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Event Marketing Tactics to Increase Registrations

Event Marketing Tactics to Increase Registrations. Andrea Dowdy – Colfax Marathon Amy Frostick – J&A Racing, Shamrock Marathon. Making your Event Quirky. Course, Entertainment, Food. It’s a crowded market – you have to stand out. Themed Races. Branding. Your course Ultimate Urban Tour

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Event Marketing Tactics to Increase Registrations

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  1. Event Marketing Tactics to Increase Registrations Andrea Dowdy – Colfax Marathon Amy Frostick – J&A Racing, Shamrock Marathon

  2. Making your Event Quirky • Course, Entertainment, Food • It’s a crowded market – you have to stand out • Themed Races

  3. Branding • Your course • Ultimate Urban Tour • Relay – brand legs • Give it a personality • Fire station • Zoo • Blue line • Create water cooler banter • Legs • Industry awards

  4. Branding • Look of your finish line – last thing they see • Stick with the theme of the race on the course

  5. Entertainment - more than a band • Entertainment • Odd music • Scenery • Visual • “Experience” • Home grown • CP Block • Women’s half • Trivia, jokes • Corporate cheer • Free

  6. Website • Engaging • Every online topic is fun • Personal – lots of photos of runners • Video of Shamrock • http://www.youtube.com/watch?feature=player_embedded&v=UlIQhoqOvLk • Photo tours, facts • Topical not long winded • Humor • Single Minded Messaging • Training Plan • Training Groups

  7. Website • Bring them back to the site • FAQ – make this section thorough • Enewsletter article – compelling to click • Photo tours • Fun Facts • What team won last year? • Training tips of the week • Prof video of last year • Shirt, medal • Race staff tips – playlists, favorite snacks, cross training tips

  8. Social Media • Facebook best practices • Contests • Engage user • Finisher and Training Badges • Weekend of event updates • Give something for them to share

  9. Ambassador Programs • Who is talking about you? • Do you know what they are saying? • Ambassadors • Grass Roots • Feet on the Street • Charity Partners • Races • Running clubs • Social media • Feed info • Clothe them well

  10. Pricing Strategies • Tiered Pricing • Big steps or little? • Discount Codes • Never Lower Your Price Midseason • Incentives • Don’t bend the rules • When does Groupon fit? • Race weekend premium

  11. Marketing through your Partners • Livestrong • City partners • Funding to promote the City • Signage/ Billboard • Andrea • Charity Partners • Sponsors – KP, Bellco, UPS • Host Cities – Water bill • Visit Denver

  12. Advertising • What works? And when? • TV (video) • Radio • Google Ads • Brochures • Facebook Ads • Print – running, general – make it fun • Online – running, general • Direct Mail • Expos • Email Newsletters • You Tube (hotdog video)

  13. How TO RECOVER FROM Negative MARKETING • Never erase Facebook posts that are appropriate but negative • Accept Responsibility • Move on in a positive way • Email complaints

  14. Questions and Answers?

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