Following on from my article in the programme and comments posted on Stoxnut and Startrax's Facebook site, I thought I'd open up the debate on here.

Firstly, from reading the comments posted on the various websites, I was struck by the pessimism of people. I'd have thought that there would be a need to reign in the more optimistic viewpoint of packed terraces and multi-national sponsors queing up to throw money at the sport.

On the whole, I get the feeling people think it's great the sport will be on BBC1 'prime time' but that it won't lead to anything tangible in terms of better attendances or greater sponsorship opportunities.

I've noted a few people don't think the programme will benefit the sport in terms of attendance due to the way our racing doesn't come across that well on the TV. True, but as I alluded to in the programme article. This docu series isn't like previous tv appearances such as WoS Euro coverage or the odd meetings covered on Sky and Channel 5's Coventry experiment. The racing on those occasions was the main element to the programme and I agree you don't get the noise or speed and action you get when you see the sport in the flesh.

Also, these programmes appealed to a niche audience, someone who'd be prepared to sit for 30-60 minutes and watch cars going around the track.
The docu series will focus more on the human interest of the sport and the people in it. The racing will, in my opinion, form only a very small part of the programmes and will no doubt be edited to present only the most dramatic parts that fit with the 'storyline' of the series. John and Charlie are clever enough to realise people will not sit down to watch cars going round and round but instead want to see the characters and the drama the sport can generate.

This for me is will be why the programme will reach out to more than just lapsed fans and will give someone a real flavour of the sport that no TV appearences before have been able to capture.

Someone coming to their first meeting will be aware of the major championships, the stars of our sport, what the cars look like, the personalities and the history of certain rivalries. Stuff that can take months and even years to pick up and normally only through regular attendance. Therefore, these newbies, or returning fans will hit the ground running and will hopefully enjoy more of what they see, armed with the knowledge gained from the docu series.

Have to agree with you Wolfy, the format of the programme will give a taster to a new audience, enticing them to view the sport close up and in the flesh.
The only reservations I have is that a new younger viewer may be dissapointed, not by the racing, but by the status of most of our stadia, not having a go but a modern sports viewer expects seating, covered viewing etc etc. Viewing for the first time is all well and good but coming back for more is the key to sucess.
The other issue must be improved advertising of the events, it's all well and good a viewer saying "I think i'll go a watch that." but they need to knoe where and when. In our modern world, local now means anything up to and sometimes more than 50 miles away.
What I believe the docu will do is help dispell the belief that Stock cars are the same as bangers and BRISCA racing is serious motorsport ( sorry Steve it's far more than a hobby. ) and as such may bring in new sponsers etc etc.
The racing is in my opinion as good as I've seen since I started watching in the early 80's, the sport is survivng well in a economic downturn, and promotions are listening and acting on constructive critism.
Marketing the sport and communication are the only things missing.
It's a golden chance and hopefully everyone will embrace it.

I think the BBC series is potentially the best thing that will ever happen for our sport on several levels. Never will we have this same opportunity to bring our sport directly into peoples’ living rooms for half hour prime time slots. It will make people aware of what a stock car is (i.e. not a banger; even the Oxford English Dictionary struggles with a definition of a stock car) and is invaluable in “educating” the public about our sport. As Wolfysmith says, in his excellent British Championship programme column, as the format will apparently focus on much more than the racing, those who would not watch a half hour programme of racing clips will more than likely be won over by the “human” side of our sport. (I have no interest in deep sea fishing but have watched some of the “Trawlermen” series). The racing elements will at least instil some familiarity of stock cars into peoples’ psyche and when they come across “Formula One” Stock Car Racing, hopefully, the seeds that have been sown by the BBC programme will mean they are encouraged to find out more about this phenomena that is motor sports best kept secret.

This is why, as Wolfysmith says, it is important that the sports main websites are easily accessible, up to date, informative, concise etc as a “Google” search may well be the first port of call if a potential new fans’ appetite is whetted. Hopefully the BBC programme will make specific references to “Formula One Stock Car Racing” rather than the generic term “stock car racing” which will help in potential new fans searching for the correct product. (Interestingly a Google search on “Formula One Stock Car Racing” and also the generic “stock car racing” takes you to the BriSCA website at the top of the first page of UK search result. I would suggest it is critical this website is in absolutely top shape to be receptive to those wanting to find out more about our sport. Perhaps an added page is required for people to leave an email addresses who would like to be kept up to date of events or a dedicated contact email address for them to ask questions about stock car racing would be distinct advantage.

