It isn’t very often that we have the opportunity to be a part of something that is truly greater than one’s self, something whose impact authentically changes lives. On August 6th, my wife and I had the great privilege of participating in an event that does exactly that. With the support of our family and friends, we took part in the Pan-Massachusetts Challenge to help raise money for the Dana-Farber Cancer Institute.
Our leg of the Pan-Massachusetts Challenge was a two-day 190-mile bike ride that takes riders from Sturbridge to Provincetown, Mass. Now in its 32nd year, It is the most successful athletic fundraising event in the country, lapping the runner-up’s profits by more than 100%! So what makes this event different from all the others? What makes the PMC’s concept resonate so deeply with us, driving us to participate? And what can we learn from it to apply to our own ventures? There are undeniably some very savvy marketing strategies at play here, but the prevailing concept is simple: It has created a product that requires its participants to have a truthful, personal interaction with the brand and to define it through their own experiences.
Thirty-two years ago, PMC founder Billy Starr set out to raise money in memory of his recently deceased mother. His goal: support the hospitals and doctors that supported her during her battle with melanoma. Billy’s concept came from a place of absolute authenticity and that concept has not changed in over three decades. Truth and a commitment to succeeding are still at the forefront of the PMC brand that has raised over $337 million for the Dana-Farber Cancer Institute. Even if Billy’s PMC story doesn’t resonate with everyone personally, the versatility and simplicity of his concept surely can.
What drives the PMC’s success is its unique fundraising structure. Each of the thousands of cyclists participating in the two-day, 190-mile ride is required to raise a minimum of $4,200-and most surpass that goal. In the pursuit of pledges, each participant becomes an ambassador of the brand, creating his or her own personal brand message and conveying it to as many peers as possible. This is organic viral marketing at its best. When the message is clear, concise and true, the impact can be staggering. It has created a product that requires intense brand interaction and propagation of its message. There are, of course, fundamental differences between the not-for-profit goal of the PMC and the goal of those selling a product in the more traditional sense, but the take-away remains: create truthful, personal interactions and you create brand loyalty. Billy himself lives and breathes this concept. When Lance Armstrong asked Billy what makes the PMC so successful, Billy responded that Lance would have to come and see for himself. Lance accepted the challenge and rode with us this year.
The DSM Group specializes in making companies stand out in a crowded marketplace by creating a brand that resonates with your audience and mirrors your marketing goals. We work collaboratively with our clients to define their strengths and weave those positives throughout each campaign, website or logo we design.
I can tell you from personal experience that the take-away was worth every dollar raised and every drop of sweat spent training. My PMC brand story may be different from the rider next to me, but we are united in one goal and will see each other for many years to come. We can only hope to evoke the same sentiment from our customers, client and employees.
The DSM Group donated a brand new Apple iPad to TC DeGeyter and Street 2 Street, a non-profit basketball tournament for inner city youth of New Jersey, New York, Pennsylvania, Washington D.C, Arizona and Florida. Street 2 Street is a part of Athletes in Action, a nationwide program that builds spiritual and hopeful movements through the platform of sports. The donated iPad will be used to store and present pictures, videos, and schedules to help keep Street 2 Street organized. Stay tuned for more on TC DeGeyter and all of the great things he is doing with Street 2 Street!
The DSM Group recently participated in a few local sponsorships with Don Bosco Prep and Bergen Catholic high school. Good luck to everyone who is beginning a new school year!
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