Over the last few years I've sat back and watched as the ultra-landscape has turned into a business. I've touched on various points through-out the last few months here on this blog. From Race Directors looking to make a yearly salary on directing ONE race, to the rising costs of entering (WS100), to selling out to Corporations that leave ultra history and tradition behind (LT100). There are two topics I've yet to cover and in this post I'll be focusing on one of them. The first is the idea of Ultra-Runners selling themselves as coaches as their way of sharing their vast knowledge to new-comers to our sport (more in a later post). The other idea focuses on how running companies are choosing to market us and to us.
The other day, while running with a friend, I asked him a series of questions and I'll ask the same to you:
1.) Would you agree that Ultra-Running is a sport that isn't as enthralled with the front runners and champions as the others like Marathon Running and Triathlon?2.) Would you agree that Ultra-Running is a sport that mostly treats each others as equals.. where we're in this thing together?
He answered as I suspected he would, and I suspect that many of you have answered the same way as well. So then I'll ask a follow up: Then why do these companies always put their marketing dollar into the front runners and "champions" of our sport?
Since I started ultra-running I've had the privilege of being a sponsored runner. Many would think that I get sponsorships in the form of money, when the reality of it is, that in 7 years of running I've yet to receive any paper money or check. Instead, I receive product that allows me to pursue my goals without having to spend money on the products I use and support. I'm incredibly grateful to have had these opportunities. Mainly because I look at myself as a nobody. I'm just a regular, average Joe, mid-pack runner who just so happens to have a blog. But it always got me thinking.. why me? The answer is simple. I have something to sell these companies in return for product.
But take a step back. If I'm an average Joe with nothing more then a website and the ability to run very long distances; then why aren't more companies waking up to the fact that we ultra-runners really don't care that much about the front runners? Sure.. we pay attention to them and their achievements, but at the end of the day, once we know how they performed, we're off sifting through the results pages to see how everyone else performed as well. While we read the blogs of Rowes, Krupichka and DK; we spend more time reading the blogs of the mid-packers and those who run at our speed.
It amazes me that the marketing reps at running companies haven't taken more time to conduct market research into what Ultra-Running really is. What's it all about? What is the history? Who runs ultras and what do they care about? The big question is: If we're going to sell product to these people, whom are often times very frugal and anal-retentive.. how are we going to do that most effectively?
My opinion is, that these companies should consider laying off pushing their products through folks like Dean Karnazes or Anton Krupichka and Scott Jurek. Sure, we ultra-runners have some respect for them and we do follow them. But at the end of the day, I truly want to know what all of the other Average Joe's out there are wearing and what gets them through the event. Why? Because 95% of us Ultra-Runners are out of the league of the top 5%. So why would I care what the top 5% is wearing or using when the reality of the situation is, What works for them isn't going to work for me?
So I ask the running companies. Do you treat ultra-runners like all the marathoners and triathletes out there because you're ignorant to who we are? Or do you just do what you think works? Why wouldn't you promote your product through the runners who are out there longer, are slower, have decent websites that carry a message.. when they truly are the ones that will give you the visibility within the sport that you need?
~SJ
And I am glad reading your article. But want to remark on few general things, the website style is perfect the articles are really excellent Good job. Keep posting
ReplyDeleteSomeone wanted to leave this comment but I hit the wrong button.. sorry.
ReplyDeletepbazanchuk has left a new comment on your post "Ultra-Market Research?":
1)Would you agree that Ultra-Running is a sport that isn't as enthralled with the front runners and champions as the others like Marathon Running and Triathlon?
I’m not sure where you get the idea that other running disciplines being “enthralled” by the front runners. Most runners I know will look to see who ran and who won. That hardly constitutes “enthralled”.
The coverage given to the lead pack in the trade publications are just a fact of life.
Pimping gear through this same group is also a fact of life. Like it or not every company selling anything uses name recognition to promote brand recognition. It doesn’t mean the product will be purchased because the race winner used it. Nor will it be purchased because a mid packer liked it. It will be purchased then kept or returned based on personal satisfaction with it. Companies can spend their money however they wish.
2)Would you agree that Ultra-Running is a sport that mostly treats each others as equals.. where we're in this thing together?
I have no idea as I’m not involved in that discipline but I’ll throw my 2 cents in anyway.
In the area I have the most involvement/interest in, the NE Mt. Circuit, I would certainly say that all are treated equal. All are welcome. It helps promote the discipline.
That does not mean that talent is not recognized and races are not competitive.
There are as many mid pack battles as there are for the win.
Some folks are there for the social aspect, some to race against the clock for PR’s. I’d would say that fits the “…in this…together” concept.
I do realize ultras are just another niche in the running world and the time spent with a competitor during a race is much longer so the dynamic may be different than a sub 2hr mountain race.
Whatever; don't we all just enjoy running or we'd find other ways to spend our time?
pbazanchuk, Thanks for your response and I want to give you a response of my own.
ReplyDeleteYou proved my point for me.. You're someone who isn't privy to the sport of Ultra-Running. You don't fully understand how our niche community works and thinks... So, how can you accurately provide an opinion on my post?
This is my argument with these running companies. How can they accurately market to a community they know so little about.. and are simply just using examples and thoughts from your Mtn Running/Trail circuit as it's basis. Just in reading what you've read.. the disconnect is rather large.
I enjoy reading your articles regarding the commercialization, etc. of ultra-running, thanks for the time you put into these. I read these with interest, because, luckily, I don't see it the same as you do. I live and run in Canada, and maybe things haven't caught on up here yet, but races and other trail/ultra running related get-togethers are pretty much all in the vein of the grassroots events that you so vocally prefer. It's not uncommon at all for our top runners to show up at a group run full of schlubs like me. Everyone's always super cool and the events and organizers that I've been around have been neither corporate nor elitist. Yes, there's sponsors that are big companies sometimes, but nothing like what we're seeing in the U.S. and Europe. Here it's still a big, happy family feel. You should come up some time and check us out. One thing that I do take from your writing is a word of caution. We're usually a year or two behind the U.S. with most fashions and fads, I hope things don't in a crap direction with regards to ultras/trail running. I have a feeling that our population just isn't big enough to warrant such changes. We shall see.
ReplyDeleteAnyways, thanks for your blog and your thoughts. I dig it.
In general, you're right. Top ultrarunners don't have near the following that top performers in other sports do. But could that just be because ultrarunning is a much smaller sport (by population) than, say, marathoning. Do you think the percentage of people who run marathons who are enthralled with top marathoners is really much higher than the percentage of people who run ultramarathons who are enthralled with top ultrarunners? This is an honest question...personally, I take a ton of interest in Rowes and Krupichka and company. I may just be extra nerdy when it comes to ultras, though..
ReplyDeleteI definitely think people are treated as equals in ultrarunning. I went with a couple friends to run the 50K that was the (little) sister race to the UROC 100k in September. We were using it as a training run, but also as a chance to see an exciting elite race and try our luck with meeting some of those guys and gals we read about all the time. My race bib is covered in autographs from a lot of those front runners (like I said, I'm a huge nerd). And it wasn't like we were bothering them asking for them to sign our bibs. They had no idea who we were, but they were ALL willing to chat with us (some for 10 or 15 minutes). And some of them hadn't even been finished their race for an hour. Even before the race...we bothered one very elite runner for a picture and he took the time to ask us about ourselves and get to know us a little, even though his race started in 10 minutes.
I'm rambling, but my point is I think the front runners are in it for the same reasons as the rest of us. Not to mention, they all seem to be great friends with each other and love competing together.