I am sure that the promoters and drivers will discuss how to maximise the benefits in the wake of the BBC programmes for their part. I believe, though, that the initial catalyst for much of the benefit that will come from it will be from us, the fans. I will be telling as many people as I can about the programme; family, friends, work colleagues. I find it is difficult to stimulate potential new fans to come to a meeting, but hopefully this programme will generate some interest from the comfort of their homes. I will then try to encourage a few to come along to a meeting; probably (dare I say it) to cherry picked dates and venues initially to present the sport in the best possible light. It would be of immense benefits if those meetings featured the personalities of the programmes so that new fans are at least familiar with some of the competitors.

The programme will probably be repeated on the BBC and I would guess almost endlessly on “Dave”. It would be unwise to assume that new fans will only be coming through the turnstiles for the first couple of months, so a concerted effort to accommodate and inform potential new fans will be required from the all important meeting commentator.

One of our sports unique selling points is that drivers are handicapped depending on success as the season progresses. When I first became interested in following F1 Stock Car Racing, I found the National Points was an integral guide as to who to watch and look out for. It is essential to the format of a meeting and the easiest concept of the competitions for a new fan to latch on to and follow. Perhaps, dare I say it, another small reason why it needs to be re-introduced as a staple, important part of the season. It is perpetual throughout the season and something for new fans to easily follow month on month. Every opportunity should be taken to explain wing colours, the potentially unique concept to many with drivers being handicapped and the importance of it to the administration of our sport.

New fans I am sure will expect the basics to be acceptable; toilets, food, loudspeaker systems etc. One thing that worries me is that, while dust does not worry me too much, it could be a turn off for a new fan who is likely to be more aware of the package as a whole than perhaps the hardened fans. May I be bold enough to suggest that track watering could be a critical activity in 2010 at shale venues.

The sport perhaps needs to capitalise on the personalities featured in the programme. The likes of the Smiths, Wainmans, Cowleys etc will be the common denominator and the link between the TV and what newcomers will be seeing on track. It is important, wherever possible, that these drivers are “visible” in 2010. It perhaps comes back to one of my earlier points about us fans “cherry picking” meetings at which to introduce new fans to the “real thing” where we know these drivers are booked in.

I have probably gone on for long enough for now, but I believe this upcoming TV series gives us something to be really upbeat about. Formula One Stock Cars for a couple of months (and beyond with the inevitable repeats) will have an unprecedented opportunity. Non of us should be complacent about maximising the opportunity this gives the sport. I believe that us fans have a crucial role in getting people to take that next step and walk through a turnstile to witness the best, most unique motor sport and spectacle in the world.

To pick up a couple of points made. Firstly Tim, you're right about what a returning fan or newbie will have in terms of expectations of the stadium facilities.
This is where the Questionnaire fits into the bigger picture by identifying any areas of the overall product that might be wanting. It allows the opportunity to fix those issues and ensure a first time visitor becomes a repeat customer.
With regards Andy's comments concerning the BriSCA website, it's great it comes out on top of any search under those generic search criteria you used. I have my own personal thoughts on where time and resource should be spent if the BMB are to look to implement anything in light of the upcoming series and for me this is a key area, coming as it does as the sports 'shop window'. Money spent on increasing the band width and implementing other visual or audio aspects to the website might appear to be nothing more than 'frills' but without any tangible aspects to judge the sport on, things like the website will be key for potential customers. Much in the same way a potential fan will be put off if they order a copy of the 2010 fixture list only to receive a badly photocopied handout - what impression would you get if you received something like this?
The other factor is that, the website is the 'shop window' and is open and accesible 24 hours a day and 365 days a year. Therefore, a little investment in terms of money and man-hours on this valuable tool is an investment well spent in my opinion.

The BBC team producing this series are extremely professional and I am quite sure that the final production when aired will be intriguing and perhaps not meet some peoples expectations - depending on what your preference is, however it has to engage a large audience who have never experienced our sport - and I am quite sure it will be a fascinating Trawlermen `on wheels' - and will have central `stars' and follow the storyline of the season utilising main characters and the emotions, tribulations and nitty gritty of life involved in racing - That is what an observational documentary is.

