Getting The Most From Your

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• Getting The Most From Your
• Marketing Spend
• Presented by
• Nick Masson
• Head of Business Development
• Tuesday 15th September 2009

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What are the Opportunities for Sports Development?

• Marketing plans linked to your business plan
• Promotional plans costed within budgets
• Branding and promoting brand awareness
• Communicating the brand consistently
• Media mix analysis
• Strategic marketing partnerships
• Local regional and national communication
  strategies
• Evaluating effectiveness
• The website / social networks

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What are the Opportunities for Sports Development?

• Regular public relations
• Understanding customer profiles
• Accessing new markets
• Creating new products
• Understanding your market
• Market penetration / market potential
• Retention / attrition
• Pricing policy
• Measuring life of an athlete

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What produces successful marketing?

• Identify annual marketing activity - Planning
• Dont recreate the wheel! Best Practice
• What has worked? Setting targets
• Set Key Performance Indicators
• Ensure you can measure KPIs from the start
• Targets linked to business plan targets (i.e.
  PL)

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Why are you running a campaign?

• Social Inclusion / Public awareness
• Public Relations / Improve profile
• Brand Development / Corporate Image
• Poor market share / penetration
• Income / Profit

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Who are you targeting?
Establish who you are targeting 18-30 High
Income Low Income Families Everyone Target
audience VW car driver, Fat Face clothes, full
time employment likely management?? Target
audience Skoda car driver, Primark clothes, part
time or unemployed??
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What information is available to you to segment
your market

• Census
• Marketing / Demographic Company
• Local Authority
• Your site Database

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Demographics
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Demographics
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Adding Value

• Using specialists to deliver support products
• Public Relations PR Online
• Demographics Experian
• Mystery Shopping Big Wave Media / Leisure net
  Solutions
• Customer Surveys Online Surveys
• Website Development Web providers
• Using web-based technology to communicate to a
  wider audience

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What are the advantages of buying data opposed to
free data?
Free data is normally out of date Census
information is 2 years old before is
released Purchasing data allows you to Search
by category See data that is updated every 6
months Pick up on trends that are developing
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Examples of
PR Release

• Demographics

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Website opportunities

• Wave Leisure Website

Abbeycroft Website
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Website Opportunities
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Your thoughts!
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Developing brand impact
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High Quality Literature
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Mix Up the Ideas

• Lead Boxes

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E Flyers
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The Campaign
Training Plan Campaign Guide Site
Procedures Marketing Materials Distribution Advert
ising Source Sheets Sign Up / Tracking
Sheets Sales Reporting Sheets Promotion
Analysis PR Event and Releases
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Campaign Analysis
Subjective - Staff Debrief Subjective - Customer
Focus Group Factual - PL Factual - Marketing
Source Factual - Postcode / Demographics
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Further Information
Nick Masson Head of Business Development nickmas
son_at_bigwavemedia.co.uk