected to grow in upcoming years.
ReplyDeleteMission Statement:
ReplyDeleteIndyCar exists to provide… Or,
The IndyCar National Championship exists to provide a superior auto racing product for the avid and casual fan alike that is compelling, entertaining and fun to watch.
Does 'National' help? I think most Americans link National with their/our nation.
With 'championship' I'm hoping to convey a sense of purpose, point of culmination or zenith that 'series' lacks. In my mind the word series conveys the idea of something going on and on with no climax. I have a similar issue with 'league,' it brings to mind a bowling league that lacks do or die intensity.
-John
John,
ReplyDeleteI like "championship" better than "series", too.
I do have a question, however.
Why the tip of the cap to the casual fan? I am very skeptical about that particular market. It was very large when there were three television channels and few choices for consumers. Those days are gone and they are not coming back.
IndyCar needs to have more consumers who actively seek out the product, IMO.
How wise would it be to create a product for those who can either take it or leave it?
I'm not intending to argue here. Rather, I think that you're getting at something and that I am not understanding.
Rocketman53,
I think you know that I am very concerned about the financial constraints. We most definitely will take them into account.
But that does not mean there should be no change, no goal.
Best,
Roggespierre
Roggespierre,
ReplyDeleteTypically, a casual fan is defined as one who watches at least one event per year and an avid fan one who watches on average one event per month. I'd classify the millions who watch the 500 but don't watch any other race as a casual fan. So I think the distinction matters at some point in the process, but I'll leave it to you if it's relative for the mission statement.
-John
Ok, here are some phrases whose sentiments I feel could potentially be represented in some capacity by the mission statement. I think that it would be good to have some sort of language that would distinguish IndyCar's "superior racing product" from, say, NASCAR's.
ReplyDelete"To uphold and build upon the longstanding traditions of world-class racing and motorsports innovation associated with the Indianapolis 500."
"To deliver a uniquely American open-wheel* racing product that captures the imagination of both committed Indy racing fans and auto racing fans in general. ('casual' fans, perhaps?)"
"To encourage and expand the portion of American youth motorsports participants whose ultimate aim is to race in the IndyCar series.#"
Anything doing in phrases like this?
*I know some here do not like the term "open-wheel". Any other succinct descriptive term that works better?
# ["...compete for the National Drivers' Championship"] Yep, I agree that that sounds more significant.
Here's the NBA's mission statement. There might be something to glean from this, but of course they don't have to go to the trouble of defining "basketball"!
John,
Do you think it would be fair to say that the casual fan is much easier to court and 'nurture' when the avid fan is generally enthusiastic about the product? I will admit that I have not deeply studied data on this topic. But intuitively, it seems that when the house is messy and the kids are fighting it is much more difficult to entertain friends than when the house is clean and the whole family is smiling.
Physical limitations being what they are, IndyCar is unlikely to have that particular inherent advantage going forward.
ReplyDeleteAlright, so we do not include "the pursuit of speed" as an inherent part of IndyCar at the level of mission statement (though I hope we still allow for its possibility as a natural offshoot of innovation). I will not belabor it, then.
Might it have been the parallel notions of progress and human achievement that really drove the intrigue? These are powerful forces in the history of American Thought.
I agree. But the raw speed number is an extremely universal and powerful way to measure "progress" and "achievement". It will be difficult to capture a mass audience's imagination with some other indicator of innovation. Anyway. A challenge for the marketing department, later on.
Roggespierre:
ReplyDeleteI think we could rephrase the line:' "To deliver a uniquely American open wheel" racing product...' to read: "To deliver an unigue open-wheel product that is distinctly American and captures the imgination....'
The reason I think the re-phrasing should be made is that AOWR includes, sprints, midgets, supermodifieds, WOO, Karts, FV etc. This rephrasing emphasizes that the Indy 500 is an unigue event that happens to be American in it's history and tradition.
PS: Insert "racing" into the re-phrased line.
