Marcom ideas for Oxfam Trailwalker (OTW) – a brainstorming exercise

I’m currently compiling a list of things that marketing people could possibly do to exploit the OTW. Event management is all about exposure and media coverage. The bigger the event the better the coverage and the better chances of exploiting your brand to the community. Why should marketers not leverage this event to maximise profit margins? When it will eventually benefit a charitable organisation? I don’t see the problem, so lets get on with the list of propositions that I have.

Having done the Trailwalker seriously once last year, I’m taking a hiatus from ultra distance and being a little more “gentle” to the body this year. So I have time to think about things like market pimping and writing blog entries which I thoroughly enjoy.

I drew this little diagram  on the back of an envelop. Its a projection of the version on the yellow post-it  note.

Basically, you can see that an event can be categorised into three major time frames: pre, during and post event. The components are self explanatory.

I’ve also separated the marketing component, the most pertinent is during and post marketing for the Sponsors, not the participants (marketing component for participants is touched on briefly in point 3.0)

Below are elaborations of the ideas within the social media and traditional media components of marketing:

1.0 Social Media

1.1 Live blogging/updates

Who wouldn’t love to get updates of individual teams?

- video blogging would be especially interesting. I would love to see the faces of people suffer

- live twittering is already happening @menofthetrails. Who else is up for it? Supporters???? I’m hopeless at typing but I can provide content. My fingers will not do the typing.

2.0 Traditional Media

2.1 Radio hosting

This would mean a better monitoring of overall teams. Would be especially exciting for Super teams who are competing for category titles. I would make an excellent MC or commentator for the event, if anyone is hosting on the day.

2.2 Documentary

I’m sure if there is a qualified director, we can do better than “50 marathons in 50 days”. A bit of  editing skills and creativity.

3.0 Product placements (This is a completely different issue for participants/supporters)

Not sure if placements already exist, it probably does but I didn’t notice much last year. Perhaps I was already in a coma. This event could probably be as big as the Standard Chartered Marathon, if pimped up correctly. I can imagine brand logos plastered all over the paths towards checkpoints. Supplies stocked with branded goods. How many people will do the walk slowly, enjoying the view? I’d say the majority of walkers are not going under 20hours.

4.0 Consolidated website

Could look something like this:

• Individual pages for teams with the potential to add social media components, stats, etc etc
• Live tracking system powered by global positioning data

*These ideas could be very cost effective if distributed throughout the teams. And potentially be a powerful marketing agent for any company wishing to engage in the event.

2K Open Water Swim trial (Repulse Bay to Deep Water Bay)

My first open water distance swim. I have to admit, that after not training for 9 years, my swimming endurance has declined dramatically. I am lucky that I still have stamina and strength. But swimming is a lot about technique and efficiency. A fat person can swim fairly fast if they have good technique. On the otherhand a fat person cannot run fast because of the extra weight and increased effort due to the force of gravity.

The 2k race was somewhat of a trial as I had never swam so far in a race before. The most I’ve done would be 200m IM at swim meets “n” years ago. My motivation for joining the race was out of curiosity of the course and curiousity of the skill required to navigate in water.

The latter was the hardest. It was hard enough to battle the rolling waves which swallowed my head at every stroke, on top of that, with every three strokes of breathing, I had to look for a marker.

I was worried that I’d be all alone, but this time I was lucky enough to spot a blue cap about 3ms ahead.

In the water, its good to have someone behind you. But I swear, its even better to have someone in front, save from being lost in the ocean.

About half way through, I started swallowing sea water as the waves got stronger and my head had dipped too low for breath. It wasn’t too bad as I was thirsty at that point and I was probably losing a lot of salt from sweating. So it was a good thing.

Follow the bludy blue cap and she’ll be fine. But the blue cap was fucking swerving all over the place, especially towards the end. The beach was on the right but the direction it was heading was towards the left.

I thought to myself, “Is this a special skill for open water? To approach the beach, not in a straight line but in a curve to catch the swelling waves? Perhaps it will make the swimmer align with the current as to be more energy efficient?” I’m not sure, there must be a theory behind it, I’m going to investigate this one.

I finished around 33minutes. Not too shabby for a first timer. I reckon if I had proper training I could cut 5-6 minutes. The arm strength was failing after Middle Island and the shoulders were tightening. It’s a sign that my upper body is unfit compare to lower body.

