What marketeers can learn from a revamped Top Gear

Nick Hyde, PR & Content Manager at Blackpool-based full service agency Happy Creative and a fan of Top Gear, gives his opinion on the revamped series and looks at the lessons marketeers can learn from the much criticsed show.

Losing audience figures, the media constantly monitoring your every move and radio listeners tuning off because you aren’t on. Welcome to the wacky world of Top Gear.

A new main presenter in the form of “shouty” Chris Evans, an American co-presenter (Joey from Friends, who happens to know a lot about cars) and a format that hasn’t changed much since the BBC decided not to buy Clarkson a steak following a hard days filming.

Aside from probably Game of Thrones, the return of Top Gear has been the most-anticipated programme since Jeremy and his pals moved over to Amazon.

It’s fair to say it hasn’t gone well. The first show was labelled a disaster on social media, the presenters looked like they’d had a barny before the show and some of the jokes about catering and the Stig’s custody battle fell flat.

Two episodes in and the mood has shifted from Flop Gear to going into Top Gear and herein lies some lessons for marketeers:

Expect some flack

In essence, Top Gear has had a re-brand because it had to. The exit of Clarkson, Hammond and May – plus the majority of its production team – meant the programme needed a refresh. To some the re-brand hasn’t worked but you aren’t going to please all the people all the time. Look at recent examples of re-branding with big brands and you’ll find a backlash because some customers don’t like change. When Instagram changed its logo it faced flack but once it was in place it became the norm.

Think of other opportunities

OK, the first episode of Top Gear with the backdrop of a rain-lashed Blackpool might not have worked for the former but the resort embraced the good PR of the biggest BBC programme parking in the town for a few days. While Evans and Le Blanc pounded their jeeps on the Prom the mayor of Blackpool shone in the spotlight, presenting a positive image, despite the weather.

Quality content thrives

While the first episode was generally disappointing, the second was pretty close to vintage Top Gear with a race through the beautiful scenery of South Africa, some banter thrown in, good challenges and laughs. This is all down to having quality content at your disposal because without this nothing can be a success. It’s a well-used marketing phrase but content really is king.

Create a strong presenceChis Evans came in for a lot of stick when he became in charge of The Stig but you cannot deny his presence. Yes, he is Marmite for some but he has character and while he presents Top Gear in the way of the most excitable eight-year-old on the planet he has taken over the reins to point the programme in a new direction. He’s also not afraid to be the person who takes that responsibility.