ReplyDeleteTo "Virtual Balboa":
ReplyDeleteSomething virtually unprecedented happened this morning. You received a comment posted on your blogging blog.
I realize that you may have not read it yet, simce apparently no one else stops by there either. It occurred to me that yours was the best format in which to respond to your cheap shots, since you took them here under the realization that they would not be rebutted here.
So maybe you have not read my comment yet. Or maybe you don't have the grapes to post it, since there is some filtering process in place before submissions are made public.
You really should consider posting it. Even if such a move is counterintuitive to your ethics, it will likely double your existing popularity.
___________________________________________
Andrew Bernstein
Your comment there would actually be far more impressive if posted here, what with its refutations that Indycar need not refocus what it should be striving for and instead merely considering how to put cars on the grid and whatnot. Maybe instead of posting those opinions to a blog I haven't updated in weeks, you should instead post those opinions here rather than pretend that you have come from the mount to speak to the lower castes, followed by voicing your displeasure with their refusal to agree, and announcing your 3rd/4th departure. I would consider that more conducive to active discussion than your current tact, which I'm not personally interested in continuing past this.
ReplyDelete"John,
ReplyDeleteDo you think it would be fair to say that the casual fan is much easier to court and 'nurture' when the avid fan is generally enthusiastic about the product?"
I would think so, BC. The thing that concerns me about the avid fan is, from the studies I've seen, something like 75% of avid sport's fans developed interest in the particular sport during childhood. If that's our target market (developed interest in auto racing during childhood), are we sure it's large enough?
I'll cede that at one time that target market was large enough but in the present moment I'm not so sure. Back in the 80's when the auto racing product first became widely distributed through television, I'm fairly confident the bulk of viewership came from people who had attended races, developed an interest in the sport, then started watching when it became available on television. I've seen very little indication that the old model is successful in today's age (the attendees are not converting to viewers) and the process may need be inverted and started with television.
-John
Back in the 80's when the auto racing product first became widely distributed through television, I'm fairly confident the bulk of viewership came from people who had attended races, developed an interest in the sport, then started watching when it became available on television.
ReplyDeleteGiven the regionalism of NASCAR and Indycar, I seriously question as to whether or not this was the case. After all, the majority lived in the same population centers as they do now. The difference, I feel, is that CART (and the IRL) picked specific targets to appeal to and NASCAR adopted something closer to a Blue Ocean strategy. The end results were, in effect, very telling as to which was the better call.
To "Virtual Balboa"
ReplyDeleteJust what I expected. Dogg.
I should also note that the number of TVs tuned in compared to the sort of seating numbers present at many of these tracks is a major factor in my feelings about that as well. Far, far too many TVs and nowhere near enough seats at major venues. Compare that to major team sports where most pro football or baseballe venues haven't seen a need to increase seating capacity in years (the Boston Red Sox being perhaps alone in that).
ReplyDeleteVirtualBalboa said...
ReplyDelete"Given the regionalism of NASCAR and Indycar, I seriously question as to whether or not this was the case. After all, the majority lived in the same population centers as they do now."
VB,
I'm not suggesting the early CART television viewers attended only CART races. Just that the bulk of early viewers had attended some sort of local auto racing events, developing an interest in the sport prior to widespread television distribution.
-John
No, I understand that. I still don't see it as likely however outside the strongholds of the midwest, southeast, and west coast where open wheel, NASCAR, and drag racing were respective institutions. TV reaches a far larger prospective audience than all the short tracks in America can in a single night, and the existence of races on network TV prior to the cable era only drives that home for me. The growth of CART and of NASCAR to new markets was first fueled by people watching the races on TV and then looking for the events to come to them.
ReplyDeleteAs evidence of that fact, I suggest looking at the contraction of not only USAC, but of short tracks (pavement and dirt) over the last 25 years in comparison to continued expansion of sports like indoor football, minor league baseball, et al, and predates the current recession.
I think John's analysis of the fan base in the 80s seems solid. It only makes sense that by the time TV started becoming a major force there was already a solid, enthusiastic fan base that was big enough to sustain the series through on-site participation alone.