In terms of bringing people `flocking' into stadiums, we need a sense of perspective in this area. The project has been wholesomely supported by BriSCA,BSCDA indeed the sport as a whole in so much as life will seem almost quiet when the BBC team are replaced by merely ITV - Tullyvision!
It is to their credit that they have become part of the fabric and community and blend in - that is their professionalism - and a degree of passion from members such as John Lakey, one of the driving forces.

The type of advertising campaign required to possibly back this up as some suggest is commercially impossible, we are of a certain size and scale.

This series, imo opinion and as I have previously stated, provides the best potential exposure since `live on ATV' in 1959, and will increase the awareness and knowledge perception of `stock car racing' - oddly operations from Crimond to St Day with the tag stock car racing, may well benefit as much, if not more in curiosity value.
Certain areas will benefit more - for example Belle Vue - Whilst we do a lot of advertising, media is complex and so diverse now that an ad spend really needs to be 4 times what it was a decade ago barely to hit the same audience - the market has changed so much with multi channel TV, internet media and traditional printed media in sharp decline - A difficult and complex beast to navigate, hence Chris helping us with his expertise and a steep learning curve in developing other areas. Despite a reasonable budget, I would think 1 in 100,000 in the North West probably knows the sport exists and at Belle Vue - but given the sports exposure in this territory over 3 decades before all tracks succumbed, there is a possible `affinity' to the sport of 50-100000 + people who experienced the sport at some time during that period and,who currently do not know of it's existance within a 30 - 50 mile radius. This may raise their curiosity level sufficiently to google the sport, Belle Vue or whatever, and perhaps make a choice based on past experience, to see what it's like today - and with memorable names still very much at the fore, that can only help rekindle that curiosity.
There are only upsides to this project, it has cost the sport little other than time investment and we should await the outcome with interest - and the first stage is to ascertain when the programme schedulers actually schedule it - that the programme is deemed diverse enough in interest to go on BBC1 as opposed to 2,3 or 4 - niche is no good for mainstream peak TV - and then decide where to go next.

Response and opportunism or entrepreneurialism in engaging with the broadcast will be an individual thing for promoters - and for their individual budgets and judgement to make localised business decisions. BriSCA is an association of individual promoters engaged in operating F1 but is not a commercial hub like Nascar, the RL or RU or the FA as examples as the size and scale does not warrant that infrastructure.

There will be some feedback through the turnstiles and that will be enhanced / reflected as now by individual promotions `extra' efforts to exploit it and, I for one am looking forward to the opportunity, no matter how small - 50 people who come 8 times = 400 extra across a season equating to an additional £6000 revenue - building blocks!

As a sub note, Charlie and John are highly talented and experienced, to them failure is not an option and one indicator of it's engagement with viewers and subsquent interest, far higher than `turnstile' attraction is audience figures and whether the Beeb based on it's success, consider a follow up series. One has to also consider the wider benefits in interest this will create and what peripheral doors `may' open. not immediately tangible to measure. Charlie undoubtedly will have the most difficult job because inevitably it is the editing suite skills who will decide the ultimate
success of the transmitted end product - no mean responsibility!
As a sport, we should thank John Lakey for his tenacity and the right production team headed by Charlie - probably without doubt the best team for this job - and for those of us who moan about our BBC license fees, we should moan no more because for those of us who follow this sport avidly -what we collectively paid for life in licenses would not cover the production cost - You will have had your value for money !

Following on from Steve's comments and from a Startrax perspective, it would seem to be one of the promotions likely to benefit the most from the series.
The North of England was once a real hotbed of F1 and this effectively 'died' with the loss of the the old BV and Odsal. As Steve has alluded to, many lapsed fans are unaware the sport even exists here in the North. Certainly when I talk to people they show genuine surprise the sport is still going!
With such a large population within close proximity to both BV and Owlerton who may well have attended both tracks in the past (well, the old BV anyway), the docu series should reawaken interest.
The other factor Steve mentions is that it's easier to attract both media and sponsorship interest to something when it's a recognisable product. The docu series will help in that regard.
The best thing will can all do is to get as many people to watch it as we can in order to ensure the viewing figures are favourable enough to get a second series commissioned

This maybe slightly off topic but, whilst i hate to be critical i cant believe there is no advertising for meetings at Sheffield. The Sheffield Star ( local paper ) has to be read by at least 50% of house holds in the locality. Surely if an advert gets a few more bums on seats then it pays for it self plus a bit extra. A sports media attention is generally based on fan base levels, more fans more attention.
As i say i hate to be critical, Steve and all his team have done wonders for this sport, which seems some times unappreciated.
Cracking british meet by the way.
Cheers for a smashing day.

