Grow tennis welcoming communicating and part of your communities
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Grow Tennis ...welcoming, communicating and part of your communities. Lawn Tennis Association 18th October 2011 Svend Elkjaer Sports Marketing Network. Skål …the welcoming Retriever. Sports Marketing Network. provides thoughts, tool and to-dos on how to make sport

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Grow tennis welcoming communicating and part of your communities

Grow Tennis...welcoming, communicating and part of your communities

Lawn Tennis Association

18th October 2011

Svend Elkjaer

Sports Marketing Network


Sk l the welcoming retriever

Skål…the welcoming Retriever


Sports marketing network

Sports Marketing Network

provides thoughts, tool and to-dos on how to make sport

vibrantthrough the activities and events it creates together with its community

visibleby engaging and communicating with members, supporters, sponsors and the community

viable – based on the above sport can generate sustainable income


Some of the people smn work with

Some of the people SMN work with...


The amazing number of sports deliverers

The amazing number of sports deliverers...


Life is changing is tennis adapting

Life is changing...is tennis adapting?

  • 25% of us work unsocial hours

  • The ‘family’ is disappearing

  • Wii Fit is now in more than 2 million UK homes

  • ASOS – Britain’s fastest growing fashion retailer (ONLINE) say their busiest time is at 9.30pm

  • The rise and rise of the ‘demanding’ customer

  • 24% of community sports clubs are making a loss


Adrenaline alley corby from chicken factory to mega urban sports centre

Adrenaline Alley, Corby…from chicken factory to mega urban sports centre


51 000sq ft of skateboards bmx inline skating recreation room it suite music practice room

51.000sq ft of skateboards, BMX, inline skating, recreation room, IT suite, music practice room


To awards retention and sustainability

…to awards, retention and sustainability


Albert road haringey from derelict eyesore

Albert Road, Haringey...from derelict eyesore


To vibrant visible and viable tennis facility

to vibrant, visible and viable tennis facility


And community centre

...and community centre


Robby sukhdeo community tennis entrepreneur

Robby Sukhdeo...community tennis entrepreneur

"Our mission is to offer low cost, high quality recreational opportunities for all, with tennis facilities and coaching which will offer an alternative to the traditional tennis club“


Welcoming clubs have more members and make more money

Welcoming clubs have more members and make more money

  • Focus on attracting new members, volunteers, partners, sponsors etc. and then make then them feel really welcome.

  • Your membership and revenue will then grow and long-term you will have a vibrant, visible and viable club/enterprise


Provide great coaching and consumer experiences

Provide great coaching and consumer experiences

Coaches

listen and engage

focus on fun and feedback

vary the drills and exercises

81% of young people who left gymnastics said the clubs didn’t care

51% of Danish teenagers who leave a club keep playing that sport but in a more relaxed environment


So why are they leaving

So why are they leaving?

  • Boring and repetitive coaching

    Waiting around

    The same sort of activities in each session

  • Didn’t like the coach

  • No longer enjoyed it

  • No one listened to me

  • Not enough focus on the social aspects

  • £ = No 7


What does your doormat say

What does your doormat say?


Welcome to your club

Welcome to your club?


Welcoming to all

Welcoming to all...


They are already fit and friends i won t fit in

“They are already fit and friends – I won’t fit in”


The three 2s

The three 2s

2 seconds

2 minutes

2 hours


Grow tennis welcoming communicating and part of your communities

What experience at

your club/courts?


Enticing recreational players

Enticing recreational players

  • Can your club be:

    • Flexible

    • Non-competitive

    • Cheap

    • Just like playing recreationally?

  • Need to think what else they would find attractive?

    How is your club better?


Customer service

Customer service

A Welcoming Club:

  • More than just a sports club

  • Would you have your birthday party at your club?

  • Note: change of pub landlord can mean 50% increase in turnover

  • Learn from Disney, Starbucks and Tesco

  • Greet and welcome newcomers


You are in the experience business

You are not ‘just tennis’

You are in the experience business


Ease them in

‘Ease’ them in...

  • Bring a friend- play doubles against another club member that has brought a friend along

  • Fancy dress days- eliminate worry about kit

  • Provide equipmentfor first month

  • Share lifts


Grow tennis welcoming communicating and part of your communities

Play and Stay…

First visit

Second visit

First week

Prospect gives

contact info

Put info in database

Send email/text

Phone call

Ongoing

First month

Every 6 weeks

Newsletter

Birthday card

Christmas card

Newcomer support

Follow up

Prior/post visit


The whole experience

The WHOLE experience

  • Think of the whole experience of joining your club: (Moment Mapping)

    • Decision to attend

    • Seek information

    • Booking

    • Transport

    • Experience at your club

    • Do you make them love you

    • Follow up

    • Ask/listen


The customer profit

The customer profit

Sporting experience

x

customer experience

minus

customer sacrifice

=

customer profit


Excellent customer service

Excellent customer service…

passion

or

process

or

both?


