4 Tips on “Running” a Flawless Event

I’ll admit it — training and running a marathon is all consuming. Every free minute (of which there are precious few) I was planning my next run, thinking about clothing, nutrition, sleep, etc. You begin to see the whole world through the marathon lens. So it’s not surprising that I wrote my last blog post about Running a Good Customer Marathon. And even though my family has heard quite enough about the marathon at this point, I want to write a few words about how well all the elements of the Vermont City Marathon came together to create a flawless event. As a marketer, I know how difficult this can be. When done well, it’s nothing short of miraculous. (Then enough about the Marathon, I promise.)

Enthusiastic Staff and Volunteers

Over 7,000 runners crowded the streets of the Burlington in the driving rain, getting ready to undertake the 25th Anniversary of the Vermont City Marathon.  You might think the weather would inhibit staff members and volunteers from actually showing up. Not the case. Over 1,700 volunteers were on hand. The minute we arrived and stomped through muddy, wet Battery Street park, searching for the bag drop-off center, volunteers and staff were everywhere (wrapped in plastic garbage bags!).  They were extremely helpful, attentive and nice – even given the fact that they would be standing in the rain for the next 5 hours!

Timely and Thorough Communication

The week leading up the race, event organizers sent emails with detailed instructions on everything I’d need to know as a runner and lots of information for the spectators. Their website was packed with information and designed in an accessible, easy-to-read format. The most impressive 21st century communication pieces were live text updates sent to your family during the race. My husband and kids kept updated on my race progress through texts sent by tracking a chip in my bib. This helped them know when to arrive at our agreed-upon spots along the race course for that well-timed peanut butter and jelly sandwich.

Tasty Treats

Obviously food and drink are critical when running 26.2 miles, and there was plenty of it.  Every 2 miles runners were offered water and Gatorade® sports drink. Toward the end of our run, there were more substantial offerings like pretzels, bananas and fruit pops. The finish line had everything you could imagine: bagels, oranges, bananas, pizza, chocolate milk….

Food and drink options are extremely important for any good event. Having the right amount of food for the crowd, finger vs. sit down food, hot or cold dishes are just a few decisions that can make or break the food at an event. It’s also a nice touch to source local food and beverage options where available.

The Small Details

Runners are all familiar with the race day goodie bag. I’ve been involved with many running and biking events and feel qualified to have an option on the value of the goodie bag. The marathon bag was full of useful, highly desirable items and most of them were from local Vermont companies. This was a well thought out added touch that makes you feel acknowledged.

Now, obviously every event does not require goodie bags. Depending on the standard expected for your kind of event though, valuable prizes and giveaways can make a difference.  It shows the guests you appreciate their support and involvement.

Whether it’s a marathon with 7,000 runners or a small fundraising effort with 20 people, I think if you cover these four areas well, you will be leading the pack.