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Channel Mastery

Aug 29, 2018

EPISODE PREVIEW: In today’s episode, I share the story of my own consumer decision journey through signing up for one of the toughest endurance mountain bike events out there, the Leadville 100 MTB.

There are few things I love more than being on my bike and I know that my bike is my happy place and my default therapy of choice. But when I signed up for Leadville, I was also a daughter in mourning, a 60 hour per week CEO, a mom, a wife, and someone watching all these spinning plates hoping one didn’t fall. I knew I needed help to pull off this race; but I didn’t know how or what that would like.

Today is a story of a brand – the Leadville 100 MTB – that did an extraordinary job fulfilling consumer needs. Some needs I knew I had and others that I didn’t. The Leadville community ushered me through a six-month funnel that educated, inspired, prepared and converted. The conversion they achieved was monetary; all told, I spent some bucks on things. It was a conversion of a first-time rider into a lifelong customer (a.k.a. repeat racer). And it was a personal conversion. The Leadville 100 is now a part of my identity and I cherish it.

The organizers and founders of the Leadville 100 MTB cued it all up. Today’s episode takes you through my personal experience on how a brand successfully nurtured a customer from sign up to show up, and beyond!

Topics covered: consumer decision journey, experiential event, nurture sequence, Leadville 100 MTB, consumer identity, “Race Across the Sky,”