Tag: customers

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...

/ March 14, 2017

Who designed this race course?

Racers are likely to forgive you for most minor course design issues. Unfortunately, you can only please half the people half of the time. Some customers really care about how a course is designed. They especially care about accurate length. For locals, whether or not you included certain features comes in a close second. If...

/ February 27, 2017

Applying market force thinking to your real world business strategy

Before you base your racing business on any niche off-road sport, you first need to apply some market force thinking to your real world business strategy. If you’re not sure what market force thinking is, please take a look at my article Look before you leap into race promotion. In that article, I introduce the...

/ December 19, 2016

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

How to retain customers for life with the Disney Way

Racing is a people business. Or better yet, the business of managing people’s expectations. People expect you to provide a certain level of performance and service during each one of your events. If you’re disorganized, indifferent, or snobbish, you can form your own expectations about your business very quickly — you can expect to not...

/ July 25, 2016

Look before you leap into race promotion

Picking what kind of race discipline you want to base your race promotion efforts on is tricky. Mostly because your passion for wanting to do it is based on a combination of factors that are hard to explain. What kind of factors? The squishy kind! Uh? Yes, squishy. Those elements of your desire, love, or...

/ June 5, 2016