Industry sector: Leisure

Cycling event organiser: Advertising your events

It is extremely important that your events are well publicised so that you attract enough entrants to cover your costs and make a profit. Depending on the type of cycling events that you are intending to organise, you are likely to be competing with both regional and national events so you need to make sure that yours stand out from the rest. There are a number of ways in which you can promote your events, including:

  • having your own website. This is a very useful, 24 hour advert for your events on which it is a good idea to include all of the relevant details that entrants may need. You could also consider including your own reports on previous events and a forum for riders to leave their comments to try to create a community feel which will hopefully mean that people will enter more events in the future
  • taking out an advert in the cycling press. This is probably the most effective way of promoting your events as you are speaking directly to the people that you want to attract. Remember to include all of the relevant details in your advertising, such as the nature of the event, the cost of entry, when and where it takes place and so on. Perhaps even include an entry form in your advertisement
  • using social networking websites like Facebook and Twitter to keep in touch with entrants to your events
  • getting the cycling press to print a review of your event. When you are just starting out, it may be difficult for you to get press coverage of your events, but as soon as your reputation grows you are likely to attract more interest
  • getting coverage from your local paper, radio and television
  • contacting cycling clubs, universities and so on to tell them about your events. You may even consider offering discounted entries to organisations such as these
  • registering your events with British Cycling and promoting them through the British Cycling website
  • posting details of your events in online cycling forums

If you are spending significant amounts on advertising, you should try to monitor how effective it is to make sure you are getting value for money.