ReplyDeleteAnd today, the rules are different because world-class racing series are generally much more dependent on sponsorship generated by media exposure than by ticket sales. Right?
"If that's our target market (developed interest in auto racing during childhood), are we sure it's large enough?"
John,
What about the former avid fans who at some point had relatively deep interest in IndyCar but dropped out sometime between 1996 and now? Do you think this is a market worth tapping in to?
In other words, those who "would be" avid fans - those who could be effectively courted by an IndyCar product as compelling as the one they remember watching: where are they now?
VB,
ReplyDeleteI'm claiming, circa 1975, an overwhelming majority of avid auto racing fans developed interest in the sport through attendance. You seem to be saying that within half a generation (ca. 1985), the majority of avid fans then in existence developed interest in the sport through television. If so, I'd disagree. However, I'd say over the last 25 years the majority of 'new' avid fans developed their interest through television.
-John
Back to the mission statement...
ReplyDeleteThe more I think about it, the more it seems that a concise (2-3 sentence) mission statement should be some kind of combination of these two sentiments:
1. "To serve the fans" (and most likely some kind of qualifying language for "fans", "serve" or both)
2. "To honor and build upon the heritage of American championship automobile racing*, manifested most powerfully in the annual running of the Indianapolis 500." (and perhaps some specific values like "innovation" that go along with this)
*again, searching for a term to describe what this darn sport has historically "been." Open-wheel? Indy-style racing? Indy car racing? The big cars? (Ha, maybe not this...)
BC,
ReplyDeleteFor years it was called "Champ Car Racing", so if we all can put the split (CART/IRL) behind us, doesn't that define what this series should be all about?
osca
I'm claiming, circa 1975, an overwhelming majority of avid auto racing fans developed interest in the sport through attendance. You seem to be saying that within half a generation (ca. 1985), the majority of avid fans then in existence developed interest in the sport through television. If so, I'd disagree.
ReplyDeleteI'd say from about 1979-1985, a large number of fans of automobile racing were probably being generated by TV. Prior to that, full races were not televised and I'd agree that you're likely correct. NASCAR, of course, embraced TV very early both on cable and broadcast, and as shouldn't be a big surprise in retrospect, got a large head start.
That whole period is one of great change in racing; you see the introduction of major corporate sponsorships along with expanded TV coverage. Sometimes revolution takes a long time, and sometimes it seems to be almost instantaneous.
Guys,
ReplyDeleteI like these discussions. New customer conversion is essential. Understanding how different sports have succeeded in doing it is a very relevant exercise.
It also makes sense to talk about this when considering our Mission Statement. We want this series to be the "clear number-one choice" among auto racing consumers in the U.S.
The Mission Statement is about identifying those Big Picture levers that might enable us to do the job.
I plan to move some of the comments to the top later today. There is much to consider. This will take some time.
Then again, this is the off season, after all.
Thanks and Regards,
Roggespierre
For years it was called "Champ Car Racing", so if we all can put the split (CART/IRL) behind us, doesn't that define what this series should be all about?
ReplyDeleteOsca,
I agree. I mean, I like the sound of "championship automobile" vs. "champ car". But since we're supposed to be forward-thinking here, I suppose it wouldn't do to shy away from either one of those terms only on the basis of connoting CART or CCWS.
Gentlemen: Because of the split, I agree that "Chanp Car" should be avoided. Realistically, I think we are stuck with the term "IndyCar" Don't attach "series" to it. We can name the series later.
ReplyDeleteI would agree with not using anything from the other side of the split to designate our specific product.
ReplyDeleteI don't agree with avoiding "Championship Automobile Racing" as a broad term in a mission statement to refer to the 100-year-old history of Indy-style racing that our product inherits. I think this properly acknowledges the whole of the pre-split past without "choosing sides" - it doesn't look like we're trying to erase the memory of the split by directed language, and it doesn't look like we're endorsing a CART-like ideal.
