Tennis Ireland Marketing Forum Malahide LTC - 21 st May 2011 - - PDF document

Tennis Ireland Marketing Forum

Malahide LTC - 21st May 2011

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Themes from the Marketing Toolkit

Des Allen Chief Executive

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Marketing Toolkit for Tennis

Origins Purpose

Thesis

“We have a very marketable sport”

Strengths/Opportunities

Weaknesses/Threats

Marketing Forum

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Scientific Marketing???..................................................

“We have a great place and we are really nice people”

Infrastructure and Culture

Tennis is a very marketable sport

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Tennis is Healthy “Sport for life” Tennis is a very marketable sport

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Tennis is Healthy

Burn calories (ITF research) A positive association has been shown between regular tennis participation and positive health benefits, including improved aerobic fitness, a leaner body, a more favourable lipid profile, improved bone health and a reduced risk of cardiovascular morbidity and mortality.

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Cheaper/more fun than gym/jogging/walking/swimming/cycling

VIDEO Let's Move! with the First Lady: 10 and Under Tennis

Tennis is a very marketable sport

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Tennis is Easy........to learn and play Tennis is a very marketable sport

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Tennis 10s Rule Change Play & Stay Starter package for adults

Tennis Xpress Teen Tennis Xpress 10 hour coaching package The Rules are changing Video

Tennis is a very marketable sport

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Tennis is Cheap and Accessible

Starter player pack – Martyn Evans Sports

Shirt 25-35 Shorts 20-30 Socks 10 Shoes 55-90 Full graphite starter racquet 59-100 Balls 7 Total 250 Annual Club subscription 320

Tennis is a very marketable sport

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Tennis is a truly international sport

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Federer – Nadal Nadal – Djokovic Clijsters comeback Sharapova factor Levels of media coverage Piggy back on big events Irish players.....Sorensen, Niland

– Davis Cup – Photo libraries

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Ensure the success of your Club Open Day

Peter Farrell Tennis Ireland Regional Development Officer

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How to get the best from your Club Open Day

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Tennis Clubs in Ireland:

How it used to be V How it is now…

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The Oxygen of Publicity…

• Articles in local papers
• Speak on local radio
• Signs on supermarket notice boards
• Posters/announcements in schools
• Banners at club entrance
• Signs at approach roads/roundabouts
• Each member to `bring a friend`
• Social Media/Internet

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“TEST DRIVE TENNIS”

• 1. The Basic Open

Day

• 2. The `Rolls Royce`

Open Day

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Back to Basics…

• Committee members to greet, answer

queries

• Members ready to go on court to rally
• Dedicated `sign up` desk (forms and

fees)

• Refreshments
• Coaching staff – organise on court

activities

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In Addition…

• ‘Exhibition match` - clubs best players
• Local Retailer – demo racquets/special offers
• Garda and speed gun
• Local celebrity – member or friend of a member?
• ‘Play the Coach’ – loser makes small donation to charity
• ‘Play Like a Pro’- umpire/linesman/ball boys/spectators
• ‘Play Wimbledon’ – grass space at or near the club?

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“TODAYS SPECIAL OFFERS”

• Discount for those who join on the day

(or within 1 week)

• Short term (3 month) membership for

`undecided’

• Direct debit/standing order facility
• Free coaching voucher
• Discount voucher for equipment
• Play free for a week

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In tennis, the follow-through is very important!

Danger of `drop out` highest in the first few weeks, so: 1.Appoint a New Members Officer

• 2. Voucher for group coaching

3.Assign ITN, register with NPD 4.Parents meeting for new junior members 5.`New Meets Old` social/tennis

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Local Media:

• Invite to the

Open Day

• If they do not

attend, send them a report

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SPORT

• CHARACTERISTICS OF THE SPORT
• TENNIS

SOCCER/ GAA RUGBY BASKET BALL GOLF GYM CAN BE PLAYED FOR A LIFETIME?

Yes

No No No Yes No

EASY FOR FAMILIES TO PLAY/ COMPETE TOGETHER?

Yes

No No No Yes No

CAN BE PLAYED WITH/AGAINST MEMBERS OF THE OPPOSITE SEX?

Yes

No No No Yes No

DEVELOPMENTS IN EQUIPMENT HAVE MADE EASIER TO ENJOY/SUCCEED?

Yes

No No No Yes No

DEVELOPS MANY PHYSICAL ATTRIBUTES USEFUL IN LIFE?

Yes

Yes Yes Yes No Yes

PROVIDES A COMPLETE BODY WORKOUT?

Yes

Yes Yes Yes No Yes

CAN BE PLAYED ON `SHORT NOTICE`, OVER A SHORT TIME PERIOD?

Yes

No No No Yes? Yes

PARTICIPANTS LEARN TO COMPETE `ONE ON ONE`?

Yes

No No No Yes No

IS PLAYED ALL OVER THE WORLD?

