Know-How Exchange : Advertising/PR

good luck. if this one year is low, it sounds like you know your market and how to reach them. any new message will simply be another message that they dismiss - my gut tells me you have to focus on new audiences...

now, while this suggestion will eat away at your original ticket prices: how about a group discount or bring-a-friend promo? discount for teachers, veterans, or other similar?

if you're looking at straight marketing and not changing ticket prices - have you tried promoting it to local colleges? first responders (our local races always have competing fire depts)?

For this year, you could try Facebook ads. Set up a Facebook page for the event, if you don;'t have one, and then start running ads. Make sure you select the targets very well, so you are not wasting ads on people who won't go.

Do what you can to get info about the event onto local media (TV, radio, newspapers, etc.) so they can write it up/talk about it.

For next year, capture the emails of folks who entered this year (and prior year, if you have the data) and add them to a mailing list. Send them a message once it is a scheduled, a second when registration opens, and a third shortly before (and each of these emails needs to be spread apart, if your schedule is compressed - at least a week between emails).

Can you invite (and promote) one or more celebrities who are joining in on the fun?
If signups are low, remove the "Sleepy Heads" $45 fee/category.
Can you signup children for free (if at least one parent signs up)?
Not all runners are likely to be reached on running websites. Consider casual/non-competitive runners in the community (post signs on local jogging paths).

Heeey Jon Necco,

Here's Something You Can Do For THE PRESENT…

I'd start picking up the phone and calling New Jersey Running Clubs…and focus on the ones near where the event is going to be held. See if they can help you get the word out to their Runners…Share the benefits of what each ticket brings and then offer them some kind of "Special Bonus" on top of their ticket purchase.


Here's Something For You To Think About Regarding THE PAST

In the future you may want to really consider an alternative to Groupon especially if the service Groupon provided last year worked…meaning you got your runners without having to be forced to try to pick them up in less than a week. Ask yourself honestly "Did The Groupon Approach Work?" If it did and money was the only real complaint…Ask yourself "Why didn't we save all the addresses of all the participants we gained using Groupon?"…because every Runner had to fill out an Entry Form listing their address. Now if you would have taken the addresses off of the Entry Forms you would have a head start on next years Runner's List. I'm not sure what Groupon cost you last year...but you could look at it like this…you paid for the addresses last year…but now you've gained access to most of your Runners for the next years event for only the cost of a stamp and a postcard. I've got a dozen more ideas to share like this…but hopefully me sharing this will Inspire you to consider how many other things you could do with the Entry Forms and your Mailing List. Remember once you have the "Entry Forms" from your Runners…you're just adding to your list every year after that…you just have to create a database of Runners on your computer.


And Here's Something For You To Think About Doing For THE FUTURE…

What you might want to try in the future is a way in which you can split the mailing cost with a local running store. Ask them if you paid for part of the mailing cost would they allow you to post an ad in their newsletter or newspaper. It's an approach I've used before and it can be very effective because you get to reach your ideal customer. This is a major benefit for you...because your promotion appears in their mailer you gain additional credibility


How else May I SERVE You Jon?


Your Servant,

Lovingly Deremiah *CPE, (Customer Passion Expert)