Archive | February 2012

My First Half Marathon: Disney’s Princess Half Marathon Race Recap

On Sunday morning, at a time when most sane people still slept soundly, I boarded a bus with my best friend,  making our way to the start line of our first half marathon, the Disney Princess Half.  At 5:45 a.m., after the Fairy Godmother cast a spell and sent us on our 13.1 journey, I took my first step across the starting mats. About one hour and forty-three minutes later, a cheerful volunteer hung a finisher’s medal around my neck. As soon as I saw that tiara-shaped medal, I burst into tears – I’d done it. I could now officially call myself a half marathoner.

All day Saturday leading up to the race, I tried to stay calm, keeping my anxious excitement and nerves tucked away. After an easy shake-out run along Bayshore Blvd, we got on the road to Orlando.

I’d read that Disney expos get crowded the later you go so I wanted to get there as soon as possible to avoid any unnecessary stress. When we arrived at the Wide World of Sport complex around 11:15 am, tons of people were already milling around due to the expo, kids’ races (so cute!), and standard sporting events.

runDisney has an efficient packet pick-up process, but we still had to wait in a long line to receive our bibs. I’m glad we printed off our waivers ahead of time to spare us from yet another line. Once I got my bib – green in honor of my favorite Disney princess, Ariel- it began to hit me that I’d finally be running a 13.1 mile race.

On a whim, I decided to ask Runner Relations if I could move to an earlier corral. Apparently my Army 10 Miler time placed me in the very first corral, which I nervously switched to once I realized my friend and I couldn’t start together anyway.  Looking back, this last minute decision made my race.  I’ll be starting in the first corral at all future runDisney events to prevent over-crowding and to start the race earlier.

After getting our bibs, we made our way to the massive expo to get our race shirts (women’s fitted tech tees by Champion) and browse the vendor booths. I’m such a sucker for race expos because I love learning about new races, shopping for running gear, and – naturally- getting free samples. It’s also fun to be surrounded by so many people who share my passion for running!

This expo didn’t disappoint. Despite its size, I weaved through all the vendors in less than an hour and only purchased a couple items (two official race shirts to commemorate my first half marathon experience and some nuun because I’m obsessed). I picked up a few pamphlets and coupon codes for a couple races that I’m eyeing… let’s just say I’m dreaming big for February 2013.

When we left, I noticed the lines for bibs and t-shirts were much longer and the expo itself more crowded. The key seems to be the same as it is with the Disney parks – go early or go late to avoid the crowds.

With several hours to kill before dinner, we ventured to the runners’ mecca: the lululemon outlet. I’d never been to this store before and wasn’t quite sure what to expect in terms of deals and products, especially late on a Saturday afternoon. This lulu store is set up by size making it easier and faster to shop. I didn’t find any crazy deals – it’s essentially your typical store only everything is marked down to the sale price. While checking out, I received an additional discount for showing my Princess Half race registration e-mail.

We ate a nice pre-race dinner at Bongos in Downtown Disney, but we had to sit outside under heat lamps.  During the meal, I felt the temperature dropping steadily and grew worried that my planned race outfit wouldn’t be sufficient if the air continued to get colder. I began checking the weather and saw that the temperature was going to stay the same, but the forecast showed rain starting at 6 am. Trying not to freak out once we got back to the hotel, I went along with my pre-race ritual: lay out clothes and gear, plan breakfast, and get ready for bed so I could begin visualizing (yes, I’m a huge dork) the different stages of my race.

It’s no secret most runDisney events start early – the Disney Princess Half had a start time of 5:45 am. To make it more interesting, all runners have to be in their corrals by 5 am and on buses from the resorts no later than 4 am.  While my corral’s scheduled start time was 5:45, my friend’s was 6:30 and she still had to be in her corral by 5 – this was the first sign that I made the right choice in changing my corral.

