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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

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

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
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
the three 2s
The three 2s

2 seconds

2 minutes

2 hours

slide22

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
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
slide27

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?

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

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
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
slide42
Korfball 1m views

Underwater hockey

500,000 views

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
  • Welcoming 1 to 10
  • Innovative
  • Community-focused
  • Engaging
  • Enterprising
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
slide57

“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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