Major changes are few- removed some of my more boring to camera pieces and added the Google Earth data per a request from my late Godfather Greg Armstrong who noted it was confusing.

Enjoy!

Last Saturday morning, Paul was killed after a race crash at Eastern Creek.

I decided to publish this practice interview with Paul as Dieter took a few tangents and I think we get some insightful moments.

Race in Peace Paul.

Shawn Giles taking pillion rides at ASBK Eastern Creek 2009.

*Note: This is a post I have been meaning to write for some time. Finally- here it is!

Since departing the Australian Superbike series in 2009, I have watched the series with a great deal of interest. The racing has been by-and-large fantastic and certainly the top five riders have shown they are world class and put on a worthy show in the company of WSBK, MotoGP and the V8 Supercars.

Where possible, I have helped out a number of riders and people involved in the series- from media training, to PR, advice on social media, disaster management and more. For this I have not been paid a cent.

Recently, there was an embarrassing, but hardly surprising “leak” when some MA board meeting minutes were put on their website that were quite damaging. Their response:

“These minutes, though final, were not for general distribution and should not have been made publically available as they do not provide the necessary level of context and could potentially be wrongly interpreted – they have since been removed from the website.”

This is of course a total crock. I know this because it’s pretty much what I would have said, and the devil recognises his own.

Aside from the fact that most of the items come from the “Well Of Course It’s True” file, to focus on the publishing cock-up would be a mistake. They key points here are that IEG are seeking more money (either now or in 2012), Eastern Creek is still a total shut out (despite the huge turn out in 2009) and we could have <15 bikes fighting it out for the ASBK Superbike title. The key takeaway here is that after three years IEG have been unable to establish the series to the point where it is self sustaining though sponsorship and other monies. This despite pretty much reducing staff to one full timer and a few ancillary event staff. The riders have voted with their feet- either defecting to Terry O’Neill’s series or more often than not, giving it away on a temporary of permanent basis (Hi to Shannon Johnson, Scott Charlton and Aaron Morris!)

I have a clear conflict of interest here as I think IEG are not fit to run the series but it’s also true that behind the scenes it’s been the same old shambles.  It’s a fact that I left on poor terms after the company were unable to guarantee my salary in the off season.

So that’s the dirty washing aired. And this is not to single out IEG. My dealings with IEG and MA soured me against being involved with the series at an organising level again. (And the fact that I am at 100+ days unpaid with The 6 Hour shows that aspirant promoter James Spence is only capable of more of the same).

Simon and Sue Evans- multi time champions, an ornament to their sport, now retired.

All of this is not to  say that I do not care what happens to racing and racers in Australia.

At present the mess that is Australian road racing can be laid out thusly:

• IEG are not doing a good enough job:
  • No free to air TV outside of Superbikes on 7
  • Under financed.
  • Over promise, under deliver.
  • Revolving door of staff.
  • Two current staff members (who, if history is a guide, won’t see out the year) who will be over worked and under resourced. While being brow beaten.
  • Manufacturers missing due to IEG’s negotiating “style” and flaky series management and Superbike rules that do not offer parity.
• MA are also to blame.
  • Chose IEG in the first place.
  • A CEO who spends an inordinate amount of time overseas and seems more focussed on his international “obligations” than local ones.
  • A revolving door of staff.
  • Would rather the series flounder under any promoter than bite the bullet and take it in house as they really ought.
  • Good people stifled and demoralised. (see revolving door)
  • Unable, through the racing committee to establish rules with “the laws of unintended consequences” in mind to maintain the standard of the series while reducing costs and boosting fields.
• Terry O’Neill’s series is also a problem:
  • Determined to wipe ASBK out through deliberate deals designed to lock ASBK out of  profitable tracks like Eastern Creek. Winton also. (Though Winton would not be a high profit circuit for ASBK)
  • Used his relationship with Yamaha to separate them from ASBK.
  • It is not attracting crowds and interest (or respect from the wider industry) to suggest it is a viable alternative.

These are not the only factors in play. You also have a number of riders who, while talented on a bike and very determined to do their best, are not keen to do what it takes in a media, marketing and social sense to become “fully pro” and therefore become a marketable “property”. It’s not necessarily their fault, but if you model yourself on those who market themselves well on the international stage, then you would see some riders who seem to get good rides, despite not having the best results. The model exists (V8 Supercars), but it seems that sometimes the riders would rather focus on just the riding, when it’s a proven fact that being marketable is as important, if not more important than the racing.