Totally in favour of the BBC style, I hope promoters can capitalise on this by promoting the personalitys as well as their meeting.

I really hope the official sites get an upgrade but as this is a story about personalitys isnt it likely that the first search will be "Andy Smith stock car" or " Wainman 515" or maybe a younger generation trying to find Chris Cowley on facebook.

The merchandising oppurtunittys are out their somewhere.

We do use Sheffield Star / Mirror etc on occasions although it has never traditionally proven overly succesful.

We are using Sheffield Star [ full region ] Journa/Gazette, Geen Un Telegraph, Metro etc next week Thursday onwards

Part of the problem with advertising now compared with just 10 years ago is the fragmentation of the market.

As Steve has highlighted on a previous post, readership of local and national newspaper's has dropped off partly due to the increase on online media sites.

TV advertising has also become far more fragmented with the audiences spread across the huge number of channels available to even those with freeview.

The key to any successful advertising campaign is getting your message to the right people in the right form of media.

Society has changed in the way that we communicate, social networking sites such as Facebook and Twitter, together with mobile phone technology have encroached onto the more traditional media domains.

Marketers are now looking to exploit these media in order to reach customers on a more personal level than traditional media could allow them to do.

Steve will no doubt have evaluated the response from the 14,000 e-mails that went out last week to potential customers.

E-marketing allows you to be much smarter in not only how you advertise but in being able to measure the response to any marketing campaign. It also allows companies to understand the buying habits of there customers and in doing so build a relationship with them, which in turns builds loyalty and that is key, as it's far easier to sell (it terms of cost and time) to an existing customer than a new one. It also benefits by identifying those who are your most loyal cusotmers by offering special deals and offers, that companies know will increase and maintain loyalty. This in turn reduces customer defection to your rivals.

E-marketing, eh? Hmmmm.......

I seem to get a regular flow of unsolicited emails at work, but they are from the company's own Communications & Propoganda Department and seem to be immune to the "block this sender" option.

Years ago, a printed newsletter thing would be passed around the office once a fortnight, and ten minutes reading that was a pleasant break from starting at the computer screen. With all this new technology, email and websites have taken over from the printed word, but I can't remember the last time I read more than the first two lines of any of the e-bulletins (or whatever they're called) because I just ignore them by default.

Yes, e-marketing provides the technology, but it's not a substitute for traditional methods. There's a difference between "Here is some information, perhaps you'd care to read it?" and "HERE IS INFORMATION! HERE IS INFORMATION! HERE IS INFORMATION! SORRY, ARE WE INTERRUPTING SOMETHING? HERE IS INFORMATION! HERE IS INFORMATION! HELLO?"

I've been on Incarace's mailing list for about 12 years, and I still read everything they send me through the post. I very much doubt that I'd sit and read the same stuff if it were emailed to me.

The thing is on a daily basis we are exposedto literally hundreds of marketing messages in a variety of different ways.

Today, I've received e-mail from a national DIY chain, so called 'junk' e-mail from a telephone company and been exposed to coutless advertising messages on tv and on websites.

Whilst most have been largely ignored, deleted or put straight in the recycling, sometimes you will see something that will hit home because it addresses a need or want.

For instance, we were targeted by the local cinema with details of a new Disney release. The cinema know we have young children and identified this 'product' would address a possible need (to keep the kids entertained). They were offering a 2-4-1 deal. We took notice because it identified a need and was succesful as my wife is taking our eldest and a friend this afternoon.

I wouldn't advocate putting all your advertising and marketing in one basket such as e-marketing. It's not the key to success. If it was, there'd be no other forms of marketing, which as we know there is. It's a case of utilising the right forms of media to get your message across to your target audience.

After all, you don't see Netto advertising in 'The Tatler'

I'd like to see the BriSCA website have the functionality of being able to allow users to register online thier choice of whether they'd like details of events at a chosen track (a list of which they could tick) or a generic fixture list. The 'prospect' would then register their name, address and e-mail addy. The individual promotions for the track(s) chosen, or BriSCA could send marketing material either in hard copy format such as a fixture list or electronically (either a one off, or repeat e-mail on a event by event basis).

The only thing with hard copy media such as posted flyers/newsletters is that it can be costly compared with e-marketing.