“What are you running from?” That’s what I like to yell to people I see high-tailing it down the bike path. They never laugh, mainly because running is something they take very seriously. If you know a runner, you know what I’m talking about.
(Full disclosure… I’m not a runner. Like many young boys in high school, I gave it a shot. First with the 100-yard dash. Unfortunately, I wasn’t dashing. Then the mile… 4 times around the track. I got so far behind I thought I was ahead. Finally, cross-country, where endurance was more important than speed. I endured one practice.)
As it turns out, a lot of people like running. We see them all over town, even in winter, like the group seen above. And whenever we see a lot of people doing something, you can bet there will be some clever businessperson taking notice. In this case, that’s Kevin Thomsen of the Queen City Running Company.
No stranger to athletic pursuits, Thomsen grew up with the active lifestyle in his blood. His dad and late grandfather are well known to locals for their many years behind the counter at the venerable Johnson’s Sport Shop. So it’s only natural Kevin would find his way into the retail world of sporting goods
Kevin opened the Queen City Running Company in 2016 and welcomed Paige Du Bois as a co-owner in 2024. They also have a store in Houghton and will be opening another this spring in Iron Mountain.
Which brings us back to their very busy store on Baraga Avenue and today’s case study in marketing.
What’s one of the best ways to sell a product? Create a need. You want to sell running shoes? Then it’s not a bad idea to encourage people to run, and that’s what they’ve done as creators and sponsors of a number of running events in the area.
They currently host quite a list of local events… the Queen City Half-Marathon & Breakwater 5K, Trick or Trot 5K/10K & Kids Monster Mile, Shamrock Sprint 1 Mile Race, Dead Carp 20K/5K & Little Carp 1 Mile, and the Spring Awakening 5K/10K & Kids Dash. And no surprise, they also sponsor a youth running program. Get ‘em started early! They also sponsor and promote a number of other events both here and across the U.P.
And they’re not done cobbling more ways to wear out your shoes.
“We are always coming up with new events.” says Du Bois. “Whether that is a group run during the week, a collaborative event with another business in town (For example: Pi Day Run with Peace Pie Company on March 15th), or a new race.”
Of course, in order to sell more shoes, you have to… increase foot traffic! “We have our Let’s Get Running- Beginner Runner Program beginning March 11th, which is an event we are excited to offer again! It’s a 9 week coach led program that results in participants running one of our 5K races (Dead Carp).”
While running may have been the inspiration behind the business, it seems the other shoe has dropped, and now, according to Du Bois, the focus has become much wider. “Our primary product line consists of Run Specialty Footwear. However, the majority of our business consists of people who need good footwear for work, walking, or medical reasons.” I guess it’s true… you do have to walk before you can run.
The Queen City Running Company is only one example of how local businesses create a need. When Travel Marquette sponsors a local event with regional appeal, they know people will be looking for hotel rooms.
When a clothing store sponsors a fashion show, they hope you’ll see that outfit you just have to have. Or, on a much simpler level, when you enjoy free popcorn at the bar, you’ll probably order another beer.
Create a need, and fill it. Marketing 101. Class dismissed.
THINGS THAT MAKE YOU GO HMM…
Coming to a head?
The action at Community Action Alger-Marquette continues to percolate with a recent damning recommendation coming from the Marquette County Board of Commissioners. At their last regular meeting, the board voted to recommend to the CAAM board to not renew Executive Director Michelle LaJoie’s contract when it comes up for renewal.
If you’ve been following this story you know there’s been a thread of dissatisfaction voiced to the county commissioners regarding LaJoie’s performance, and recently, a question about the process of seating the county board’s representative on the CAAM board.
Though the county board isn’t responsible for determining the employment status of CAAM’s Executive Director, they do have an interest in the agency’s mission, and by extension, the right to express their concerns about how the agency is run.
LaJoie’s current contract comes up for renewal on April 1st. Could this issue finally be resolved? Hmm… stay tuned.
Snowed in, or going in?
Speaking of staying tuned. Whenever we have a major snowstorm, like the one we had this past Wednesday, we hear the term “essential personnel.” In order to keep employees out of harm’s way, many businesses allow some employees to stay home, while still requiring those deemed “essential” to show up.
A few decades ago, when I was an employee at TV6, I was considered non-essential. Though it’s really not a compliment, it was a designation I appreciated, particularly during a blizzard. But the question always came up… if those considered essential could make it to work, and they did, why couldn’t everyone? That’s a good question, which those of us considered non-essential pretended we didn’t hear.
Well, apparently not all of our local TV stations have the same commitment to “the show must go on.” It seems the My UP News partnership of WJMN and WBUP decided to heed the warnings and elected to cancel their evening news programs, “Due to Weather.” Hmm…
Maybe that was the right call, and certainly showing concern for your staff’s safety should always be lauded. At the same time, we can salute those news gathering organizations that didn’t succumb to the storm and plowed through with their regular programming, probably including some weather reports.
To all those essential personnel folks out there… thanks. If we don’t notice you, it’s because you’re always there.