Suzie Blair Regional Development Officer - North East & Yorkshire Marketing your club workshop February 2011
The plan for the evening Advice on promoting club activities both, externally to attract new members and internally for your current members. 1. Marketing introduction 2. External Marketing 3. Internal Marketing 4. Marketing Plan and other supporting resources Putting it into action…3 actions… 5. Protecting your Rights, Promoting your Interests
What is Marketing? • Marketing is the process of performing market research, selling a product/service to customers and promoting them via advertising • It is an integrated process through which companies build strong customer relationships , creating value for customers • Being able to promote your club well and having effective communication within your club are both is crucial to its future Protecting your Rights, Promoting your Interests
The Marketing Mix • Product – A tangible object or service that is available to users • Price – To them and to you! • Place - Distribution channel and your location/ market audience • Promotion - represents all areas communication; advertising - public relations - personal selling - sales promo What – Why – Who – Where – When Protecting your Rights, Promoting your Interests
Good Marketing = successful club A successful clubs is: • Vibrant through the activities and events the club organises • Visible through its communication with members and potential members • Viable with sustainable funding and support Rate your clubs image… Protecting your Rights, Promoting your Interests
Branding • Branding is the term to describe the design and logo that identifies your organisation • Branding assists the public in identifying you • A strong brand can build recognition for your organisation or club, while improving your profile within the community. What is your clubs brand identity? What is your unique selling point? Protecting your Rights, Promoting your Interests
First impressions • Clubhouse exterior/perimeter fence/signing • The Club website • The welcome • Close the loop • Ensure follow up Protecting your Rights, Promoting your Interests
AREAS OF A MARKETING HOW WILL THIS BENEFIT STRATEGY YOUR CLUB Internal marketing - keeping your Higher attendance at events, current members up to date with the Increased active membership latest news External marketing - advertising your Increased membership club to attract new members numbers Identifying your target market using Increased membership Sport England’s market segmentation numbers tool kit Publicising your activities to the media Raising the profile of your club – local and sailing community Increased active membership Promoting specific events – internally and improved retention and and externally reward of volunteers Protecting your Rights, Promoting your Interests
External Marketing • Raising the profile/awareness of your club • Advertising your club to attract new members • Publicising your activities to the media – local and sailing community • Promoting specific events How do you do this… Protecting your Rights, Promoting your Interests
Sources of external marketing • Sign outside your • Word of mouth club house! • Welcome packs • Website • Welcome team/ • Links from other buddy system websites • Other sports • Flyers/letters clubs/centres • Posters • Social media • Tourist information Protecting your Rights, Promoting your Interests
Attracting the media • They need you! • Work out who to target and make contact • Try the human angle • Have your ‘good news’ stories clear • Avoid jargon, use a quote and a picture • Advice hand outs & other people there to help you spread the word… Protecting your Rights, Promoting your Interests
Internal Marketing • Keeping your members informed • Retaining membership and volunteers • Creating a welcoming sociable environment • Promoting specific events How do you do this… Protecting your Rights, Promoting your Interests
Sources of internal marketing • Website • Fleet Captains • Newsletter • Social secretary • Notice board • Flyers/Posters • Social media • Text message • Letters/Emails Protecting your Rights, Promoting your Interests
Discussion/exercise • Identify an area of external marketing for your club • Consider what resources you will use What – Why – When – Where – Who 15 minutes Protecting your Rights, Promoting your Interests
Coffee break – Next … • Considering why people join, stay and leave your club • Brief intro to social media • Basic marketing plan • Sport England Market Segmentation info • Further reading/support Protecting your Rights, Promoting your Interests
Social Media • Use of web-based and mobile technologies to turn communication into interactive electronic dialogue • Inexpensive and accessible for anyone to publish or access information • Brief RYA Guide online soon: – Introduction & where to start – Hints , Tips, Do’s and Don'ts Protecting your Rights, Promoting your Interests
Protecting your Rights, Promoting your Interests
Social media explained… Protecting your Rights, Promoting your Interests
Basic Marketing Plan • Who is responsible for ‘marketing’ at your club? • Clear - Be an unambiguous statement of 'exactly' what is to be done • Quantified - The predicted outcome of each activity should be • Focused – Stay on track • Realistic - They should be achievable • Agreed - Those who are to implement them should be committed to them and agree that they are achievable Protecting your Rights, Promoting your Interests
Your Marketing Plan What Int/ How Who/ Timing Ext Cost Open day int Facebook page CM On-going updates 11 th June Bring a friend flyers JB £30-40 Begin May Website SB On-going updates Members promote Open day ex Website SB On-going updates 11 th June Poster in local shops etc CF HH PO Begin May Flyers library, sports centre ER PA Begin May Wed 8 th June Local radio PP AN Laser training int Facebook and website CM On-going updates day and BBQ Email to all Laser sailors KP Early March & April 22 nd April Poster in clubhouse LL Mid March Notice board LL Mid March Protecting your Rights, Promoting your Interests
Market Segmentation • Sport England has developed 19 sporting segments • Helps you identify who your customer/potential club member is • What they want - motivations and barriers • Best methods of communicating with them • RYA version… Protecting your Rights, Promoting your Interests
Protecting your Rights, Promoting your Interests
Sport market Segmentation web tool • Interactive web tool to analyse segment population and their characteristics at different geographic levels. • About them – description, what they want, motivations and barriers • Course format – e.g. start sailing over six evenings • How to communicate – buzz words, channels Protecting your Rights, Promoting your Interests
Sport England online tool kit Protecting your Rights, Promoting your Interests
Further support online • www.humbersport.com • www.westyorkshiresport.co.uk • www.sysport.co.uk – club audit • www.promotingactivity.com • http://www.sportengland.org/support__advic e/promoting_your_project.aspx • http://segments.sportengland.org Protecting your Rights, Promoting your Interests
1 2 Protecting your Rights, Promoting your Interests
A B Protecting your Rights, Promoting your Interests
Protecting your Rights, Promoting your Interests
Memory stick resources • Marketing your club video clips • Marketing your club supporting materials: – Sport England club promotion toolkit – RYA Market Segment introduction – RYA market segments – RYA PR Tool Kit – Creating a flyer – Creating and advert – How to use branding – Working with the media Protecting your Rights, Promoting your Interests
Conclusions 1. Keep your current members informed 2. Ensure people know who/where you are 3. Once you have them – keep them! 4. Consider your market – internal initially then external 5. Your branding and mission statement 6. Vibrant – Visible - Viable Final thoughts/Questions? Protecting your Rights, Promoting your Interests
Sail for Gold – RYA Olympic Activation Saturday the 11 th of June 2011 1. Appoint and register your Activator www.rya.org.uk/go/activator 2. Get involved and mark the occasion.. Club/centre open day activity Club/centre regatta/competition Club/centre social event Protecting your Rights, Promoting your Interests
Contact Details Suzie Blair RDO North East &Yorkshire ( 07771 642 933 : suzie.blair@rya.org.uk Liz Wrigglesworth ODO and RCC ( 07789 271 810 : lwrigglesworth@wakefield.gov.uk Helen Bainbridge ODO and RCC ( 07825212985 : helenbainbridge@me.com Protecting your Rights, Promoting your Interests
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