Marketing

How Marketing Supports Race Days

Marketing is how clubs promote their race days and communicate what’s happening, when it’s on, and why people should attend. It brings together all communication channels to create awareness and build interest in the lead-up to an event.

Effective marketing ensures race days are visible within the community and positioned as something worth attending. When done well, it helps drive attendance, strengthens community connection, and builds recognition for your club over time.

What this area covers

• Planning and timing of race day promotion
• Messaging, branding, and event positioning
• Use of digital, local, and community channels

What to focus on

• Identify who you are trying to attract to your race day
• Use local ambassadors, influencers, and community identities to help increase awareness and engagement around race days and events.
• Start promoting early and build momentum over time
• Keep messaging clear, consistent, and easy to understand
• Use a mix of channels (social media, website, local media, community networks)
• Highlight what makes your race day unique
• Maintain strong relationships with local media and government stakeholders to support club promotion and growth.

What strong marketing looks like

• Promotion starts early and builds towards race day
• Messaging is clear, consistent, and aligned across all channels
• The race day is positioned as an event, not just a meeting
• Marketing highlights key attractions beyond racing
• The club maintains visibility in the community year-round

Quick wins

• Set a simple promotion timeline (e.g. 4 weeks out → race day)
• Post regularly in the lead-up, not just the week of the event
• Clearly communicate date, time, and key attractions
• Use the same messaging across all channels
• Promote the strongest non-racing attraction