In sales, it’s been said, “if you wait for your customer to find you, you may already be too late.” But what if you knew when your customer was likely to start their search? How would that affect your marketing efforts? Would you change when you opened registration?
In the endurance event space, tradition often governs when registrations open and the marketing activities that support the event begin, as in: “For 10 years, we’ve opened registrations the week following New Year’s Day.” What if I told you that even though tradition may seem to work as a strategy, consumer data could indicate a better time to open registration or make a marketing push that could convert more registrations faster?
Consider Cyber Monday.
Since the mid-20th century, people have gone out searching for “door buster deals” on the Friday after Thanksgiving. Brick and mortar retailers across the nation stock the shelves with the hottest gadgets and the latest fashions. People come and people spend, every year. It’s a national tradition. But, in 2005, a retail trade association noticed data indicating that a wave of online purchases occurred on the Monday after Black Friday around lunchtime. The phenomenon became known as Cyber Monday and continues to be a boon for retailers.
So, what does that have to do with your race?