James Courtney and Garth Tander- HRT drivers and famous Australia wide, earning a solid living (!!) in a series that is world famous.

At the Phillip Island MotoGP event of 2010, I had an extended discussion with Wayne Gardner onstage at the Autograph signing (where I was hosting) and off stage later. His attitude was very negative. He and I agree that MA need to improve, but we most certainly disagree on the spec for ASBK. Wayne thinks it ought to be Superstock (or Prostock or whatever they are calling it this week), while I agree with the current riders who argue that riding a lower spec machine will make an international step up harder. Indeed I have had it noted to me that going to Moto2 with it’s rather lowly tuned 600cc Honda motor is all about learning how to tune a bike’s chassis and suspension. If you have no experience of a bike that has such variables, then you’re behind the eight ball before you begin.

What happens next? What can be done?

I have no intention of leaving my current role in the V8 Supercar paddock for a return to Superbikes so I offer these suggestions without any intention to be the executioner nor crown wearer. After my tenure as the Media Manger for ASK in 2009, I was  the Media Manager in 2010 for the Australian Rally Championship. Today I am a media consultant for the Walkinshaw Group. So, in the last three years I have been able to get an insiders view of three of the top motorsports/teams in the country. Of course each has room for improvement (and I would note that in 2011 the ARC is set to really take big steps) I think the V8s will also move ahead with the COTF set to deliver cost savings that may set the series up for the long term.

The Superbikes however are set for decimation. It may not be a bad thing if IEG pull the pin (or just fold) and MA are forced to send the series back to the old days of having state bodies and prominent clubs run a local event with national status.

But that’s not quote a step up. While I have high regard for the volunteers and organisers who run club and state championships, without a national direction and approach, the series will be a glorified club championship.

Formula Xtreme is not a true alternative while it remains an east coast/NSW-centric series and Terry remains hell bent on simply cannibalising the Superstock classes of ASBK while gifting Yamaha class wins in every category. He is well within his rights to only seek to service the main population centres (and therefore racers), but that’s hardly grounds for a true national series. His television deal is laudable and a great boost to those seeking to compete, but ask yourself; who will step from his series to International acclaim? Yeah. Exactly.

Terry is a wily character and in many ways is better than IEG and MA, yet I don’t think having him run the series it total is the answer either.

This situation calls for boldness.

Wayne Gardner and Mick Doohan at the 2010 Phillip Island MotoGP- both were highly critical of MA and current ASBK. The question is are they prepared to help bring a new era into being?

• MA to take control of the series directly in 2012. IEG have had their chance.
• MA to undergo some major structural and board changes to usher in a new era. This includes a new CEO. My suggestion? Ex AGPC CEO Drew Ward on a 2 year deal to set it up and exit.
• Form a committee with sweeping powers and look at junior rules, Superbike, Superport, costs, goals (do we want to produce riders for OS teams, or make our series professional enough for a living wage like the BSB or local V8s) and more. This should be made up of ex racers (and yes, include Wayne Gardner), current racers, manufacturers, teams, event people (clerk of the course, race secretaries etc), media representatives, MA staff, clubs, state bodies and Ken Wootton of course! Further, MA should hire some sponsorship professionals to present their views on marketing the series and these elements considered when devising the rules.  The new CEO ought to chair it and the whitepaper produced include 1,2, 5 and 10 year plans.
• My view: Look at what V8s do with their series- The V8SC are *the* top class by a wide margin. Make the Superbike category the same so the riders will to aspire to compete at the top level (or at least A/B grade Prostock). Do a free to air television deal with V8 Supercars Australia. Lock in the races live and use that deal as your first major announcement. This will provide manufacturers, riders, teams and potential sponsors with the certainty they need.
• Negotiate with Terry O’Neill and give him the Supersport, Superstock classes (1000cc and 600cc) and a superlite category (for 250 4 strokes and the last of the 125 2 strokes). Give each of his classes national title status. Broker a deal so he can run it alongside MA with his ARDC deal. Yes, it’s complex, but if everyone involved is focussed on “fixing” racing in this country, then it’s doable.
• Race the Superbike category at every V8 round possible in 2012. At present this would deliver: Perth, Queensland Raceway, L&H 500 (Phillip Island), Tasmania, Winton and Darwin (though the current Darwin stand alone deal is both long term and attractive). One day this may include Bathurst (if the planned new track is built)
• End the season with a huge finale for all classes at Eastern Creek. Split the gate with ARDC/Terry O’Neill or whatever. This would be huge. Lock it in the weekend before the Telstra 500 at Homebush and then have the winners of all categories do a parade lap at the aforementioned V8 event.
• Let Terry run his series as he pleases (in terms of calendar and tracks)- but he will have to adhere to the rules and regs laid out by the above mentioned “super committee” (that he will be a part of).
• Race for points at the WSBK event with as many categories as possible. This means no Historics (sorry boys, but we have a crisis here!)
• Leave the MotoGP as a non championship round as ASBK gets routinely shafted on sponsor value and the racing is often compromised. This is not the AGPC’s fault, but rather DORNA understandably throwing their sizable weight around.
• Look at rider training on issues outside the racing. That includes; media presentation, sponsor relations, off track behaviour, knowledge sharing and post racing career options. This training ought to be compulsory under the supp regs.

