John Lewis, VP of Marketing, Talks about IndyCar's Effort to Talk to Fans

Does the IZOD IndyCar series listen to fans? Does it ask us what we think? If so when, why, how ... and what do we say?

I put these questions to John Lewis, VP Marketing & League Development, IZOD IndyCar Series and Firestone Indy Lights.

Props to John for getting back to me very quickly, and to Amy Konrath, IndyCar PR Czarina for rigging the whole deal.

pressdog:A while ago you were on Trackside with Curt Cavin and Kevin Lee and talked about surveying the fan base, gathering fan/viewer opinions, etc. Can you give us a recap of what IndyCar has done in the last year or so to talk to fans and learn what they like, dislike, etc.

Lewis:We use several avenues to gage fan interest. As the world focus evolves towards more of a “social networking” platform, it makes it easier to get real time opinions. Here are a few specific sources we currently use for fan data:

• Foresite Research – We have pre and post unification data that was independently surveyed by Foresite. Everything from sponsor awareness, what tracks are fan favorites, to what kind of engine fans want to see in the next generation IndyCar.
• Marketing Informatics – A company focused more on trends and psychological data. They break down their data by gender, frequency, sociological class etc. A great source of data to project what fans expect next and who’s consuming the product.
• IndyCar.com / IndyCar Nation – we post and monitor chats and strings important to the fan base.
• IndyCar DownForce – We have both a website forum for communication as well as a rotating ‘advisory board’. These are our most passionate fans that consume IndyCar racing at a higher frequency.
• Focus groups – last winter we sat alongside VERSUS and surveyed six focus groups. Three groups in Indianapolis and three groups in Dallas, TX. These fans were asked primarily about TV coverage and what they like and don’t like about traditional IndyCar broadcasting practices.
• Online / Exit Surveys – Both at track and online polls have been conducted randomly the past 36 months (when I took the VP of Marketing position)
• Simmons–Experian – They are a top 3 data provider in the country. Their specialty is consumer market research.

pressdog: What are your plans to survey fans in the 2010 season?

Lewis: This plan is currently being developed. We most likely will assemble a blend of online, third party and focus group testing. Simmons-Experian is new to IndyCar and will be used to validate various other independent surveys and consumer trends.

pressdog: What have fans been saying? What are the top few concerns that seem to current IndyCar product?

Lewis: Typical off-season anxiety:

• How many cars will race in 2010?
• What driver changes are happening in the off season?
• Any new sponsors coming on for 2010?

New questions:

• What will IZOD do in 2010 to promote the sport?
• How many fans do you expect to attend the Brazil race?
• What chassis/engines will be chosen for the 2012 season?

pressdog: What do they seem to like most about IndyCar racing; what do fans see as your strengths?

Lewis: Without question, the most popular attribute of IndyCar racing liked by the fans is speed. By far the most common response.

pressdog: Do you see NASCAR as you biggest competitor for the attention and disposable income of the fans, or is it something else (or a combo of something elses)?

Lewis: Since you’re asking a personal opinion question, I’ll give you a person opinion response. Perception is our biggest challenge. For 15 years we’ve been hosting the best racing available. The IRL has redefined the standard for open wheel racing expectations. Whether it be oval races finishing at less than one second apart, to now the most competitive street and road racing. Too much cynicism and negativity follows this sport.

Do your research and see what standard is expected now from open wheel racing. Entire starting fields will qualify in less than a half second on some ovals and more than 15 cars finish on the lead lap. I remember races in the early nineties when one car would finish on the lead lap and 3 seconds would separate qualifying in the first 5 positions. We need to do a better job telling our story. We have a lot of positive things to share. NASCAR has done a phenomenal job promoting their sport and I harbor no ill will towards them. All sports and entertainment choices are competition to our brand of racing. We focus on providing the most compelling race product available. We have a long journey ahead, but we like the story we have to tell.

pressdog: Is there anything, positive or negative, that popped up in fan comments that surprised you?

Lewis: Most recently the fan response to the new chassis designs. I didn’t have a preconceived opinion as to which direction fans would want the 2012 IndyCar to look like, but I certainly didn’t expect it to be so polarizing. I think polarizing is healthy. Indifference is what scares me.

pressdog: Without getting into the specific car concepts, did fans give you general feedback on what they want to see in a car?

Lewis: Similar to my answers to the question just above. Most fan feedback was about the racing ‘product’. They’ve come to expect close, fast racing. As long as the car delivers good results. The car appearance feedback varied greatly, but the constant was the racing.

pressdog: Do you have plans to seek input or thoughts on the 2012 car concepts?

Lewis: That’s being done already through the various social media platforms. As soon as indycar.com released the car proposals, opinions were submitted and monitored. Even going back to the Design School of Pasadena and Art Center of Detroit renderings, fans had a voice and we listened. 

pressdog: What's the best way for fans who have an idea, comment etc. to make that known to IndyCar leaders?

Lewis: Email. I get comments and questions daily through the ‘comments’ section of indycar.com. We do pay attention. (Send your comments in HERE.)

pressdog: Do you find IndyCar fans to be a passionate group? Talk about the level of enthusiasm you encounter.

Lewis: Without question a very passionate group. We’re lucky to have the passionate fans that we have. Most IndyCar fans are evangelists. We need to continue to build more critical mass.

pressdog: What do you hear about the mix of circuits that the series runs?

