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Camanachd Association JU, SU, UVU Marketing Managerial Problems | - - PowerPoint PPT Presentation
Camanachd Association JU, SU, UVU Marketing Managerial Problems | - - PowerPoint PPT Presentation
Camanachd Association JU, SU, UVU Marketing Managerial Problems | Objectives Develop a SWOT & Competitive Lack of Understanding in Analysis Business Environment Identify Different Segments and Lack of Target Market
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Managerial Problems | Objectives
- Develop a SWOT & Competitive
Analysis
- Identify Different Segments and
Target Market For Shinty
- Assess The Effectiveness of the
Social Media Strategy
- Website Improvement
- Promotional Tools
- Lack of Understanding in
Business Environment
- Lack of Target Market
Understanding
- See if our Social Media Efforts
are effective
- Ensure the quality and
effectiveness of our website
- Understand our Marketing Mix
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SWOT Analysis
Strengths
- Loyalty
- “Clan” unity
- Team loyalty due to a sense of
community Weaknesses
- Less known sport
- Smaller desire to attend
- Bad perception making people think it
is violent.
- Weak Socials / SEO
Opportunities
- Barely scratched the surface of online
marketing and sales
- Ability to alter rules to make people
think it is safer. Threats
- Field Hockey
- Soccer
- Rugby
- People moving away from traditions
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Competitive Analysis
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Survey Data
- Shinty is Scotland's Most Iconic Sport, Showcase it!
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Target Market
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Market Segmentation/ Target Market
Scotland visitors divided into 5 main categories:
- Adventure Seekers
- Curious Travellers
- Engaged Sightseers
- Food-loving Culturalists
- Natural Advocates
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Shinty Target Market
ADVENTURE SEEKERS
- 81% United Kingdom residents
- Love cultural activities that will build
their experience of Scotland
- Internet and social media main points
- f contact
CURIOUS TRAVELERS
- 92% United Kingdom residents
- Lean towards cultural hobbies and
interests; very open to learning new things
- Embracing mobile and new technology
(apps)
55% Under 35 Key areas
London Midlands 65%
Under 35 Key areas
North Scotland London
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Potential Target Market
ENGAGED SIGHTSEERS
- Majority live across England and a smaller part lives in Scotland
- Love getting involved in the local community and seeking an authentic
experience of Scotland
- Very cautious with sharing information online→ prefer travel
books/brochures Over 55
57%
Key areas
North London
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Organizational | Participant Data Recommendations
- Collect Demographics - gender, age
- Online Ticket Sales - ticket tracking systems
- Implement a CRM system
○ Systems such as SalesForce enables you to organize consumer data, Engage in Customer Contact, Re-Marketing Efforts.
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Social Media Marketing
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Social Media Strategy
- Engagement is paramount
- Be Proactive
- Facebook Ads
- Format Content Effectively
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Digital Marketing Recommendations
- Develop Effective / Proactive Social Media Strategy
- Batch Organic Content Utilizing Platforms such as
Hootsuite (16 Pounds/mo, 1 User)
- Engage With Audience Regularly
- Giveaways
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Survey Data
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Survey Data
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Pricing Data
- 10-20% are likely to
attend game based on pricing
- Consider offering Bus
Passes/ Transport to games
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Incentives For Locals
- Offer Loyalty / Rewards Programs (Purchase 4, Get 1
Free)
- Distribute Brochures at Airport | Discount
- Evoke a sense of pride in the Local Shinty Community!
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SEO Links
Internal External
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Headings & Images Analysis
- Website Only Utilizes H1 Tags
- Problematic for ranking effectively in Search Engines
- All Images are missing key Alt-Attributes
- Paramount for website security and ranking in search
engines
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Metadata Analysis | Example
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Consider App Development
- In 2017 nearly half of global internet traffic was on Apps
- 32% open any app generally 1-10 times per day
- Avg. Costs in U.K. is 8,000-13,000 pounds
- Enable ticket purchasing, SMS notifications, Live Updates
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Promotions
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Promotions
- VisitScotland
○ Display advertisements
- Involving the Community
○ Kids on the field
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Ideas Proven by Ice Hockey
- Pink in the Rink
- Teddy Bear Toss
- Changing the violent perception of the sport. (Helmets,
visors, emphasis on safety)
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Conclusion
- Focus on your target market and marketing segments
- Utilize Effective Promotional Tools
- Strengthen Search Engine Optimization Efforts
- Develop/Implement Effective Social Media Strategy
- Consider implementing community engaging promotions
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Questions?
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