Welcome to Sport and Recreation's website.
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About marketing

The purpose of marketing is to make a sale. It is more than just advertising, publicity or sponsorship and involves:

  • finding a market for your product or activity (people, place)
  • making your product desirable to that market (promotion, position)
  • exchanging your product with that market for something that you value (price).

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.

Benefits of marketing

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.

Enhances reputation

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.

Is value for money

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.

Creates opportunities

Through strategic networking and relationship building with members and the community, your club could access new markets, sponsorship opportunities and form long-term alliances.

Raises awareness

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.

Case study: Surf Life Saving NSW

Three top tips to retain members

1. New members induction - conduct a simple induction where new members can learn about your club including:

  • Club house tour highlighting amenities and restricted access areas
  • Introductions to key personnel eg Club Captain, Chief Instructor, President
  • Equipment storage and usage
  • Patrol operations and requirements
  • Club season program and club operations manual.

2. Membership surveys - create and distribute a Club Member’s Survey.

  • Gives members an opportunity to let the club know of what they require
  • Chance to receive feedback on the club operations and activities
  • Can cover area such as lifesaving, member activities, member servicing, club communications, effectiveness of club operations and club facilities.

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:

  • TV and video
  • Games eg pool table, table tennis, darts
  • Drink/chip machine
  • Stereo
  • Comfortable chairs
  • Clearly stated ‘room rules’.
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