Marketing Workshop For Community Sports Clubs From Nexus Community


Published on

Practical marketing advice for Sports Clubs - provided by Nexus Community

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Thanks Well Katie has talked about how you get the most from communicating with staff and members within the club and I am going to look at how you can make the most of the tools now available to reach members when they are not in the club. One of the things that operators have talked about for many years is trying to extend clubs outside the physical walls of a club to create more of a community. The incredible growth in social media in recent years means there are now incredible opportunities for clubs to engage with their members on a regular basis creating Valuable relationships that will ultimately create long term memberships. With so many hundreds of social networking applications now available its simply a matter of your choosing how you want to communicate with your members. In this part of the session I am going to explore how you might use Web 2.0 and the area of social networking to communicate with your members and potential members. Clearly, in the 30 minutes I have left it would not be possible to examine the massive range of tools that exist, but what I plan to do is to highlight why you should be using social networking if you’re not already, give you some tips for getting started and some golden rules to follow to ensure you get the most from this opportunity.
  • January 28, 2011 © 2009 ISPAL
  • Marketing Workshop For Community Sports Clubs From Nexus Community

    1. 1. Marketing Workshops for Community Sports Clubs <ul><ul><li>Thursday 27 th January 2011 </li></ul></ul>
    2. 2. Who are we? <ul><ul><li>Steve Hercus Commercial Director </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Sadeek Rahman Digital Marketing Assistant (company- wide) </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Nicola Ford Marketing Assistant (Chiltern and South Bucks) </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Anne Marie Hicks (Marketing Manager) </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    3. 3. Who are we? <ul><ul><li>Nexus Community is a division of Greenwich Leisure Limited (GLL). We manage leisure facilities and services on behalf of South Oxfordshire, West Oxfordshire, Chiltern and South Bucks District Councils and Henley Town Council. </li></ul></ul><ul><ul><li>GLL is an employee-owned charitable social enterprise that exists for the benefit of the community. It is a non-profit distributing organisation and operates approximately one hundred public leisure centres in partnership with London Boroughs, District Councils, government agencies, voluntary and community organisations. GLL is the UK's most successful Social Enterprise and is one of the first recipients of the government's Big Society Award. </li></ul></ul><ul><ul><li>For more information visit our websites: </li></ul></ul><ul><ul><li> </li></ul></ul>
    4. 4. PRACTICAL advice on marketing and promotion
    5. 5. Quick bit about you and what you hope to get out of this evening?
    6. 6. What is marketing? <ul><ul><li>“ The management process responsible for identifying, anticipating and satisfying customer requirements profitably” </li></ul></ul><ul><ul><li>(Chartered Institute of Marketing) </li></ul></ul>
    7. 7. What is marketing cont? Marketing includes everything needed to get your products into the hands of your customers. The broad field of marketing includes these two key parts: Designing the product so it will be desirable to customers by using tools such as marketing research and pricing. Promoting the product so people will know about it by using tools such as public relations, advertising, and marketing communications.
    8. 8. Why carry out marketing? During difficult times one of the most effective ways for a small business (or club) to survive is to focus on its marketing efforts.
    9. 9. 3000 The average person is exposed to advertising messages/day So you might need a plan!
    10. 10. Key elements of a marketing plan Every plan will be different depending on your situation and strategy. You don’t need to make it complicated Develop your marketing plan with the following 5 stages
    11. 11. The 5 stages to your marketing plan <ul><li>Analysis </li></ul><ul><li>Objectives </li></ul><ul><li>Strategies </li></ul><ul><li>Tactics </li></ul><ul><li>Controls </li></ul>
    12. 12. The 5 stages <ul><li>ANALYSIS </li></ul><ul><li>Consider your current situation and the factors that affect it: </li></ul><ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </li></ul>
    13. 13. The 5 stages <ul><ul><li>2. OBJECTIVES </li></ul></ul><ul><ul><li>Decide what you want to achieve??? </li></ul></ul><ul><ul><li>Raising the awareness of your club amongst your local community </li></ul></ul><ul><ul><li>Stimulate interest (and more members) </li></ul></ul><ul><ul><li>Increase participation (more people, more visits, more income) </li></ul></ul><ul><ul><li>Keep members for longer </li></ul></ul><ul><ul><li>Realise grants/funding/sponsorship </li></ul></ul>
