Clubs & Organisers
Club Marketing Tools
Throughout these club guides we have introduced you to the basics of event marketing, shown you how to write press releases and explained how to run an advertising campaign on Facebook. But what other marketing tools could you use as part of your plan.
Historically, mainstream media have been the default channel through which to reach mass audiences. However, in the age of social media, ‘influencers’ are becoming just as important, so you could consider influencer relations as well as media relations.
Influencers are, quite simply, people who are influential on social media. Broadly, this means they publish posts and content focusing on a particular activity or industry and have built up a large and loyal following.
The biggest influencers charge eye-watering sums of money from anyone wanting to piggyback onto their success, but have a look around at some of the influencers in the motorsport and motoring worlds, and think what you can do that might entice them – a free drive in your event, perhaps? If there are any celebrities based near your event, consider a similar approach.
When looking for new people to take part in your event, in whatever capacity, why not start with those already involved? Your club members and competitors can be some of your best advocates. Assuming they have family and friends, at least some of whom must be like-minded, consider how you can encourage or even incentivise them to share details of your event.
Particularly useful for pre-event marketing, blogs offer a great way to express not only your key messages but also your mission statement, i.e. why you’re organising your event. Are you running your event to bring a motorsport discipline to a new part of the UK, revive a venue, or take motorsport to new audiences? Whatever the mission, express it eloquently and passionately through a blog post, and use social media to share it.
Since much of your marketing activity will be geared towards driving audiences to your event webpage for more information, sign up or buy tickets, you’ll want to track how well you’re doing. This is where GA comes in.
Head to Google Analytics (Google it!) and set up your account. Once up and running, you will have access to a wealth of data about traffic to your website. It can look daunting at first, but the basics are quite easy to get your head around. Search for the Google Analytics Academy, for a free beginner’s guide.