Branding the Outside Bike & Brew (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Outside Bike & Brew Event

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of an annual event.

Joining us on-air was Tim Fowler – Event Director of the Outside Bike & Brew event held annually in Santa Fe.  2017 marks the 4th year for Bike & Brew which includes cycling events, entertainment, food, and of course, beer.  Tim has been a ride leader, ride designer and has now taken on organizing the event with the support of numerous volunteers and sponsors.

This year Bike & Brew will be moving back to the Rail Yard Park which has a better visibility for the event.  There will be bike demos and clinics as well as a poker ride.  The event continues to evolve – Tim shared that they are keeping what works and changing or improving things that are not as popular.

Tim discussed that New Mexico has so many great areas to cycle, however, we don’t do a good job of letting potential visitors know about them.  Part of the mission of Bike & Brew is to tell people about the wonderful amenities available in Northern New Mexico.

Outside Magazine has been the title sponsor of the Bike & Brew for all four years of the event.  They are a premier outdoor magazine based in Sana Fe.  Other sponsors include local and regional brewers.  Deschutes Brewery of Bend, Oregon is a new sponsor who will be attending this year.  Specialty manufacturers and retailers are also included in the Bike & Brew.

To attract visitors to the event, Bike & Brew relies on word of mouth, traditional and social media.  They will be running ads in print and on the radio as well as leveraging social media ads.  Outside Magazine publishes print ads and sends social media and e-mails blasts on behalf of Bike & Brew.

Tim is also the Executive Director of Velo New Mexico, a new non-profit organization whose mission is celebrating and promoting cycling in New Mexico for road biking, mountain biking and everything in between.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold.  Visit our website at www.onceadaymarketing.com.  Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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