Drawing “new blood” to RoadRally is one of the most significant challenges for event organizers. It’s also one of the most important, right below creating fun and exciting events. But Facebook, the social media giant, is here to help with an economical tool for growing awareness and participation.
Facebook’s “Events” platform is a wonderful way to promote RoadRally events online. Around the globe, more than 550 million people notice Facebook Events notifications. Of course, as an organizer of a local SCCA activity, you’re searching for a smaller, more focused population. But Facebook Events is still a far more powerful tool than emailing the same list of Region members over and over and over again.
Like any great tool, Facebook Events is only as good as its Manager. Make sure Event Titles are engaging and concise. Photos must, MUST convey excitement to a novice, and event details need to be simple. Provide your audience with clear, easy to understand directions to the event. And when newcomers show up, break some rules to ensure they have a good time and enjoy their SCCA adventure. It’s simple marketing: If they have fun, they come back!
Hootsuite has a great guide for creating Facebook Events, with examples that you can check out here.
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When budgeting for Facebook ads, remember a $30-$50 investment has a Return on Investment (ROI) in just one or two new participants. Any additional participants are, well, more new friends for RoadRally. As a reference, the SCCA Social Media program usually spends the value of two entries on each ad-promoted event.
Spend a little to see what happens. When the newcomers show up, understand they don’t know the intricacies of RoadRally. Invite them in, be both kind and gracious, bend a few rules, and make them part of the RoadRally party.
Andie Albin, AAlbin@scca.com, is the SCCA Digital Media Coordinator.
