Question

Topic: Strategy

Ideas For Promoting A Kayaking Event

Posted by Peter (henna gaijin) on 11/5/2011 at 2:02 PM ET 1000 Points
I may be picking up a project to promote a paddling expo that will take place in late Spring. The event is a large demo day with small educational opportunities, where all the local dealers and many manufacturers come together and lay their boats out on a beach for people to try. There will also be booths for other dealers, clubs, and manufacturers (those promoting something beyond the boats themselves - other gear, services, tours, etc.). Event has been going on for 2 years now, and the organizers are disappointed with turnout. Event is in a decent location (generally warm, nice beach, protected water, etc.).

In the past, they put signs up in the local shops (most shops did this), tried to get the local dealers to promote to their customers (which they don't always want to do - afraid they are sending their customers to competitors), placed an ad in a local kayak magazine, did a Groupon type thing, and had an online presence (FB page, plus getting other FB pages to promote the event on their pages). I can improve on these some (get signs up earlier, better messaging, etc.).

They considered placing ads in local papers, but this starts getting into politics. There are a few regional magazines for the area - the one that makes the most sense is the one closest to the location, but this would in effect be supporting the one dealer in that area, and be of less value to the other dealers who are outside of the range.

Looking for other ideas that I may not be considering just yet. Thanks.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 11/5/2011 at 8:58 PM Accepted
    Have you approached local gyms for a co-marketing promotion?
    How about clubs (bicycling, hiking, swimming, etc.)?
    What about taking handicapped children/adults out on the water (for PR opportunities)?
    Can you tie this to a charity (you supply the kayaks, they supply sponsored kayakers/teams to do laps around the buoys, etc.)?
  • Posted by Sher Miller on 11/8/2011 at 1:15 PM Accepted
    Have you looked into where the local kayaking community meets or hangs out? Get some ads out in those locations and also on their facebook pages.

    What's the demographic of your target audience? Are they college students or young professionals? Do some advertising at the local colleges or Starbucks. Maybe you could even get some support from the local hangouts.

    Who offers kayaking classes? See if you can get a mention there. Check into message boards and meet sites like meetup.com and advertise there.

    The dealers and manufacturers should also consider doing some QR Code promotions. They could put QR Codes on their tags, on their boats, or even on their websites. Do the manufacters produce kayaking accessories such as maps or weather apps? Again...the QR Code.

    If the dealers and manufacturers will provide you with contact information for customers, direct personalized contact is also an option: direct e-mail, mention in any e-newsletters that go out.

    Are the exhibitors up for any kind of incentives that are event specific? 10% off a paddle or kayak or a free class or something of that nature.

    Jay has a good idea with the laps. Create some games with little prizes at the end, or even just bragging rights in the post event writeup. Getting some teams in the water, competitor against competitor, for a race...that's always a lot of fun because everyone has their favorite brand and there's always at least one rivalry.

    Hope you can build on some of these.
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