The clever combo within Seven Springs’ latest series.
Gregg Blanchard /
This is one of those anecdotal things. Those bits of marketing that speaks to me directly and, so being, stands out from the hundreds of other bits of marketing I see every day. And I see it as:
- A wimpy person.
- A person who has never done a mud run.
- A person tempted by mud runs.
Let me start by showing you the messages.
This series from Seven Springs is called “Mud Tip Monday” and it checks three complimentary boxes in a really slick way.
#1) Promotes the Event
First and foremost is a recurring campaign that keeps the event in front of their audience. Every week there’s an opportunity to inform and remind Seven Spring’s owned reach that a really cool event is coming up.
#2) Removes Uncertainty
And by showcasing individual pieces of the race it also removes uncertainty. And I say this as someone who appreciated this aspect. I’ve been intrigued by these races, but would I be getting in over my head being the wimpy person I am? The answer, in my case, was no, everything looks difficult but doable.
#3) Gets More People Willing to Try
But because they’re also showing how to prepare for these obstacles, it helps those on the edge (which I still am) a way to feel more confident if/when they pull out their credit card and register.
Multipurpose
I really, really like this content that, with an extra dose of creativity, checks multiple boxes at the same time.
- Some content would promote the event.
- Some content could help remove uncertainty among never-evers.
- Some content might sway those on the fence to try.
But by keeping all three pieces of content in mind during planning and building it into a recurring, weekly series, Seven Springs is checking all three boxes on a recurring basis all the way up until the event.
Good stuff.