That’s the beauty of triathletes, they get such a well-rounded body strength. You hardly never see a fatty out there swimming 2k, followed by a 10k run…

perhaps, one day…

Garmin vs Polar

Comparing the Garmin (310xt) to a Polar (RS800) is like comparing a BMW to an Audi. The BMW is the James Bond, daddy-cool type; slick and performs is function well. However, the Audi in conforming to it futuristic, progressive image is the Will Smith, fine and outspoken  suave and powerful in its depiction in I, Robot. From its trim, suspension, engine to its chassis, the Audi excels in each respect with finesse.

The core competency of Garmin is its global positioning data, which it draws from experience to integrate for the sporting market. This unlikely marriage of geomatics with sports is a breakthrough and provides new information for sports enthusiast.

Polar on the other hand is what we expect of it. The heart rate is a relevant measure and it performs well in this respect. So does its software and collaterals. But what it doesn’t do is breakthrough with technology. To me there is no energy and excitement in the product. There is nothing to persuade me that the company is innovative forward thinking and is leading the market.

Garmin engages new media; it connects with it community through the online upload system where workouts can be shared. It engages its customer’s product with firmware and software upgrades. Even though I am often clueless as to what the updates are for, it makes me feel reassured that the company’s engineers are doing their job and that they care; and it makes me feel that I have made a worthwhile investment in the company.

I have heard a number of negative comments in regards to the service and attitudes of Garmin dealers in Asia. Perhaps this is a management problem as the HQ is abroad. For the management, it is important to properly train and motivate dealers. Given the right incentives, the agents can push the products creatively and effectively in stagnant markets.

The Asia Pacific market is expanding. Mainland china is liberating. Dealer engagement and joint ventures is the best way to tap into this rich minefield. Perhaps Garmin should take notice.

Postscript notes:

Polar innovations – is there really a product innovation there? or just incremental changes?

Garmin innovations – Blog! Featured users and their posts. Engages the community, videos, maps – google earth

Next post: The 310xt experience

Debrief – Wilson Trail Night Course 2009

I feel terrible today because I’m in no mood for work. After the traumas and pains of the weekend, I am completely exhausted. I went for a 30minute recovery jog this morning, after a shower and reading 5 pages of “Six Suspects”, I zoned out for half an hour, before rushing off to work at 8:45.

My brain doesn’t seem to be functioning at all. There are just too many thoughts in my head and I won’t feel entirely fine until I get it out.

First thing, even though Claus and I won, it doesn’t feel like a win at all. I’m not cheering or celebrating. The race was marred by a number of events which were uncomfortable and hard to swallow.

To be completely frank, I was uncomfortable with the arrangement at the start. I had mentioned this to Olya when I bumped into her the previous day because we are good friends. And as part of Team Green, I don’t want to compete against each other. I know it’s supposed to be for fun, but in reality, it’s never like that. When the race mentality takes over and it’s hard to control.

Claus and I knew from the start that we were the weaker pair. And I knew, out of everyone that I was the weakest. Perhaps not on the uphills but on the shiggies and downhills, Iam terrible. Clumsy with no technique. I didn’t train much either and I had no nutrition plan (except for the peanut butter and jam sandwich that I ordered from Doug – chopped into quarters and individually wrapped with cling film).

Anyhow, at 9:15pm, I was out there at the starting line, with butterflies in my stomach and tank full of glycogen.

Wiwin had come to support us for the first half. Claus and I were grateful as we were as blind as bats running on the trails and would have completely diverted if it wasn’t for Wiwin’s experience on the course.

Claus and I were slow to start. On the catchwater, we were running at around 5min/k. I think the guys in front must have been even faster. The starting pace was just not sustainable for 7-8 hours.

Things really turned around at the Check Point at Yuen Tun Ha. We were coming in second by about 10-15 minutes. We thought we had no chance and knew that we would be running our own race until tragedy struck at the bottom of the rocky hill.

It was an upsetting scene. I was so disturbed that at the checkpoint, I lost my attention and tripped over a curb, twisted and scraped myself but it was no pain compared to a fallen team mate. We continued in a somber mood with Olya by our side.

At Tai Po, we were greeted by Rowena, Doug, James and Indy, who were already briefed on the situation. Doug handed me my sandwiches, Claus had a stretch and we hastily continued up the toughest hills.

