The Power of Promo Codes

Howdy Readers!

I hope all of you are having a great end to the week and are looking forward to a weekend of racing or relaxing! For this article in our race resources blog I wanted to speak to the power of promo codes and how race directors can use them to encourage early registration to help grow your race numbers!

All race directors should know that more early registrations means higher race day numbers. 1 + 1 = 2 math right? And if you can make the equation 2 + 1 you now have 3 right? However in our experience at Crossroads Events the equation looks more like this: (X * 2) + 1 =  ? Meaning the amount of early registrations looks more like a multiplier than a traditional add to your final number. In other terms if you can grow early registrations even by a small amount you can greatly increase your overall numbers!

Why is this you ask?

1. You help set goals for customers/participants. Once a participant has paid for an event even if that event is many months or weeks away they obviously are much more likely to attend even if race day weather or conditions are less than ideal which may possibly scare away last minute registrants.

2. People like to do events together. If you can draw 1 person in with an early promo code you can pretty much guarantee you actually drew in 2. Most people who sign up for events will share this promo code with friends and family or will encourage them to do the race with them as the event draws closer.

3. Participants like to attend well attended events. We all know people normally go with the trend or what is currently popular. If an event is popular it must be popular for a reason right? Yeah because you have an awesome race! By increasing early race numbers others who are interested in doing a race with a great experience will see that you have a popular event and are more likely to sign up!

Ok I Get It So How Can I Use Promo Codes To Increase My Race Numbers?

1. Provide an enticing promo code! - The possibilities are truly endless here! You can either do a certain percentage or dollar amount off for each registration or a newer promo type we like and will be trying ourselves over the next season is a rolling discount. For example the first 20 to use the promo code get 30% off, the next 20 get 20% off, the next 20 get 10% off etc.

2. Set a short amount of time to use the promo code. Usually we do 1 - 2 weeks. You must use the code within that amount of time to receive the discount which will encourage participants to quickly sign up.

3. Be prepared to advertise your promotion well! No one will use it if no once knows about it! Push this promo code through as many outlets as possible to reach your audience: email newsletters, social media, race partners/affiliates, etc.

4. Build your push dates around holidays and times of giving! We like to offer races and discounts to our customers to use as gifts or little surprises for their friends, family, and loved ones. So we generally push promo codes around Christmas, New Years, Valentine's Day, 4th of July, etc.

Sweet! How Can Crossroads Events Help Me Do This!

1. If you are using us for online registration and timing we will create as many unique codes for you as you would like!

2. If we are timing your event we are always happy to push your promo codes for you through our social media pages which have a strong following of athletes.

3. If we are managing your event we will not only push your promo code through social media but will also do several email newsletters advertising your code and will also consult with you to build a marketing plan on how you can push these codes to your own local audience.

I hope you have found this blog post informative and helpful! We know if you use these tips it will definately help you increase those race numbers! If you would like further information, help, or would like to work with Crossroads Events please just shoot us an email at:


Ethan Page


Crossroads Events

Insuring There Are No Wrong Turns on Race Day

One of the greatest assets or downfalls of an event can be their course. Accurate and clearly marked routes will insure your participants travel the correct way and distance. In this blog we will go over what proper procedures to take to insure all athletes stay on route and happy!

One of the hardest aspects of events can be finding enough volunteers. Especially if you have a course that requires a lot of volunteers. When I started Crossroads Events I realized this became a constant issue for my events and my client's events so that is when I decided to begin what I call "directionally impaired proofing" your event. Meaning we mark our courses so incredibly clearly at every single possible turn or ambiguous section of the course that you would have to literally be blind to not go the correct way. We have seen that this helps to greatly reduce the amount of course volunteers needed on race day.

How do we do this? At every single turn or ambiguous pathway we clearly mark it 2 ways.

1. Ground Markings - Usually this means duct taped arrows since we can rip them up and leave no trace of our event being there. If it is a grass or dirt surface we will use spray paint or spray chalk.

2. Signs - To pair our ground markings we also place a chest level turn sign at every marked section so if the ground markings are not seen they would definitely see the sign. We have created a lot of chest level stands for our signs so they are clearly visible to participants.

It is also important to place these markings and signs in the direct middle of the path / route if possible and not off to the side to give your participants the greatest possible chance of viewing them. I personally like to say my participants will have to step on the markings and run over our signs before they could possibly go the wrong way.

As long as you've marked your course the proper way you will have vastly cut down on the amount of course volunteers needed. However it is always wise to have a couple volunteers placed at strategic locations on course for safety reasons, at aid stations, and at any area of the course that cannot be properly marked.

The last method you can put in place is to have a last minute course checker. This should be someone who knows your course in and out to run, bike, or drive your route right before the event begins to ensure there has not been any course vandalism to your signs, markings, or aid stations. Unfortunately on the rare occasion vandalism does happen and this is a last minute course check you can do to make sure you have set your route up for success!

If you follow these simple steps you should set your event up for an extremely well marked course which makes for happy athletes!

Ethan Page


Crossroads Events


Advertising My Event

The most frequent question we are asked is how can I better advertise and grow my race? Growing your race comes down to having a wonderfully executed event that leaves participant leaving with a fantastic experience. Afterwards and leading up to your race you need to tell the world about what an awesome event you've created!

In this post we will be giving you a general where and how to better advertise your race.

1. List your event on all and as many online race calendars as possible. The big ones are listed below.

  • Running in the USA (All races)
  • My Race Pal (All races)
  • Slow Twitch (triathlon specific)
  • Tri Find (triathlon specific)
  • Marathon Guide (Marathon / Half Marathons)
  • American Trail Running Association (Off Road Races)
  • USA Master Swimming (Swimming specific)

2. You should also list your race on as many community and local organization's websites as possible. Examples of where to find these are.

  • Your local t.v., newspaper, and radio station community calendars
  • Your local running club or triathlon club calendars
  • City or downtown specific calendars

3. You should also call all of your local radio and t.v. stations to see if you can come on for a local events segment to talk about your event approximately 1 - 2 weeks before your event. These are almost always free and a great way to advertise your event.

4. Get postcards and flyers made and drop them at similar locations in your community. You can order these and other race materials through Crossroads Events. We have created strong race partnerships so we can offer our clients fantastic products at unbeatable prices.

  • Local gyms
  • Running / workout stores
  • Local area business locations
  • Ask other local race directors if they would be willing to stuff your postcards in their race packets or display them at their race tables

5. Post heavily on your organization's social media pages about the event as soon as registration is live all the way up to the event.

6. Tap into our organization's email newsletter several times to send race information to all those who are already supporting your organization.

We hope this will be enough to get you started on better advertising your race and growing your race numbers!


Ethan Page