Sleep did not come easily due to nerves. I tried to fall asleep quickly, but my mind wouldn’t stop. Eventually, I dozed off and, surprisingly,  jumped right out of bed when my alarm went off at 3:10 am. I got ready and knew I was ready to race. We made our way to the buses (I highly encourage runners to stay in Disney resorts that provide race transportation as it prevented a lot of race-day stress) and headed off to Epcot.

From where the buses dropped us off, we had about a 10-minute walk to the bag check. The typo on this sign still breaks my heart…

Disney Princess Half Marathon Start - credit: Ashley

I didn’t check a bag so I took a seat on the ground and got cozy in my oversized throwaway sweatshirt, which proved to be the best $5 I’ve ever spent at Walmart, especially since Disney donates all tossed gear to charities. This area had tons of port-a-potties as well as water for runners waiting to get to their corrals.

We hung out here for about half an hour until volunteers allowed runners to make their way to the start line. I had no idea how far we still were from the start – it was probably another 20-minute, crowded walk. I’m glad we started the trek when we did because I barely made it to my corral on time.

Once I got into my corral, a wave of emotions hit me. In a matter of minutes, I’d be starting my first 13.1 mile race. Even though I’d run the distance several times in training, I was mostly concerned about pacing myself so that I’d run smart and strong the whole time. I hoped to finish in under 1:50, which should have been doable based on my training runs.

As I’ve mentioned before, I had my eyes set on achieving a 1:45 half marathon before the end of the year. However, running 13.1 miles at an average pace of 8:00 seemed a little too-good-to-be-true for my first half marathon, especially when this time last year I finished 5-6 mile races with close to 9-minute pace. Unsure of what to expect from myself, I lined up near the 1:50 pace group and started focusing on getting across the start line.

This is the only race I’ve done where the Fairy Godmother announced the start. Once she bippity-boppity-booed us, fireworks boomed overhead and I crossed over the first mat, signaling the start of my race. I spent much of the first mile settling into my pace and dodging some slower runners, but compared to the Army 10 Miler, the beginning of the race wasn’t overly crowded with a hodgepodge of paces and walkers. By the second mile along the back roads of Disney, I had comfortably settled into a groove and kept my eye out for Disney characters along the course. Because I started in the first corral, there were no lines for any of the characters. I kept thinking about stopping to grab some photos, but I didn’t want to lose any time.

The next couple of mile markers kept sneaking up on me. Each time I checked my watch, I received a bit of a shock to see that I was right on target for a 1:45 half marathon. I tried not to get too excited as I have a tendency to fade in the latter miles of races (chalk it up to still being a newbie who falls victim to start-line adrenaline far too frequently), and kept trucking along, passing people here and there.

Finally, I saw Cinderella’s castle looming on the horizon and realized I was already coming up to the Magic Kingdom. As I ran through Disney World, I thought about my family and all the childhood memories I had from this park. This served as nice inspiration as I passed through Tomorrowland and Frontierland and, finally, into the castle. Thinking back on this part of the race, it all seems like such a blur that went by far too quickly.

Did I really run through Disney? I guess so…

Leaving the Magic Kingdom, the race takes runners along some more back roads, but I found them very pretty and peaceful. Usually, I crave crowd support and cheerleaders while racing to help me push through tough times, but I didn’t miss that too much during these miles. I vaguely recall running by some of the gorgeous resorts, swamp-like lands with trees decorated with Spanish moss, a golf course I’d never seen before, and speakers blasting Kelly Clarkson’s “Stronger.”

Miles 7 and 8 ticked by and I was still right on pace for a 1:45 finish time. I tried to push out the negative “I can’t do this” thoughts that started creeping in and kept moving along the course, smiling for the photographers and high-fiving the few spectators I saw.