Perhaps we were going too fast because soon after other unpredictable events occurred. I felt slightly frustrated but I accept that, anything and everything happens on the trails. I am just lucky that I escaped with only mild scrapes, bruises and sores from a few tumbles.

X Trainer Mutation

Contrary to the most stringent race rule, I am trying something new on my race. Simulation is too fake for me, I like the real thing. There’s no better time to test it out than on race day.

Today, I will be testing out a new bum bag. I got the X Trainer Mutation on Tuesday. According to the website the product was designed after “grueling training and competition” by elite athletes. The bum bag also “represent the best of our product line combined into something truly fierce.” TRULY FIERCE! RAR!

My bum bag is FIERCE! On Fire! Its going to propel me to the finish line. Apparently, the “X Trainer Mutation” was designed “to encourage intense exertion in all elements…. and will bring my performance to the next level”.

Oh man, thats what I like to hear from manufacturers. Fierce! Rar! Intense! Bring your performance to the next level!

I’m totally digging this copywriter right now. He/She totally knows his/her goods, and knows how to hit the spot for people like me. I hope I can come back to you with a positive gear report after the race.

P.S.  NOOOOoooooo! The female bum bag is called the “MUSE”. wtf….. The name “X Trainer Mutation” is waaaay cooler.

Garmin 310xt: An impulsive buy? I don’t think so

I’m glad that I have really fast fingers and a really fast reaction time; because within two hours after the discount notice was posted on HKrunners.com, the bulk order was fulfilled! I think I must have been the first online person to place an order. I’ve got all my social media bases covered with my Twitter and facebook account. Nothing can possibly slip through my fingers. Especially not an enticing discount like this. Its almost a thousand HKD off the original price. What an offer. Hats off to the guys who negotiated the deal.

What was the motivation for this purchase?

On the surface it seems a little impulsive of me to jump at the offer. But actually, (I’m trying to justify myself here), I think I need one! My relationship with Polar has been a bit “patchy”. The footpod is inconsistent and usually fails when I most need it. On top of this I lost it on my trail run, last Friday night. I wish I could send a search party out there, but the little bugger could be anywhere along the trail. It could be buried under a pile of rocks under the river bed for all I know. What an unfortunate trigger, or prompt to purchase.

I’ve seen the elevations generated from Garmin from the TG runs which cannot be done with a Polar. Its so much better for the hill training and long runs. It simply dominates in this respect. Elevations are invaluable! I want to know exactly how high my legs have climbed! I want to know the exact distance and pacing, all in one device.  I don’t want to have to strap a pod on my foot which occasionally spurts out data when it wants and isn’t guaranteed to stay on my shoe.

I’ve heard a lot of runners urging in this direction, so I think its time for me to be part of the 310xt early adopters tribe.

I gotta say, not only does the 310 look cool, its also got an orange strap. How many high tech watches have an orange strap! I need a shot of Vitamin C to brighten up my day. Can’t wait to get my hands on this baby. She’s going to rock my world.

Next up:

The show down : Polar RS800 and Garmin 310xt

Last LR before Wilson

My first trail race of the season is approaching. Strangely enough I’m not as apprehensive as I should be despite the lack of attendance to most of the TG runs.

After the recce on Friday night, I knew that with no long runs over 2hours under my belt, I may potentially suffer from joint or muscle pain later on in the race, so I decided I needed to test my body with a long run last night.

I don’t think any sane person would go out for a 5 hour run on their own in the trails, but then like most ultra runners, I’m slightly insane.

I started from home up to Braemar, then Parker road to Jardine’s lookout. From my place to Parkview it took around 1.5 hours, which was faster compared to my previous runs in the heat which have taken up to 30minutes longer. It was a cool evening and the sky was clear. From Parkview, I decided not to dip into the trail to Shek O since it would be a bit scary on my own, even though I did bring a head lamp, so I hit up my usual uphill route to the Peak.

I was hoping to run up all the slopes as my energy levels were still sufficient from the snowy mooncakes consumed that afternoon, but the steeps proved too challenging to completely run.

