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Page 1: E marketing group

MARKET REVIEW

Horse RacecoursesEquine Business Team

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INTRODUCTION The industry we

reviewed was horse racing. We picked 5 racecourses to compare and contrast

Punchestown Leopardstown Galway The Curragh Aintree

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MARKET OVERVIEW Breeding sector contributes over €2m to

the Irish economy It employs over 16,000 people There are 27 racecourses in the Republic

of Ireland Across all Irish racing festivals

attendances reached 462,938 Total attendances at all race meeting in

Ireland reached just under 1.2m In comparison to race meeting

attendances in the UK that reached 6.15m

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5 REVIEWS Punchestown-located Naas Co. Kildare, 18 race fixtures per

annum, Punchestown festival held in April, attendance this year reached 101,715, active on Facebook and Twitter

Leopardstown-located Foxrock Dublin, 23 fixtures per annum, student race day March, active on Facebook and Twitter

Galway-located Ballybrit Galway, 12 fixtures per annum,

Galway festival August with attendance of 144,315, active on Facebook and Twitter

The Curragh- located in Kildare, 19 fixtures per annum, Irish Duty Free Derby in June, active on Facebook and Twitter

Aintree-located Liverpool UK, 6 fixtures p/a, John Smith Grand National, active on Facebook and Twitter

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WEBSITE REVIEW Punchestown- Home page well marketed,

scattered and unorganized, provided a lot of information

Leopardstown-attractive promotion on page, easy to use, sign up to members club

Galway-attractive, plenty of pictures, extensive information

The Curragh-poor promotion, easy to navigate. Plenty of info

Aintree-high quality and appealing advertising, good media centre, substantial info, not as easy to use as other sites

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TWITTER Punchestown-up-to-date, receives a lot of

traffic, have over 1,430 tweets, follow 326 people, have 4,091 followers

Leopardstown-3,175, follow 725 people, have 4,308 followers

Galway-tweet monthly, 232 tweets, following 194, have 3,957 followers

The Curragh-regular tweets, mentioned more than Aintree, 2,406 tweets, following 1,923 people, have 6,136 followers

Aintree-up-to-date tweets, 2,738 tweets, follow 1,771, have 8,744 followers

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FACEBOOK Punchestown-20,951 fans, most talked about out

of the 5 tracks, 1,633 people talking about it, ticket booking link, video link and events link

Leopardstown-20,368 fans, 184 people talking about it, provide contact info and links to their other social networks and ticketmaster link

Galway-58,229 fans, 625 people talking about it, few posts and no link to ticket booking

The Curragh-8,553 fans, 210 talking about it, post regularly, ticket booking link and contact details

Aintree-20,867 fans, 323 people talking about it, not updated regularly, provide links to other social networks

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OTHER SOCIAL NETWORKS Leopardstown-

Instagram, Flickr, YouTube

Galway-Pinterest Aintree-YouTube and

Flickr Punchestown and the

Curragh do not have any other social networks

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MOBILE REVIEW Punchestown - no app available, not user

friendly for smart phones, images and map unavailable to smart phones

Leopardstown - no app, website accommodates smart phone users

Galway - no app for smart phones, website designed to suit smart phone

The Curragh-no smart phone app, website not smart phone friendly

Aintree-has a mobile app, Itunes download, main website not user friendly to smart phones

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BOSS METRICS REVIEW-TWITTER

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BOSS METRICS REVIEW-FACEBOOK

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REPORT PROMOTION We put it into our blog

We put it onto sociamedia.ie

We made a video

We put it on our social networks including Twitter

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CONCLUSION We found that: Galway most popular on Facebook Aintree has the most followers on

Twitter but the Curragh has the most out of the Irish racecourses

Galway posts the most blogs Aintree is the only track to have a

mobile app The best website is Galway


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