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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. 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

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  1. Grow Tennis...welcoming, communicating and part of your communities Lawn Tennis Association 18th October 2011 Svend Elkjaer Sports Marketing Network

  2. Skål…the welcoming Retriever

  3. 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

  4. Some of the people SMN work with...

  5. The amazing number of sports deliverers...

  6. 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

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

  8. 51.000sq ft of skateboards, BMX, inline skating, recreation room, IT suite, music practice room

  9. …to awards, retention and sustainability

  10. Albert Road, Haringey...from derelict eyesore

  11. to vibrant, visible and viable tennis facility

  12. ...and community centre

  13. 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“

  14. 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

  15. 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

  16. 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

  17. What does your doormat say?

  18. Welcome to your club?

  19. Welcoming to all...

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

  21. The three 2s 2 seconds 2 minutes 2 hours

  22. What experience at your club/courts?

  23. 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?

  24. 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

  25. You are not ‘just tennis’ You are in the experience business

  26. ‘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

  27. 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

  28. 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

  29. The customer profit Sporting experience x customer experience minus customer sacrifice = customer profit

  30. Excellent customer service… passion or process or both?

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

  32. For the community Schools Health sector University/ College Community Sports Enterprise Community groups Housing Association Police Fire Service Council Local businesses Other clubs

  33. 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

  34. 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

  35. Create Shared Value

  36. Create Shared Value

  37. 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

  38. 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

  39. 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

  40. Speak people’s language

  41. People trust, rely and act on advice from people they know • 90% spouses • 82% friends • 69% colleagues • 27% retailers/manufacturers • 8% celebrities

  42. Korfball 1m views Underwater hockey 500,000 views

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

  44. 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!

  45. Create an online tribe where friends, members, fans, never-beens, community, etc. can chat, learn, get involved… whenever and wherever they want

  46. SMN’s 4Com model Community Marketing– Packaging the passion COMmunity COMmunication WelCOMing COMputer

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

  48. 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

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