Know what will sell, explore marketable concepts, and develop a strategy to guide you.
Category: Plan
Why do race promoters fail?
I have met numerous race promoters who have failed to build a successful race promotion business. Over and over again, I hear them talk to me about their struggles. All too often, they found out that race promotion is not a job that magically creates that well-orchestrated event most racers get to experience on race...
Put away the shotgun and start messaging with precision
When you’re ready to message the racing world about your race, do you employ a strategic approach or use a shotgun? If you said the shotgun, then you’re not alone. The shotgun approach is a common method used by most race promoters. This is where they attack every form of communications — all at once...
Actively manage risks before they actively destroy your racing business
How much risk do you have in your racing business? Chances are that if you’re not identifying, analyzing, or responding to risks in a systematic way, you have no idea! Yikes! You need some risk management skills, and you need them now! Risk management? Risk management is the term used by business owners when they...
Strategies for beating Mr. Murphy and his immutable laws of racing
Race promoters have tried many strategies to beat Mr. Murphy and his wheel of woe. Those few that have survived, found that the strategies that work come with a price. I think that price that is just too high for most new race promoters to pay AND manage to stay in business. That is why...
Where have all the amateurs gone?
If Lewis and Clark were alive today, would they be considered professional or amateur level adventure racers? Knowing their well-documented history on how they “stumbled” their way through the American west, it is possible that their Native American support crew would have been hard pressed to get these two adventures back on the path before...
Build your volume racing business with encores and playoffs
Do you have a strategy to improve your sales volume? No, this has nothing to do with how loud your events are during registration. CenturyLink Field — the home field for the Seattle Seahawks — already has that record. No, this volume has to do with the number of races you need to produce a...