    14. 14. The 5 stages 2. OBJECTIVES cont Ensure your objectives are SMART : Specific - what do you want to achieve, what is the purpose of your marketing? Measureable - measure the results Achievable - don't attempt too much Realistic - ensure you have the resources (including budget!) Timed – use a timetable and set deadlines
    15. 15. The 5 stages 3.STRATEGIES Identify the target market (you cannot sell something to people who do not want it!) What do your customers want? What will motivate people to join your club?
    16. 16. The 5 stages 3.STRATEGIES cont Where do you position yourself within the market-what’s your offer? What are your your unique selling points (USPs) Who will your offer/USPs appeal to? By defining your market niche will make it easier and less expensive to contact potential customers
    17. 17. The 5 stages 4. TACTICS Price - where will you position your pricing compared to your competitors? Product - how are you going to 'package' your service?
    18. 18. The 5 stages 4. TACTICS cont Place - where will you advertise/promote your club? Promotion - Which media will you use to advertise/promote your club?
    19. 19. 16 practical tips
    20. 20. Marketing tip #1 Always carry business cards, flyers, postcards, brochures, posters, letters etc. Regularly drop them, hand them out, distribute them Do you all have something?
    21. 21. We can help…
    22. 22. Marketing tip #2 Have an e-mail account Check emails every day!
    23. 23. Marketing tip #3 <ul><ul><li>Referrals </li></ul></ul><ul><ul><li>-word of mouth is the best form of advertising! </li></ul></ul><ul><ul><li>-this can also be done online </li></ul></ul>
    24. 24. Marketing tip #4 <ul><ul><li>Press releases, articles and advertorials </li></ul></ul><ul><ul><li>-what’s your experience? </li></ul></ul>
    25. 25. Marketing tip #5 <ul><li>Help a Charity </li></ul><ul><li>-Help Yourself </li></ul><ul><li>Cause-Related Marketing (CRM) </li></ul><ul><li>- Inca Trail for…. </li></ul><ul><li>-Golf Day in support of… </li></ul>
    26. 26. Marketing tip #6 <ul><ul><li>Network! </li></ul></ul><ul><ul><li>Attend events, talks, trade shows, exhibitions </li></ul></ul><ul><ul><li>What do you go to? </li></ul></ul>
    27. 27. Marketing tip #7 <ul><li>Contra Deals - barter, barter, barter! </li></ul><ul><li>… for virtually any service! </li></ul><ul><li>Advertising – radio, newspapers, magazines, corporate hospitality, etc. </li></ul><ul><li>Photography, web design, graphic design, restaurant, training, etc. </li></ul>
    28. 28. Marketing tip #8 <ul><ul><li>Use free listings (traditional or digital) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    29. 29. Marketing tip #9 If you can-develop a website
    30. 30. Visits in 2011
    31. 31. Marketing tip #10 If you can’t link to someone else's!
    32. 32. Visits since May 2010 to “Clubs page” at Chiltern Pools? <ul><ul><li>1903! </li></ul></ul>
    33. 33. Marketing tip #11 <ul><li>E newsletters or even paper! </li></ul><ul><li>Can be seasonal or monthly? </li></ul><ul><li>Include latest news, recent awards/press coverage, photos, special offers, client testimonials… </li></ul><ul><li> </li></ul>
    34. 34. Marketing tip #12 Get on board!
    35. 35. First newspaper published Computer 1970 1752 1916 1930’s 2010 TV Radio Why should you?
    36. 36. BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS Nielsen, Global Faces & Networked Places, 2009 Photo by sinulog 2006 at Flickr
    38. 38. Where do you start???
    39. 39. Marketing tip #13 <ul><li>Utilise Facebook- launched 2004, currently 400 million + </li></ul><ul><li>Set up a business profile </li></ul><ul><li>Use status updates to promote your business </li></ul><ul><li>Fan pages – indexed by Google, searchable outside Facebook </li></ul><ul><li>Your fans’ profiles display: “Joe Bloggs has become a fan of…” </li></ul><ul><li>Fan pages can spread virally </li></ul>
    40. 42. Marketing tip #13 How to create a Facebook Fan page
    41. 43. Marketing tip #14 Utilise Twitter- launched 2006, one billion tweets per month Small businesses are using Twitter to: network with suppliers, trade groups and other businesses, recruit staff, success stories. Quality not quantity!
    42. 46. Marketing tip #15 Upload to YouTube Adding video to your website boosts your Google ranking. Gives people a sense of security – they can ‘meet’ you before initial call/purchase Give it a try..
    43. 47. Marketing tip #16 Linked in- launched 2003, 60 million + registered users Investigate your connections’ connections Join groups Reply to threads/ blogs
    44. 48. Still not convinced? http:// =lFZ0z5Fm-Ng&feature= player_embedded
    45. 49. The 5 stages 5. CONTROLS Regularly monitor and measure your marketing to ensure you're achieving your objectives and not exceeding budget . Ideally, do this monthly! Measure results
    46. 50. What does your marketing plan look like? <ul><ul><li>That’s up to you! </li></ul></ul>
    47. 51. Marketing is an ongoing process – the key to successful marketing is to analyse, review and adjust. It should be tweaked, tailored and updated regularly.
    48. 52. Hope is not a strategy!
    49. 53. Nexus Community is a division of GLL Thank you Any further questions?