Do You Know Where Participants Find Events And How To Reach Them?
Mark Davis 🏊♂️🚴🏻♂️🏃🏻♂️🏆
Helping endurance sports event organisers use eventrac to boost event participation, sales, and brand awareness, making their job easier and saving time for growth activities.
Do you know where participants find events?
According to Athlinks, the leading results database for competitive endurance athletes, there are four main places where participants discover events:
There Are Four Main Places That Athletes Find Events
In this blog article, we highlight the marketing tools you can use to promote your events in the four main places where the survey suggests participants tend to look for them.
Events The Participants Has Entered Before (27% of respondents)
We all celebrate a new customer sign-up but know that there’s some frequent nurturing action needed to turn your one-time racers into highly profitable long-term customers.
Here's why you need to nurture your existing customers:
You can use eventrac’s free inbuilt email marketing with custom templates to quickly create and schedule frequent pre and post-event personalised email marketing messages to nurture your participants:
Use gift cards or promo codes to reward specific loyal participants, you'll get them to sign-up early to race again with you at a lower price, generate revenue and boost their loyalty as well.
Of course, eventrac’s automated transactional emails that occur along the customer journey are customisable and are nurturing and selling opportunities too.
Use Your Own Loyalty & Rewards Program To Retain Customers
How about offering your own loyalty rewards program to keep your participants engaged and coming back for more.
Encourage your participants to accumulate points from the actions they take, entering a race or successfully referring a friend or leaving a post-race review.
Points can be redeemed for a free entry, a t-shirt, discount codes, money off merchandise or anything else that works for you.
Referrals From Friends and Family (18% of respondents)
We all know it’s natural for happy customers to share their enthusiasm for an event that they feel their friends and family will be interested in, but did you know:
If you want to make that signup more likely the most effective referral marketing tool you can use is a double-sided referral marketing offer.
That's offering an incentive to both parties for their action, the referrer to tell and the friend to buy.
For example, with a double-sided referral, you give your referrer 15% off their next purchase along with a £10 gift card for a friend to enter.
eventrac has free inbuilt double-sided referral marketing tools that in combination with our free inbuilt email marketing service makes it easy for you to create and send a personalised referral marketing message to your existing customers.
You can also include your referral marketing offers in any of your event’s automated transactional emails and obviously make sure your offer is on your website and in your social media posts too.
Other (29% of respondents)
Most "other" responses indicated that they find their events primarily via Google search, or running specific event boards.
With eventrac, you can effortlessly enhance your event's search engine traffic.
eventrac will automatically publish an own-branded event website and cool landing pages for you with permanent URLs and using Google's favoured structured data markup language too.
Structured data is essential for Google because it helps the search engine find and highlight your event in search results.
Permanent URLs for your event help you avoid creating a new URL every year which can make previous years useless, mislead visitors or direct them to a dead page
Better still Google loves fresh content so the biggest benefit of permanent event URLs is over time as you and your customers share permanent links with what is a growing network of followers they will always see up-to-date content from you.
Running Specific Event Boards. - Third-Party Listing Sites
To boost your marketing efforts, eventrac has partnered with some of the most popular marketing sites in the industry, including Lets Do This, Find A Race, and runABC.
By taking advantage of these integrations, you can access multiple sales channels while still using one simple admin system to keep track of your entries and control your marketing expenses.
Social Media (26% of respondents)
It’s easy to get engaged on social media to drive positive brand awareness and entries.
Uniquely eventrac enables you to reward your participants when they successfully share their sign-up or your event with their social network.
Make sure you create a Facebook Event, that’s a dedicated landing page for your event that shows up in users’ news feeds and in Facebook’s local events calendar where users:
On social media don't overlook providing quick, honest answers to questions that potential customers have about your events is an excellent way to increase sales, as the more attention you are perceived as paying to potential customers, the more likely people are to want to race with you.
Let's Get Started Promoting Your Events In The Right Places
If you want to find more entries, increase sales, lower your costs and save time in delivering an outstanding experience for your customers you should contact us for a fact-finding chat or a demo of the eventrac platform.