Want Your Marketing to Go the Distance? Take a Lesson from NYC Marathon Signs

Every year, the NYC Marathon brings out the best in human endurance, resilience, and—let’s face it—creativity. While the runners push through 26.2 gruelling miles, the spectators keep them going with a range of signs that are funny, motivational, and sometimes downright cheeky. These signs offer more than just encouragement.

In many ways, these marathon signs encapsulate the exact things marketers are trying to achieve in a crowded digital world: capturing attention, resonating emotionally, and standing out. Here’s what marketers can learn from some of the best signs at this year’s marathon.

1. “Run Like Your Mom Said Your Full Name”

It’s hard to read this sign and not laugh, or at least relate. The image of a mom calling out your full name is practically universal, signaling that you’ve done something wrong—or better get moving. This sign brings a little childhood nostalgia into the marathon, making runners laugh and pushing them forward with that unique blend of humor and urgency only a parent can provide.

Marketing Lesson: Tap into shared experiences to create instant connection.

There’s real power in a reference that most people recognize. Just like a mom’s stern warning to use your full name, moments that tap into common memories or shared cultural experiences are attention-grabbers. For marketers, the trick is finding those moments and weaving them into campaigns in a way that resonates deeply.

Imagine a marketing campaign that taps into the universal experiences of your audience—whether it’s a reference to workplace struggles, something nostalgic from their generation, or a clever twist on a shared challenge. A message that feels “made for me” is often the one that sticks.

Takeaway: Use culturally resonant references to humanize your brand and make your audience feel seen. When you can connect with an audience on a shared experience, your message is more likely to stick and evoke a positive response.

2. “All This for Him to Like Your Story?”

In a sea of motivational quotes and cheering crowds, this sign stands out for its sassy humour and social media commentary. It playfully questions the motivations behind the gruelling effort, suggesting that the runner might be pushing themselves so hard just for someone’s online approval.

Marketing Lesson: Prioritize authentic connections over surface-level validation.

This sign’s wry take on social media culture is a perfect reminder for marketers. 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 resonates with your audience’s deeper motivations and values. Marketing that prioritizes genuine engagement over vanity metrics fosters long-term loyalty—and that’s what truly sustains a brand.

Takeaway: Like the runner who needs to remember why they started, brands should aim to create real value rather than just focusing on superficial engagement. Long-lasting relationships are built on genuine connections, not quick wins.

3. “Smile, Remember You Paid to Do This”

This one might be the most hilariously blunt 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 they willingly signed up—and even paid—for this challenging experience.

Marketing Lesson: Reinforce the value in the customer’s journey, even when things get tough.

Customers, like marathon runners, have made a choice and invested in an experience with your brand. However, it’s easy for them to lose sight of that choice when challenges arise. This sign’s humor serves as a reminder that the journey is valuable, and marketers can use this same approach by periodically reinforcing the benefits and joys of being part of a brand’s journey.

When communicating with your customers, remind them of why they’re here. Whether through welcome emails, product updates, or community engagement, focus on reinforcing the value they gain from their connection to your brand. People need those little reminders to keep them motivated and to feel good about the choices they’ve made, especially in challenging times.

Takeaway: Remind your audience of the value and joy they’ve signed up for, even when things feel tough. It’s a subtle nudge that can reinforce loyalty and keep customers engaged.

Market Like a Marathon Spectator

The signs at the NYC Marathon go beyond simple words; they’re bursts of encouragement, humor, and motivation just when the runners need it most. They understand the unique context of the marathon and use relatable humor and authenticity to create moments that resonate.

For marketers, the lesson here is to think more like a marathon spectator. 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 aim to inspire, bring a smile, or offer value when it’s needed most.

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 crafting a campaign, think of those marathon signs and ask yourself: is this message going to make someone want to keep going?