Marketing Workshops for

Community Sports Clubs

Thursday 27th January 2011

Who are we?Steve Hercus Commercial Directorsteve.hercus@nexuscommunity.org

Sadeek Rahman Digital Marketing Assistant (company-wide)

sadeek.rahman@nexuscommunity.org

Nicola Ford Marketing Assistant (Chiltern and South Bucks) nicola.ford@nexuscommunity.org

Anne Marie Hicks (Marketing Manager)annemarie.hicks@nexuscommunity.org

Who are we?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.

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.

For more information visit our websites:wwww.nexuscommunity.org www.gll.org

PRACTICAL advice on marketing and

promotion

Quick bit about you and what you hope to get out of this

evening?

What is marketing?

“The management process responsible for identifying, anticipating and satisfying customer requirements profitably”

(Chartered Institute of Marketing)

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.

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.

3000The average person is exposed to

advertising messages/day

So you might need a plan!

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

The 5 stages to your marketing plan

1. Analysis2. Objectives3. Strategies4. Tactics5. Controls

The 5 stages

1. ANALYSIS

Consider your current situation and the factors that affect it:

Strengths

Weaknesses

Opportunities

Threats

The 5 stages2. OBJECTIVES

Decide what you want to achieve???Raising the awareness of your club amongst your local community

Stimulate interest (and more members)

Increase participation (more people, more visits, more income)

Keep members for longer

Realise grants/funding/sponsorship

The 5 stages2. 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

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?

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

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?

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?

16 practical tips

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?

We can help…

Marketing tip #2

Have an e-mail account

Check emails every day!

Marketing tip #3

Referrals-word of mouth is the best form of advertising!-this can also be done online

Marketing tip #4

Press releases, articles and advertorials-what’s your experience?

Marketing tip #5Help a Charity -Help Yourself

Cause-Related Marketing (CRM)- Inca Trail for….-Golf Day in support of…

Marketing tip #6

Network!

Attend events, talks, trade shows, exhibitions

What do you go to?

Marketing tip #7

Contra Deals-barter, barter, barter!

… for virtually any service!

Advertising – radio, newspapers, magazines, corporate hospitality, etc.

Photography, web design, graphic design, restaurant, training, etc.

Marketing tip #8Use free listings (traditional or digital)

www.yell.com

www.thomsonlocal.co.uk

www.freeindex.co.uk

www.gumtree.com

www.hotfroguk.co.uk

Marketing tip #9

If you can-develop a website

Visits in 2011

Marketing tip #10If you can’t link to someone else's!

Visits since May 2010 to “Clubs page” at Chiltern

Pools?

1903!

Marketing tip #11

E newsletters or even paper!

Can be seasonal or monthly?Include latest news, recent awards/press coverage, photos, special offers, client testimonials…

www.dotmailer.co.uk

Marketing tip #12Get on board!

First newspaper published

Computer19701752 1916 1930’s 2010

TVRadio

Why should you?

BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS

Nielsen, Global Faces & Networked Places, 2009

Photo by sinulog 2006 at Flickr

BECAUSE VISITING SOCIAL SITES IS NOW THE MOST POPULAR ONLINE ACTIVITY – AHEAD OF PERSONAL EMAIL

Where do you start???

Marketing tip #13

Utilise Facebook-launched 2004, currently 400 million +

•Set up a business profile•Use status updates to promote your business•Fan pages – indexed by Google, searchable outside Facebook•Your fans’ profiles display: “Joe Bloggs has become a fan of…”•Fan pages can spread virally

Marketing tip #13

How to create a Facebook Fan page

Marketing tip #14Utilise 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!

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..

Marketing tip #16

Linked in-launched 2003, 60 million + registered users

Investigate your connections’ connectionsJoin groupsReply to threads/ blogs

Still not convinced?

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=player_embedded

The 5 stages5. CONTROLS

Regularly monitor and measure your marketing to ensure you're achieving your objectives and not exceeding budget.

Ideally, do this monthly!

Measure results

What does your marketing plan look like?

That’s up to you!

Marketing is an ongoing process – the key to successful marketing is to analyse, review and adjust. It should be tweaked, tailored and updated regularly.

Hope is not a strategy!

Nexus Community is a division of GLL

Thank you

Any further questions?