#2 Overcoming competition and creating world class events with Ryan Cavinder

Eventgrow show

Ryan is the marketing manager with Conqur Endurance Group, organizers of world-class endurance experiences like the Skechers Performance Los Angeles Marathon. Ryan talks about his approach to event marketing and shares what it takes to create unique, world-class experiences for runners.

Resources & Tools Mentioned

• Conqur Endurance Group - a global endurance brand that channels the vibrancy of Los Angeles into experiences for individuals and communities to exceed extraordinary limits.
• Sales Force and Marketing Cloud – Email marketing tools
• imAthlete – Online Race Registration
• Canva – Easy to use design templates
• Adobe Spark – Mobile graphics design app
• Social Media Marketing World – Ryan’s conference of choice for 2018
• Google Analytics - Analyze website and marketing data

Biggest Takeaways

• Always leverage the data you have to make the best marketing decisions. Use a CRM to help you understand more about your customers
• Always think about how you can differentiate and stand out from your competition. Leverage technology to get an edge
• Get outside of your world and attend other events to get inspiration for yours

Time Stamped Show Notes

• [01:35] – Ryan previously organized public relations for the Los Angeles Angels and also handled the advertising for the Los Angeles Clippers.
• [02:10] – What does it take to create unique, world-class experiences for Athletes?
• [03:08] – The Biggest challenge to marketing events in southern California is competition.
• [04:25] – Athletes have high standards as customers and it is important to keep up with those expectations.
• [04:56] – Effective marketing campaigns and some of Ryan’s most successful techniques
• [05:43] – Using innovation to stand out from the crowd. Ryan embraced Snapchat Geofilters in coordination with the release of the new technology to maximize his event’s exposure.
• [07:36] – What are Snapchat Geofilters and how they can be used to engage your audience.
• [10:07] – Worst marketing campaign and what he learned. Ryan shares his experience trying and failing to engage athletes on social media with a hashtag contest.
• [12:27] – The challenges for messaging to diverse marathon participants
• [12:59] – Ryan’s tip to new event managers: Trust the data!
• [14:15] – The not-so-obvious data that makes your event successful: what t-shirt sizes can tell you about your event participants.
• [15:00] – Ryan’s suggestions for marketing platforms that work: Email, Facebook, and training apps.
• [15:45] – Using tools like Sales Forces and Marketing Cloud to get the most out of Email.
• [15:23] – The opportunities that Facebook can open
• [17:20] – Training apps can be used to “Hyper-target” your clientele.
• [18:32] – Using Facebook ads in combination with Facebook Messenger
• [20:15] – Ryan’s picks for the leading and innovative companies to watch
• The NFL – At the forefront of Social Media and marketing technology
• Music Festivals – Taking the experience to a new level with fantastic marketing campaigns.
• [21:38] – How Conqur Endurance partnered with a creative app designer to create an original experience
• [22:24] – Ryan is looking forward to attending Social Media Marketing World and Coachella for inspiration.
• [23:17] – What are Ryan’s go-to marketing tools?
• Data tools: Google Analytics, imAthlete
• Creative tools: Canva, Photoshop, Adobe Spark
• [24:50] – The events that Ryan is looking forward to in 2018
• [26:34] – Tap into WHY your athletes are racing!
• [27:34] – Ryan shares his contact information

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