Don't dump paper

Posted on 07/23/2009 at 04:21:48 PM by David Patt

The Indy 500 Mini-Marathon, in Indianapolis IN, charges an extra $5 to people who submit paper entry forms (see #24 on the form).

While it's a good idea to drive people to online registration (it costs the race less, even when absorbing surcharge fees), don't dump paper totally.

You still need to promote your event by distributing information at races, running stores, health clubs, and anywhere else that might help.

A flyer, post card, or brochure without the application portion is very helpful.

Most people who register online first saw the information in paper form.  Many like receiving paper, even though they are likely to register online - especially if you give them a discount for doing that.

NOTE:  Never rely on only one venue for promotion.  Use as many different marketing vehicles as possible to attract entrants.

Posted in Administration
2 Comments
Posted Aug 09, 2009 9:39 AM by Eric Smith
that is intersting comment...in 7 years our event has gone from mid 200's to just over 500 registrations last year...it has been a rather quick change from mostly mail-in entries to mostly online. The change is pronounced enough that Iw as thinking of going completely paperless - at least not printing thousands of flyers - perhaps just enough to do a single mass mailing.
Posted Sep 18, 2009 12:48 PM by Kevin Smith
Over the last 3 years we went from printing and mailing over 7000 applications to printing just 1000 last year, with less than 500 actually mailed. In the meantime, our registration went from just over 1,000 to nearly 2,000 while downsizing the paper marketing. A good race keeps itself publicized with quality word of mouth. Use the newer social medias and press releases to newspapers to get the word out vs the expensive print and mail option. Also use email marketing to last years registrants and cut deals to access other race lists via email and watch your use of paper disappear. Charging more, other than the procrastinators fee, is bad PR. Treat everyone equal. Remember, not everyone is comfortable using their cc online yet, and many older, post 60 yr. old runners, do not have or wish to have home computers.

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