I give up. The Australian Grand Prix Corporation are morons. They have finally publicised their replacement for GP Traction, called Sidetracked, but unless you’re dedicated you’d never know about it or be able to find out about it. Information is buried, the offer (what you get for your money) is unclear and I think it is the wrong product marketed to the wrong audience.
The stupidity of their invisible marketing is enormous:
- Sidetracked is an existing brand name and web domain of a go-carting and leisure complex business (when googling a business or product it’s essential to have a unique and easy to find name) – marketing failure
- Sidetracked is not mentioned on the GrandPrix.com.au hompage – marketing failure
- Sidetracked is not mentioned on the grand prix website tickets page – marketing failure
- It is finally mentioned at bottom of the Ticketek grand prix tickets page – marketing failure
- The offer is not explained clearly – marketing failure
The original product, Traction, which was a great experience, must have been too expensive or too poorly attended to be financially viable. Unlimited food and drink must have been expensive to provide. Perhaps if the marketing had not been a complete failure this situation would have been different.
There will be no food or drink provided for a fee of $199 (Saturday and Sunday) compared to $250 per day (Saturday and Sunday) for Traction. It’s about the music, not the overall experience of attending the race. However, you get lots more doof doof. They are trying to attract more party bimbos to the F1 rather than serious fans. They are ignoring people with money to spend on quality accommodation and services and are aiming at the low end of the market – 20somethings who only care about a party and not about the sport itself. These are not loyal consumers or customers. They don’t care about the product.
As Ayrton Senna once said, F1 is “a business with some sport in it.” You can read my thoughts on stupid F1 marketing and the failures of the Grand Prix Corporation to understand their audience here and more on the whole situation here. I will be attending with a general admission ticket. They have completely failed to upsell me to a better and more expensive product or to effectively manage the business of F1 in Australia.