Photographers and videographers at your race are key to creating good content for you to use after your event.
Photographers and videographers at your race are key to creating good content for you to use after your event. Without it you won’t be able to accurately show people what they’re missing out on, what to look forward to, or how awesome your event really was. As a race director you won’t have time to do any of this, so its important to plan for someone who will.
Races are an experience and competitors love looking back fondly at this, so why not give them a memory that associates them with how much they loved your event.
Make sure you plan with your photographers before race day, to avoid them standing shooting in one spot, when you could be capturing a range of exciting material. Here are a couple of our suggestions to focus on:
For years many race directors have viewed race photos as a nice secondary revenue stream for events. Much like premium merchandise, race photos were produced by events and made available for sale to participants willing to pay for them. The way this model works, is by commissioning a photographer or specialist race photography company to take pictures of participants during the race. The photographer would take the pictures, sort them and make them available to download/purchase from their website. The photographer would then pass on the proceeds from the photo sales to the event minus an agreed commission which would cover their costs.
Once a no-brainer, this approach to race photography is now in decline. Participants are getting more and more frustrated by the steep prices charged for race photos. It is not unusual in some cases for a single digital image to be sold at £20 with full sets going for £80+. Paying a second registration fee for a snap of yourself is understandably difficult to swallow for some.
More importantly, the rise of the smartphone camera and of social media have thrown open the arena of race photography to amateurs and put additional demands on the way and speed with which participants demand to have their photos delivered.
So, if not paid, then what? Cost item or revenue stream? Merchandise or marketing tool? The way you approach race photography says a lot about your race’s business model and positioning with respect to competition. This is up to you and how you want participants to interact with your event.
But how and why, would you switch from being paid for photos to paying for them? The answer is free publicity. By making photos freely available you encourage participants to share their race photos online, increasing awareness of your race amongst similarly-minded friends. Letting participants enjoy free race photos they can share online can be a very powerful publicity tool.
Services have emerged which can offer a middle ground to this problem, offering a certain number of free photos to participants with additional ones at a cost, while remaining free to the organiser. Like a ‘Freemium’ service model, where the additional revenue can still come back to you as the organiser. With participants less willing to pay for race photos – which in turn pushes up the cost of photos to make up for expenses in a vicious circle – the situation will only turn more in favour of this model or completely free photos.
It is important that you take advantage of this after your race. Put up links to the photography gallery across your social media channels and via your post race emails.
The buzz around your event will only last a week or so, so make sure you use this time to remind your participants how good your race was! Make sure you put tickets on sale as soon as possible after your event, while the appeal is fresh to make use of all the traffic you are driving to your website. So if you haven’t invested some time into race photos yet, now is the time!
The team at eventrac are on hand to assist with all components of your event. From advice on promoting your event through low cost channels such as social media, to a guided tutorial on a specific feature of eventrac. We are here to help.