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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

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

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...

The amazing number of sports deliverers...

Life 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

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

…to awards, retention and sustainability

Albert Road, Haringey...from derelict eyesore

to vibrant, visible and viable tennis facility

...and community centre

Robby 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

  • 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


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?

  • 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?

Welcome to your club?

Welcoming to all...

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

The three 2s

2 seconds

2 minutes

2 hours

What experience at

your club/courts?

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

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 not ‘just tennis’

You are in the experience business

‘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

Play and Stay…

First visit

Second visit

First week

Prospect gives

contact info

Put info in database

Send email/text

Phone call


First month

Every 6 weeks


Birthday card

Christmas card

Newcomer support

Follow up

Prior/post visit

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

Sporting experience


customer experience


customer sacrifice


customer profit

Excellent customer service…






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

For the community


Health sector











Fire Service






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

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

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

  • 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

    • 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

    Speak people’s language

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

    • 90% spouses

    • 82% friends

    • 69% colleagues

    • 27% retailers/manufacturers

    • 8% celebrities

    Korfball 1m views

    Underwater hockey


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

    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

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

    whenever and wherever they want

    SMN’s 4Com model

    Community Marketing–

    Packaging the passion






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


    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


    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


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

    Use new media to

    Inform and Engage

    Be WICE2

    • Welcoming1 to 10

    • Innovative

    • Community-focused

    • Engaging

    • Enterprising

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

    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

    “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…

    Svend Elkjaer

    Sports Marketing Network

    5 Station Terrace


    YO51 9BU

    Tel: 01423 326 660


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