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Updating�Your Marketing

Discussion

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Agenda

  • Challenge: Reach Underrepresented Groups
  • Social Media
  • Influencers & Ambassadors
  • Referral Programs
  • Diversity & Inclusion
  • RaceDay Experience

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Photo: Even Kiel Racing

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Challenge:�What Groups are We Trying to Reach?

  • 18-29 Year-Olds
    • Starting to reappear after the pandemic, but still lower than we’d like given that they’re the future of the sport
  • Newcomers to the sport
    • Getting people from “jog on my own” to “run races”
  • Repeat or lapsed participants
    • Increase percentage who come back

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Short Form�Instagram

Social Media

Images are great. Video is better.

  • Reels
    • Short is better. Think: 7-15 seconds
  • Stories
    • Up to 15 seconds
    • Add to Highlights to keep them accessible

https://www.instagram.com/reel/C4Y84U2Pn1d/

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https://www.instagram.com/reel/C53o6lJLCWG/

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Regular Users:

  • 500 Festival (Lydia Thurston, Helen Khamis)
  • Hagley Museum (Jeff Durst)
  • Send Me Missions (Tasha Bishop)
  • Go Ahead Events (Steph Cook)
  • Healthy Kids (Justine Braun, Dawn Epstein)
  • TCR Race Management (Laura Chance)
  • Valley Forge Visitors (Samantha Cole, Kirsten Tallman)
  • J3 Timing (Roberta Nichols, Tom Jordan, Delores Colone)
  • Extra Mile (Heather Henderlong)
  • Bodies Race Company (Jen McCleary)
  • Lawrence Vaughn (Philly YMCA)
  • CompuScore (Diana Pribish)
  • Sommer Sports (Michelle Craske)
  • Charm City Run (Will Murdoch, Kira Voit)
  • US Road Running (Brandon Parks)
  • St. Joseph’s University (Tamara Conan)
  • Pequot Runners (David Butt)
  • FRESHJUNKIE (Mike Wattigny)
  • Luck Companie (Heather Kirkpatrick)

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YouTube

Social Media

  • Longer Videos are for your engaged audience
    • Course walk-throughs, training recaps
  • YouTube Shorts are for reaching new audiences
    • 15-60 seconds
    • Quick training tips, race recaps, funny antics from your race team or ambassadors
  • https://www.youtube.com/watch?v=dyTE7KcFV1Q
  • https://www.youtube.com/watch?v=fpQHTwMU7i0
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Regular Users:

  • Valley Forge Visitors (Samantha Cole, Kirsten Tallman)
  • J3 Timing (Roberta Nichols)
  • Extra Mile (Heather Henderlong)
  • 500 Festival (Helen Khamis - shorts)

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TikTok

Social Media

  • Creator Account vs Business
    • Business for metrics & advertising, but limits access to audio library
  • Goal is views not followers
    • Focus on consistent content targeted at one audience (I.E., people in St. Louis who like running).
    • Consistent release of content
    • Follow trends
  • Length: under 1 minute. Sometimes very short
  • Quality: DIY look is a plus!
  • 37% is 18-24 year olds (US data)
  • https://www.tiktok.com/@tcr_event_management/video/7208328764135116078
  • https://www.tiktok.com/@thepositiverunner/video/7234318166791294251?q=indy%20mini&t=1718078563464

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Regular Users:

  • 500 Festival (Lydia Thurston, Helen Khamis)
  • Valley Forge Visitors (Samantha Cole, Kirsten Tallman)
    • TikTok
  • Extra Mile (Heather Henderlong)
  • TCR Race Management (Laura Chance)
  • J3 Timing (Delores Colone)

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Influencers & Ambassadors�What Do You Ask For And Who Do You Enlist?

Influencers and Ambassadors

  • Content
    • An influencer or ambassador posting about your race from their own account may be more powerful than you posting them
    • Influencers & ambassadors are experts at content creation. Use them where your experience flags
  • Look for local, smaller influencers who may have a more personal connection with
    • 500-10,000 followers (up to $100/post)
    • 10,000-50,000 followers (up to $500/post)

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Regular Users:

  • 500 Festival (Lydia Thurston, Helen Khamis)
  • Valley Forge Visitors (Samantha Cole, Kirsten Tallman)
  • Tunnel to Towers (Thomas Mazza)
  • 3W Races (AJ Benefield)
  • Blue Ridge Racing (Molly Bullington)
  • DRS Timing (Clint McCormick)
  • US Road Running (Brandon Parks, Catherine Michelle Campbell)
  • FRESHJUNKIE (Mike Wattigny)

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What Brings�New People?

Referral Programs

  • Referral review of race with a strong referral program:
    • Rewards
      • 5: Race Cling (11)
      • 10: $25 Refund (1)
      • 20: Pullover (4)
      • 116 other referrers
      • 9.5% registrations from referrals
    • 78%: 1st timers
    • 11%: 2023 (not 2022)
    • 10%: 2022 & 2023
    • 1%: 2022 (not 2023)

Regular Users:

  • Championship Racing (Trish Portuese)
  • 500 Festival (Lydia Thurston)
  • Healthy Kids Running Series (Justine Braun)
  • TCR Race Management (Laura Chance)
  • MO’ Cowbell Marathon (Amanda Schaub)
  • Valley Forge Visitors (Samantha Cole, Kirsten Tallman)
  • Bodies Race Company (Jen McCleary)
  • CompuScore (Diana Pribish)
  • Sommer Sports (Michelle Craske)
  • Pequot Runners (Glen Colello)
  • Charm City Run (Will Murdoch, Kira Voit)
  • Club Connecticut (Jim Gerweck)
  • Blue Ridge Racing (Molly Bullington
  • Kinetic Multisports (Greg Hawkins)
  • Run Toledo (DRS Timing)
  • St Joseph’s University (Tamara Conan)
  • RaceRise (Bob Baney)

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How Do You�Expand Your Funnel?

Diversity and Inclusion

  • Gender categories and awards promoted
  • Kids races/age-based pricing
  • Groups/teams across events
  • Training Programs

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Selling Next Year�This Year

RaceDay Initiatives

  • Photo opportunities
  • Live results
  • Participant tracking
  • Spectator engagement/entertainment
  • Post-race parties
  • Group/team options

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Questions?

Questions?