Derrick Walker's answers on: IndyCar marketing and TV-980

We offered RACER.com readers the chance to send in questions for IndyCar's president of operations and competition, Derrick Walker [ @DJWIndyCar ] and we're serializing his replies according to topic. Although he's not working in the marketing department of IndyCar, many of your questions – understandably – delved into this subject, and as Derrick says, it's something that within the series has to have a handle on: Marketing and the TV package.

DW: Rob can rest assured that we all realize the strategy that IndyCar currently has is not getting the job done. So with Mark Miles in charge and with his plans to expand the marketing department, I think you will see a new plan coming in the very near future. That's good because initiatives have to be taken, and soon. IndyCar offers some of the best racing, and yet we're also racing's best-kept secret, which is a bit ridiculous for everyone involved.

DW: Over the years there have been initiatives similar to that, but it's not happening at the moment. It's a good idea to build the links to our manufacturers and tap into all their outlets. We definitely need more exposure to tell people who we are, what we are and where we are, and outlets such as those could help promote the rivalries between the brands involved in IndyCar.

DW: Yeah, if you have anyone in mind, let us know! I think there are variations on that concept that are possible, and I don't think we'd turn away many. It's certainly something that's always looked at. I'm not in the marketing department, so such plans would have to fit their objectives, and with the Indy 500 being what it is, there would probably be some limitations in how you could add to the brand name; but if there are serious interested parties, then it would be an avenue worth exploring. IndyCar recognizes the need to be more available and accessible to all forms of marketing and in the past, we've been neither as open nor as aggressive as we should have been. Decisions would be made on a case-by-case basis, though, but ultimately I'd defer to my friends in marketing on this matter.

DW: The rules as they stand don't preclude Formula 1 teams coming over to the Indy 500. It's absolutely not a closed shop and if you look where we're going with rules in the future regarding bodywork and engines, it's even more interesting for them to consider. I like the idea and I'd be very happy if an F1 team came to IndyCar. However, they're busy with their own series, and I suspect – but I don't know – it would be a situation where they employ experienced Indy 500 participants, including drivers. Bear in mind the Indy 500 usually falls on the same Sunday as the Monaco Grand Prix.

DW: Apparently it hard to move from NBC Sports to NBC. We've got a long-term deal with NBC Sports, so I don't see anything changing dramatically at the moment, but wherever the eyeballs are, that's where we need to be. If a partner wants to showcase us properly, let's talk, but we have a good relationship with NBC and we need to persuade them to use us in more prime-time situations. It's a big issue for IndyCar trying to find the right time slots, and it's a huge disadvantage that our potential audience is so restricted, but we're cautiously optimistic that situation will change in the future. In the meantime, we must work with NBC to improve our telecast schedule. 

DW: First I've heard of it. I don't know the answer to that but I will get back to you. Thanks for bringing it to my attention. 

DW: Although I'm a traditionalist, I don't think we should treat everything from the past as a template for the future. The focus has to be on creating more history, so that one day people will look back on these as being the “good ol' days,” too. However, having stated that we can't recreate history, we can rebuild with history as our perspective. For example, some of Indy's traditions such as big speeds and the embracing of technological adventure certainly do have to be reintroduced. But we have to do that in a way that doesn't blow all but the big teams out of the game, hence the plans we announced in Detroit about bringing back variety but in a gradual way.

We then have to activate the marketing powers that we have at our disposal to make sure everyone knows that the Indy 500 is our marquee event and continues to show a side of our unique formula that retains our current fans and also draws in new fans. Get them through the gates and I think they'll be impressed; we're heading in the right direction there. It's getting the past, present and future fans through the gates that must be the priority and we have a lot of work to do in that area. But it is possible to do that because I don't believe the older fan and the potential new fan are so far apart.

DW: They are partners in a way, because we're all trying to make racing a success in this country, and when we compete at an event together, we all benefit and the fans love it. It actually comes down to the promoter of each race to decide whether he can make more money by running the various series on separate dates or running one massive weekend of racing and then approach the racing series accordingly. In the second case, more often than not, we will say, “Yes, that makes sense for us,” and we then include that as one of the dates on our schedule.

Having USCR and PWC joining us on the same weekend is great, so now that ALMS and Grand-Am are merging, I would love to see the USCR at Long Beach, for example. That Saturday evening race has become a nice tradition, and adds value for the Long Beach fans.

DW: I don't disagree! It's up to the TV producer to show all the relevant information, and if we can help supply him or her with the information that the fans want, we will do that. I think for now, the hardcore fans should also watch the live timing and scoring data online at indycar.com. 

DW: Because we're missing the boat. Seriously, there's no excuse.

DW: Yeah, not the first time I've heard this about Canada and other places, actually. I don't know the answer, but I suspect it's a TV network issue regarding distribution. At the end of the day, it comes down to whether the channels see that distribution makes financial sense for them. But it's troubling, and I will continue to research ways to improve this.

DW: I sympathize with Henry. Racing is a hard enough sell without wasting the opportunities we do get. Again, we're in the hands of the producers to make more entertaining commercials. It's up to the TV channels to work harder at getting better TV spots that captivate the audience, and they've got to put these juiced-up ads in the right spot to grab the attention of viewers that will be turned on by the race. You know how the Superbowl attracts an audience that doesn't normally follow the NFL? Well, that's how the Indy 500 used to be – and to a certain extent, still is – but we must aim for seriously big TV figures once more. If they like what they see at Indy, a percentage of those casual fans will then also start following the subsequent races in the IndyCar season and become firmer fans. 

DW: As mentioned earlier, the marketing plan we currently have is – to be kind – not enough. We need to add more people to the team and invest in the future, not only in the competition side but also the TV and marketing side. Mark Miles is busy re-organizing the group and focusing on a new plan, and from my perspective, that can't come soon enough. It all comes down to resources, and IndyCar doesn't have a bottomless pit in terms of investment capital, but the positive is that it is well understood within IndyCar what we need to do. Reinvestment in the marketing and communications side of IndyCar is one of Mark's top priorities, I know that, because I've been in enough meetings with him that I'm aware of what his objectives are. We recognize that we've had stalemate in certain areas for way too long.

DW: The fans may be surprised to learn that a lot of the marketing of events comes from the sponsors and from the event promoters themselves. Formula 1 has quite an advantage in the sense that manufacturers have heavily invested in the teams, and for every dollar they put into the technological investment, they spend maybe four more marketing the fact that they're involved. Therefore, F1 per se, does not need to do its own marketing: it's done for them by manufacturers, sponsors and circuit promoters.

Well, we need more sponsors in the series and they, too, will market their involvement but to get them; we also need more fans, too, because let's face it, that's why they spend money in the sport – to get your attention to see their products. IndyCar itself also does not have enough investors. So it's a team effort to grow this branch of the sport by energizing the fan base, and all those involved have to increase their investment in the marketing side.