The Missouri.me team are just about ready to go for our offline marketing promotions at the Tour Of Missouri international cycling event. Although this post may not be specifically domaining related it should help those of you that are launching geo domain related sites think creatively when looking at ways to target offline marketing efforts.
If you are not a cycling fan or really your experience with road biking is Lance Armstrong its pretty likely you are not familiar with the Tour of Missouri, the race is the second largest stage race in the USA only behind the Tour of California. Last year it drew somewhere around 400,000 fans and onlookers and many went on to attend the Health and Wellness Expo held at the end of each stage which allows sponsors to promote their business with a booth and free giveaways, etc just like any other tradeshow.
Well, with Missouri.me being a statewide community focused site we had been trying to determining what the best event would be to do a statewide “feet on the street” effort for offline marketing. With my operations manager and myself both being cyclists it did not take us long to figure out how to take advantage of the Tour of Missouri event. This event draws teams from around the world, these are not your average everyday cyclists you are griping at as you drive down the road, these are the same riders that ride the Tour De France. This event draws viewers from all over the world.
First off for the marketing and awareness side, we have purchased a booth at the expo at the end of the stages in:
If you are going to be in state you should come visit!!!
We purchased these specifically to give us statewide coverage so all of our efforts did not just hit one piece of the state. Now for the fun part, we ordered hundreds of water bottles with our logo on them to handout to fans and attendees. This is a brand awareness campaign for us and knowing how athletes like runners and cyclists use water bottles we know these will be in their bottle cages for a year to come, we like our free reusable water bottles. We also have some other handouts planned as well and will also be in the booth to discuss various cycling rides throughout the state in the communities we are in.
What is even better is that our logo will be on the Tour of Missouri website which had 330,000,000 pageviews last year based on the exposure the event gets. Thats right, you read it right. Plus our logo will be in the Tour guide which is distributed for the week prior to the event and also it will show up in a few other media kits that will be handed out. All in all, considering what we put together to do this its quite a value.
Now for the next fun part, based on the fact we are an online media company we also have obtained press/media passes to cover the event like any other media or news company would. We are in the process, it’s not quite ready yet, of launching Tour.Missouri.Me where we will be posting videos from the stage route, providing interviews, and posting general stats, etc as we report on the event. For us this also allows us to promote our community sites with links from the cycling posts to our community sites. Once again, tying it all together is key. Having people actually in the press tents and press conferences will allow us to network with other media companies and grow awareness as well.
There is plenty more going on but as you can imagine there is still much work to do to pull it all together, exciting times and the work is well worth it to be able to go state wide with one event.
If you happen to be in Missouri during the race feel free to contact me and we could meet up during one of the stages at our booth or somewhere along the way. Now I am heading out for a ride, albeit at a much slower pace than these pros will be doing.