Just my opinion. We all probably feel differently when reading "championship automobile" or "champ car". Question is, would these terms used in the broadest sense resonate in any meaningful way, good or bad, with the target market(s) we (eventually) agree on?
First, I'd like to make a general comment. As I understand the purpose of this endeavor, it is to collaborate on the development a mission statement. So many of the comments debate opinions about the state of the sport or just communicate what someone knows or who they had an audience with. We could process with far greater efficiency if we focus instead of playing on the periphery.
ReplyDeleteTo the point, I must stress that the mission statement should never employ the terms "open wheel" or "champ car." These are terms that do not invest in a unique brand, the summation of which should be labeled, "IndyCar." Using a variety of names serves only to confuse and do not leverage the equity of the Indianapolis 500.
I like John's original mission statement. With respect to the point about speed records vs. human progress, I would like to amend John's initial submission with reference to a purpose that speaks to the values of the sport and contributions of a grand scale: "leadership in testing automotive solutions for 21st century needs."
The automobile industry is at a pivotal point in its history and like the Indy 500, must transform to survive. Relevance to this market discontinuity is essential to the survival of our sport. If Carl Fisher were around today he would be all over this one. The Indy 500 can play a leadership role in shaping the future of 21st century transportation solutions.
Here are some of my thoughts about levers and what will draw fans to our series. All I have to draw on is my own experiences, so here goes...
ReplyDeleteAs a child the first car I really remember was the Johnny Lightning Special. It wasn't Al Unser, it was Johnny Lightning. The toy tie-in was an instant winner for me and I think the brand name still exists. If you are looking to make future fans out of young boys and girls then this type of marketing lever is essential.
I personally think that speed was a very large lever for Indy Car Racing in the past. When the 150 and 200 mph barriers were broken there was a lot of mainstream press stories and that drew in more casual fans. Arguably the Indy 500 was at its most popular during the years that the 200 mph barrier was being crossed.
As far as using speed as a lever in the future, the next real eye-catching barrier is 250 mph and the dangers involved are numerous. But what a story...
-ianindy
Tom,
ReplyDeleteGood points. As to "contributions of a grand scale," Roggespierre mentioned something about an "intel inside" model for IndyCar that may dovetail with your ideas.
I really like anchoring IndyCar with 'automotive' in general and automotive innovation in particular and, "leadership in testing automotive solutions for 21st century needs," drives home the point .
I don't know if I'm getting too far off track, but conceptually here's what I'm thinking:
Indianapolis 500
A worldwide automotive celebration
IndyCar
Capturing the spirit of automotive innovation
IndyCar Championship
The number-one choice among auto racing enthusiasts
-John
What would A. J. Foyt (circa age 60) do? What would Mario Andretti or Dan Gurney (circa age 60) do? See Dan Gurney's 1978 white paper on Indycar racing. Building good cars, focusing on good attendance (above tv), and good leaders, starting in the 70s, produced success in the 80s thru 96. Openwheel racing back in the early 70s was in a similar hard place, their were only 11 races in the 1971 season.
ReplyDeleteI've been browsing on-line more than three hours lately, but I by no means found any attention-grabbing article like yours. It's pretty worth sufficient for me.
ReplyDeleteIn my view, if all web owners and bloggers made excellent content as you did, the web can
be much more useful than ever before.
Stop by my web-site - whitening method
Thanks for sharing such a fastidious idea, piece of writing is good, thats why i have read it fully
ReplyDeleteReview my weblog - garcinia plus
Wow, this article is fastidious, my sister is analyzing such
ReplyDeletethings, so I am going to tell her.
Take a look at my site :: realwhiteteeth.tripod.co.uk
I comment when I like a post on a blog or I have something to add to the conversation.
ReplyDeleteUsually it's caused by the sincerness displayed in the article I looked at. And after this article "IndyCar Mission Refocus". I was actually moved enough to post a leave a responsea response :-) I actually do have 2 questions for you if you don't
mind. Is it simply me or do a few of these remarks appear
like coming from brain dead visitors? :-P And, if you are posting at other online
social sites, I would like to keep up with you.
