Take Your Race Promotion on the Road - MOD037

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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

Did you know your race is a product? Well, it is! Your race is a time sensitive, exclusive product that can only be experienced the one time it is offered. If you miss it, you miss the experience of the product until next year. Maybe there will be another race, but there will never be another race like the one you missed. This is the product created by race promotion.

However, when it comes to selling this product, we sell it like we’re trying to give people the secret passcode to our hipster club hidden underneath the bike shop. If people are lucky enough to figure out the code, they manage to get registered. What about those that are not lucky enough to figure out your code? How many of THOSE racers do you fail to reach?

Here's a clue to solve THAT code. On race day, go stand in the parking lot of your venue. Then count the number of parking spaces that are empty just before your first starting gun. Then calculate: Missed Opportunity equals what you need to not go broke over Empty Spaces times 10.

Solve for X.

How does it work?

First, pick several big races within about a 100-mile radius from your event. Consider events that are similar to your event, but might not be in direct competition (adventure races, orienteering, trail runs, etc.). The idea is to hit enough big races to give your pre-registration a good enough boost. With that list in hand, start to see which races will let you do one or all of the following:

  • Become a sponsor
  • Be a new source for volunteers
  • Be a racer among racers
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.

Some of the links from my example can be found here:

Turn Coffee into Outdoor Recreation

Ricks Roasters Coffee Company owned by Sean and Keely Ricks is a veteran and family-owned coffee roaster and coffee wholesaler in Fredericksburg, Virginia, that is "all about the bean". Ricks Roasters is passionate about mountain bike racing, veteran-owned businesses, and coffee!

Give Ricks Roasters a Try before December 31st, 2018 When you place your first order of Ricks Roasters coffee from ricksroasters.com, use my exclusive Promo Code: Wolf Bouncer -- and receive 13-percent off your first order!

Ricks Roasters Coffee Company 1304 Interstate Business Park Fredericksburg, Virginia 22405 (540) 318-6850 Ricks Roasters on Facebookinfo@RicksRoasters.com

And Now You Know!

Thank You for Listening

Thank you so much for listening to Merchants of Dirt Podcast. If you have questions or comments, please reach out to me @MerchantsofDirt on Twitter, by Email, or my Contact Form.

Join the Conversation

If there is a topic you would like me to cover, please join my Facebook group: Race Promoters' Hangout.

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50 episodes available. A new episode about every 12 days averaging 46 mins duration .