Yes

Yes- soccer No-GAA

No Yes Yes Yes

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IN SUMMARY…

AN OPEN DAY IS:

• Simple to organize
• Inexpensive
• Proven effective

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The `BREAK-OUT` time for tennis…

36 days to go!!!

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Please contact the Tennis Ireland Development team for further assistance…

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Membership retention – initiatives for new and existing members

Roger Geraghty Tennis Ireland Director of Development

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“Tennis is good at attracting people to the sport, not so good at retaining them”. Dave Miley, (ITF Director of Development)

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“In the United States, 5 million people take

up the game each year, and 5 million people give up the game each year!” Joe Dinoffer (USPTA)

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NEW MEMBERS REQUIRE SPECIAL TREATMENT!

“It can be five times more expensive in terms of

time and money to attract a new player than to retain an existing one”

LTA – (Great Britain)

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• There is a tendency for club committees to –

understandably - focus on their own interests when planning and organising events

• A very competitive minded committee may only be

motivated to achieve League success

• A very social committee may sacrifice competitions for
• ff-court activities
• While a committee of parents may focus all their

energies on junior events

Irish Tennis Clubs

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• A successful tennis club,

however, is a club that can satisfy the needs of all its members of all ages, at all levels

• f ability.

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WHY DO PEOPLE PARTICIPATE IN SPORT ?

• CRAIC
• COMPANY
• CHALLENGE

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CATEGORIES

• Seniors
• Students
• Juniors

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CATERING FOR MEMBERS NEEDS

• So what should be in a programme

to satisfy our members needs?

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PROGRAMMES

Internal Graded Competitions Low Key Social Play Club nights Ladies mornings Teenage slots Coaching for all Inter Club friendly games Cardio Tennis Red, Orange & Green Tennis 10’s Skill Awards 11 – 18 Year olds External Leagues Training for teams Social Events It’s a tall order for a committee to organise all of the above

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• We strongly recommend that clubs who have the

capacity to raise the necessary resources recruit a specialist in tennis to organise and manage the on- court programme

• We believe that the appointment of a carefully chosen

person for the task will greatly improve the smooth running of all on-court activities, giving the members

• f all abilities plenty of chance to play, compete and

improve their game and will attract prospective members from far and wide

A Specialist

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TRAINING DIRECTORS OF TENNIS

• Three years ago through Peter Farrell’s brief we

developed a 3 Day Training Course for Directors of tennis

• The main objective of the course is to guide Volunteers,

Tennis Managers, Directors of Tennis, and Level 2 Coaches on how to design and manage on court activities to cater for the diverse needs of the club members

• Peter is in the process of redeveloping the programme

into an on line training course and it will be ready on the 1st June

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• This course is an excellent course for volunteers who are

new to volunteering or have been involved for some time and may be looking for new ideas

• I have provided further detail on this programme in the

Development report for the AGM and if anybody needs any additional information on the course they can contact Marie Moran in the Tennis Ireland office after 1st June

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Player Retention

George Lucas President Ulster Branch Tennis Ireland

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• Player Retention is crucial for the development of Tennis.

“More people, more income, more fun.”

• All stakeholders win by retaining players.

“Players enjoy a healthy sport for life.”

• 15% players leave Clubs each year, retaining more members is an on-

going need.

• Consider targeting 150/200 members per court. “Plan a Club

Development programme to match capacity and profitability requirements.

• Strengthen leadership, develop a simple 1 page strategic plan for a 5

year period and integrate into minutes for deployment. A broad based committee, with 1 person per role.”

WHY PLAYER RETENTION IS SO IMPORTANT

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• !"
• PLAYER RETENTION

CLUB STRATEGIC REVIEW: CLUBMARK AUDIT PROGRAMME

In place but perhaps could be improved Currently in disrepair or not started ‘Use review process to help formulate 1 page Strategic Plan’

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Player Retention Structure to support strategy:

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“ONE ROLE FOR EACH PERSON AND MEETING AGENDA TO SUPPORT PLANS”

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Growth: 100 new members Extra 20k pa Increase Revenue Subs and Levys 200 to 230 Extra 20 pa

Productivity Court Utilisation Target 150 members per court

Enhance ‘Play & Stay’ Programme For all members Cost Reduction “Pay as you use” Cost Recovery Extra 5k pa Fund raising Sponsorship Social Programme Extra 10k pa

PLAYER RETENTION- IMPACT ON PROFITABILITY

Assume 600 Member Club/Ave Sub - 200/Annual Profit- 30k”

Club Strategic Objectives “Extra 100 PLAYERS/Extra 55k profit/Increase subs by 30 Euro/New & Covered Courts

Improve Club programme- Offer more, charge more (subs) and retain more members

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PLAYER RETENTION- CLUB PROGRAMME ONGOING NEED TO MATCH CAPACITY

Consider targeting 150/200 Members per Court

• 200 Clubs average 50 members per court.

