the medium the messageMarketing and Communications Strategies forTennis Clubs and Coaches
Contemporary environment km Marketing/Communications Contemporary mar/comms may seem a bit overwhelming, but it is no longer a big budget initiative Available tools/resources are accessible & intuitive Efforts are now quantifiable Tennis specific factors Current state of the sport of tennis in Canada Canadian players have put the sport in the media spotlight Governing Body (bodies)
Starting Point km Figure out where you are (SWOT) and where you want to be (use quantifiable goals and objectives) Marketing/Comms is about how to get there
4 steps to effectiveMar/Comms in today‘sworld km1. Perceive yourself/your club as a brand2. Inform your audience (i.e. communicate your brand/generate awareness/get attention) Use a mix of traditional & modern communications channels3. Engage your audience (interact/develop dialogue) Personal experience Social networking (use specific tools)4. Evaluate/monitor your performance Follow-up (forms, surveys, etc) Adapt and make changes as required
What is a brand? km A mental construct made up of just about everything you know about the product/service or company, including Visual cues, mark (logo) History Formal marketing communications/messages (from the company itself) Who/what that product/brand is aligned with (partnerships/sponsorships) Informal marketing (social networking) Personal perceptions, observations and experiences (our own and those of other people)
What is in a brand? km Factors we can control Product/products or services (and the ‗internal‘ experience of those products/services) Positioning (& alignment with other brands) Identity How we communicate that identity Beyond our control External perceptions, attitudes and experiences How these are spread on social media channels Like it or not, external perception & experience of your product/service IS an integral part of your brand
The mark (logo) km Is it simple, yet unique? Is it easy recognizable? Does it reproduce well on different applications? Printed materials on different backgrounds T-shirts (& embroidery) Patches Is it a positive reflection of your product and positioning? Does the look/image/colour fit with your overall brand goals?
Creating your identity is notjust about a logo km Colour(s) Specific RGB, CMYK values or Pantone reference Font(s) Style (formal/informal) Word choice and syntax, for example: ‗The Lawn Tennis Association‘, ‗the LTA‘ ‗Welcome to Ontario Racquet Club‘ (no ‗the‘) ‗2011 ITF Pro Circuit ORC Futures Tournament‘
So you have a brand, nowwhat? km Step 2: Communicate the brand through traditional and modern, formal and informal channels (from bricks and mortar through customer services through written communications etc.)
Communications Channels km Traditional ie Posters ads Letters Direct mail (DM) Signage New Media Website Banner ads Social Media E-blast Formal vs informal (word of mouth) Internal vs external (WHO)
Website km How many of you use the phone book to find a business these days? The internet is a better source of information More information Specific information Share information Link information
Why have a website? km Inform (current audience) Inspire Get attention (general public; prospective clients) Convert
Creating a website km Research & development Content: What do you need to get across (information) Audience: Existing clients/audience or new business? Promotion Shout it out (posters, communications, QR code) Link everything together SEO (tags) Monitoring Metrics = quantifiable
Some great websites km http://www.jonasbjorkman.com http://www.wilson.com/en-us/tennis/ http://www.gapcanada.ca/
Specific tools for websites km WIX (www.wix.com), google (template based free sites— make sure you use an HTML template) Google Analytics (METRICS) Social networking tools & links (can embed in your site) Feedback opportunities RSS feeds (twitter feed—keep it fresh) Online Calendar PDFs Photo Galleries QR Codes
Rules for creating aimpactful website km Keep it simple! Keep it in line with your brand Don‘t populate it with content that is going to become stale save this information for social media channels and RSS feeds Social media feeds can be embedded into your site to keep it fresh Facebook; twitter banners, instrgram etc. (all can be linked together) Most of your new media applications can be integrated Social media E-blast (mailchimp will use your website colours/style) RSS feeds IMAGES are everything Use consistent TAGs across all of your new media—this will make your website easier to find!
