Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
Every year, the NYC Marathon brings out the best in human endurance, resilience and – let’s face it – creativity. As runners push through 26.2 grueling miles, spectators push them with a series of signs that are funny, motivating, and sometimes downright cheeky. These signs offer more than just encouragement.
In many ways, these marathon signs encapsulate exactly what marketers are trying to achieve in a cluttered digital world: attention-grabbing, emotional resonance and standing out. Here’s what traders can learn from some of the best signs at this year’s marathon.
It’s hard to read this sign and not laugh, or at least tell. The image of mom saying your full name is practically universal, signaling that you’ve done something wrong—or better get moving. This sign brings a bit of childhood nostalgia to the marathon, making runners laugh and pushing them forward with that unique blend of humor and urgency that only a parent can provide.
A lesson in marketing: Use shared experiences to create an instant connection.
Reference has real power that most people recognize. Just like your mother’s stern warning to use your full name, moments that tap into shared memories or shared cultural experiences command attention. For marketers, the trick is to find those moments and weave them into campaigns in a way that resonates deeply.
Imagine a marketing campaign that taps into your audience’s universal experiences—whether it’s references to workplace issues, something nostalgic from their generation, or a clever twist on a common challenge. A message that seems “made for me” is often the one that sticks.
To take away: Use culturally resonant references to humanize your brand and make your audience feel seen. When you can connect with your audience on a shared experience, your message is more likely to stick and elicit a positive response.
In a sea of motivational quotes and cheering crowds, this sign stands out with its cheeky humor and social media commentary. It playfully questions the motivations behind the grueling effort, suggesting that the runner may be pushing himself so hard just for someone’s internet approval.
A lesson in marketing: Prioritize authentic connections over surface-level verification.
This sign’s ironic take on social media culture is a perfect reminder for traders. Too often, brands get caught up in chasing ‘likes’ and other vanity metrics that look good on the surface, but don’t necessarily lead to lasting loyalty or value. Just as marathon runners need to run for themselves and their personal goals, brands need to focus on creating authentic connections that go beyond likes or shares.
Instead of chasing superficial metrics, create content that aligns with your audience’s deeper motivations and values. Marketing that prioritizes genuine engagement over vanity metrics drives long-term loyalty – and that’s what truly sustains a brand.
To take away: Like a runner who needs to remember why they started, brands should strive to create real value, not just focus on superficial engagement. Long-lasting relationships are built on genuine connections, not quick wins.
This might be the funniest reminder of the bunch. Marathon spectators often use humor to remind runners to enjoy the journey, especially when the going gets tough. This sign tells runners to smile and remember that they willingly signed up—and even paid—for this challenging experience.
A lesson in marketing: Add value to the customer journey, even when the going gets tough.
Customers, like marathon runners, have chosen and invested in the experience with your brand. However, it is easy for them to lose sight of that choice when challenges arise. The humor of this sign serves as a reminder that the journey is worthwhile, and marketers can use the same approach by occasionally emphasizing the benefits and joys of participating in a brand journey.
When you interact with your customers, remind them why they are here. Whether it’s through welcome emails, product updates, or community engagement, focus on reinforcing the value they get from their relationship with your brand. People need those little reminders to keep them motivated and feeling good about the choices they’ve made, especially during tough times.
To take away: Remind your audience of the value and joy they signed up for, even when things seem tough. It’s a subtle nudge that can strengthen loyalty and keep customers engaged.
Signs at the NYC Marathon go beyond simple words; these are bursts of encouragement, humor and motivation just when runners need it most. They understand the unique context of the marathon and use endearing humor and authenticity to create moments that resonate.
For marketers, the lesson is to think more like a marathon viewer. Be a voice of encouragement, know when to inject humor, and understand your audience well enough to know what message they need to hear. Every marketing message should inspire, make you smile or offer value when it’s most needed.
Just as a well-placed sign can help a runner find a burst of energy to keep going, a well-crafted marketing message can be the difference between engagement and indifference. Next time you’re designing a campaign, remember those signs of a marathon and ask yourself: will this message make someone want to continue?