Category: Direct

Execute your plan with real customers, monitor the plan in real time, and learn from actual customer feedback.

Gain customers for life by turning your awards ceremony into a party

Do you remember your last awards ceremony? Many off-road race awards ceremonies go something like this: The promoter posts the results of your race after enough folks have finished. About 30-minutes later, they ask everyone to gather around the podium. They then call up racers by category, hand out medals, then take the podium picture....

/ October 3, 2016

5 Problems that will cost you customers on race day

There are certain things your customers really care about. If you get them wrong, there is no forgiveness; only the roar of angry of racers, and the threat of torches and pitchforks for screwing them up. Ok, maybe not real torches and pitchforks. But you can easily translate that image into races stating that they...

/ September 26, 2016

Oh, Captain, my captain of volunteers

Every race depends on volunteers. Love them or hate them, the race promotion industry depends on them at every level. They are a key element in any race’s success. Why? Because no race director is an island and staff’s are expensive. The sheer volume of things that need to get done on race day —...

/ September 12, 2016

Mr. Murphy and your need for a pre-race checklist

Someone famous once said, “I love the smell of my racing checklist in the morning. It smells like… VICTORY!” Okay, I know what you’re saying. Robert Duvall didn’t say that about racing. But he could of! Meanwhile, you’re tucked into your warm bed, dreaming of fat registration dollars, sold out venues, and… BOOM! What? Did...

/ September 4, 2016

Why timely race results pay for future races

Timely race results are one of the most important aspects of any race. So it goes without saying that you have to get the race results just right to be successful. We all know about the challenge of collecting times correctly, and the stress behind posting results that are contested. In my article Using timing...

/ August 29, 2016

Stop racing in your own events

This is a quick rant about those race promoters, organizers, and directors that think they can build a race AND race in that same event. You can’t! Why not? I built it. Can’t I race it too? NO! And I’ll tell you why. Reason #1 — Who is in charge of your race? If you’re...

/ July 15, 2016