First-time success
We're delighted to see that one of our members produced a very successful first-time race.
The Half-Madness 13.1, in Batavia IL, tallied 789 finishers (940 people registered) in its first year.
Next year should be easier. Race organizers will have a participant base, know how much of everything to order, be aware of what worked and what didn't work, and be able to promote a known entity to runners, sponsors, community leaders, local government, and the media.
Construction halts race
Hurricanes, tornadoes, floods, and other natural disasters have forced the cancellation of races across the country. Government permit complexities, course conditions, and conflicting special events have done in others.
The Park Ridge Charity Classic 5k, a top-notch event in Park Ridge IL, has been scratched from this year's schedule because construction on the course may not be completed by race day.
Some races would have simply moved to another location, but this course, in use for more than 30 years, is the race.
It's a fast course that has generated an unusually large number of Illinois 5k age group records. Any runner - fast or slow - who is in shape, can set a personal record here.
We're sure it was a hard decision for the race director, but he felt he had no other choice. Bummer!
Headphones at races
We've talked about headphones in the past - how they are a safety hazard, but runners want to wear them anyway.
The USA Track & Field rule prohibiting their use in races has been debated since its inception. Many events, including Grandma's Marathon, in Duluth MN, and Marine Corps Marathon, in Washington D.C., enforce the ban.
The Route 66 Marathon, in Tulsa OK, recently reaffirmed its policy of ignoring the ban and allowing headphones. Most other races - especially those of shorter distances - are silent on the matter and let event participants do whatever they want.
It's always a good idea to warn runners of the dangers of headphone use. But don't prohibit them unless you are prepared to enforce the ban.
Marketing mistake
I just picked up an entry form for a race produced by a local charity. It has eight panels - one each for the cover, mailer, and registration form, two that discuss the cause, two for a pledge sheet, and only one that very briefly - and incompletely - talks about the race.
This piece appears to be pitched to supporters of the cause. That's a mistake. Most runners do not sign up to support a cause, they sign up to run in a race.
This entry form does not mention anything about split times, aid stations, mile marks, age groups, or results. Other than a course map, it does not provide information that runners need.
Also, it does not ask for the runner's gender, so there will be no male and female results. It offers space for a team name but says nothing about team competition. (The web site explains teams but doesn't say how many people constitute a team).
The pledge form, in particular, is a colossal waste of space. It presumes that runners will not only be supporters, but that they will be contributors and fund-raisers.
The audience for your race is runners, not supporters of the cause and not beneficiaries of the cause. Your entry form and marketing materials should be designed for runners, unless you really don't care about the running portion of the event.
Clever use of sponsor
The Bank of America Chicago Marathon will post "Runner Update Centers" at ten McDonald's Restaurants along the course.
Spectators will be able to track the progress of individual runners at each of these locations.
The sponsor isn't just getting signage. It is providing a service to the race and bringing people into its facility.
This model can work for any event.
Web smarts
"Never send attendees (participants) to your organization's home page. Send them to a landing page dedicated just for...registration. Welcome them on that page and make them feel smart for registering now!"
This marketing tip from Ron Rosenberg is very applicable to races (he consults to associations and for-profit companies). Linking to an event home page is fine, but not to a home page for the organization hosting the event (e.g. running club, ymca, charity, park district, hospital, chamber).
If you force runners to click through pages they don't need or make them search for the appropriate buttons and links, they may just give up and find another race.
If you offer online registration, link directly to your registration page, not to the home page of the online company.
One more thing about sponsorship
We're not trying to spread gloom. We're just reminding race directors to think strategically.
Check out the third paragraph of this item - it explains sponsors' positions very clearly.
By the way, even the Olympics has to deal with this issue.
Tough times for sponsors
The economic downturn is hurting some sponsors. General Motors and Chevron are among companies re-evaluating sponsorship deals. FBR may soon join them.
Sponsors look for return on investment (ROI) regardless of the economic climate. Find out how your prospective sponsors are faring financially and craft a proposal that will meet their needs.
While many companies will cut sponsorship budgets, they won't stop marketing. They'll just try to do it more wisely and economically.
Long names that are really too long for anyone to remember
Here's a race with a name that is too long.
When selecting a name for your race, it's always best to keep it short. If it's too long, people won't remember it and they'll refer to it by different names.
Media and others who have to print the name will shorten it, usually omitting the sponsor or beneficiary, to ensure that copy fits in the space they've allotted.
So, give your race a short, snappy name. If you don't do that, other people will do it for you.
Sponsor match?
Here's a report that criticizes Olympic sponsorship policies.
Authors feel an event that "celebrates healthful living" should not be sponsored by junk food, soda, fast food, and alcoholic beverages.
Are your sponsors a good match for your event?
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