Halfway through mile 8, things started to hurt. My legs grew fatigued and I began cursing the slightest changes in elevation (and, you know, there’s not much topography in Florida). My legs wanted to slow down, to give up, to just go for that 1:50 finish time, but my heart and mind challenged them, fighting for faster turnover. I began pulling from all the motivational mantras I’d been stockpiling on Pinterest and jotting down in my training log, repeating them over and over until “Pain is temporary, pride is forever” turning into a jumbled mess of “pain…ary…pride…ever…” 

For me, miles 8 and 9 seemed to last forever. People started passing me, even though I felt like I was still moving at the same speed. I clung to this one group of runners who were slightly in front of me, telling myself I would not let the gap between us grow larger. Keeping my eyes on their backs, I refused to slow down as I neared the 10-mile marker.

Mentally, mile 10 was not as tough for me as miles 8 or 9. Physically, it was a different story. This part of the course featured a few killer Floridian hills, also known as highway on-ramps. The toughest climb is a circular on-ramp that forces you to run on an awkward slant for quite a while – my legs were screaming for even ground by the time it finally ended, only to be greeted immediately with another “giant” hill (hey, it’s all relative and this felt giant to me!).

After that, I saw the sign noting I had reached mile 12. I don’t even remember looking at my watch, I just kept running. We entered Epcot and did a small lap around the park. I could hear the race emcee somewhere in the distance, but I had no idea how much further I had to run. 800-meters? 1200-meters? How much further could my legs go? In my head, voices kept screaming “slow down!” but I continued to silence them as I exited the park to sounds of the Disney choir and volunteers cheering me toward the finish.

I came around a bend and saw my boyfriend yelling and cheering for me. Right after that, the 13-mile marker came into view. I willed my legs to move faster, to carry me to the finish line as quickly as possible. The crowd noise increased. I could make out the numbers on the race clock… did I see 1:43 ticking across the screen or had my vision gone blurry?

Finally, after 13.1 miles, I crossed the finish line of my first half. Looking down at my watch, I saw I’d finished in 1:43 – a time I didn’t think possible for many more months. Smiling and half-crying, I made my way through the finisher’s shoot and  allowed the volunteers to drape the medal I’d worked so hard for around my neck. I remember seeing my boyfriend standing next to a gate and tearfully exclaiming, “I DID IT! I REALLY DID IT”

With a medal as proof, I can finally join the half marathon finishers’ club. Chip time: 1:43:28.

Case Study: Broad Street Run Registration Complaints Hijack Facebook Page

Facebook proved again this week to be a top spot for people to express concerns, share complaints, and demand answers when issues arise. When runners encountered major delays while registering for the popular Broad Street Run in Philadelphia, PA, yesterday, the official Facebook page took quite a beating.

How did the team monitoring the page handle the surge of customer service issues? I’d say they did better than most:

Throughout the day, the admins explained the situation, responded to numerous comments left on the Wall, and shared updates about the registration process and website issues. I am also impressed no one is complaining that negative comments have been deleted or removed, which is a knee-jerk reaction many brands have when faced with a deluge of angry posts.

Though, I did encounter one area for improvement involving the default settings of the Facebook wall.

As I tried to register for the race, the site seemed unreasonably slow. Turning to the Facebook page for answers, I could not easily find the Broad Street Run’s administrator comments. I began to doubt whether organizers were using Facebook to provide updates. After sifting through hundreds of angry comments, I finally found info that the page had shared about the registration process. While trying to find official updates, I read a lot of the negative reactions to the race organizers. This left me wondering if I’d made the right decision in signing up for the run.

So, let’s recap:

  • I tried signing up for the race and realized the site seemed very slow
  • Wondering if others had similar issues with the registration process, I turned to social media and visited the Broad Street Run’s Facebook page looking for official notifications
  • When I got to the page, the default view for the Wall featured many negative comments from other runners
  • I could not easily locate official updates from the page owners
  • I doubted that the Broad Street Team was even providing updates through its Facebook page
  • Getting inundated with negative reactions to the race, I began to question my decision to register

With so many upset runners flooding the Wall, the team behind the Broad Street Run should have changed the default settings of the Facebook page so that people automatically saw only official status updates. This allows Facebook users (both fans and nonfans of the page) to quickly receive official information and stay informed, especially with how quickly updates disappear from the News Feed. Should anyone want to read comments from others, there is an option to switch the view to “Everyone:”

This is especially important to consider knowing that over 425 million Facebook users visit the site using a mobile device. Using the iPhone Facebook application, it is very tedious to scroll through Wall updates from both consumers and the page trying to find official news.

