Organizing a running event is challenging, yet it can be a very rewarding task. But only if you attract enough people. Obviously, without runners and their friends and relatives supporting them along the route, your entire event will be a huge failure. That’s why you need to take race promotion seriously.
Marketing running events requires time and effort. But with the right tactics, your race will be the next big hit all runners look forward to each year.
Race Marketing Planning Checklist
This race planning checklist will help you pick the best marketing strategies to effectively promote your running event.
1. Use Social Media
Did you know that 82% of internet users in the USA are on social media? Just think how many people you can reach using platforms like Facebook, Twitter, and Instagram. Thousands, even millions! All you need to do is create an engaging ad with all the information about the race, including the time, place, and a link to one of the race registration websites, and target the right audience. Although it’s not a free event marketing method, it’s definitely one of the most effective.
2. Print Flyers, A Lot
Whether you’re wondering how to promote a 5k event or how to advertise at a marathon, the answer is simple – circulate flyers. According to recent research, traditional marketing channels, including print ads such as flyers, are an effective way to get people engaged with an ad they will recall later. So make sure you bring flyers everywhere you go and share them at local cafes, sports shops, and events.
3. Make the Sign-Up Process Easy
Today, simplicity is the key to winning audiences. No one wants to struggle with long and confusing application forms. So make sure the registration process is quick, easy, and accessible. It’s best to use race registration software because often it’s free and available for everyone via the Internet.
4. Register Your Race
There are multiple running websites where a sports event manager can register a race. The more platforms you use, the more people will learn about your event. Yet, we suggest picking platforms with the best race director resources and a good reputation for offering runners an excellent user experience, such as Runzy. Here you can register your race in just a few clicks and then use the link for all your online marketing channels, such as emails, social media posts, and ads.
5. Go to Fitness Clubs
One of the most effective ways to attract more participants is to go straight to where sports people hang out: gyms and fitness clubs. There you’ll find people whose running calendars are not completely filled yet. Ask the management to help you market the run through their promotional channels, such as social media or email newsletter with a link to your free online race registration website. And, of course, leave some flyers for everyone to learn about your event.
6. Invite Famous Runners
Who can attract big audiences better than famous athletes and sports influencers? Running a race alongside the best in the business is a truly once-in-a-lifetime opportunity no one would want to miss. BTW, ads that feature a sports star are among the most remembered by people. So runners surely won’t forget to register for your race. And since a sports star will be attending your event, probably many of the best running magazines will write about it. This means more publicity and more participants next year!
7. Pick the Right Route
How do you encourage someone to run in a race? Promise them scenic, breathtaking views and historical places. This promo strategy is especially beneficial for those wondering how to promote a marathon event. A lot of runners travel from other areas to take part in the race and may bring families or friends with them. So a route that allows to explore the new city or see some prominent places will surely motivate more runners to participate.
8. Make the Race Medals Attractive
If you’re asking yourself, “What makes marketing my racing special?” unique race medals are one way. Nothing reflects the spirit and atmosphere of the running event better than an attractive and one-of-a-kind medal that can become a part of a greater collection that means so much to every runner. And, of course, the participants will be more willing to come back next year for another one.
How to Promote a 5k Event
You probably know that a 5K is the most popular race in the USA. In 2019 alone, more than 8.9 million people registered for this running event. You can find a 5K race in every state and at any time of the year. So, how do you promote a race event when there are so many competitors and so many races to choose from?
Aside from implementing the event marketing examples described above, such as choosing an attractive route, designing stunning medals, and writing engaging 5K social media posts, you need to ensure your event stands out.
Here are some tips on how to make your 5K unique:
- Become partners with an NGO or charity – raising funds for an important cause will simplify running event marketing because many people will want to be a part of something good. And don’t forget to mention what you’re fundraising for in your marketing materials.
- Pick an engaging theme – 5K runs are events not just for runners but also for the participants’ families and friends, so come up with exciting event ideas to make the run fun for everyone.
- Focus on runners’ goals – for some, a 5K may mean better health, while it’s a step closer to bigger competitive events for others. You can make running race marketing easy by promising participants the opportunity to get closer to their dreams.
Wrap Up
Use the marketing strategies you like most, or to achieve even better results, use them all, especially if it’s your first running event. Later you’ll have a chance to explore which promo tactics worked for you best, so next year, you’ll be better armed and ready to market your race like a pro!
