Build a Marketing Plan
Overview of a Marketing Plan
- Build a (tentative) Marketing Plan in ADVANCE
- When building your plan, keep the reasons WHY people run races in mind
- Determine why people should register for YOUR race, and highlight these points of differentiation your race in your marketing
- Include ALL types fo marketing in your overall plan, and decide on specific dates and actions.
- Monitor your marketing channels on a regular basis to evaluate what is working for your race.
- PLAN...MONITOR...REPORT...ADJUST...REPEAT...
Timing: Keep in mind the registration patterns for your race distance. In the last 14 days, 5K's get 42% of registrations, 10K's get 33%, and Half/Full Marathons get 14-17%.
Types of Marketing to Include in Your Plan
Digital Marketing
- Google Search: SEO Optimization, Google Adwords (large events)
- Email Marketing
- Incomplete Registration Emails
- Price Increase Emails
- Registration Follow-Up Emails
- Loyalty Promotions
- Holiday or National XXX Day Promotions
- Facebook Ads & Facebook Custom Audiences
- Other Social Media Ads
- Twitter, Instagram, Pinterest
- Race Calendars
- List your race in as many places as possible. Many people find races with simple Google searches like "Things to do in XXX city this weekend..." Race calendar services like EVVNT.com or Race Directors Hub can help you to get listed in many event calendars in your area.
- Race Website
- Mobile-responsiveness matters: 66% of traffic on RunSignup comes from mobile devices
- Make sure the REGISTER button is front and center, and easy to spot
- Ensure that your site reflects your race branding and experience
- Video
- Marketing videos showcase your race with personality
- Use videos for Facebook Ads to capture attention on social media
- Include your video on your website and registration page
Physical Marketing
Digital marketing is important, and it works. But in the wake of the digital age, physical marketing often gets ignored. If you take the time to include it, you'll find you're one of the only ones!
- Ads and features in local papers and news channels
- Hang up flyers in local running stores, gyms, schools, etc.
- Get local running clubs talking by giving them a small discount when they sign up
- Hang up flyers on the bulletin boards at local running stores, gyms, and nonprofits
- Create a Race Ambassdor program
- Meet and engage community groups, churches, and schools
