Reaching the $6,000 Runner through Social Media

$6,000+.  That's the approximate amount of money that each runner who travels to a destination marathon event contributes to the local economy (New York Marathon, $340 Million;   Boston Marathon, $176 Million;  London Marathon, $163 Million).  And this trend will continue to grow driven by two things:

1. Growing interest and participation from Female runners who now make up nearly 50% participants at most Marathon Events.  In the USA, Black Girls Run (BGR) is a prominent group of female runners who train and travel to races. 
2. Increased interest in and growth of the Half Marathon event.  (The Half Marathon's Amazing Growth)

Running and Marathon Events that combine full Marathons, Half Marathons and 10K/5K events are driving Sports Tourism globally and are applying Social Media Marketing to increase effectiveness and increase participation.  Runners participating in these destination Running Events love sharing their experiences On Instagram, Facebook and Twitter (the main Social Media platforms).  And it's their 'total experience' that they share:  A great vacation in an appealing destination combined with their race event experience.

How do you get Social Media Marketing working for a Sports Tourism event?  Here are three key things from my experience at Reggae Marathon:

1. Runner experience at the event.  While the location may be a vacation destination, runners are there to run.  Their race experience must be top-notch.  They will be comparing it to other events;  they will talk about it on Social Media.  A positive experience is a key plank of a Social Media Marketing Plan.  For example, at Reggae Marathon a running event I've been going to for a number of years now, the race runs flawlessly:  registration, kit pick up, starts on time, frequent aid stations, chip timing, post race re-hydration and recovery area...these matter.
2. Destination Attractions.  It is a vacation as well so the hotel properties should provide a great vacation experience.  Local attractions that will enhance the overall vacation experience. Again, at Reggae Marathon the 7 miles of white sand beach set the stage for a great beach vacation.  Tours to watch the sunset, local waterfall attraction and Rum producer top off the experience.
3. Sharing the Experience.  Like other tourists and event participants, Runners love Selfies! And they love to share.  Instagram, Twitter and Facebook are currently the Big Three in Social Media marketing.  At Reggae Marathon, the specific hashtag (#reggaemarathon) identifies and tracks all user generated photos, updates, videos across all three simultaneously.  

Mobility is baked into this Social Media Marketing ecosystem wit Smartphones being used to search and research Destinations at the decision making stage.  At the event, Runners use their Smartphones tocapture, record, share and comment on their experience.  While this isn't unique for Runners at Marathon Events, Mobile will play an even more important part in Marketing these events in Social Media for one significant reason:  Runners like to talk about their performance and results and Apps like MapMyRun showing real-time results will become even more important in the social media mix. One prediction for 2015 and beyond that's a reasonably sure bet:  Mobile will become increasingly important to Sports Tourism Social Media Marketing as Cities, Destinations and Race Organizers continue to chase the $6,000 Runner.

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Chris M Morales
MarCommTO

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

My Year in Running: 2014 Blog Favourites

I had a challenging year running in 2014.  It started on a low note with another foot injury but finished on a high with a nice 10K run at Reggae Marathon.

In an ill-advised attempt to speed up, I re-injured my right foot early in 2014 and had to use my walking cast again.  Winter running in Toronto was also cold. Frigid actually with lots of talk about the Polar Vortex.  Things improved as Spring came and the fabulous running trails that criss-cross Toronto opened up again. And I was back to a good running pace in my first race of the year, a downhill 10K.  Running in 2014 ended on a high note with Reggae Marathon.  I posted a better time than in 2013 and even had enough for an all out sprint at the end.  A challenging year at the start but with a nice finish.  I'm definitely looking forward to 2015.  Here are some of the highlights from 2014:

Running in the Polar Vortex:  Running is supposed to be simple.  T Shirt, shorts, running shoes. Running in the winter means adding layers...running in super frigid temperatures means head to toe coverage.  Here's how I dealt with running during the Polar Vortex 

We runners in Toronto are blessed with some fabulous running trails.  From the Don Valley (and connecting trails in the east) to the Waterfront Trail along Lake Ontario to mh favourite close to home, the Humber River, we have tremendous choices to stay off the roads.  Here are some of the top trails in Toronto:  Running the Trails in Toronto  

After the second foot injury, I was pretty dejected. I almost stopped running altogether at that point.  Thankfully though I re-discovered the 10K race distance that I had enjoyed so much back in my mid-30's.  I did two 10K's in 2014 starting with the Sporting Life 10K in the Spring in which I ran with two of my sons, Court and Andrew. Loved it!  Sporting Life 10K 



Here's how I truly feel about running:   Cucurri Ergo Sun:  I run therefore I am.

