Archive for category Social Media

Planning For Success

Riddle me this: How to do you convince 500+ cyclists to join a ride that’s only in its third year of existance?

I believe the answer has to do with sound strategy and flawless execution of the plan.

Last time, we explored a strategy for attaining a sponsorship goal of $8000.

(It appears that we’re going to crush that objective – although there’s still work to be done within the strategic framework)

With 100% of rider registration fees going to support the YMCA of Central Virginia’s Community Support Campaign, our emphasis is on building ridership.

So, what’s the plan? Read the rest of this entry »


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If I Could Do It All Over Again

As I lamented in my last post, Storming of Thunder Ridge, the charitable road cycling event that I have been marketing, is over.

Without a doubt, the event was successful.

In only its second year, 283 riders registered. That’s a big increase from the 112 from 2010 and just shy of our goal of 300.

Through both registration and sponsorship, we raised a lot of money for a good cause.

Plus, there were no injuries. Some mechanical issues. And only one rider got lost.

Still, given my professional mantra of “always be advancing”, ideas for improving the marketing have been pouring into my brain. Read the rest of this entry »

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The Post-Event Hangover

It’s over.

Storming of Thunder Ridge, the charitable cycling event that I’ve been marketing for the last five months, was this past Sunday.

And now, surprisingly, I’m feeling something that’s a cross between a hangover and emotional letdown. I’ve even closed the tab for the website I’ve left open since launching it! Sigh… Read the rest of this entry »

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Are You Listening?

Last month, I tweeted that my dishwasher destroyed one of my Riedel wine glasses. (Actually, out of six, four have been eaten over the last few years). It was one of those stream-of-consciousness tweets and I didn’t think much about it.

That is, until @riedelusa tweeted me back to apologize and offer me a deal on a replacement. How cool is that? They were listening!

In my current project – marketing Storming of Thunder Ridge, a charitable cycling event – I’m putting listening into practice. Read the rest of this entry »

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Does Content Matter?

Content, content, content!

(It’s more fun to close your eyes and imagine an old Italian man waving his arms to make his point, isn’t it?)

That’s the takeaway I get from my daily dose of David Meerman Scott, Gini Dietrich and Jay Baer and others. Not to mention the books on my library shelf.

So when I signed on to market Storming of Thunder Ridge, the bicycling fundraiser ride that takes place here in Central Virginia on May 22nd, I committed to making content a core strategy. Other keys included creating buyer personas and tapping into word of mouth (WOM) communication. Read the rest of this entry »

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Just Pick Up The Damn Phone!

The phone is a nifty little invention.

But why use that archaic thing when one can email? Or text. Or tweet. Or message. Or, well you get the idea…

Look, I’m not a curmudgeon who hates social media. I agree with David Brock who says that social media tools help us improve our efficiency and effectiveness.

Lately, however, I believe that the phone is supreme. Read the rest of this entry »

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You Like Me, But Will You Commit To Me?

Organizations are increasingly committing resources to develop and maintain a presence on Facebook to attract and grow their audience.  Whether for-profit or non-profit, they’re springing up fast and furious.

One recent addition is the Facebook page for the Storming of Thunder Ridge, the charitable road cycling event we’re marketing.

Facebook is an important part of our strategy to promote the event because we seek to minimize marketing expenses to ensure that funds raised go to benefit the cause. Read the rest of this entry »

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