Merchants of Dirt Episode #35
Learn how to prepare yourself for the possibility that one or all of the four horsemen of race planning will show up and wreck your race.
The Four Horsemen of the Race Planning Apocalypse Competition - You have to protect your top dates and locationsPermission - You have to be actively engaged in your venues if you want park approvalRegistration - You have to keep feeding your customers your marketing right up until race dayCancellation - You have to accept that you have no control over the weather
The Horseman of Competition
Competition - Races on your same day. You have to protect your top dates and locations by being Hard to Kill. Here are some key strategies for surviving the Horseman of Competition: Plan in way in advanceTarget your ideal venues long before you season is overGet your permits in early -- get your "No's" earlySchedule your park manager meetings earlyLearn your competitor's schedulesFocus on the parks you NEEDHave a backup for those you can change
Learn more at Reckoneer.com - Article: Strategies for Picking Your Race Dates
The Horseman of Permission
Permission - Permit to use of trails. You have to be actively engaged in your venues if you want park approval by Always Being Present. Here are some key strategies for surviving the Horseman of Permission: Park Departments are very "risk averse"Know what park management think in "years" not "months"Reach for everything you can get by asking for your wish listThe first reaction will be "No"GO talk with the park managerFind out real reasonsTalk to them about why you want to do your course that wayEarn favor with trail daysAccept the possible and compromisePlan for Next Year, accept your fate for This Year
Learn more at Reckoneer.com - Article: Get your next race permit approved
The Horseman of Registration
Registration - Getting people paying early. You have to keep feeding your customers your marketing right up until race day by Always Be Selling. Here are some key strategies for surviving the Horseman of Registration: Have a plan for making Good (and Frequent) ImpressionsRepetition is required to accomplish conversionSales are three things: persistence, persistence, and persistenceHave something to sellHave multiple channels to sell it onOpen Pre-Registration earlyUpdate your website earlyShare on Social Media every - 4 to 8 weeks before your raceShare with your email list as certain times (don't spam)
Learn more at Adventure Race Hub - Article: Marketing for Adventure Races
Learn more at Reckoneer.com - Article: How not to suffer pre-registration woes
Learn more at Reckoneer.com - Article: Put away the shotgun and start messaging with precision
The Horseman of Cancellation
Cancellation - Nature impacting your day. You have to accept that you have no control over the weather and need to Roll with the Punches. Here are some key strategies for Surviving the Horseman of Cancellation: Have a planKnow your seasonsHave a policy in place for canceling, refunds, and rain datesHave rain datesHave contingency plans (backup course designs)Be flexible and accept that some race courses will be just okThere is always next year to do awesome
Learn more at Reckoneer.com - Article: Check your venue before race day, or else
Learn more at Reckoneer.com - Article: How to bounce back when everything goes wrong
And Now You Know!
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