In both web browsers and mobile applications, if a page chooses to show its updates by default, only those posts that the page makes will appear unless someone manually switches the view back to “Everyone.”

Normally, I recommend brand pages default to comments from “Everyone” since Facebook is a community platform that thrives on engagement and conversations, but sometimes it is more important to provide updates to users rather than featuring the social conversation taking place on the Wall. In this case, sharing news about the registration process and status of the website should have taken precedence, especially when the page was doing a great job keeping people informed through consistent posts.

What do you think about how Broad Street Run’s Facebook page handled the issues yesterday? Would you have changed the default settings of the page?

RAM Racing Turns to Blogger Relations to Improve Reputation After “Epic Fail” in D.C.

Crisis communication plans are important. A simple, obvious statement, but one that companies tend to overlook until they find themselves in the middle of a crisis. With how quickly information travels online, small issues can rapidly snowball generating negative press and reviews that can severely damage reputations (and search results).

Ram Racing, an events company most known for its Hot Chocolate 15/5K series, suffered such an event last December when its inaugural Hot Chocolate race in Washington, D.C. proved to be, well, an epic failure. I had the unfortunate experience of running this race and can confirm that the bad reviews are accurate. I won’t rehash all that went wrong here as there were numerous issues that day. The bottom line is that when people pay good money to participate in a race they expect certain things: a timely start, an accurately measured course, fully-stocked aid stations, and ensured safety. While some races, like all events, have glitches, RAM Racing failed to provide any of these back in December.

Because of this, many bloggers posted negative reviews of the race. Runners took to Yelp, Facebook, Runners World, and Twitter to express their distaste in the event.

How did RAM racing respond? Not so well. Here’s a rundown of what the company did after the race:

  • Deleted negative comments from its Facebook page
  • Did not address the user-created Facebook page “Epic Fail – Hot Chocolate 5k/15K” that gained more than 1,500 fans in less than 24 hours
  • Failed to respond to users on Twitter
  • Issued an apology 36-hours after the race that placed blame on quite a few other organizations, people, and circumstances
  • Did not follow-up with dissatisfied customers with any sort of compensation (which didn’t have to be monetary, in my opinion)

Yikes. As a public relations professional, I remember watching all of this unfold and being completely shocked at how the company handled this crisis, especially since the race is part of a national series with upcoming events in other cities. Knowing that many runners look for race reviews before forking over registrations fees, I wondered how RAM Racing planned to rebuild its reputation after such an onslaught of negative press.

Curious, I sent a note to RAM Racing suggesting the company donate the majority of registration fees to the charity partner. Since only a small portion of each runner’s registration fee went to charity, I thought RAM Racing could redeem itself by making a more significant charitable contribution and taking a smaller profit.

I received a casual “thanks-for-your-suggestion” email, but never heard anything else. It’s been two months since the race and so far I haven’t heard of RAM Racing trying to alleviate the disgruntled D.C. runners.

So, why am I writing about this now?

Over the last week, I’ve noticed a few blog posts pop up mentioning RAM Racing. From what I’ve read, it looks like the company put together a pretty nice dinner for influential running bloggers to build awareness for the Hot Chocolate 15/5K race in San Diego, CA.

I commend the company for proactively trying to generate positive buzz around its future races. Engaging these bloggers is a smart move as they are all widely-read with highly active communities with an interest in running and races.  A couple of the bloggers noted that the president of RAM Racing addressed concerns about the D.C. race fairly and genuinely. This is certainly a good step in the right direction as the company tries to repair its damaged reputation.

