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Edge Newsletter

It’s that joyful time of the year, spending the holidays with your loved ones, reflecting on the year and look forward to the next. In this last edition of the Edge in 2014, we'd like to share valuable insights that will help you throw a more profitable event next year.

We have Holiday marketing tips and strategies that’ll get your event ready to rock n’ roll in 2015. We’ll also introduce you to an inspiring event director whose gift is to bring out the inner event director in all of his runners. Lastly, we’ll give you a sneak peak of what is coming soon that will drive up registration and revenue at your event.

We wish you a Happy Holiday and we'll see you next year!

In this issue:

I hope you enjoy these articles. Feel free to share your feedback and ideas for our newsletters!

Lisa Martin

P.S. Advertise your event on, at a price you choose. Check out Instant Ads and what it can do to generate participation for your event.


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Race Director Blog
How Data Can Improve Your 2015 Marketing Plans

In sales, it’s been said that “if you wait for your customer to find you, you may already too late.” But what if you knew when your customer was likely to start their search? How would that affect your marketing efforts? Would you change when you opened registration?

Tradition often governs when race registrations open and the marketing activities that support the event begin, as in “For 10 years, we’ve opened registrations the week following New Year’s Day.” What if I told you that even though tradition may seem to work as a strategy, consumer data could indicate a better time to open registration or make a marketing push that could convert more registrations faster?

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Bill McDermott
Bill McDermott

december Event Director of the Month
Bill McDermott, World Run Day

To round out 2014, we are celebrating Bill McDermott of World Run Day as our Event Director of the Month. Each year for the past decade and a half, the first Sunday closest to November 8 has marked World Run Day. On this day, over 10,000 runners from around the world create their own race, alone, with a small group, or with their community to celebrate running and charitable giving. World Run Day allows its participants to become their own race director – deciding what time, how far and where to run as well as the charity of their own choosing. All runners receive a World Run Day t-shirt and can share their race details online.

We spoke with Bill to learn how he brings out the inner event director in all of his runners.

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Get ahead with your New Year marketing plans by watching ACTIVE’s Event Marketing Made Easy Webinar Recording

Experts Alistair Gammell, Managing Director of Earnest Agency, and ACTIVE’s Ryan Smith, Senior Product Marketing Manager, shared insights into consumer habits around the holiday season and analyzed the major elements of effective marketing all-year round. Their shared insights showed how effective digital marketing increases conversion, in addition to the channels to consider to best maximize your return on advertising spend. They also highlighted the golden rules of PR and best practice on creative design.

Get ready for 2015 by visiting: Event Marketing Made Easy

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Tips and Tricks

Tips & Tricks
Tailor your Marketing Strategy based on participant data!

Have you ever thought about how the questions on your registration form can help you better understand your registrants? By gathering the right data from your participants, you will be able to tailor your marketing efforts to communicate effectively with them. For example, if the majority of your participants are younger than 25 years old, you may want to keep this in mind when developing your marketing strategy.

Learn how to set up form questions and configure conditional questions that will appear only if a participant selects a particular answer option.

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Triathlon Business International Annual Conference

Running USA

What’s new
New and Improved ACTIVE Works On-Site Coming Soon!

We listened to your feedback and made vast improvements and upgrades in the next On-Site release. Some new features include credit card payment via camera scan, check in participants with QR code, and a new look and feel! The ACTIVE Works On-Site app will drive up race day registration and maximize your event revenue. You’ll be able to quickly register, check in participants and collect payment securely on-site at your event. Lower your stress level on race day by eliminating registration forms and long lines, saving time and trees!

Triathlon Business International Annual Conference “Where the Business of Triathlon Gets Done”

Join us at the Triathlon Business International Annual Conference for the annual premier gathering of leaders in the triathlon business community. Enjoy three days of learning, networking and fun at the beautiful Marina Del Rey Marriott. The conference is conveniently located near the Los Angeles International Airport (LAX), the hotel is also just steps away from the beach, bike routes, and running paths. Register now!

Registration for the TBI Conference permits the attendee to attend all conference sessions and meals, including the Sunday night Welcome reception, breakfast and lunch on Monday and Tuesday, and the Monday night Ron Smith Awards Banquet – Conference Agenda. Additional tickets for the Monday night Ron Smith Awards Banquet can be purchased online through ACTIVE.

Running USA 2015: The 12th Industry Conference

Join us at Running USA 2015: The 12th Industry Conference, in New Orleans on February 8-10, 2015. Last year's conference sold out and registrations are going fast, so we encourage you to register now!

This year, the running industry's leaders and innovators will gather to discuss future trends, share stories and get insights. To view a complete schedule of events, please visit The 2015 conference is simply one you don't want to miss.

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