This alone may not fix motorcycle racing in this country. But unless those involved are bold and determined, then last one out turn off the bikes.

Hosting drivers Q+A session at Bathurst 2010.

Thanks to McNews for the link!

Lukey Luke- stunt rider, urban cowboy and latte drinker.

ThomasrDotOrg media services is pleased to announce that effective November 1st 2010, we have been contracted to provide management, media and media training services for stunt rider “Lukey” Luke Follacchio.

Principal Tom Reynolds: “Lukey is not just a great rider- and he is one of Australia’s best- but he’s also a brilliant talent off the bike. He’s an affable, charming marketer’s dream. I think we’ll work together really well.”

Luke: “I’ve known Tom from his time with the Australian Superbikes and he’s given me advice and guidance from that time til today when we felt it was a good time to make it formal. I’m looking to really step it up in the next while and look at not just my shows but how I present to potential event organisers, sponsors and the public alike.”

Lukey Luke is sponsored by Triumph, Draggin Jeans, One Stop Project Solutions, Hart & Huntington, Shift, Ogio, Super StreetBike Magazine and Osiris.
Lukey on Twitter and Facebook

Anyway. Robbie Maddison at Albert Park, jumping over the main sign:

DO check it out in HD here.

And this little vid. I felw down to Burnie, Tasmania in a lil Saab turboprop 30 seater. I pulled ou the new Panasonic FT1- a hand held point and shoot that has a movie mode- and shoots in HD. The results are pretty pleasing:

Also worth checking out in HD

This is your last chance to join what will be the most useful off bike training you will do all year. While the workshop is in principle a media training event covering Radio, TV, Print and Web, we will also cover sponsorship, public behaviour and fan interaction and more. This workshop will complete you as a rider, team member or team principle.

We are pleased to announce two additional trainers who have joined the lineup:

Dieter Kahsnitz is a star of multi media. Owner of 50 Kaliber Films, by day he makes corporate videos, TV Commercials and the like. On weekends, at night and during his lunch hour he’s the host of “The C-Word” video podcast and award winning community TV show. He manages BSB racer Josh Brookes, hosts MotoGP events and knows how to make every media post a winner. Dieter will be conducting interviews with all attendees, who will then be provided with a DVD of the footage for any purpose.

Marscelle Tully has written more press releases than there have been races in the world. While that may not make sense, Marscelle talks sense. She will show you how to structure a press release if you’re going DIY. If you have a PR staff member/helper/trained monkey, Marscelle will take you through how you can make their life easier (ie tolerable) and how to make the most of the written word.

Already we have announced:

Tom Reynolds is the principal of ThomasrDotOrg Media Services and will lead the media workshop training day. Tom has worked in marketing, PR, advertising, web technology and the media for over ten years. He has worked for (or continues to ply his trade with): Australian Superbike Championship, Australian Rally Championship, Radio 3AW , Radio SEN, ABC Sydney, Holden Race Team, Grand Prix Corporation as well as hosting many events and media calls.

Jay Mueller. Radio MMM Melbourne Breakfast Senior Producer.
Long time producer of top rating breakfast show on 3AW, last year Jay made the jump to MMM to take the senior producer role on Eddie McGuire’s new brekky show “The Hot Breakfast“. Jay will be going through what he finds works on radio. He will explain how to prepare for your interview with people who know nothing about you or your sport. He will also address how to get yourself on radio and what producers (the gate keepers!) are looking for when they decide to put someone to air.

