Hold Your Horses! Listen to This Kentucky Derby Story [Video]
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Intuitively, the Kentucky Derby would seem like it would have a problem keeping customer engagement going throughout the year for “The Greatest Two Minutes in Sports.” However, the organization created a content marketing plan “that gives our guests a reason to care,” says Jeff Koleba, VP of marketing and programming, Churchill Downs (home of the Kentucky Derby). He and co-worker Kate Ellis, a marketing analyst, sat down to discuss that and more with MarketingSherpa reporter Courtney Eckerle. Some highlights from the “Keeping Customers Consistently Engaged Using Relevant Email Content” video include:
- Koleba says one aspect of the content plan follows the story of how horses get into the Kentucky Derby. “Planning that out and accepting the fact that that relevance is going to grow as we get closer and planning into it is one of the challenges that we have to manage,” he reveals.
- A tip: Learn why customers engage with the brand, Ellis says. For instance the road to the Kentucky Derby is a great example — customers are interested in the horses.
To hear the Koleba and Ellis excerpt, as well as all the other great sessions from the Email Summit, just register here.