MOD 037: Take Your Race Promotion on the Road
Merchants of Dirt Episode #37
Break your race out of obscurity by announcing your event at other events using the roadshow concept to get the word out.
Take Your Race Promotion on the Road
Nobody can stop you from doing word-of-mouth advertising, especially when it is one-on-one race promotion.
So use this to your advantage when you are on the road as a racer at other races.
Make your roadshow part of your promotion schedule.
Plan on attending each event well in advance of your own event in order to generate enough time for racers to add it to their race schedule.
This, in turn, will help generate buzz, support your break-even registration target, and get fence-sitters to commit.
Plus, if you build good relationships with these other promoters, you could create a long-standing marketing channel that could benefit your race for some time.
But if you have to go guerilla, and market to racers one-on-one, make sure you don’t overstep.
Remember, convincing one racer to give your race a yes, is better than 100 maybes.
Putting a Roadshow into Practice
What if you wanted to promote your upcoming race during a big event?
In this example, I talk about the process of reserving and utilizing a vendor space during last year’s USA Cycling Mountain Bike Nationals at Snowshoe, West Virginia.
Links from my example can be found here:
Here’s what it takes to get a spot in the Vendor EXPO at this championship event:
- You start with understanding the requirements
- You have to fill out a vendor application before the deadline
- Always read the fine print on the application
- Create a budget and limit your costs
- Know where you can stay during each day of the event
- Obtain any permits you need depending on the State
- Have enough General Liability coverage
- Justify the expense based on your goals
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