PR that Goes the Distance: ING New York City Marathon

This past weekend, I had the pleasure (and I mean it) of running the ING New York City Marathon. I must say that for my first marathon, I was honored to participate in a race known by many as the “best and most fun of its kind.” I shared 26.2 miles with international runners, professional athletes, hobbyists and novices alike, many fundraising for worthy non-profits of choice. Getting high fives and cheers from Brooklyn through Central Park, it was energizing to see such support from complete strangers wanting all of us to succeed.

As the photo suggests, I take my job as a public relations professional very seriously. I fielded a number of calls while trotting through the boroughs, and actually secured two new clients during mile 18. Not really. (I will say that my race partner Jackie and I ranked among few phone-and-camera carrying runners, but it was worth it hearing my family’s voice.) From a business perspective, I did inevitably look at the marathon through PR eyes at times, particularly the corporate sponsorships involved.

When done correctly, sponsorships place your organization directly in front of target audiences while helping a great event or cause. Some ING NYC Marathon sponsors did an excellent job of this. Gatorade and PowerBar/PowerBar Gel, products of runners worldwide, ranked among “biggest lifesaver” sponsors in my book. The strategically placed hydration and miraculous calorie-gel packets kept me from being scraped off the asphalt. Timex clocks could be seen throughout the race, while Dunkin’ Donuts coffee and promotional beanies kept runners warm before the start. UPS was an unexpected sponsor, providing complimentary delivery service of runners’ gear from start to finish line.

Pasta maker Barilla was another major sponsor, specifically of the pre-race dinner Saturday evening. People who are nuts enough to run 26.2 miles surely need carbohydrates; therefore the Barilla sponsorship was brilliant. Aside from notably long lines (a no-no for people trying to avoid pre-race foot pain), the company made a respectable attempt at setting a mood and generating excitement at the dinner, located at Tavern on the Green. I received a swag bag with dry pasta at the entrance, which featured a red carpet and Barilla-logo backdrop.

As a runner, I would absolutely participate in this event again. I can say this now that soreness has subsided. As a PR professional, I am more inspired to recommend beneficial and creative sponsorships that help organizations connect with target audiences. Thanks ING and the New York Road Runners organization for a great race!

Event Planners, Think like Guests

Often, event goers will allow small problems to cloud memories of an otherwise successful fete. “It was a lot of fun, but there was no toilet paper in the restroom.” “Oh yeah, the food was amazing! I just wish the PA system had been working, because we couldn’t hear anything.”

As an event planner, you may have nailed down the date, time and location, but think about the minute details / overlooked additions that make events more enjoyable and memorable. To help mitigate little flaws, it helps to put yourself into your guests’ shoes – Literally. In your head, walk through the event from start to finish. You will undoubtedly realize you’ve missed something. Here’s an example, along with possible thoughts from an event planner:

• Guest drives up to the event – Oh, they can’t see the sign due to an unruly hedge. (I need to trim that thing.)
• Guest parks car – Yessss. There are plenty of parking spaces for invited guests.
• He or she walks to the front entrance – Our volunteers are greeting at door. (I need to make sure volunteers know the dress code.)
• Guests mingle during cocktail hour – Two open bars allow for shorter lines. (I need to ensure waste receptacles are well placed. Oh yeah, and we need music during this time!)
• And so on…
  

Could someone slip on that slick marble courtyard? Will the sun blind guests during your outdoor speech? There is much more to planning than securing food and beverages. Take time to go through the details, and you’ll help ensure guests are comfortable and raving about your work for weeks to come.

A Dazzling Customer Experience

While I don’t have a chauffer or a private chef, one luxury I enjoy alongside Hollywood royalty is that of a personal shoe stylist. Yes, while enjoying a Lean Cuisine in front of my laptop, I can at least know my shoes were hand picked by the trend-setting glam squad at Shoedazzle.com.

Skeptical at first, I decided to give this $39 monthly membership a try. Upon registering, you must first take a fashion survey so “stylists” can appreciate your preferences. Each month, members receive an e-mail allowing them to choose from five shoe options – Simply click on one, and the pair appears at your door! Shoedazzle.com also provides customers with no-pressure features, including the convenient “skip” option which allows you to choose groceries over heels when necessary.

While this may be an unnecessary expense in any economy, there is something to be said for the excitement of opening a package to find a fresh pair of quality shoes nestled beneath layers of brightly colored tissue paper. You also get a shoe bag (how swanky) and a letter from the Shoedazzle.com team. Overall, I can say it’s been a well planned, dazzling customer experience. This proves that customer service has legs, and in this case “feet,” as I not only blog about my experience but also share with friends who compliment my shoe-club kicks.