Until next time...
ThatRunninGuy

Let the sun shine

15days!  That's how long it was without sunshine in Toronto.  I didn't like it one bit!

Yes I run in the pre-dawn hours so I don't see the sun when I start out on my morning runs.  I look forward to seeing the sunrise though.  That has gone missing these past few weeks with fog, rain and snow.  As I finished my runs I could only look forward to the darkness morphing into grey.

The snow was sympathetic changing into a black slop that mirrored the sky above.  People on the street and drivers in their vehicles stopped smiling.  Commuters pulled their toques down and pushed their collars up in a bid to hide from the dullness.  It was not beginning to look a lot like Christmas!

"Let the sun shine in!" we cried.

Then without warning a strange sight rose over the horizon from the east one morning.  Thankfully I'm am early riser and witnessed it first hand while out running:  A bright yellow glow signaled that the sun was back!  Hallelujah!  Break out the sunglasses...put away the Vitamin D.

S.A.D...Seasonally Adjusted Depression...was over for after just one sight of the sunrise I enjoyed my run that morning.  It re-filled my memory banks. I'm running again with a smile.

Until next time...
ThatRunninGuy

Tourism Marketing driven by Digital

BD:  'Before Digital', planning a vacation trip involved a visit to a Travel Agent's Office.  You picked up travel brochures for various destinations you were interested in.  Once home you poured over brochures featuring pretty pictures and destination/property details.  You sweated the fine print to minimize the later surprises once the 'add-on' costs were added to the displayed price.  If fortunate, you talked to friends and work colleagues to hear what they had to say about their experience in the destination you wanted to go.  Third-party endorsements have always had a big impact on selection a vacation destination.  To book the trip, you called the Travel Agent and gave them your credit card number.

Fast forward:  Destinations selected, trips booked and paid for online with airlines, hotels and tour companies. This chart shows this reality:

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Chris M Morales
MarCommTO

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

Wakey, wakey...time to get Running

I had a heck of a time getting motivated to go running last weekend.  It may have had something to do with the weather...we had a big snow dump in Toronto and the sidewalks and streets were sloppy. A Reggae Marathon hangover also could have contributed.  The bottom line was that until I went to my trusty source of running motivation and inspiration, Gibson's Daily Run Quotes I wasn't going running.   The first two reminded me of why I keep running;  the third one got me out the door

"Don't try to rush progress. Remember– a step forward, no matter how small, is a step in the right direction. Keep believing."

-Kara Goucher, two-time Olympian & elite marathoner

"Track and field is unique also in that you can be a 'winner' every time you compete. Not everyone wins the race, but you can improve your performance each time you perform, and when the timer's stopwatch shows you've run faster than ever before you're a 'winner' regardless of what position you finished in the race. This is a little victory. A succession of little victories is what builds a champion.

I know that every athlete I coach is not a world-class champion, but every athlete can demonstrate the 'right stuff,' that is, the character traits and training attitudes that lead to consistent improvement. If you are disciplined, if you show determination, if you persevere, if you're willing to go that extra mile—to try again—you will become the track-and-field athlete you want to be. And nothing beats getting where you want to go—regardless of how fast you got there."
-Jason-Lamont Jackson, Assistant Coach of Women's Track and Field at Seton Hall University

"You don't have to finish a marathon to be a runner. There are lots of great runners who never run 26.2 miles. A runner is someone who runs; it's that simple—and that grand. Be that someone. Be yourself. Be your own runner, whether the challenge is four times around the junior high school track or qualifying and running in the Boston Marathon."
-Amby Burfoot, Runner's World Complete Book of Running

These and other motivational and inspirational running quotes can be found on their Facebook page, Gibson's Daily Running Quotes.  

Until next time...

