MARKETING AND SOCIAL MEDIA TOPICS TO COVER Marketing Strategy - - PowerPoint PPT Presentation

MARKETING AND SOCIAL MEDIA

TOPICS TO COVER

• Marketing Strategy
• The Social Media Movement
• Marketing Tools
• Local Resources and Promotion

WHY IS MARKETING IMPORTANT?

Ma Mark rket eting ing St Stra rate tegy gy

• Promote activities and membership
• Keep up with the competition!
• Communicate and engage with members (AND potential

members)

• Provide a platform for people to communicate with you!
• PLUS a whole lot more!

Wha hat t are are the the Dif Differe ferent nt Typ Types es of

• f

Ma Mark rket eting ing?

F OR M A L V S . I N F OR M AL

FORMAL MARKETING

• Membership Advertising Campaigns
• Listing Club Details in a Directory
• Social Media
• Flyers
• Newsletters
• Using Media to Promote Club Activities

93%

OF ON L I N E E X PE R I EN CES B E GI N W I T H A S E A R CH E N GI N E

INFORMAL MARKETING

• Phone Calls
• E-mails
• Fielding Enquiries
• Word of Mouth

EVERYONE AT THE CLUB IS INVOLVED IN INFORMAL MARKETING!

Before you start to develop a marketing plan consider these questions:

Mar Market keting ing Pla Plan

What are the benefits of joining your Club? What sets your Club apart from your competitors? (Value proposition) Does your Club offer options for your target market?

MARKETING MIX

• Product: Includes the quality and

accessibility of the services the club or group provides, for example, competitions and social functions.

• Price: Includes the cost of membership fees

and discounts offered.

• Place: Includes the clubrooms or the

facilities where competitions are conducted.

• Promotion: Includes advertising of the

club/group, a promotion at the local shopping centre or an article in the local community newspaper.

SIMPLE MARKETING PLAN

Key points:

• Objective (what does the Club

want?)

• Strategies (what is the Club

going to do to get there?)

• Cost (how much will it cost to

get there?)

DEVELOPING A DETAILED MARKETING PLAN

• Situational analysis – this contains information
• n the Club, an analysis of the customers, a

description of the services currently being

• ffered, an analysis of the competition and the

external environment.

• Opportunity analysis – this section utilises the

information from the situational analysis and identifies opportunities that need to be addressed.

Where to begin?

Soci Social M al Medi edia

Social media platforms — such as Facebook, Twitter, and YouTube — are being used by sporting

• rganisations to reach new markets, develop broader and larger fan bases, and potentially

engage with more people than traditional forms of marketing and advertising.

Wh Why Shou y Should ld Clu Clubs bs Use Use It? It?

15M

T H E N U M B E R OF A U S TR ALI ANS W I T H A F A C EB OO K A C C O UN T

wh whic ich pl h plat atfo form rm is is righ right? t?

THINGS TO CONSIDER

• What platform is best?
• Time!
• Content
• Social Media policy
• Social Media strategy

C L E A R INGH OUSE F OR S POR T

Resources, case studies, publications www.clearinghouseforsport.gov.au

S POR T A N D R E C R E ATION V I C T OR I A

Publications and resource centre www.sport.vic.gov.au

S OU T H W E S T S POR T

Resources, support and advice www.southwestsport.com.au

C H A N GE OU R GA M E

Social Media and Marketing Strategies http://changeourgame.vic.gov.au

S T R A TEGI SE S I M PL E I S GOOD U T I L I SE R E S OU R CES