Marketing communication activities that increase involvement Nikki McKeon What makes them run?

Event details Guidant Heart of Summer fun walk and run Every August at Lake Nokomis Two distances –5K fun walk/run –10K competitive run All proceeds benefit local heart clinics Each year, approximately 2-4% increase in participation

Current marketing communication TV, radio, billboards, ads in running publications, brochures and website dedicated to the race Expo day before race Booth at race with literature about heart disease and prevention

Research question Is there a primary marketing communication activity that increases participation in a cause-related marketing event?

Approximately 1,000 participants in the 2005 Guidant Heart of Summer Survey with 14 questions Who I asked

65% women 39% ages 26-35, 28% ages % work full-time 50% have a college degree and 37% have a advanced degree Who responded?

Question #1: How did you hear about the event? Place of work116 Participated last year 79 Website 73 Newspaper 11 Radio 7 Billboard 7 TV 3 Gym 1

How “other” respondents heard about the event 38% chose “other” category Most common write-in answers –Other websites such as raceberryjam.com –Running resources such as running calendars –Friend or relative –Postings around the Lake Nokomis area

Question #2: What influenced the decision to enter event?

“Other” Influences Other ranked the highest in influence with an average score of 4.1 Most common write-in results –Convenient location – Length of race – Keeps people in shape

Question #9: How likely to participate in 2006? 75% said they were likely or very likely to participate in 2006 If not likely to participate in 2006, not due to the event, but due to other circumstances –Some women were pregnant –Out of town –Vacation plans

What did I learn 38% heard about the race through means other than marketing communication High retention year-to-year “Other” ranked highest in influence to enter the event –Convenient location –Length of race –Opportunity to keep in shape Good cause did not rank as high as presumed

Answer to research question Is there a primary marketing communication activity that increases participation in a cause- related marketing event? YES

What I recommend Look into other opportunities to promote the event –Other websites to promote event: raceberryjam.com –Promote the race around the lakes area. Examine current marketing communication activities and modify for upcoming event –Keep promoting at the work place and the website –Consider not using TV, billboards and gym

What I recommend Review participation influences and include in future communications –Convenient location –Good cause –Length of event (5K and 10K) High retention –Retain participation by maintaining reputation of event

Questions?