Where are your runners coming from?
As you can imagine, we have seen our fair share of races over the years. Some draw runners from far across state borders and others just from the neighborhood school district. We told you in December some good ways to incentivize runners to sign up for your race, but now you should know who you need to be marketing to. First, we should tell you about geotargeting. Geotargeting refers to the practice of delivering different content to website users based on their geographic location.
This matters to you because you want your event to grow. That means more money in your pocket or more money toward whatever organization your event supports. In order to grow, you need to attract more runners. In order to attract more runners, you need to know where to target your marketing efforts. We’re working hard to put the finishing touches on the new RaceWire website, and one of our favorite new features for race directors is our heat map, under the demographics section.
This feature enables you to see a color coded map of where your registrants are traveling from (red=highest concentration). It also shows you the average distance they drive to get to your race. This will help you determine what areas may need a little more TLC versus places that are just not optimal for your efforts, and therefore, put bluntly, a waste of your time and money. Eventually, the theory is, at a certain distance, no matter how much time and money you put into your marketing, you will no longer attract more participants. We are happy to analyze this data for you for free, even if you aren’t using RaceWire as a vendor for your event. This is valuable stuff, and we want to share the wealth. Plus, as we’ve said before, we kind of geek out about these things. Just submit the form below!
As you can imagine, the longer the distance of your race, the more likely people are to hit the road for a scenic drive to your starting line. On average for our events, for races 10K or shorter, most runners traveled just under 27 miles. For half marathons, marathons and other longer distance races, runners traveled close to 61 miles. All this to say, if you’re hosting a marathon, feel free to market to regions in the 100-200 mile radius. If you are hosting a 5K, focus your efforts within 50 miles or so, or even tighter than that. With this new heat map feature, you will improve your marketing efforts for all of your events, thus utilizing your resources in the best way. Happy mapping, folks!