Tennis is weakened by severe underutilisation of capacity.

• Inhibits investment in covered courts and player development and reduces fun.

Less people in each category for competitive play.

• Need to overcome the perception that 100 players per court is good and waiting

lists are acceptable.

• Need to leverage 80/20 “Pareto” principle

80% of members play 1 per month, 20% members play 3 times per week. Increasing target for extra members, maximises income and has minimum effect on court capacity.

• Consider hourly slots and court booking system from 8am to 11pm. Retain booking

information and target additions to programmes at underutilised times.

• Reduce log jams at peak times- 6am to 9pm weekdays by creating extra capacity booking
• ther Clubs/Parks/Leisure Centres.

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PLAYER RETENTION- CLUB PROGRAMME NEEDS ONGOING REFRESHMENT

Coaching Programme “Something for Everyone.”

• 3 to 5 Year Olds- Tiny Tots Programme (Brings Family Memberships).
• Link with Parks Tennis, Joint Programmes and integrate into Club.
• Adult beginners.
• 10 weeks ‘Free’ coaching- April/May, Sat mornings but join Club on the 1st day.
• Teenager/Cardio/Fun Tournaments- Friday Pizza nights.

Roger’s presentation lists a menu of options.

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PLAYER RETENTION- COMPETITIVE PLAY and STAY PROGRAMME

People enjoy Competitive Play

• Club internal tournaments- all ages and abilities (ITN/NPD- Grades)
• Club tournaments- Munster Model- Good Practice and clubs – 5000 Euro profit.

“Tournaments increased from8 to 21 over the last 10 years.” (See website info).

• Internal Leagues
• “Non League Team Players- 8 weeks Oct/Nov, Jan/Feb- Monday nights 6pm to

10pm- Circa. 70 players- Dinner & Prize Giving.

• External League Teams

“As many as possible but need to trade off 6 single players compared to 70 doubles players using court capacity.”

• Club Nights- Friday 6 to 10pm and Sunday 2 to 6pm (Social & Bar Profit).

“People can rely on turning up and getting a game”

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PLAYER RETENTION-SOCIAL, FUNDRAISING & SPONSORSHIP

“Tennis is about developing Friendships whilst working together to raise money for the Club.”

• Dinners and Dances - Existing members, friends and neighbours socialise, raise

money from tickets and ballots.

• Fashion show/Painting Prints/Balloon Races/Sponsored Walks, etc.
• American Fun Tournaments- different partner each round.
• Parent and Child Tournaments.
• Quiz.
• Inter Firms League
• Create Youth Club type atmosphere- place to hang out (TV, Video Games, Wii,

Table Tennis, “Beat my Neighbour”- Service Court game).

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PLAYER RETENTION-COMMUNICATION

• E-mail database for improved communication
• Facebook and Texts (Care with Data and Child Protection)
• Club Brochure- Advertise Club Programme
• Club website- Advertise Club programme
• Club Newsletter- Captain’s Blog- gossip, events, results and achievements.
• Update progress of Clubs strategic plan.
• Acknowledgement of volunteers and staff improves motivation and involvement.
• Reduce leakage in membership by phoning early and invite to a Club event and

encourage payment of subs. (Reduce annual leakage from 15% to 10%).

Further information on Club Development available from Ulster Tennis website at www.ulstertennis.co.uk or contact Lauren Smythe at lauren_ubti@yahoo.co.uk

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PLAYER RETENTION - STRENGTHEN LEADERSHIP 1 PAGE STRATEGIC PLAN & BROAD BASED COMMITTEE

“Tennis Clubs either develop or die and falling membership is a clear indication of the need to change.”

• First stage is recognising “We could improve.”

In terms of membership growth, profitability, enhanced Club Programme and facilities.

• Recognise that a lot of extra resources and expertise are required to improve

and that leadership continually needs to be refreshed and strengthened.

• Develop a simple 1 page Strategic Plan- 2012 to 2015.

Integrate into Committee minutes, allocate 1 role and 1 new initiative to each person and ensure monthly reviews of progress.

• Try to continually improve by benchmarking good practice by visiting successful

Clubs, gain ideas for improvement.

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• All stakeholders win by retaining players.

“Players enjoy a healthy sport for life.”

• 15% players leave Clubs each year, therefore retaining members is an
• n-going need.
• Consider targeting 150/200 members per court. “Plan a Club

Development programme to match capacity and profitability requirements.

• Strengthen leadership, develop a simple 1 page strategic plan for a 5

year period and integrate into minutes for deployment. A broad based committee, with 1 person per role.”

• Player Retention is crucial for the development of Tennis.

“MORE PLAYERS, MORE INCOME, MORE FUN.”

WHY PLAYER RETENTION IS SO IMPORTANT

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Thank you

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Q & A

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