Runners love starting their evening run at local pubs
Pub Runs are a low-key promotion, usually targeted to one specific target market. Their main customer is a runner, but they are just like everyone else, wanting to share hot tips or good routes. Fleet Feet Sports uses social media, a Google calendar, webpage and Facebook to get the word out about event time and logistics. Pub Runs start at different locations each month
Running Clubs do the reconnaissance for good routes. They make sure everyone returns safely after a great run, especially comforting for women who often feel better in a group,
Hosting a run promotion is easy for small businesses, especially those in the hospitality industry. Fleet Feet Sports in Portland, OR knows how to take a regular activity, like a monthly run promotion, and make it an experience. http://www.fleetfeetpdx.com
Give runners some way to interact with your business. Give away “points”, coupons, recognition, or just about anything that will allow you to retain them as a customer. Reward points are a smart way to build customer loyalty while building community. “Register here and check in when you arrive - every 50 points earns you $5 in-store!." Table reserved for runners is a reward.
Passing out coupons for a discount on their return visit (to be used before the next pub run, of course) gives runners incentive to share positive words about the brewery with their friends.
Don’t miss an opportunity to build a solid customer base from people that are already here for a good reason.
It doesn't matter what type of venue you have, invite your friendly neighborhood club, team or nonprofit organization to your business on a regular basis. Treat them to a little something special and watch your business thrive! Running club group shot taken by staff encourages community.
I dropped by one of the coolest breweries in Portland, OR, they other day because they were hosting a running club promotion. At least that what I thought. Turns out, it was the running club organize this monthly running activity. The club picks a place with great beer on their route on that given day. All the brewery has to do was recognize them and save them a table. In this case, Base Camp Brewing, is a regular stop for these runners and Base Camp knows that they show up each 1st Monday of every month. After returning from their run, they imbibe. Base Camp bartenders reserve a couple tables for the group of 12-20 runners. And that's it! They get a steady clientele of monthly regulars that enjoy a beer or two once a month. Of course they could also have given them a discount if they made it back by a certain time, discount to organizers, or even name a beer after their club at some point. It is so easy to increase customer loyalty through awareness.
Club members told me about another business, (who shall remain nameless) who didn't get involved or even return a phone call. Base Camp Brewery probably only made a few more sales that day but there is a long tradition in combining drinking with running and overtime, they were sure to gain new customers. If you own a restaurant, bar or brewery, you have a natural location for this easy drink promotion. In fact, probably every club, association or nonprofit has already asked you to host their event. There is one group though that you should always say yes to, runners!
Every other small business, whether automotive, retail goods, services, health care, real estate, printing, publishing, telecommunications or media can make their venue available for this kind of community-building, and profit-making, promotion. Just about any running group, a bunch of friends, or club regularly organizes some kind of meeting. For runners, the group makes them just do it, partly, to coax each other and to improve, because group mentality does motivate us.
The event is easily picked up by event aggregators and news outlets. Fleet Feet Sports Portland@FleetFeetPortlandThe Pint Society Pub Run members become a community. The group pushes each other to improve their times and stimulates positive support to keep it up!Most importantly, runners take advantage of a Fleet Feet Sports store promo: "Earn Event Rewards for every event you attend with Fleet Feet Sports PDX! Register here and check in when you arrive - every 50 points earns you $5 in-store!"
What is strange about this event is that Fleet Feet Sports operates alone. No contact with the brewery. But could they be doing more and getting, so much more of this promo that literally dropped in their laps? Rewarding runners with a complimentary beer, especially for those returning first, is an easy promo, for starters. Maybe reward the whole group with a good size taster of their newest brew on tap. Providing the table with snacks or a pitcher of water & frosted glasses would thank runners and show appreciation for their ongoing business. Passing out coupons for a discount on their return visit (to be used before the next pub run, of course) would also give runners incentive to share positive words about the brewery with their friends.