I recently ran Tufts Healthcare's Women's 10K in Boston. It's my second year running it and I would like to boast that I improved my mile time from a 7:09 to a 7:07! I also achieved this year's running goal-- having my name announced at the finish line. It was a proud moment!! But after the race, I was charged with feel good endorphins and ready to attack the "recovery" tables. After crossing the finish line, they have you walk your way around the Public Gardens, handing you water and leading you to the home stretch of "recovery" tables. These tables are stocked with the most delicious recovery treats any runner could hope for...or at least every exhausted woman that just completed the race. Bananas, oranges, bagels, Powerade, juice, etc. But I skip to the gold mine-- mini Luna bars. Luna bars are delicious power bars/granola bars for women. And what could be a better place to promote Lunas than at a Women's 10k! They are able to capture 99% of the given population at the race with free samples. Delicioussss!
I also really liked that they had tables set up for the general public with taste-tests and free coupons. It seemed to draw a crowd. At many of the tables, I was handed a "runner package" or full sized products and coupons for future purchases. Why not?! I'm their target customer, in their face, and my defenses are down...I'll basically eat anything.
This extends one step further into sponsorship. All of these brands really sponsor Tufts Women's 10k as a source of long term advertising. They hope that when I am fondly remembering my 10k race, their brand will somehow be recalled with a mix of feel good endorphins and post-race hunger. And you know what-- It works...I tried these a week after the race...mini Lunas in the supermarket!!!
New Luna Minis
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