MARKETING

1
MARKETING
AND PROMOTING
YOUR CLUB
2
WHAT IS MARKETING?
Marketing (n) the process or technique of
promoting, selling, and distributing a product or
service.
Promotion (n) the act of furthering the growth
or development of something especially the
furtherance of the acceptance and sale of
merchandise through advertising, publicity, or
discounting
3
WHAT IS MARKETING?

• Formal Marketing
• Listing your club in the yellow pages telephone
  directory
• Placing information about membership
  registrations in the local newspaper or leisure
  guide
• Placing a banner/signage outside the pool

• Informal Marketing
• A parent enquiring about joining your club and
  the club president being particularly helpful
  with providing the membership information over
  the phone.

4
WHO DOES THE MARKETING?
These examples of marketing indicate that
different individuals within your sport and
recreation club or group conduct marketing
activities. It is particularly useful to appoint
an individual or small team as marketing officers
to oversee the development and implementation of
your organizations marketing strategies.
5
MARKETING MIX
The marketing mix or tools an organization can
use can be classified into four categories (the 4
Ps)
PRODUCT The quality and accessibility of the
services the club or group provides, for example,
competitive and recreational programs,
competitions and social function
PRICE The cost of membership fees, programs,
travel
PLACE The facilities where practice or
competitions are conducted
PROMOTION Advertising of the club, ex) a
promotion at the local shopping centre or an
article in the local community newspaper.
6
DEVELOPING A MARKETING PLAN

• 1 DETERMINE YOUR OBJECTIVES
• Marketing objectives should be specific,
  measurable and achievable
• Example
• Recruit an additional 15 recreational members by
  the start of the season.

7
DEVELOPING A MARKETING PLAN

• 2 DEVELOP STRATEGIES
• Developed around the marketing mix and must be
  targeted towards the specific target markets.
• Target Market The specific group of customers
  that a company aims to capture. They have been
  identified as people with needs or wants that can
  be met with the products or services from this
  company.
• Target marketing Is the practice of designing
  and directing specific services at specific
  individuals or groups of customers. For example,
  if your club was trying to attract new
  recreational members you would need to develop
  strategies to specifically attract that group.

8
DEVELOPING A MARKETING PLAN
DEVELOPING STRATEGIES Objective Recruit 15 new
recreational members Primary Target Market Girls
aged 7-13 / grades 1-8 Secondary Target Market
Parents of girls in grades 1-8
9
DEVELOPING A MARKETING PLAN

• DEVELOPING PROMOTIONS
• BRAINSTORM!
• What new ideas can we think of to promote
  synchro programs?
• What can you do to promote synchro in your
  community? GOAL Increase exposure of the sport
  
• Examples
• Free show for the community
• Free Learn to Synch Day
• Partner with a local charity

10
DEVELOPING A MARKETING PLAN
3 BUDGET A realistic marketing budget within
the clubs/groups capabilities and focusing on
low-cost or no-cost strategies would be
recommended.
4 EVALUATION Make sure strategies are put in
place to see if you have met your objectives.
Some activities are easy to monitor, such as a
membership drive, others will not be able to be
evaluated until after the event. Collect copies
of press clippings or media coverage, records of
attendances at functions or competitions and any
feedback your group receives whether its
positive or negative.
11
DEVELOPING A MARKETING PLAN
EXAMPLE MARKETING PLAN FOR A FREE LEARN TO
SYNCH OPEN PRACTICE DAY
12
HAVE FUN WITH MARKETING AND PROMOTING YOUR CLUB!