DEC. 4, 2019
In the third episode of Duke of Digital, Race Director Erica MacVittie joins podcast host and AdvertiseMint CEO Brian Meert to discuss her experience as a marketer for the recently sold-out race, Malibu Half Marathon.
Malibu Half Marathon, a 5-kilometer run along the beautiful coast of Malibu, California, has sold out for three consecutive years. It has been hailed by Women’s Running Magazine as an event “too gorgeous to be missed.”
With the event’s popularity among novice and seasoned runners from around the globe, it’s hard to imagine that the marketing behind Malibu Half Marathon hasn’t always been so smooth. When MacVittie first began working for the company, she was faced with obstacle after obstacle, struggling to share the company’s story to her target audience. However, passionate about her work, MacVittie persevered during tough times.
“If the heart is in the right place, it will manifest eventually,” says MacVittie of her goals for the company.
A runner herself, MacVittie enjoys the rush of accomplishment after finishing a race. It is the same feeling that MacVittie wants her event guests to feel—providing that experience is her top goal.
With hard work and her mission to provide quality experience for guests, MacVittie attracted the attention of a few partners, including BMW, Pepperdine, and Kind.
“I started receiving help at a time when I felt hopeless.”
With a dedicated team and a few partners behind her, MacVittie worked to increase exposure for her events—social media played a big role. When asked which platforms she uses as part of her marketing strategy, MacVittie listed Instagram and Facebook as her top two choices.
“My favorite platform for engaging is for sure Instagram, but of course Facebook is still a great way to communicate. I make sure that, at the very least, I’m really present on those two platforms.”
On social media, MacVittie focuses on storytelling: showcasing beautiful visuals of previous races, featuring the company’s fundraisers, and introducing audiences to the Malibu community. This, she believes, will encourage her audience to go out and connect with the world around them.
“It’s a very isolating world we live in. Being outdoors can be such a great way to connect back with nature, with the whole world, with people.”
Above all, MacVittie strives to make her guests feel welcome and special during the event.
“People that come for that weekend [the race], they feel like they’re part of something, and they are really welcomed by the community.”
Although selling event tickets is an important goal, MacVittie places her audience’s journey as top priority.
“Of course, selling out was something that I could aspire to, but my focus was on the people’s journey. A lot of things were a result of that.”
MacVittie divulges into more detail the strategy that led to the success of Malibu Half Marathon. To learn more about her advice on the buyer’s journey, storytelling, and event organization, listen to the third episode of Duke of Digital.
By Anne Felicitas, editor