But, what about those who still have bad tastes left from the D.C. race? Why hasn’t RAM Racing hosted a dinner with influential D.C.-based running bloggers or Twitter users? This has the potential to be a great forum to address concerns, solicit feedback, and – possibly – redeem RAM Racing and its races in the eyes of the very large running community here in the mid-Atlantic.

How else do you think RAM Racing could improve its reputation with those who participated in the D.C. race? Looking back at what RAM Racing did in the days following the event, do you think a communications plan would have helped them preserve their reputation?

Pretzel Crisps Uses Super Bowl Social Media Buzz to Engage with Twitter Users

Like most people who work in the communications industry, I spent last Sunday night analyzing the commercials and campaigns that ran during and in conjunction with the Super Bowl. Posting many of my thoughts to Twitter, I kept wondering what companies would do to follow through after the big game ended (in a heart-crushing, devastating way for me…)

I kept latching on to the ideas of follow-through and engagement because so many companies featured social media channels in their ads: Facebook URLs, Twitter handles, hashtags. In my opinion, far too many brands forget that social media is supposed to be, well, social. Conversational. Engaging. Two-way. A dialogue.

What’s the point of throwing up a hashtag on a multi-million dollar spot if no one from the company is going to follow-up with people who used it, who asked questions, who tried to connect? Sure, it’s great to get a hashtag trending for a couple hours on Twitter, but what else can be done with that conversation stream the days after the game aside from throwing it up on a microsite or Facebook tab?

Using social channels and tracking conversations, brands can truly make an impact that results in a aquiring new customers, building brand loyalty, and increasing awareness. An event as popular on social media as the Super Bowl (peaking at 12,333  Tweets Per Second at the end of the game) provides countless opportunities for brands to find compelling ways to engage with consumers.

Somehow, I luckily got to experience this first hand thanks to the company Pretzel Crisps. On Monday, I received an email notification from Twitter that Pretzel Crisps had mentioned me. The pessimist in me wondered what sort of spam I had just received from this company I’d only vaguely heard of before, so I headed over to Twitter to check out the message. They responded to one of my Tweets about Super Bowl ads in a pretty clever way:

Obviously, being a smaller company, Pretzel Crisps didn’t advertise on Super Bowl Sunday, but the team didn’t let that stop them from reaching out to people chatting about the ads. Taking the engagement a step further, @PretzelCrisps offered the Fleishman-Hillard DC office some of the product to try.

After a couple of DMs, the team told me to expect some pretzels a couple days later. I figured they’d ship me a box of sample packs and that would be the end of it.

The company surprised me again.

A little after lunch time on Wednesday, I received a phone call that someone from Pretzel Crisps was waiting for me at the front desk. Slightly surprised, I walked to the receptionist desk to find two Pretzel Crisps employees with bags and bags stuffed with snacks. They politely introduced themselves and I hounded them with questions about the campaign – growing increasingly impressed with how they are running it. Basically, a team of three people are monitoring Twitter regularly looking for people mentioning that they are hungry and not sure what snack to eat. The Super Bowl provided them with tons of engagement opportunities and I have to admit they definitely followed-through:

The FH team raved about Pretzel Crisps all day and left them lots of love on Twitter. As a team, we concluded that original Pretzel Crisps + Nutella = amazing combination everyone should try.

Due to the simple “surprise and delight” factor, I am now a complete convert and brand loyalist. For the past few days, I’ve been singing the praises of Pretzel Crisps to anyone who will listen… making this marketing initiative extremely successful.

Most impressive, though, is that the engagement didn’t end when the team walked out the door earlier this week. Today, @PretzelCrisps gave my office and me shout outs for #FollowFriday – a nice touch that showed the company wanted to sustain the relationship beyond Super Bowl Sunday.