As we fast approach award season, Listing, Review and Athlete Community Platform, Racecheck, is promoting the benefit of reviews and athlete-rated awards in driving revenue. The review platform is also creating incentive packages for event organisers who receive recognition through its own awards programme and introduced a new Cycling Top Rated Event Award.
The Racecheck athlete-rated awards are unique to the industry. They are solely based on participant feedback, creating a true rating reflective of the event experience rather than outsider voting. The awards are highly credible and valuable in generating peer-to-peer recommendation, and in turn increasing sign ups to the next event.
Winner of the Top-Rated Obstacle Race in 2018, Commando Series, has noted an unprecedented surge in sign-ups (50% increase) since the announcement and puts it down to the reviews and award status, Marketing Manager Andrea Avena comments: “The event 4.8/5 star review has helped to drive sign-ups for 2019 using it across all digital marketing. Listening to participants is a key part of event success, that’s why we ask our OCR community to help us design obstacles and why we ask for post-race reviews on Racecheck.”
Reviews and awards boost revenue
Gary Roethenbaugh, CEO of MultiSport Research comments on the value of the athlete-rated awards and peer reviews: “Our research with over 5,000 international endurance athletes shows that event reputation & reviews feature within the top six reasons for signing up for an event. Athletes are looking for reassurance of quality and validation of athlete-centric experiences in this highly competitive market. Racecheck is helping organisers get this message out there via its award badges and a focus on athlete reviews. It’s no surprise that reviews can bolster revenue for event organisers. Gone are the days when athletes and consumers rely on what a brand says alone.”
What are the awards and criteria?
All events with more than 30 reviews for the 2019 event (by 16th January 2020) rating on average 4.6 or more will qualify for a Bronze (4.6–4.69), Silver (4.7–4.79) or Gold (4.8+) Athlete Rated Badge helping market the positive athlete experience and strong event reputation for sign ups to the following year.
On top of these there are Top Performing events across sporting areas including;
- Obstacle (Commando Series — 2018 Top Rated Obstacle Race)
- Off-Road Running (The Roseland August Trail — 2018 Top Rated Off-Road Run)
- Road Running (Intersport Run Reigate — 2018 Top Rated Road Run)
- Swimming (Thames Marathon — 2018 Top Rated Swim)
- Triathlon (The Lakesman Triathlon — 2018 Top Rated Triathlon)
- Cycling (NEW in 2019)
The full list of 2018 award winning events can be seen here.
Co-founder of Racecheck, Alex Tanti explains: “The award scheme is now in its 4th year and has been successful in helping organisers use the independent reviews to help grow their event reputation and attendance. Driving highly-rated reviews are not an easy task for organisers as it relies on a supportive community of athletes and delivery of a good event experience. The organisers that prioritise these aspects in particular deserve the recognition to the athlete community.”
Event organiser benefits and prizes
On top of the marketing campaign for the highly rated events, and natural uplift in sales from the kudos, organisers will benefit from third party brand perks including Racecheck marketing through the platform, and experienced counsel from the event marketing team to support wider uplift. Complete set of perks to be revealed shortly.
Event Organisers still have time to gather their event reviews (deadline 16th January 2020) and gain the credit deserved for organising highly rated events in 2019! Visit Racecheck here.