Several contributors have suggested that I provide a visual aid that maps where we are and where we are going with regards to IndyCar Product Development.
Drafting the document was not difficult. Figuring out how and where to post it so that everyone can see it was more challenging. Fortunately, BC has provided the space and posted it at the link below.
New Day Rising: IndyCar Product Development
I encourage everyone to review it, read the text, and provide commentary.
Along the way, please keep in mind the following stipulations.
1. The IndyCar Product shall consist of all rules and technical specifications.
2. The number of possible Product Attributes is at present undetermined and unlimited.
3. Each Customer Job to get Done will correspond with at least one of the Core Benefits that we have already established. I imagine that several Jobs will correspond with more than one Core Benefit.
My preference is that we work now to determine some core Customer Jobs to get Done and link them to the appropriate Core Benefits.
We shall then begin to develop Product Attributes that shall provide those Core Benefits that enable Customers to get those jobs done.
As always, I welcome your suggestions.
Thanks again to BC for solving the technical challenges.
Roggespierre
Tuesday, November 17, 2009
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The following is from an old article about Bruton Smith paraphrasing his keys to success:
ReplyDelete"… there are five critical elements to attracting the audiences, viewers and massive, free publicity: close competition with an unpredictable outcome, identifiable heroes and villains to whom fans can form an emotional attachment, the sense of participating in a Major Event (whether in person or via television), good television coverage of the racing and aggressive marketing."
-John
Looking at Bruton Smith's critical elements, I think it can safely be said that the present iteration of the IRL fullfills none of them. His elements closely mirror what we have been trying to accomplish here.
ReplyDeleteHere are a couple of lists I posted when the "jobs" concept was first introduced on here. Since core benefits have now been discussed, some of the jobs below are probably not organized or worded very usefully.
ReplyDeleteBut nevertheless, maybe something is of use:
From this post:
So....would these be examples of potential Indy-associated jobs?
1. Root for a competitor.
2. Feel like part of a tradition.
3. Feel a sense of patriotism.
4. Watch closely contested racing.
5. Watch high-speed racing.
6. Witness all-time records.
7. Observe product evolution.
And so on. I'm just imagining sitting up yonder in Turn 1 and ticking off the "jobs" that I might hope to get done as I watch the ideal IndyCar series (obviously, I can't get some of them done with the current product).
From this post:
1. Elements of the IndyCar product that generate core benefits to customers.
a) Drivers
b) Race cars
c) Venues/tracks
d) Structure/rules
e) Sponsors
f) Retail Sales (hats, shirts, etc.)
2. A few jobs that customers (I'll use fans watching a race on TV) can get done via above elements:
1) Exercise parasocial relationship with one or more competitors (i.e. root for someone that they CARE about). (a, e?)
2) Feel like they are partaking in something that is somehow relevant or at least "big time". (a,b,c,e)
3) Be entertained by ACTION (i.e. passing, crashes and such). (b,c)
4) Be entertained by displays of driving skill. (b,c)
5) Watch something that has compelling implications beyond its own scope. (e.g. points championship). (d)
6) Be entertained by variables like different car and engine types, different setups, different driving approaches, etc. (b,c)
7) Feel more knowledgeable by observing technical evolution of product - see something NEW and interesting (b)
8) Enjoy seeing a preferred brand supporting the product and/or a favored competitor. (a,e)
9) Experience camaraderie with fellow fans who are all performing jobs like those above.
"… there are five critical elements to attracting the audiences, viewers and massive, free publicity: close competition with an unpredictable outcome, identifiable heroes and villains to whom fans can form an emotional attachment, the sense of participating in a Major Event (whether in person or via television), good television coverage of the racing and aggressive marketing."
ReplyDeleteWhat he said :)
It's still hard to fathom the fact that the brokenness of the system killed the potential hero/villain dynamics of PT/Helio this season...none of the compelling stories seem to get sustained.
BC,
ReplyDeletePart of the problem is that PT's core fans tend to be Canadian. Even if everyone north of the border is stoked about Paul, it won't increase US TV ratings. Those are the numbers that matter.
Helio's appeal is very limited. We know the reason - we might not like it, but we understand it. Middle aged women loved watching him dance, it is true. Good luck trying to convince them to watch a race.
The Canadian Demo and the Roggespierre's Mom Demo aren't going to cut it when you need upwards of $4 million just to put on the show.
BTW, I like your proposed additions to the Map. I'll add them and post a revised version.
Best Regards,
Roggespierre
BC,
ReplyDeleteI forgot to mention that "compelling stories" are inherently temporal. PT/Helio was compelling in 2002 due to the circumstances of 2002. Those dynamics died with Mergification.
Roggespierre
Well, I was referring more to the Toronto incident this year, and the fact that PT's lack of participation [most of] the rest of the season - due entirely to the problem of cost vs. sponsor value - prevented incubation of this potentially compelling hero/villain story. But in any case, it's just a symptom, much like the "Danica spike" in viewership of 2005 not being even partially sustained.
ReplyDelete