Facebook: http://www.facebook.com/?ref=home#/event.php?eid=254690579194&ref=mf
Map: http://bit.ly/aeqkZM

Total cost $135 includes digital copies of your portrait shoot plus a short HD video interview with **you**.
Bookings essential and numbers will be limited email: training AT thomasr.org to secure your spot!

This event presents all attendees with training in the following areas:

• Television presenting. How to professionally present your team, sport, sponsors and self. What to avoid (did someone say “wearing sunglasses?”)
• Radio interviews. Whether in studio or in person, you’ll learn how to hit your key points and make it appear you think on your feet like a seasoned pro.
• Press conferences. Pre or post race, it doesn’t matter. You’ll learn how to get your message across, how to prepare and how to react in this pressure filled environment. If you can get a reaction (preferably a laugh) out of a room of tired, jaded journos, you’ll soon be a star.
• Social media. Website, Facebook, Twitter, YouTube and beyond. How a professional racer can make the most of this exciting, but occasionally problematic environment. Watch out for the YouTube Video Of Embarassment For Life.

All attendees will also have the opportunity to have professional portrait photos taken of them in their team uniforms included in the price.

Team/vehicle photos by prior arrangement at additional cost.

Our media trainers are being announced as we get closer to the event (see bottom). All are currently working at the highest level in their chosen media stream, or at least in a field that they’ve found themselves stuck in.

Total cost $135 includes digital copies of your portrait shoot plus a short HD video interview with **you**.

Bookings essential and numbers will be limited email: training@thomasr.org to secure your spot!

Presenters (more to be announced in due course):

Tom Reynolds is the principal of ThomasrDotOrg Media Services and will lead the media workshop training day. Tom has worked in marketing, PR, advertising, web technology and the media for over ten years. He has worked for (or continues to ply his trade with): Australian Superbike Championship, Australian Rally Championship, Radio 3AW , Radio SEN, Holden Race Team, Grand Prix Corporation as well as hosting many events and media calls.

Jay Mueller. Radio MMM Melbourne Breakfast Senior Producer.
Long time producer of top rating breakfast show on 3AW, last year Jay made the jump to MMM to take the senior producer role on Eddie McGuire’s new brekky show “The Hot Breakfast“.
Jay will be going through what he finds works on radio. He will explain how to prepare for your interview with people who know nothing about you or your sport.
He will also address how to get yourself on radio and what producers (the gate keepers!) are looking for when they decide to put someone to air.

Ep 3 is online now! Go to Cword.tv/naked

I’ve been damn busy!

Australian Superbikes

Shawn Giles and Koby Abberton head out

I accepted a job offer from Yarrive Konsky of IEG, the new oranisers and promoters of the Australian Superbike series. My job description is pretty loose, though it could be summed up thusly: “Get editorial press coverage, do special events and get the punters along”.

My first and major project has been a two seater ride program- not too dissimilar to Ducati (exclusively) does in MotoGP. Our club is slightly less exclusive- currently we have bikes from Woodstock Honda, Kawasaki and Suzuki.

Steve Pizzati on air with Steve Price and Josh Dowling on 2UE.

Overall I was very pleased with the pillion rides at Eastern Creek. We received some great coverage after getting the Abberton brothers on board. Friday is my main focus- this gives us a chance to hit the Saturday papers and Friday websites.

At Eastern Creek one of the support classes for Australian Superbikes was the Aussie Racing Cars. I personally invited Steve Pizzati from Top Gear Australia along to race and he repaid the favour by going on Steve Price’s 2UE show twice. But where we owed him the most was his wonderful kindness in rolling the car 2 1/2 times and hitting most of the major daily papers in the process. Taking one fo the team- literally. Thanks man.

To step up our coverage, I have not only planned website and press release changes, but I have a few other ideas that I think will position our motorsport back in its rightful place as second only to V8 Supercars.

Details: www.asbk.com.au

Twitter: @asbk

Facebook: www.facebook.com/AustralianSuperbikes

Twitter pic posted from the second podium of the day for HRT.

HSV/HRT
I’ve been helping Holden Special Vehicles and Holden Racing Team (more specifically Walkinshaw Racing) establish and grow a social media presence. Sarah W from HSV has been a great student of social media and with the genuine backing of senior HSV management, we’ve really set HSV/HRT apart from the “others”. I set up many Twitter and Facebook Fan accounts (some Twitter accounts simply to prevent squatting) and have advised them at every step about ways to grow the fan base and how and what to Tweet. We have rewarded fans (sent out signed prizes when we hit 1000 Facebook fans) and kept up the conversationand replies- especially on race weekends.

