If anything has ever made sense to me in my course of marketing brands and events, it is capitalizing on interest and maximizing eyeballs during the most critical points in your organization’s calendar year — it’s big public events. These are times when you don’t need to fight for people to come to your website — they want to. You just need to give them a reason to check it out, stick around and share it with their friends.
The way we spiked visits to the Tour of Utah’s site was by promoting the site through online, print and PR, and by creating a media-rich atmosphere of interactivity through social media to truly engage our audience. Once you knew you could go to the Tour of Utah’s site for race results, a digest of photos and videos, and to converse via Twitter, Facebook and YouTube…. it was on.
We’re currently looking for other large events to partner with to provide this service.