You know that your running specialty store community is much more knowledgeable of things than they were even a decade ago. Of course, the vast amounts of information we have available at our fingertips have helped it happen. As a result, it’s important for the best marketing strategies to be strategic about how and when any running store communicates with its community.
It’s essential to realize that today’s public aren’t just accepting what running stores and sports clubs have to say. In short, communication is a two-way street. Moreover, it’s more substantive. For instance, people care about critical social issues such as recycling and caring for the environment. If you’re doing a promotion, the public is much more aware of it being something akin to a win-win partnership.
Again, communication is a two-way street. Further, people want to support for-profit companies and brands that make a social impact. As a result, more and more running specialty stores are trying to figure out how to do good. One approach has been for brands to become more eco-friendly. And the truth of the matter is that it’s something that any running store can do as part of their best marketing strategies.
What Sports Members Want to See in Your Communication
As we know, your running store patrons decide to partner with you because there’s a personal reason. They might visit your running store regularly because they want to be fit or challenge themselves. So it’s important to realize that even when people go to purchase sneakers or join a sports club, there’s typically an emotional reason. Then, they rationalize their efforts with the tools they need to achieve their goals.
What do running store patrons want to see in the marketing communication you share to help them rationalize partnering with you?
- Robust data. Sports members and consumers want to see robust communication about why a running retail store or sports club is right for them. So go ahead and share performance metrics, customer satisfaction, or other measurable outcomes. Data is essential.
- Success stories. Stories are also crucial to communicating your value. Moreover, they connect with your running store consumers on an emotional level. Therefore, sharing testimonials of people in your running community is a winning marketing strategy.
- Beyond the basics. People want to see innovative solutions. For instance, if you’re a running specialty store or club, members want to benefit from more than a weekly run. Perhaps having a trainer visit the club regularly to provide tips and strategies is a big win.
- Before and after. People want to partner with organizations that meet them wherever they are (e.g., social, events, podcasts, etc.). As a result, running retail stores need to get creative on how they attract people. For example, you could become central to the recycling sneakers. Think of how you could lead the community at a high level by helping to recycle 1,000 pairs of sneakers or more!
Two Essential Activities for Running Retailers and Sports Clubs
By building a robust two-way relationship with members and consumers, organizations can create a pathway toward meaningful engagement. Ultimately, this engages them more as partners who want to be part of your community. Increased engagement means more of their time, financial resources and new leads.
To ensure that you have meaningful communication with your audience, you have to consistently provide two elements as part of your marketing activities.
- Social Recognition: One of the best things you could do to show people that you appreciate their support is to provide them with social recognition. Remember, they don’t have to shop at your running store or join your club. They choose to do it and that’s a testament to your best marketing strategies.
So, express thanks to them publicly. For instance, use social media, a monthly newsletter, or other marketing efforts. The fact is that there are many ways to say thank you. Depending on your organization, you could provide discounts or host training classes.
In addition, to increase the social recognition consider creating a profile series. In other words, think about highlighting and featuring people’s stories. You can do it on your blog and then share them across your digital marketing platforms.
As an example, consider 5Ks, 10Ks, and marathons. Find out who in your community is participating in these events and then ask them to share their story. When you do it, you remind people that you’re providing the resources they need for those goals.
- Personal Gratitude: This type of acknowledgement is a bit more personal. People want and need to get recognized. So, giving thanks and acknowledging them takes on special meaning when it’s done with gratitude. A personal thank you is always a way to incentivize people to return.
When people choose to go to your running store or sports club, take the time to give personal thanks. For instance, a great way to let people know you appreciate them is to host VIP events. People will appreciate it and also getting to know others like them.
VIP events is a great way to foster a community. So, if you want to increase your focus on runners, give them a reason to join your running store community by hosting those events. Also, make it a point to have special events during runs in your community.
By acknowledging people personally, you’re making it a point to demonstrate that you’re aware and see them as people. And you also show that the time they spend doing something with you matters.
In sum, it’s essential to remember that as a running store retailer, communication is a two-way approach. If you want people to support, engage, and do more with you, it requires using the personal touch for the best marketing strategies. In other words, make everyone feel super special—and seen. Give them reasons to want to partner and join you.
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