Yesterday, I talked about events from one of my favorite non-profits, the OKC Zoo. Today, I want to look at one of my new favorite businesses, Red Coyote.
I actually first learned about Red Coyote because they sponsored an event I was involved with. I likely would have never heard about a small boutique running store in shopping center of specialty shops and cafes. I certainly wouldn't have made the 35 minute drive from my house to a part of OKC I never visit in order to try it out if it hadn't been for the glowing thanks the race director of the Moore War Run gave.
Red Coyote sponsors a number of runs in the Metro area. That makes great sense for them. Who goes to 5Ks? Runners. Who is going to visit small boutique running stores? Runners. Lately, Red Coyote is kicking up a notch by hosting on-site registration (where you can pick up your packet and shirt as soon as you sign up) and early packet pick up. It's a great way to get people into the store.
Recently, they hosted a seminar and clinic on running form. They brought in a speaker, provided free drinks and appetizers and even gave out swag. Attendance was over the top. They had to move to an unfinished store front across from the store. They were expecting 30-45, they had 160.
I think it is because they participate in events that build community around their business, and they were offering something very niche that had a perfect tie-in with their customer base. Definitely and example of a strategic event.