Q&A by Carson Reider '15
This week's Marketing Monday features a Q&A with Jarrod Krisiloff ‘14, Senior Director of Marketing for the Indianapolis Motor Speedway. Jarrod discusses how he creates great fan experiences surrounding racing events, what he does during the Indy 500 victory lap, some of his marketing challenges, and the benefits of the Ohio Sports Admin alumni network.
What is your day-to-day role as the Senior Director of Marketing for the Indianapolis Motor Speedway?
My day to day role at the Indianapolis Motor Speedway is focused on developing and positioning our world class racing events as well as generating unique sub events and initiatives to broaden the value proposition of our racing events. In addition to marketing, I serve as the day to day contact and project manager for the Red Bull Indianapolis GP which requires me to be the main point of contact and event manager with the international organizers Dorna Sports and the Federation of Motorcycle Racing.
How do you aim to differentiate marketing efforts for the speedway from other tracks and motorsport courses?
In the motorsports industry it appears that all venues are committed to the fan experience. At the Indianapolis Motor Speedway we’ve really invested in music as a powerful complement to our on track racing events. Our Indy 500 Snake Pit event has clearly set the bar for the motorsports industry and has effectively captured the attention of the 21-34 demographic. In regards to our approach to positioning our events, we continue to try and focus on the interactivity with our brand and exploring ways for the fan base to have ownership of the event. A great example of this was our successful #Indy500orBust campaign.
What would you say is the biggest marketing challenge you face today?
We have several challenges at the Indianapolis Motor Speedway and they are very specific to our different racing events; the Indianapolis 500, Kroger Super Weekend (NASCAR) and the Red Bull Indianapolis GP (MotoGP). The only common denominator for each of these events is our dissatisfaction with attendance numbers.
What have you and your team thought about to fix it?
Our focus is to ensure that all of our events continue to be health, have an opportunity to grow and maintain their status as premier racing events in the world. To address these challenges we have very different approaches to solving our attendance issues which are driven by research, creative thinking and most importantly a lot of hard work..
What was the importance of the Ohio Sports Administration program in your career and personal development?
The OU program has been important to me personally to think about my career and industry differently. Motorsports is very unique and most of the common principles of sport which are at work in MLB, NFL and NBA are not commonly practiced. To learn more about the industry of sport, and the management of sport on a global scare as been fun and enlightening. I think for any person or professional who has an appetite to get better and grow within any career needs to be committed to self education. For me, the OU program is a commitment to be very efficient with my commitment to self-education to make me a better professional.
What is the biggest piece of advice that you could offer someone trying to find a career in marketing?
Marketing is very challenging because it is often viewed as the reason for success or failure within any organization. Because of this, I believe that it is very important to remember the following:
- You can’t market terrible products. If you are stuck with a terrible product, fix it and then go to market.
- Your idea is rarely the right idea. As marketers we have so much information available to us to make smart and objective decision. Additionally, there are so many resources available to marketers through industry email newsletters, webinars etc. Use these as much as possible to refine thinking and identify new programs that can fulfill your goals and objectives.
What is the coolest thing you've seen lately in racing or marketing as a whole
I’ve been very fortunate to see very cool things at the Indianapolis Motor Speedway and INDYCAR. As part of my ceremonies duties for the Indianapolis Motor Speedway I drive the winner of the Indy 500 around the race track for his victory lap. It’s a tradition that dates back well into the mid-century, and this year was the first year that I had the chance to do it. The experience was unbelievable. I knew that Tony Kanaan was a crowd favorite, but I had never seen so many people stay in their seats after a race to see the winner’s victory lap. People were chanting and screaming TK’s name, it was unbelievable.
Do you have any recent or upcoming projects you could share with us?
Professionally, I’d like to highlight a new race that the Indianapolis Motor Speedway is launching to kick of the month of May. It is the Inaugural Grand Prix of Indianapolis which will feature the starts of the Indy 500 on the IMS road course of the first time. This is an exciting event for us and will add to the uniqueness of the month May in Indianapolis. Related to the OU program, my special projects group is working hard on the FBS College Football study and more information can be viewed here. Lastly, also related to the OU program, stay tuned for our OU Match the Miles fundraiser for Love Hope Strength Foundation and Race for a Reason.
