digital goody bags – fad or future? wasatch race directors conference 2014
TRANSCRIPT
Digital Goody Bags – Fad or Future?
Wasatch Race Directors Conference 2014
Started in 2010
Background in branding, digital media, event management and sponsorship; Athletes
Traditional means of connecting Sponsors to Participants was fundamentally broken.
1,000+ Events and 3.5MM participants
About Virtual Race Bags
Wasatch Race Directors Conference 2014
Explosion in the size of events
Rapid increase in the number of events
Sponsors require more transparency on ROI
Internet changes the brand-consumer relationship
What happened to the goody bag?
Wasatch Race Directors Conference 2014
What Participants want inside their goody bags
$47,000 goody bag for the Oscars
What Participants actually receive
A pile of paper
Participant Expectations
Wasatch Race Directors Conference 2014
Participants Little-to-no value Wrong time, wrong place Inconvenient to keep for future use
Sponsors Expensive – cost to Sponsor (design, print, etc.) Difficult to track Poor brand experience
Why is the goody bag broken?
Wasatch Race Directors Conference 2014
Are goody bags really free for Events?
NO! Events are simply pushing the cost to Sponsors
Example: Event with 1,000 participants and 8 Sponsors Design: Graphic designer, 1 hour at $75/hour Printing: 1,000 cards 6x9, 2-sided, $0.20 per card Shipping: $15 for UPS / FedEx
Total Cost = $1,795
Wasatch Race Directors Conference 2014
Participants Get access before and after event Access via multiple devices; mobile, tablet, pc Instant access to offers; online, mobile, etc.
Sponsors Flexible Integrate with existing digital marketing Ability to monitor performance
WASTE!
The advantage of digital
Wasatch Race Directors Conference 2014
Going Digital – the options
email website software
Uses existing tools Inexpensive Easy to distribute Basic reporting
Advantages
Design required Low “visit” rates Low repeat visits
Issues
Flexible More traffic Easy to distribute Basic reporting
Advantages
Web expertise Managing content Reporting complex
Issues
Content management Simplify reporting Easy to distribute Best performance
Advantages
Costs (varies) Uses templates Education
Issues
Wasatch Race Directors Conference 2014
Managing digital content The devil lies within
What You Request
Image
Text
Link
What You Receive
And always at the 11th hour
Wasatch Race Directors Conference 2014
Physical bags for samples
Gear check bags
Expos
What About the Stuff?
Wasatch Race Directors Conference 2014
The value of a software platform
create invite report
Tools that make it look easy
Turn-Key Platform Helps Manage Entire Process
Invite sponsors Build offers Manage content
Invite participants Schedule and go Simplify event week
Track performance Create reports Deliver results
Wasatch Race Directors Conference 2014
Learn More
www.VirtualRaceBags.com
AffordableFlat-fee pricing that starts at only $150 / event
Risk FreeNo payment due until 30 days prior to event
ScalableEvents of all sizes - from 60 to 60,000