The hurdle of perception, with Louise Roberts, Cheltenham Racecourse - The Jockey Club
About this episode
Louise Roberts discusses the marketing challenges and opportunities at Cheltenham Racecourse beyond just horse racing.
Louise jumped on the podcast with James at Villa Park. They spoke about the misconception that Cheltenham is just a racecourse - but they actually only race 16 days of the year! And that's a lot of days to fill the 380 acres of countryside and venue space for many different events, from conferences and events to music festivals. And because of that they constantly need good B2B and B2C marketing. She spoke about the importance of the marketing funnel and the biggest point. That great marketing needs to get the event planners and bookers to visit the venue - to see for themselves the reality that they are event-ready in many beautiful spaces. They discussed USPs, how to use history and heritage in marketing and to utilise the already successful wow factor and racing quirks in their marketing to clients. Get the lowdown on marketingSHOWCASE and our forthcoming events at https://mktgshowcase.co.uk/ This show is produced by James Marriott from our podcast partners Sound Media https://wearesoundmedia.com/ Podcast recorded at marketingSHOWCASE Villa Park, Birmingham, April 2026
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