ThatRunninGuy

Trends in the Marketing Mix

Digital Marketing encompasses eMail, Social Media, Content and SEO.  Here are some trends Brands are incorporating into their marketing mix:

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Chris M Morales
MarCommTO

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

Guide to Runners Christmas Presents

As a runner I prefer to buy my own running gear so I get excited about running store Gift Certificates (Hint, hint :)).  Specifically I'll be looking for a second pair of running shoes to alternate with my current pair.  Something I can beat up over the winter months.  I may also look out for another pair of long running tights if I see something on sale at our local outlet running sale. Other than that though I have everything I need.  However in the interest of helping my fellow runners I've put this list together of 10 gift items that every runner would be pleased to receive this Christmas:

1. Timex Ironman Running Watch.  The 'Big Face' one.  My first Timex running watch really took a licking...over 20 years worth and only got 'retired' last year when I got a very nice new Timex.
2. Running Toque.  A runner in northern winter climates can never have enough running toques. Fleece ones in solid black please...Black is the Old/New Black!  It goes with everything.
3. Running Shell.  I prefer solid colours and with lots of 360 degree reflection since I mostly run pre-dawn and need maximum visibility.
4. Running socks.  Again, a runner can't have enough pairs.  I prefer low cut running socks that come up to my ankles but this is a personal preference.
5. Road ID.  This should be top-of-the list for all runners.  I don't carry ID when I go running. Dumb!  Maybe I'll get Road ID before Christmas...
6. Water bottle belt.  I especially like the ones with the holders for smaller bottles.  On longer runs I used to use a Camelback system but that is truly overkill for my shorter runs now.
7. Gift Certificates to a Running Store.  Oh, did I mention that already...can't go wrong here.
8. Paid up Race Registration.  This one involves your spouse of course but if I received a paid registration for a 2015 race I'm eager to run in well that would be special.
9. Running Magazine subscription.  Getting a running magazine monthly is a look-forward-to gift.  There are some fine Canadian running magazines and the big ones from the US to choose from.  But act now...
10. Drying rack.  Something compact and designed specifically for running.  With lots or space to lay out my wet gear versus just hanging.  Preferably in a non-rust metal and definitely NOT wood.  

That should make shopping for your runner simple this Christmas.  You can thank me later.

Until next time...

ThatRunninGuy

4 Search Marketing Mistakes

In a conversation with a Business Owner recently we got talking about her mistakes in Digital Marketing, Social Media Marketing in particular.  Her business used Paid Search and she optimized her web site constantly...she was pleased with site traffic and the quality of the leads generated.  Here are her tips on mistakes to avoid when marketing online:

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Chris M Morales
MarCommTO

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

10K: The Perfect Race Distance

The running world has gone crazy over the past years over running longer and longer distances. Above 42.2 K, these are called 'Ultras'.  Regularly now you can read about races at a number of extreme distances:  50K, 50 Miles, 100K!

For a lot of these runners...myself included...the book, 'Born to Run' introduced us to extreme running with the legendary Cabalo Blanco and the Tarahumara Indians of the Copper Canyon's of Mexico. These runners could run all day through torturous terrain wearing basically leather thong sandals and eating very, very little.  Much was made of the 'Midfoot Running Style' which went against the 'Heel Strike' that most of us runners followed.

But I digress...

Ultra Runners are CRAZY!  And they are ruining running!! I have no difficulty explaining to Sally that I'm going out for a run.  She figures on about an hour (about 10K for me at a relaxed pace) and that I'll be fairly close to home should I get in trouble.  Heck, she even understands the Half Marathon...a couple of hours or so.  She gets more concerned and less interested in the Marathon. She came along to Reggae Marathon when I ran my one and only Full Marathon, and for that I'll be forever grateful but it was an equally grueling experience for her baking in the sun waiting for me to finish.  Ultras?  Not a topic of discussion in our home!

And that's the challenge:  It's relatively easy to talk to a non-runner about running up to about an hour, the 10K.  Beyond that their attention span fades and their eyes glaze over.  That dis-interest grows exponentially the longer the distance and ventures into hostile territory.

So I say, "Stop the Madness!"  Bring backthe 10K.  Let's get back to civilized running.  A great 10K? Reggae Marathon 10K...now that is both the perfect race distance and warm location!

Long live the 10K!

Until next time...
ThatRunninGuy