What can we learn from RAGBRAI? A lot about marketing and branding… that’s for sure!
shot 07/29/10 along RAGBRAI, IA. Christopher Gannon/The Register — RAGBRAI Thursday — Riders make their way out of Charles City Thursday morning on RAGBRAI. (Christopher Gannon/The Des Moines Register)
The Des Moines Register’s Annual Great Bicycle Ride Across Iowa has begun. First held in 1973, the ride starts in Western Iowa by dipping the bike back tires in the Missouri River, crossing Iowa to the East side and dipping their front tires in the Mississippi River. It draws in recreational riders from across the U.S. and beyond.
The event is a seven-day bicycle ride across Iowa, and it is the oldest, largest and longest week-long bicycle touring event in the world. More than 10,000 riders are expected this year.
RAGRBRAI has their own shop of promotional merchandise that is promoted online prior to the event as well a tent at each host city. Registration gifts include a t-shirt, water bottle and DVD. Riders will also receive a jersey, shorts or bibs and armbands.
In addition, there are hundreds of teams that ride together, most have their own fanfare of merchandise including logoed apparel, drinkware, lanyards, stickers, etc. You see team buses with signs and people going crazy supporting their favorite team along with a variety of imprinted items to promote their group.
Another thing that makes RAGBRAI unique is that each host city has their own theme which means each town has its own promotional merchandise to foster interest in their towns, creating souvenirs and memorabilia including t-shirts, coffee mugs, can coolies, caps, etc. There are vendors set up at each city selling an assortment of products – many of which include even more promotional products.
The exciting part of this event – it engages so many people and products throughout the state and country. I was on vacation a couple of years ago on a cruise in the Caribbean and at one of the ports I saw a gentleman wearing a RAGBRAI t-shirt. I asked if he was from Iowa. He said he was from Oregon, but went to Iowa to ride in the big ride. He told me he had a t-shirt from every town he stopped in, and every time he wears them he remembers something specific about the ride and the events in the host cities.
Not only is RAGBRAI great for the state of Iowa, it’s also a testimonial of how promotional products can travel around the world telling stories, creating memories and showcasing events. Promotional products are the “Advertising that lives on.”