Who are you for you can t be for all

Who are you for?You can’t be ‘for all’


For the community

For the community

Schools

Health sector

University/

College

Community

Sports

Enterprise

Community

groups

Housing

Association

Police

Fire Service

Council

Local

businesses

Other

clubs


Develop relationships with

Develop relationships with

  • local residents

  • associations/groups (Faith, hobby, youth, arts, unions, school, health, activity, etc.)

  • local institutions (Schools, parks, libraries, police, health, businesses etc.)

    Use Connectors


Shared value for sports clubs and other activity providers

Shared Value for sports clubs and other activity providers

A new kind of partnership, in which both the club and the community contribute directly to the strengthening and development of each other


Create shared value

Create Shared Value


Create shared value1

Create Shared Value


Gaelic sport for the community

Gaelic sport for the community

“GAA is a volunteer led, community based organisation that promotes the indigenous games of hurling and Gaelic football etc.” 1 million members


Tennis in a roundabout

Tennis in a roundabout

  • in the park

  • on the beach

  • in the street

  • in the shopping centre

  • in the office

  • Go where people are, engage with them and then welcome them


  • The 13 steps for creating shared value

    The 13 steps for creating shared value

    • Open your minds

    • Discuss and agree what is your purpose

    • Be prepared to be challenged.

    • Be open to new skills, users/members, volunteers and partners

    • Do an audit of what you are doing with/for the community

    • Draw up a list of your current and potential community partners, their needs, your skills and contacts

    • Design activities around community needs

    • Identify Connectors both within and outside your club

    • Work out how to collaborate with other groups

    • Organise the Big Launch

    • Take your club to your communities

    • Set up a CSH steering group

    • Invite ideas and suggestions, set in action and then follow up


    Grow tennis welcoming communicating and part of your communities

    Speak people’s language


    People trust rely and act on advice from people they know

    People trust, rely and act on advice from people they know

    • 90% spouses

    • 82% friends

    • 69% colleagues

    • 27% retailers/manufacturers

    • 8% celebrities


    Grow tennis welcoming communicating and part of your communities

    Korfball 1m views

    Underwater hockey

    500,000 views


    Ilkley cycling club from 0 to 500 members in 4 months all online

    Ilkley Cycling Club – from 0 to 500 members in 4 months – all online


    Stay in touch

    Stay in touch...

    • Anybody you get in contact with MUST be asked for contact details (raffle for restaurant vouchers etc.)

    • Set up contact management database

      ACT 10 costs approx. £ 175. Managed by local IT student

    • Edited programme notes are emailed to database

    • Mobile numbers are texted from computer

    • Campaign: Text your mobile number and win!


    Create an online tribe

    Create an online tribe

    where friends, members, fans, never-beens, community, etc. can chat, learn, get involved…

    whenever and wherever they want


    Smn s 4com model

    SMN’s 4Com model

    Community Marketing–

    Packaging the passion

    COMmunity

    COMmunication

    WelCOMing

    COMputer


    Com munity

    COMmunity

    Become a focal point within your community and go to the places, from schools to Women’s Institutes, wherever your target audiences are


    Com munication

    COMmunication

    People are being bombarded with literally hundreds of messages every day

    Flyers in libraries or inside sports centres, have very little effect

    Develop strong and relevant communication programmes

    Speak their language


    Wel com ing

    WelCOMing

    Sports must ensure that they are places where newcomers feel welcome and recommend to friends and family. Remember, we are competing with Sky, Starbucks and even B&Q


    Com puter

    COMputer

    We must embrace new technology and use whenever we can to communicate with our target audiences.

    Use new media to

    Inform and Engage


    Be wice 2

    Be WICE2

    • Welcoming1 to 10

    • Innovative

    • Community-focused

    • Engaging

    • Enterprising


    Change at my club i don t believe it

    Change at MY club?I don’t believe it!


    So how welcoming do you think tennis is

    So, how welcoming do you think tennis is?

    • We are a sport - why should we be talking about being welcoming?

    • We rarely talk about being welcoming - do we really know what that is?

    • We need to focus less on internal and political issues and more on being welcoming

    • We are getting increasingly welcoming although not everybody may be as welcoming as we would like. We know how we want to improve and we are working hard to get there

    • We are completely focused on being welcoming, be it towards players, members, supporters and sponsors and we are aware of their different needs and we work hard to satisfy those needs


    Successful lift off requires lots of power urgency and determination

    Successful lift-off requires lots of power, urgency and determination


    Grow tennis welcoming communicating and part of your communities

    “Man or woman who doesn’t smile,

    should not

    be involved with growing tennis”

    Chinese proverb

    (from Boroughbridge,

    North Yorkshire)


    Thank you for your time

    Thank you for your time…

    Svend Elkjaer

    Sports Marketing Network

    5 Station Terrace

    Boroughbridge

    YO51 9BU

    Tel: 01423 326 660

    Email: [email protected]


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