Step 3: Engage youraudience km Dialogue Interact/talk to your customers (traditional and non- traditional) Social Marketing: you cannot hide from it http://www.youtube.com/watch?NR=1&feature=fv wp&v=KU_GW_MD4hA
Your brand does not belongto you km ―It is highly illusionary to think you can control your brand by restricting blog usage from your employees or by avoiding social networks‖ Conversations occur with or without you; you are forced to choose between suffering from online discourse & social media or benefitting from it “Your brand does not belong to you, it only exists in customers’ minds” which are massively present in blogs, forums, wikis, social networks (sound familiar?) (Fred Cavazza)
Social Networking km The underlying premise: publish share socialize! Infinity of tools and services Provides the opportunity for social interaction on both macro and micro (niche) levels
Why engage in socialnetworking? kmUnlike traditional marketing, social networking is Accessible Affordable QuantifiableCan you afford not to?
Linking it together km Social Networking should not be another ‗make work‘ project Set up connections/feeds, such as: Facebook to twitter to ScreenScape Facebook to website front page Twitter to RSS Eblast to facebook (and QR code) Tagging (consistent, relevant)—be found!
May 4th, 2011Blog by Bob Rosenbaum km. . .marketing is now more accessible to small businesses than it‘s ever been.Marketing rarely comes for free, but it‘s possible to start marketing seriouslywithout risking thousands of dollars like you had to do 10 years ago.So here‘s an idea: Try one thing. Instead of getting overwhelmed by all there isto learn about marketing, try choosing one marketing activity and focusing onit until you‘re proficient – or at least comfortable.What should you do first? I‘d advise doing the activity that interests you most;you‘re more likely to find the joy in mastering it.But if you insist on being pointed in the right direction, swallow your pride andjump onto Facebook. Why? It‘s a tool that can allow you to reach 1 out of 2people in the United States – for free. If you coughed up $3 million to advertiseon the Superbowl you wouldn‘t reach that many people. Facebook is, simply,the largest media outlet in the world. And you can get started withoutspending a nickel.What do you do on Facebook? Start by building a profile for your company,and then explore and experiment. We can discuss it in more detail anothertime. What‘s important is that you do something. Anything.http://www.themarketfarm.com/wordpress/2011/05/04/so-much-to-do-that-nothing-gets-done/
A facebook page is NOT aprofile km You can set up and monitor a page without having/creating a facebook profile www.facebook.com
How to move forward withsocial networking: km Test the waters (Facebook is only the tip of the iceberg) Name a social media champion in your organization (his or her first job: assess your brand‘s presence in social media) Define a social translation of your brand (positioning, targets, value proposition, differentiation points…) Develop a visual identity for use on social media (images, colours, tone etc.), in line with your brand Identify relevant media (social platform) and the right ambassadors (micro or nanocommunity), ie Courtside Canada
Step 4: Monitoring km Monitor your brand and your progress (quantifiable) Google Alerts (emails content related to keyword/phrase searches you have signed up to receive) Social Mention (monitors what people and even your competitors are saying about your company/products) TweetDeck (twitter monitoring and management tool) Technorati (monitors the ‗blogosphere‘) Establish opportunities for feedback (google docs/forms, survey monkey)
Top 10 FOC Resources km1. Google Analytics (website stats) Forms (surveys and sign-up), document sharing Alerts (set up to monitor your company/your industry/specific things)2. Mailchimp (e-blast and CRM site; links with social media and your website; free up to 2200 email addresses twice/month)3. Survey Monkey4. PR Log (free press release distribution; embed in websites, get RSS feed, tag for SEO)5. Dropbox (file storage and sharing)6. Twitter (sign-in to stay current in your industry)7. Facebook (pages are a must!; pay-per-click advertising)8. Free website building resources such as WIX (free HTML5 and flash website creation tool with templates); also create and embed a mini-website in facebook and Wordpress (free blog site)9. QR codes (great way to give access to specific information/point on a website)10. Courtside Canada
the medium the messageKristin Mullermullerenterprises@cogeco.ca