Anticipation, tradition, celebration — a day at the races is teeming with emotions. Now, with its new gaming area expansion, Oaklawn Park in Hot Springs has even more to offer.
Brandon Scott, Oaklawn’s assistant marketing director, knows the Arkansas Democrat-Gazette is exactly where Oaklawn needs to advertise to get the message out.
“What sets the ADG apart from other media is that it is truly the only statewide medium,” he said. “The Arkansas Democrat-Gazette definitely gets you the biggest bang for your buck.”
Whether it’s a homepage takeover on ArkansasOnline.com, a full-page layout in Arkansas Life or stand-out sticky notes on the front page of the newspaper, Scott knows how to use the powerful reach of the Arkansas Democrat-Gazette’s numerous products effectively. With the right tools to reach Oaklawn’s target market, the Arkansas Democrat-Gazette gets results.
“The newspaper is high up there for our folks,” he said. “We regularly hear people say they saw us in the newspaper or that they saw our sticky note on the front of the paper. The sticky note is effective because people walk by and see that pop out from the newsstands.”
Event-driven advertising is key, but Scott recognizes the value in maintaining a healthy, year-round marketing program as well. Scott keeps his advertising in the paper to ensure continual brand recognition, especially during race season.
“We want to remain top of mind with people during race season,” he said. “Advertising keeps us in mind when people are looking for something fun to do.”
The core of Oaklawn’s advertising, the Arkansas Democrat-Gazette provides Scott with a detail-oriented advertising staff that works to support his upcoming marketing needs. From providing deadline reminders to developing new strategies, the staff works to maximize his advertising efforts. This one-on-one treatment lets Scott know the Arkansas Democrat-Gazette has his best interests in mind.
“I go in with a plan, and I know at the ADG it will be carried out,” he said. “My rep sits down with me, and we discuss ideas, opportunities and working on developing what’s best for Oaklawn.”
From the January-to-April fast-paced racing season to the year-round gaming room, Scott works to appeal creatively to a variety of target demographics. The paper ensures that his promotional efforts are continually effective.
“The ADG always wants to know what it can do for us,” he said. “The staff knows my goals and wants to do what’s best for the client because they want the client to be successful, too.”