55: My Own Consumer Journey Through a Long Lead Funnel

“Nothing motivates you to train and clean up your act more than public accountability.”

– Kristin Carpenter-Ogden

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,”

SELECT QUOTES

“Our dear omnichannel consumer isn’t really that big of a mystery, however, when you consider the fact that you have your very own study subject in your mirror.”

“Nothing motivates you to train and clean up your act more than public accountability.”

“According to the NPD webinar that Camber Outdoors shared in Mid-August, one of the key trends for consumers today is having the ability to share values with a brand.

“It’s my hope that you can learn from my experience as a very intimidated but driven Mom, wife, sister, daughter, CEO and friend – who decided to GO BIG and sign up to race across the sky for the first time.”

CONNECT:

AS MENTIONED IN EPISODE

With the exception of GU, which is a Verde client in addition to being my preferred energy fuel of choice, I’m not financially affiliated with any of the brands below. I’m sharing them in list form to show the breadth of purchasing influence that came from a single event. I also wholeheartedly recommend them all.

Leadville 100 MTB

Race Across the Sky movie

The Leadville 100 Podcast

Trainer Road podcast

Carmichael Training

GU Energy

Canyon Bikes

Mountain Bike Specialists

ENVE M525 wheels

Garmin Tracker

Camber Outdoors

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