The purpose of marketing is to make a sale. It is more than just advertising, publicity or sponsorship and involves:
The marketing of sporting clubs includes obvious activities like open days, advertising and events. But members and officials market the club whenever they take on their roles - often without being aware of it. A team in uniform playing fairly contributes to the good image of your club, as does a director who provides information about membership over the phone.
Increases membership base and sales
The biggest benefit of all. Well planned, effective marketing will help you understand your customer and the marketplace - and lead to informed marketing decisions to help boost your membership.
Your club's image is one of your most valuable products or assets. A good image, created through effective marketing, attracts new members, appeals to potential sponsors and encourages people to participate.
Rather than the ‘scattergun’ approach of printing flyers and delivering to every home in the neighbourhood, planned marketing helps you to identify the most appropriate and cost-effective approach for your needs.
Through strategic networking and relationship building with members and the community, your club could access new markets, sponsorship opportunities and form long-term alliances.
Smart marketing increases your club’s credibility within the community and helps potential members, parents and sponsors make better decisions on signing up or contributing funds and services to the club.
Three top tips to retain members
1. New members induction - conduct a simple induction where new members can learn about your club including:
2. Membership surveys - create and distribute a Club Member’s Survey.
3. Member’s Recreation Room - by having a member’s recreation room your members, especially youth, will have somewhere to ‘hang out’. Some items to include are: