Low Marketing Communications? Or is it just Exclusivity?



 Exclusive Riders Only It seems that event organizers don't seem to be taking advantage of all the mediums of mass communication. Either they are not aware of the various social media platforms or, wait, this is the 21st century. Organizations should be well educated on the importance of brand positioning and the essentials of marketing communications. The way that you put yourself out there is the way that you will be perceived. Basically, what I am saying is, is that events don't do enough to get publicity. Not much advertising and communication is done. I often find that simple things like the whats, whens and wheres of an event are vaguely communicated. The best example is the Absa Cape Epic. I think it was only after the second day of it being underway that i heard it had even started, keep in mind I am a cyclist and usually know about what events are taking place, especially world renowned ones like the Epic. Could it be because of a lack of funds? I think not. It Costs more than R20 000 per entrant to enter the event, investing some of that money in publicity wouldn't hurt. After all, if I was paying twenty grand to put my body through severe pain and shock I'd expect a personal camera crew and my own cheerleading team. Even before being entered there is a long process before even being chosen to ride the epic. It seems to me that it's an exclusivity thing. If we compare how the Epic markets itself to the 94.7 Cycle challenge or perhaps the Cape Argus, there is a huge difference. Constantly we hear on the radio, see on T.V, bill boards, posters, Twitter, Facebook about the 94.7 cycle challenge.   It's framed as Everyone's race- For the Average Joe or even the all time Pro. Marketing and Communications are handled excellently here. It’s time that the value of brand positioning and marketing communications gets recognized.  Everyone's Race