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  • Writer's pictureHelen Davies

A weekend to remember: Lessons in Marketing from Royal Ascot

On Saturday, my husband and I were very lucky to be treated to a day at Royal Ascot by my friend Nick and his wife Claire. I’ve known Nick for many years, we met while I was working in my previous role as a Training Consultant and Marketing Assistant. We’ve worked together for the past five years, where I help look after CJAZ’s website, client communication and online marketing presence.


The experience at Royal Ascot was nothing short of breath-taking, leaving me thoroughly impressed and inspired. It’s made me wonder what made the event so spectacular. With my passion for marketing, I could not help but notice three main principles that Royal Ascot completely nailed: Positioning, Exceeding Expectations, and Creating an Experience, let me explain.


1. Positioning: Tailored for Every Audience

One of the most striking aspects of Royal Ascot is its impeccable positioning. There are numerous packages available, each designed to cater to a different target audience. Whether you're a seasoned racegoer or a first-time visitor, Royal Ascot has something to offer.


We were lucky enough to enjoy one of the premium packages, which included a sumptuous dining experience, impeccable service, and prime viewing spots. However, I noticed that even the more modest packages still delivered a high level of quality and satisfaction. Each package was meticulously crafted to meet the specific needs and expectations of its audience.


This level of tailored positioning is something we can all learn from. Understanding your audience and creating bespoke offerings can significantly enhance customer satisfaction and loyalty. At Royal Ascot, whether you're part of the Royal Enclosure, Queen Anne, Village or Windsor Enclosure, your experience feels specially curated, making every visitor feel valued and appreciated.


2. Exceeding Expectations: The Wow Factor

Royal Ascot doesn't just meet expectations; it exceeds them. From the moment we arrived, we were treated to an experience that can only be described as the epitome of luxury and efficiency. The entire event is a military operation, executed with precision and attention to detail.


The venue itself is stunning, with beautifully manicured lawns and grandstands that offer excellent views of the races. The catering was top-notch, offering a variety of gourmet options that catered to every palate. The service was impeccable, with staff going above and beyond to ensure that every need was met promptly and courteously.


This level of service is what sets Royal Ascot apart. They understand that to truly wow your customers, you need to go beyond the basics. It's about adding those extra touches that turn a good experience into an unforgettable one. This principle is crucial for any business looking to stand out in a competitive market. By consistently exceeding expectations, you not only delight your customers but also create lasting positive impressions that lead to loyalty and advocacy.


3. Creating an Experience: More Than Just a Day at the Races

What truly sets Royal Ascot apart is its ability to create an immersive experience. This isn't just a day out at the races; it's a multi-faceted experience that engages all the senses. From the moment we entered the venue, we were enveloped in an atmosphere of excitement and anticipation.

The entertainment was continuous and varied, ensuring that there was never a dull moment. From the moment we arrived we were greeted with a champagne reception, Top Hat shaped favours and even drinks-cooler handbags! To live Brass Band Singalong at the end, every element was orchestrated to perfection.

Royal Ascot understands that to create a memorable experience, you need to engage your audience on multiple levels. It's not just about providing a service or product; it's about creating a holistic experience that leaves a lasting impression.

This is a valuable lesson for any business. By focusing on the overall experience, you can create deeper connections with your customers and differentiate yourself from the competition.


Reflecting on a Perfect Day

Watching how Royal Ascot has mastered the art of positioning, exceeding expectations, and creating an immersive experience provided valuable insights that can be applied to any business.


Positioning Your Business for Success

Just as Royal Ascot tailors its packages to suit different audiences, businesses can benefit from understanding and segmenting their target markets. By offering tailored solutions and experiences, you can meet the specific needs of different customer groups and enhance overall satisfaction. This might involve creating tiered service levels, personalising marketing messages, or developing products that cater to niche markets.


Exceeding Expectations to Create Lasting Impressions

Exceeding customer expectations requires a commitment to quality and a willingness to go the extra mile. This might mean investing in high-quality materials, offering exceptional customer service, or providing unexpected bonuses or extras. The key is to consistently deliver more than what your customers anticipate, turning a routine transaction into a delightful experience.


Creating an Experience that Engages and Delights

To create a truly engaging experience, think about how you can engage your customers on multiple levels. This could involve creating a welcoming and immersive environment in your physical locations, offering interactive and engaging online experiences, or providing comprehensive and enjoyable customer journeys. The goal is to make every interaction memorable and enjoyable.


Inspired by Excellence

In conclusion, our day at Royal Ascot was an inspiring experience that highlighted the importance of positioning, exceeding expectations, and creating an immersive experience. These principles are not only the key to Royal Ascot's success but can also be applied to any business looking to enhance its customer relationships and stand out in a competitive market.


Working with us

We always try to exceed our client expectations, but more than that we empower you to look for ways to do that with your clients.


"Helen far exceeded our hopes.  This is because she does not just design and deliver a website.  She gets to know you and your business deeply by asking great questions.  She challenges your thinking and your strategy.  She holds you accountable to deliver what she needs to help you.  She finds ways to be useful beyond what you have asked or expect.  And then she lingers - in a good way - and becomes part of your business.


Not a web designer, more a management and marketing consultant that can produce a great web site."

Rob Jones

Head of Sales & Marketing, Peopleton Press


If you have any marketing or web related questions, please give me a call I’ll be happy to help 07704105954


A HUGE Thank you

The best part of Royal Ascot for me was about sharing a wonderful experience with great company. Thank you to Nick and Claire for a truly unforgettable experience.


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