Marketing, like just about every other aspect of your business as a race director, is an endeavor best undertaken with data on your side. Using the information you have on your participants—gathered through software analytics, surveys, social media and even anecdotal—you’re adequately equipped to create a participant personalization strategy.
What is a participant personalization strategy for race directors? It’s a way of sending relevant messages to past, present and future registrants based on what you know about them—or what you can infer based on the data you have. It boils down to knowing your audience. It’s critical for race directors to understand your audience (not who you think your audience is) and what type of marketing content they may want to receive.
Luckily, you don’t have to spend too much time on this strategy.