Would you make a list every one of your social pages like your Facebook page, twitter feed, or linkedin profile?
my webpage; deer antler extract gnc
Generally I don't read article on blogs, however I would like to say that this write-up very pressured me to take a look at and do it! Your writing style has been surprised me. Thanks, quite great post.
ReplyDeletemy web page: benefits of green coffee bean extract
Howdy! Quick question that's completely off topic. Do you know how to make your site mobile friendly? My site looks weird when viewing from my iphone 4. I'm trying to find a template or plugin that might be able to resolve this problem.
ReplyDeleteIf you have any recommendations, please share. Thanks!
Feel free to surf to my web site :: best teeth
I have read so many articles on the topic of
ReplyDeletethe blogger lovers but this paragraph is genuinely
a good post, keep it up.
Also visit my web page ... garcinia mangostana supplement
Hi there, I discovered your website by the use of Google whilst searching for a related matter, your
ReplyDeletesite came up, it looks good. I have bookmarked it in my google bookmarks.
Hello there, simply become aware of your weblog via Google, and located that it is really informative.
I'm gonna watch out for brussels. I'll be grateful in case you continue this in future.
Lots of people can be benefited from your writing. Cheers!
Feel free to surf to my web site; work office
I believe everything published made a lot of sense.
ReplyDeleteBut, what about this? suppose you added a little information?
I am not suggesting your information isn't solid, however what if you added something to maybe get people's attention?
I mean "IndyCar Mission Refocus" is a little boring. You should peek at Yahoo's front page and watch how they write article headlines to get people interested. You might add a video or a related pic or two to grab people interested about everything've written.
In my opinion, it would make your posts a little bit more interesting.
Take a look at my web site ... webs.com
Howdy! Quick question that's completely off topic. Do you know how to make your site mobile friendly? My web site looks weird when browsing from my apple iphone. I'm trying to
ReplyDeletefind a template or plugin that might be able to resolve this issue.
If you have any recommendations, please share. With thanks!
Look at my homepage garcinia kombucha
Hey would you mind letting me know which webhost you're working with? I've loaded your blog in 3
ReplyDeletecompletely different internet browsers and I must say this blog loads
a lot faster then most. Can you suggest a good internet hosting provider at a reasonable price?
Thank you, I appreciate it!
Check out my blog; garcinia mangostana
booκmarked!!, I lovе your websitе!
ReplyDeleteMy web page: http://www.shtu4ka.com
My spousе аnd I аbsolutely lоve
ReplyDeleteyour blog anԁ find the majoritу of уour ρost's to be exactly what I'm looking for.
Do yоu offeг guest writers to ωrite cоntent for yourself?
I wοuldn't mind creating a post or elaborating on many of the subjects you write in relation to here. Again, awesome site!
Feel free to surf to my homepage: raspberry ketone diet supplement
Post wrіting is alѕo а fun, if you be familiar
ReplyDeletewith thеn yоu can wгite otherwіsе іt is
сomplicаted tο write.
Feel free to visіt my ωеb page :: raspberry ketone reviews
Foг hotteѕt information you havе to visіt intеrnet and on
ReplyDeletethe ωeb І found this web site aѕ a
finest web ѕite fοr latest updatеѕ.
Also viѕіt my web blog green coffee extract capsules
I'm really impressed with your writing skills as well as with the layout on your blog. Is this a paid theme or did you customize it yourself? Anyway keep up the nice quality writing, it is rare to see a great blog like this one these days.
ReplyDeleteAlso visit my web-site ... pure raspberry ketone reviews
Hellо therе, јust beсame аlert to your blog through Google, and founԁ thаt іt
ReplyDeleteis reаllу informative. I аm going to watch
οut for bгusselѕ. I'll appreciate if you continue this in future. A lot of people will be benefited from your writing. Cheers!
Here is my web site; green coffee bean extract ()