I arrived at the peak at around 8:XXpm, The morning trial was lit up by colourful lanterns. The full moon had lit up my path and I could see the entire harbour line with clarity. It was a beautiful way to celebrate the festival. On my way home, I began to experience discomfort; chaffing of my shorts and stiffness in my right foot. I continued until the foot of Caroline hill road after happy valley, then bought myself a drink before hastily replenishing for my recovery at home.

*note: I did get lost on Barker road, so it took longer than it should have

Happy National Day

The serenity of solitude

Ever since the handover in 1997, Hong Kong has benefited from more public holidays than our Chinese compatriots abroad. Whilst our overseas compatriots have 4 weeks of annual leave, Hong Kongers enjoy 17 days on top of 2 weeks of annual (17+14 = 31). These four extra days is something that I definitely savour as my annual leave has dwindled to a mere 48 hours in the past month.

Indeed, it’s only a Wednesday but with a break tomorrow, it feels like a friday already. The overall office (or was it just my corner) was relaxed until panic set in at around 4pm. That didbn’t matter because at 6pm, my running guardian started calling so I packed up and left the office.

I had expected a drizzle tonight, but not a downpour. The weather has been absolutely strange lately, with an unexpected typhoon in mid September and now a tropical monsoon when it should be getting cooler and drier. I cannot imagine what the temperatures will be like during Trailwalker in a just over a month.

The track was empty tonight. There was not a trace of human activity except for a the idle workers loitering in the storage room. At the gate, I was warned by the caretakers that an Amber rainstorm and thunderstorm warning was in force. All the better. I had the whole venue to myself.

I didn’t want to waste time, so I started within 15 minutes of warming up. The downpour had reduced to a sprinkle and by my second set, the rain had completely subsided, leaving a damp stale blanket of air, which made it harder to cool down and recover. At least it was cooler than in August, when it was impossible to cool down and recover from intervals.

I completed the workout in 45minutes and finished with a few strides and stretches.

I never saw a soul tonight. The track was completely silent except for the tapping of my shoes and wheezing of my breathe as sprinted on the straights. I’m glad I was able to run on my own unperturbed by other joggers on track.

Sometimes, I do wonder what it’s like to run with other people. I think it would be nice to train in a group, but I still I prefer the serenity of solitude; listening to my breath, the sound of my foot landing and the whistle of the wind as I run. As opposed to the sound of a foreign body breathing down my neck.

I prefer my peace. The serenity of solitude.

- Wynnie

Vibram Five Fingers: Better than a chocolate covered biscuit

I had been on a disaster streak since last Saturday’s run which had turned into a tour around the most scenic bushes and portaloos in Sai Kung due to the effects of a poorly digested meal. The run had been one of my worse sporting experiences: just imagine having to toilet for over 8 times in the course of 2 hours. (Now I just wish that the district council can completely demolish the portaloo near the entry to East Dam.)

And as if I had not learned my lesson, on Sunday I continued to consume braised goose feet, pork knuckle and mushrooms with vigour; the ill-effects of which were evident on Monday morning on Bowen in the form of severe flatulence. Fortunately for the fellow shufflers, the approaching monsoon had brought along a strong north easterly breeze.

The saga had continued until Monday evening when I had the sudden urge to devour a weeks worth of Tim Tam biscuits and dark lindt chocolate in a single sitting (after a dinner of potatoes with pork ribs and choy sum).

This morning, haunted by the bitter sweet memories of the previous night’s chocolate fest (my conciliation for my prior health problems suffered at the expense of public health and safety), I decided to wear a blue dress in hope of a private redemption from a traumatic start.

The monsoon of which I was blessed with on Monday morning had arrived and brought along a fresh cool shower over HV this evening. I slipped on my VFFs and started jogging on the slippery track. There was hardly any grip but it didn’t matter as I was landing so briskly that my feet only skimmed the ground. The track was empty except for a few stalwart runners who shuffled on under the rain.

I felt light and effortless, like each of my little toes had sprung into life and was absorbing shock in the most delicate manner. Tonight, there were no blisters on my heel, only a slight discomfort on the bony ball of my right foot when landing on certain rocky parts of the track. My feet seem to be moulding into its new home.

Tonight I have redeemed myself from the traumas and recovered my confidence. My VFFs gave me a feeling of elation that transcend the bliss of gorging on the creamiest chocolate-covered biscuit in the world. I wouldn’t trade my VFFs for a box of Double-coated Tim Tams.

- Wynnie