Hosting a small race doesn’t mean you need a big marketing budget to make a huge impact. With the right strategies – smart email communication, QR codes, referrals, and strong storytelling – small races can grow registration, boost engagement, and build loyal supporters. Here are several tactics you can implement today via RunSignup’s free tools to get the word out and boost registration numbers.
Strategy 1: Use Free, Branded Email Marketing
Every RunSignup event gets access to our free email v2 tools – no extra or hidden costs. You can send unlimited emails, use branded templates, and upload unlimited custom contact lists.
- Create an email schedule – registration is open, incentive emails, swag reveal, pre-race logistics, volunteer recruitment, and post-race thank you. Save time by using RunSignup’s pre-built emails, just edit to fit your brand!
- Save even more time by turning on automated emails for incomplete registrations, price increases, and registration follow-up.
Pre-Built Emails
Automated Emails
Strategy 2: Leverage QR Codes and On-Site Signage
Make it easy for people to learn about or register for your event – QR codes are your fast-track tool. RunSignup supports QR codes in emails, race websites, and even on physical signage.
- Include QR codes in your pre-race email to participants, so volunteers/staff can quickly scan and check them in at packet pickup.
- Put signs or posters around community hubs with your QR code linking directly to your race registration page.
- On race day, use QR codes in physical locations for quick links to race info, maps, or results.
QR Code for Packet Pickup
QR Code for Results
QR Code for Registration
Strategy 3: Referral Programs and Incentives
Word of mouth is powerful – especially for small races. RunSignup offer referral rewards so you can incentivize participants to invite friends or family.
- Offer a small refund, a discount, or special swag for people who refer a certain amount of people to register.
- Promote the referral rewards program via email, social media, and your event website. The harder it is to notice, the fewer people will use it.
Strategy 4: Storytelling and Visual Branding
Small races often succeed by resonating with their community. Use imagery, consistent branding, and storytelling to make your event feel more than just “another 5K.”
- Use past event photos (start and finish lines, volunteers, post race celebrations) on your event website, emails, and social media. First year hosting your event? Use landscape photos from your race location.
- Customize your social sharing images so when participants share your race, it looks on brand.
Remember, you don’t need a huge budget to run smart marketing for your small race. By building polished, consistent communications, making registration simple, leveraging referrals, and tracking what works – you can grow registration and build a race that participants look forward to every year.