Everyone loves a deal, but some race directors wonder if discounts detract from their bottom line. Not necessarily. Generally, discounts drive registrations and help sell out your event—one of the gold standards of successful races.
Experiment with multiple types of discounts to find the one that works best for your event and audience.
1. Establish an early-bird registration deadline
You know this one: Seize upon competitors planning their race calendars ahead of yours by setting early bird deadlines. Some race directors consider this a loyalty category since it appeals to registrants who have participated previously.
2. Give discounts before deadlines
Try a one- or two-day flash sale to create a sense of urgency—a basic strategy in the marketing playbook.1 But it’s not enough just to create urgency. Registrants will only follow through if they see it as a can’t-miss-out deal.2
3. Tie discounts to local or national events
Is there a holiday coming up? Does your race fall near Global Running Day or another day celebrating your sport, or even an unrelated local event? Drive timely registrations with these events. A little discount goodwill may go a long way.
4. Reward your race ambassadors
Referral rebates can turbo-charge your registrations, so reward ambassadors who bring friends and family to the event. Look for referral programs that manage the details for you and allow you to customize how many people can receive the discount, such as ACTIVE’s event management software.
5. Offer automatic discounts to VIPs
Race participants paying extra for hotel reservations and meals want to feel like they’re getting a deal. Work with local vendors to offer package discounts that help VIP registrants embrace the upgrade.
6. Drive interest with contests
Raffling off sponsor swag? Tie in entries for these items with a competition for one hefty race discount—such as 50% off.
Ultimately, discounts can help your bottom line, if done right. Which of these tactics will you try this year?