Marketing 101: How To Understand Your Customer with Bryan Pettigrew

Bryan Pettigrew is the CMO for the Breeders' Cup and oversees marketing, sponsorships, television, and communications for the World Championships. Prior to joining the Breeders' Cup, Pettigrew worked for the National Thoroughbred Racing Association where he worked with horse industry leaders including the Breeders' Cup, The Jockey Club, Stronach Group, Churchill Downs and New York Racing Association to develop national partnerships.

On this episode, we not only dig into horse racing, but also how he attacks digital, his approach to marketing, and how he stays ahead of the game.

Listen to the full show here: (and please subscribe to our podcast)

Here are the highlights:

[15:08] Has there been any A/B testing at the Breeders Cup that you've experimented with that surprised you or changed your perception of how to go about a particular campaign or event? 

"For the last couple of years, we've been wrestling with entertainment, like the halftime show of the Super Bowl. We have a long-time partnership with NBC Sports and as we sat down with them and started going through their data and analytics, we saw a big drop off when entertainment comes on except for the Super Bowl. They could show us all kinds of TV shows over the years. Some on their network and some on other networks were there was a dip in the ratings and the tension whenever an entertainer comes on."

[26:17] You all are doing some new fan experiences at the Breeders' Cup. Can you tell us more about that?

"Last year we tried out a new jockey camera and like so many things you have to try it out and make sure it works technically. This year we are bringing back the jockey cam. We're also introducing a new VR and 360 experience. Now, our customers will have the freedom to look around on the BreedersCup.com website or with a 360 VR headset. They can look around and see the people in the paddock. They can also look at whatever horse they want."