Speaking of race weekends, at the recent Sandown event I joined in the Tweet festival from inside the Walkinshaw pit- a fantastic insiders view.

A more ambitious social media program is envisaged in the future.

Twitter: @holden_racing, @HSV_news, @BundyRedRacing

Facebook: HRT HSV Bundaberg Red Racing

Thomasr and Fiona Mackintosh from Draggin Jeans- Fed Sqr, 2007.

Draggin Jeans
Having briefed in SharpSushi, their new site will be launching shortly. Fiona and Kris from Draggin and Adam and Kere from SharpSushi have collaborated really well. I did my part early on, offering a few ideas, but they have all  really taken up the running. The new site will offer a brilliant online experience, grow their very loyal fan base even more and have a conversion rate that I think will suprise even those inolved.

With new products, new designs, a new website, a new marketing manager and a more aggressive marketing approach, Draggin look good to go in the next year and beyond.

My involvement of late has take the form of some marketing strategy ideas with specific refence to Twitter and the “What is change?” concept. I also set up the fan page.

Beyond web, I am also going to do some “other” work for Draggin’, but for now this must remain a secret!

Web(new one launching soon): www.dragginjeans.net

Twitter: @dragginjeans

Facebook: DragginJeansAustralia

Josh Brookes

Superbike star and current British Superbike series racer Josh Brookes has recently come on board as a web/marketing client. He’s a great talent, though frankly having a very mixed year. I have written an all encompassing web strategy document that I am going to execute on (in collaboration with 50 Kaliber and SharpSushi), along with maintaining his social media presence and offering advice as we go.

Twitter: @joshbrookes

Facebook: JoshBrookes

SharpSushi

As one of the two web agencies I like to deal with, Adam and Kere- directors of SharpSushi- are two of the nicest and more importantly most switched on web people I have had the pleasure in dealing with. I have provided general web strategy and ideas for one specific client (whatcanyoudo.com.au) as well as general web strategy and social media ideas here and there. Eventually they will be building my own new site.

Eventually.

Web: www.sharpsushi.com

Igloo- Digital Strategy Agency

As the best mid sized (though growing so fast they may have gone past that stage) web agency in the country, Igloo can rightfully claim to have grown from a leading design agency into a leading strategy/all round agency.

Some months ago I assisted them as part of their pitch for the Mazda account, providing strategy ideas and on the ground assistance for their pitch. I also wrote a post for their blog site outlining my thoughts on social media with specific reference to the automotive market.

They subsequently won the Mazda account.

Since then I have been busy with my many other gigs, though I am really keen to get back to the Pelaco building and work on some fun stuff with Andy, Tony and the team.

Web: www.igloo.com.au

CarAdvice

Until a few months ago I was hosting a podcast for CarAdvice, Australia’s number one independent editorial site. While it was fun while it lasted, they have gone through a number of changes- from new offices, staff and a new CEO. It was agreed that the podcasts will go on hold for the rest of the year. While I was disappointed at the time, I’m hopeful we can work something out in the future.

Radio 3AW.

It’s hardly a suprise when I tell you I was cut from the Neil Mitchell show weekday lineup for 2009. Once the other 11am-12pm guests were cut, I suspected I was in strife- either they would move me to a new timeslot, or I would fall over utterly. At the time I received a very nice call from Program Director Clark Forbes telling me that I was still a required player for their F1 and MotoGP coverage as well as my summer sessions with Tom Elliott- a segment I really enjoy. Tom’s a terriffic bloke and a really good broadcaster. Summer will be fun!

The C-Word Vodcast

The irrepressible and likeable Dieter Kahsnitz has re invigorated his community TV award winning program as a 5 minute vodcast. At present the episodes are older ones recut for vodcast purposes. Shortly, we collectively head into a new era of the C-Word, with new concepts, segments and some really fun stuff. Stay tuned for that.

Web: www.cword.tv

Grand Prix Corporation

For the last few years I have been hosting the riders parade with Dieter at Federation Square. We’re shaping up to do it all again this year- though with a few extras thanks to my connections within Australian Superbikes.

As well as the Fed Square gig, We’ve also been asked to host a meet ‘n greet/panel show at the Island on the Friday night in the camp ground. This promises to be an cracking good night, so we’re rightly pumped about it. The whole weekend is going to absolutely rock, so book your tickets, do what you gotta do to be at Phillip Island this year.

So that’s me in a nut shell at the moment- busy, but still looking for more to fill my days with…