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 Understanding Target Market For Shinty See if our Social Media Efforts ● Assess The Effectiveness of the ● are effective Social Media Strategy ● Ensure the quality and ● Website Improvement effectiveness of our website Promotional Tools ● Understand our Marketing Mix ●
SWOT Analysis Strengths Weaknesses ● Loyalty ● Less known sport ● “Clan” unity ● Smaller desire to attend ● Team loyalty due to a sense of ● Bad perception making people think it community is violent. ● Weak Socials / SEO Opportunities Threats ● Barely scratched the surface of online ● Field Hockey marketing and sales ● Soccer ● Ability to alter rules to make people ● Rugby think it is safer. ● People moving away from traditions
Competitive Analysis
Survey Data Shinty is Scotland's Most Iconic Sport, Showcase it! ●
Target Market
Market Segmentation/ Target Market Scotland visitors divided into 5 main categories: - Adventure Seekers - Curious Travellers - Engaged Sightseers - Food-loving Culturalists - Natural Advocates
Shinty Target Market ADVENTURE SEEKERS CURIOUS TRAVELERS - 81% United Kingdom residents - 92% United Kingdom residents - Love cultural activities that will build - Lean towards cultural hobbies and their experience of Scotland interests; very open to learning new - Internet and social media main points things of contact - Embracing mobile and new technology (apps) Under 35 Key areas Key areas Under 35 London 55% Midlands North Scotland 65% London
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 Key areas Over 55 North 57% London
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.
Social Media Marketing
Social Media Strategy ● Engagement is paramount ● Be Proactive ● Facebook Ads ● Format Content Effectively
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
Survey Data
Survey Data
Pricing Data ● 10-20% are likely to attend game based on pricing ● Consider offering Bus Passes/ Transport to games
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!
SEO Links Internal External
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
Metadata Analysis | Example
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
Promotions
Promotions ● VisitScotland ○ Display advertisements ● Involving the Community ○ Kids on the field
Ideas Proven by Ice Hockey ● Pink in the Rink ● Teddy Bear Toss ● Changing the violent perception of the sport. (Helmets, visors, emphasis on safety)
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
Questions?
Thank you!
Recommend
More recommend
