From the Network: Mackay Turf Club

MACKAY TURF CLUB – MARKETING BEYOND SOCIAL MEDIA

WHAT THEY DO DIFFERENTLY

While social media remains Mackay Turf Club's strongest marketing channel, the club recognises the importance of using multiple channels to promote race days and engage different audiences. Their approach combines digital marketing, traditional media, direct communication and strong community partnerships, with each channel reinforcing the others to maximise awareness and attendance.

WHAT WORKS?

COMBINING DIGITAL AND TRADITIONAL MARKETING

Mackay Turf Club has found that different marketing channels reach different audiences and work best when used together.

Their marketing mix includes:

• Social media
• Email marketing
• Radio advertising
• Direct communication

Email marketing is particularly effective for promoting ticketed events and communicating with members, sponsors and previous attendees, while radio advertising performs strongly in the lead-up to major race days.

USING PARTNERSHIPS TO EXTEND REACH

Partnerships play a significant role in the club's marketing strategy.

The club works closely with:

• Local businesses
• Sponsors
• Entertainers
• Accommodation providers
• Food vendors
• Community groups

Many sponsors are connected to key race day experiences such as Fashions on the Field, hospitality areas and entertainment offerings. These partnerships create opportunities for cross-promotion through social media, email marketing and customer databases, helping expand the club's reach within the community.

PROMOTIONS THAT GENERATE ENGAGEMENT

Promotions and giveaways have proven highly effective in driving engagement and increasing event awareness.

Successful initiatives include:

• Ticket giveaways
• VIP experiences
• Hospitality packages
• Sponsor-supported prize draws

The club has found that experiences generally generate stronger engagement than physical prizes, particularly when they offer exclusive access or additional value on race day.

ENCOURAGING OTHERS TO PROMOTE THE EVENT

Mackay Turf Club actively encourages committee members, volunteers, sponsors and supporters to help spread the word.

This includes:

• Providing promotional assets and event information
• Encouraging stakeholders to share social media content
• Leveraging sponsor databases and social channels
• Creating a sense of ownership in the success of the event

The club has found that people are more likely to promote race days when they feel connected to the event and its success.

DIRECT MARKETING AND RELATIONSHIP BUILDING

Direct communication remains a critical component of the club's event marketing strategy.

Their approach includes:

• Email campaigns
• Personal invitations
• On-course promotion of upcoming events
• Communication with previous attendees
• Outreach to sponsors and corporate clients

The club believes maintaining relationships with previous attendees and corporate groups is particularly important, with repeat attendance often forming the foundation of long-term event growth.

PAID ADVERTISING AND BRANDING

The club utilises paid digital advertising extensively, particularly through Facebook and Instagram, allowing them to target specific audiences and geographic areas.

Strong event branding also plays an important role in creating memorable race day experiences and distinguishing major race days from the broader racing calendar.

Additional initiatives have included:

• Sponsor activations
• Live entertainment
• Strategic partnerships
• Merchandise and branding opportunities

WHAT OTHER CLUBS SHOULD TAKE FROM THIS

• Use a mix of marketing channels rather than relying on one platform
• Leverage sponsors and local businesses to help promote events
• Consider experiences rather than physical prizes when running competitions
• Invest in direct communication with members and previous attendees
• Encourage volunteers, sponsors and supporters to become event advocates
• Maintain consistent messaging across all marketing channels

Mackay Turf Club's experience highlights the value of combining multiple marketing channels, strong partnerships and direct communication to build awareness, strengthen engagement and drive attendance.