Lewis: At first I believe it was a stumbling block. But with the passage of time and the quality number of events we’ve been fortunate to inherit, I think it adds great diversity to our brand. I too think this had to do with perception. Some fans long for the side-by-side racing at Texas, and others like the intricate turns of St. Pete. I have my opinions too, but coming up in this organization for 15 years, I’ve learned to appreciate both. I would hope our fan base does as well.

pressdog: Is there a vision of an ideal IndyCar series that seems to be held by most fans? In other words, in a perfect world, fans would love to have ..

Lewis: The common denominator is ‘health’. Our fans want more races, more cars and more drivers.

pressdog: What does the league do with the input it gets with fans? How is it used?

Lewis: We process all data we receive. Whether it be a complaint or a compliment, we listen to them all. We have a strong group of leaders here at the IRL that dedicate every day served to making IndyCar racing better. Relationships are important in all facets of business, and the fan relationship is no exception. Sometimes fans don’t understand decisions the League must make, be we hope they can appreciate that we don’t make them lightly.

pressdog: Anything else you'd like fans to know? Free shot ...

Lewis: Our fans need to know they’re important. Actions speak louder than words…so I would rather show fans we care, not just tell them.

Comments

[The Speedgeek]

I'm all light headed. THAT, fella, is what I'm talking about. The "action" part of the equation is going to take some time (the season is still four weeks away, after all), but letting the fans know that you care by saying so in exactly as many words, and giving concrete examples of what you're doing to pay attention to the fans is something that can be done with something as simple as a candid e-mail exchange with a blogger.

That's not a golf clap you're hearing from my corner. That's a full-on Texas-sized round of applause. And it's directed at you, Pressdog, and it's directed at you, John Lewis. Great questions and great answers. I'm feeling pretty good about things right at the moment. I just wish it weren't four weeks until Brazil.

[Andy Bernstein]

Excellent interview, questions were smack on.

Mr. Lewis presented himself as a great spokesperson for IICS on his "Trackside" appearance, and some people wrote with questions about why his public role is not a more prominent one.

His analysis reads as a bit clinical, and I hope he genuinely devotes time to continuing a dialogue with fans. Many of the simplest problems to correct require far less research than a Simmons-Experian survey.

And I do hope that is a "Simmons" who is not in my vinyl collection.

Andy Bernstein

[pressdog]

The pdog is equal op. I've been meaning to shoot Qs to Lewis, then when I went all grand mal whiny on everyone a few days ago, I thought I better let him go on record. Fair is fair. HUGE props to Amy Konrath in IndyCar PR for rigging it. She's good people.

[redd]

"too much cynicism and negativity follows this sport." I'm shocked, Rick, shocked...

[Dylan]

Great interview Pressdog!

[Rob]

Good job, P-Dog. Another great interview. And a tip of the hat to you, Mr. Lewis.

[Edward]

I second what everyone has said. Great job, P-Dog and Mr. Lewis. This is what I was hoping the IndyCar series would be doing as far as fan outreach.

[Osmo Dingdale]

Dog: Be good enough to raise with Mr. Lewis the ticklish question of crashes, per green flag mile, upon the psychological stability or (as it were) instability of the average bloke who witnesses them. At what point ought there to be counselors present at these races? -Osmo Dingdale, Moonbeam, Ind.

[Roy Hobbson]

Those two look like they're headed out to a Jars of Clay concert in that picture. AVERT YOUR EYES!!!

(Solid interview, Bill.)

[Oval and Road Racing Fan]

I have been following this sport since 1962. My first race was at Milwaukee that year and AJ won. I have been to Milwaukee lots of time since and Road America a few.

First off, the whole racing is so much better than before the split concept is Split War BS, and anyone who is still peddling, "we're better than CART", needs to step down. 1) The war is over. 2) No matter what you may think of them, those races had ratings you can only dream of now. 3) I doubt many CART races had 3 seconds separating the top 5 in qualifying. I sure don't remember that, and I saw every race on TV or in person.

If I were to make one suggestion it would be, quit trying to be NASCAR. I watched Daytona Sunday, IT STUNK! A big parade where no one could pass except by luck. The less our races look like that, the better.

The CART era races may have only had 4 cars on the lead lap at the end, but those cars were in a battle to win and the outcome was not certain, because the second place car had a real chance to pass the leader, which is not true now.

We need to do the following.

Quit closing the pits/shorter yellows.

Allow open setups, no more areo setup rules.

Larger fuel tanks so there is variation in fueling strategies.

Standing starts on road/street races.

But those are minor. The real need is to market each event much better. Market the Championship better. Market the drivers better. If all our top stars had been marketed as well as Danica, we'd have more fan interest.

Keeping star drivers when we develop them. I was amazed at the number of ex open wheel drivers in the Daytona 500. If we had Stewart, Hornish, Almendinger, Montoya, Speed, and Papis in our races, and they were marketed properly, that would go a long way to reviving ratings.

Have more than one chassis, more than one motor, and dump the idea of spec cars. The series should not be designing or picking cars. Publish a set of rules and let the owners decide what to run. Indycars has always been open wheel formula racing where anyone who built a car or motor that fit the rules could race. We need to return to that.

mk