texafornia wrote:
GMAN19030 wrote:
texafornia wrote:
Glad you asked. Because pros are your sport's representatives/advertisements while age groupers are your customers. Ironman loses money on the pros as a loss-leader (only $800 for all the triathlons they want and also paid prize money) for advertising to attract age groupers ($600 per race and no prize money). As reps of the company, you configure the pros they way you want the customers to be. This is why all sports do equal numbers at the top - it drives signups at the bottom.
Let's say you're a computer company and you want more African Americans to buy your products. Obvious step one is you put more African Americans in your ads. The pros are part the ad campaign for Ironman. If you want more women to sign up for your events, you put more women in your ad than there are currently in your (lacking) customer profile. It's marketing 101.
Do you really think the pros are advertisements to attract AG'ers? Go to an Ironman branded race and poll 100 random AG'ers and ask them two questions:
1) Did today's professional field have any impact on your decision to race today?
If you got one response of "Yes" I'd be absolutely astonished.
2) Did the presence of the professional triathlete have any influence on you starting the sport?
That will have more of a mixed response. Folks that have been around the sport for 20 years probably were more influenced by the professionals than the current crop of newcomers... because at one point pros did actually matter to the sport. You will also have some folks that were inspired by the Kona broadcast but probably more about the human interest stories than the professionals. All that said, the vast majority of people in the sport were introduced to it by a friend, co-worker, or family member. You are way overestimating the professional's sphere of influence... which is probably a sphere the size of a ping pong ball.
I 100% disagree with your first paragraph. I do agree with your second paragraph but you don't need pros to do that.
You don't think that pros are used to attract AGs? Who gets half the media coverage at Kona?
Open any triathlon magazine and any website and tell me who is in the ads. I see Potts, Crowie, Rinnie, Macca. Mentioned by name, too. If you happen to see a non-pro, they
look like a pro and their real name isn't mentioned. So yeah, not only do companies think of them as ads, they
are ads to get people to buy whatever. Basically every spot is used on their kit, bike, and sometimes car for ads. They aren't just part of the ad, the ad is built around them with the font and the lettering fit around their faces. They are paid to race in X company's gear and X company's races with appearance fees. Maybe some AGs don't know who they are, but enough do and enough spend enough money based on their pro image for it make a huge difference.
The better question is that use effective. My answer would be no. Their use is extremely ineffective. If they sell a single entrance to any IM race I'd be surprised. I also think you're overestimating their value to products as well. Yes, pros get first crack at most equipment whether that be bikes or wheels or suits or whatever but I've seen many instances were it appeared equipment choices trickled up from the AG ranks to the pros and not the seemingly more natural other way.
The problem with triathlon and professional advertisement, marketing, and use is the industry is trying to jam a square peg into a round hole. Triathlon is modeling the pros in the same way the major sports does. Problem is the professionals are the attraction in the NBA, NFL, MLB, NHL, Premier League, etc. Everyone wants to be Lebron James or Tom Brady or David Beckham or whoever. Nobody wants to be a pro triathlete. They're not making $30,000,000 per year, they're not on TV, they're not living in mansions, they're not driving Ferraris, and they're not banging Brazilian supermodels or Spice Girls. They can't use the model used by major pro sports. I just don't think it works as effectively as it could.
I'd argue that using fitness models in the ads would have the same impact as a named triathlete. Potentially more so since the models are probably better looking, and lets face it, beauty and sex sells for both men and women. Nothing against the four people you mentioned as, with the exception of Macca, they're better than average looking human beings. Macca is stop the clock ugly. :-)
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