10 Marketing Tips that will Help Make a Splash in …...5/17/2017 1 10 Marketing Tips that will Help...
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5/17/2017 1 10 Marketing Tips that will Help Make a Splash in your Community Wendy Bartlett, USA Swimming WENDY BARTLETT USA Swimming
Transcript of 10 Marketing Tips that will Help Make a Splash in …...5/17/2017 1 10 Marketing Tips that will Help...
5/17/2017
1
10 Marketing Tips that will Help Make a
Splash in your Community
Wendy Bartlett, USA Swimming
WENDY BARTLETT
USA Swimming
5/17/2017
2
What Do Parents Think?
Parents don’t see swimming as a “team” sport
Good News: Swim Parents Get It!
91%
80% 76%69% 65% 63%
51%45%
FITNESS FUN EASY TO LEARN
EASY TO FIND
SOCIAL SKILLS
ENJOY AS A PARENT
COOL TEAMWORK
Swim Parents
Swim Parents
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Bad News: Other Parents Don’t
91%
80%76%
69%65% 63%
51%45%
60%
46%
35% 32% 35%
26%21%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fitness Fun Easy toLearn
Easy toFind
Social Skills Enjoy as aParent
Cool Teamwork
Swim Parents Non-Swim Parents
Until They Try It!
Parents perceive other
sports as more fun,
healthy, social, cool and
easier to learn
But once parents get
their kids involved, they
believe swimming is
better in all those same
categories
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10 Things You Should Try
1. Partnering is Key
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2. Think of the New Families
It’s intimidating to join a new
sport:
• Most will visit website
first
• Of those, only 7% will
email and only 5% will
call
• Create a friendly front
door
3. Focus on Team
• Focus on promoting
“team” since we know
families don’t get that
aspect of the sport
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4. Promote Your Program
• There is more to swim
teams than year-round,
team. Promote learn to
swim, bridge programs
and different options to be
involved.
5. Instructors are Trusted
• Parents perceive
swim coaches as
more trustworthy
than soccer,
baseball, football
and volleyball
coaches
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6. Moms Drive the Bus
• Mom is the #1 influence in
the household on joining a
swim team. Child is #2.
Dad is #3.
7. Make it Affordable
• 67% of parents say
they would
consider swimming
if it was “more
affordable”
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8. Swimming is Local
• Parents (mainly
mom) will drive an
average of 16
minutes for a USA
Swimming team; 7
minutes for a rec
team.
9. Promote to Seasonal Sports
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10. Become the Media
• Be informational
AND inspirational.
Show your
program’s
personality on
social media!
Other Marketing Tips
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Don’t Rely on Google
• Local knowledge and word
of mouth are the top ways
parents find swim
programs. Google is #5.
Show Your Personality
• Show your
program’s
personality and
culture beyond
results in social media & web site
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Review
1. Swim lesson provider
and clubs should
partner
2. Welcome new families
3. Smiling faces, friendly
atmosphere
4. Share everything your
program offers
5. Instructors are
respected
6. Target moms locally
7. Highlight short term,
lower cost options
8. Focus attention on 10-
15 minute drive
9. Seasonal competitors
should be partners
10. Become the Media
Questions?
Wendy Bartlett
USA Swimming
719.866.3525
