When it comes to planning a mass participation sporting event, having a strategic event marketing plan is vital to increasing awareness and driving participation.
Although this may not be as much of an issue for well-known, established events such as the London Marathon, newer and first time sporting occasions need to make an early impact to ensure maximum engagement.
So, if you are an event organiser looking to boost participation and enhance awareness for your next marathon, fun run or cycling race, we’ve put together some creative event marketing tips to ensure not only a memorable experience for attendees but also increased participation and sustained interest.
Social media gives you an ideal platform to reach a wider audience.
Create a compelling social media campaign that goes beyond generic event posts. Engage your audience with interactive content, behind-the-scenes glimpses and user-generated content competitions. Have participants share their event preparation experiences, creating a buzz that resonates with a broader audience. You should also encourage users to share their event specific content with friends using #YourEventName.
Partner with relevant businesses or influencers to create engaging content, such as blog posts and TikTok videos, promoting both your event and your partner’s offerings. This allows you to tap into each other’s audiences and generate wider reach.
As well as using social media to raise awareness before your event, participants will then share photos, vlogs and posts during and after the event which will serve to increase interest.
Encourage your audience to sign up with attractive rewards and perks, in the form of tiered registration options.
For example, those who opt for standard registration receive a welcome pack featuring essential items such as event themed T-shirts, wristbands, custom keyrings and their race number.
Mid tier sign ups receive the welcome back as well as other exclusive event merchandise and perks such as early entry on race day, while top-tier sign-ups receive all of the above as well as premium event memorabilia and discounted entry to future events.
These rewards encourage more people to sign up to your event but also further spread the word of your event brand as participants proudly show off their new merch.
Again using the digital real as a handy marketing tool. Email marketing is a powerful means of reaching your target audience directly.
Design compelling email campaigns that highlight the unique selling points of your event, include countdowns to build anticipation, charity or influencer collaborations as well as the details of your event such as location, time and a link to your sign-up page.
Most importantly, Emails can be personalised based on the recipients’ interests and preferences, increasing open rates and driving registrations.
By offering early access registration or exclusive content for email subscribers you provide a more personal experience, showing that your potential participants are more than just a number.
Gamify your event marketing by implementing a points and rewards system that determines the rewards that participants receive after the event.
For example, those who get friends and family to sign up, early registration, sharing event information online, or participating in pre-event activities can all earn points that go towards event themed merchandise.
For the more competitive events, this reward system can be implemented across the medals that participants receive upon completion.
For instance, if your event is a 10K running race, you can offer a reward system similar to the Olympics where different finishing time brackets earn Bronze, Silver or Gold Finished Medals accordingly, with extra special Stacked Medals or Interlocking Medals for participants who finish in the top 10 or top 50 depending on the size of your event.
This added incentive serves to further build excitement and engagement, as participants aim to win the ‘rarer’ rewards and also encourage future participation.
Collaborations offer a powerful and versatile marketing tool for promoting your event.
When done thoughtfully, collaborating with a charity can enhance your event’s reach, impact and overall success.
Choose a charity whose mission and values align with your event’s theme or purpose. This creates a genuine connection that resonates with both your audience and the organisation.
Clearly define the goals and expectations for the partnership. Consider how your event can contribute to the charity’s fundraising efforts, while simultaneously benefiting from their community reach and support.
Explore innovative ways to raise awareness and generate funds for the chosen charity. This could include percentage donations from ticket sales, organising silent auctions or raffles, or offering charity-themed merchandise.
The resulting partnership means that the charity can help promote your event through their channels, potentially drawing in a new audience interested in both the event and the cause.
By implementing these innovative marketing strategies, event organisers can effectively increase awareness, drive participation and create a lasting impact on their audience.
Get creative, think outside the box and tailor your marketing efforts to resonate with your target attendees to make your next event a resounding success.
For more information about how Bespoke Medals products can enhance your next event, explore our range of high-quality medals and bespoke items or speak to our team directly.