Marketing

1
Marketing Sales

• 2006 US Youth Soccer adidas Workshop and Coaches
  Convention

2
Marketing Sales

• Objectives
• Increase Membership
• Increase Corporate Partners/generate revenue
• Increase Awareness
• Create Membership Benefits
• Strategy
• How will you achieve these objectives?
• Current programs
• Inventory Assets
• Target Consumer
• Targets for Sponsorship
• Sales
• Collateral materials developing a Media/Sales
  Kit
• Research the prospects
• Calling on prospects
• Meeting with prospects
• Mutually agreeable measurable, attainable goals

3
Marketing Defined

• Selling of products or services the business
  activity of presenting products or services to
  potential customers in such a way as to make them
  eager to buy. 
• Marketing includes such matters as the pricing
  and packaging of the product and the creation of
  demand by advertising and sales campaigns.

Sponsorship Defined
A cash and/or in-kind fee paid to a property in
return for access to the exploitable commercial
potential associated with that property
4

• Achieve Property Objectives
• Increase Membership
• Increase Revenue
• Increase Awareness
• Create Membership Benefits

Marketing
Sponsorship

• Achieve Sponsor Objectives
• Increase in users/buyers
• Increase awareness
• Increase sales
• Deliver a member benefit, develop new/loyal
  customers

Communications
5
The approach to sponsorship has changed
Deliver Return on Investment
6
My Inventory What do I have of value to a
sponsor?

• What are your assets? What opportunities could
  be utilized to communicate your message and the
  messages of your partners

• Publication Circulation______________ Frequency
  _________________
• E-newsletter(s) Circulation______________ Frequen
  cy_________________
• AGM/Workshop Annual___ Semi-Annual___ Attendance
  ________________
• Vendor Show____ Event Program____ Workshop
  Opportunity___
• Mailing list of unduplicated households_________
  ______________________
• Bulk Mailing Insertions (i.e., registration
  kits)___________________________
• __________________________________________________
  __________________
• Special Events (i.e., tournaments, state cup
  finals- list attendance)
• __________________________________________________
  _________________
• __________________________________________________
  _________________
• Naming Rights (facility or event)________________
  ______________________
• Sampling Opportunties_____________________________
  ________________
• Clubs and league support__________________________
  ___________

7
Target Consumer

• Is there anything specific about your membership
  or your group that could be crucial in creating a
  marketing program?

• Players - segmented by age or gender?
• Parents - segmented by education, household
  income?
• Coaches a key influencer
• Volunteers loyal
• Growth Over a period of time
• Growth in any particular segment

• How are communicating with them? How can you
  deliver a sponsors message or your
  organizations message ?

8
Research the Prospective Sponsor

• What are their assets?
• What opportunities could be utilized to
  communicate your message through a partner?
• What programs exist that could benefit you?
• COMMUNICATIONS IS THE KEY TO YOUR MARKETING
  INFRASTRUCTURE
• Its much easier to sell sponsorships when the
  prospect knows who you are
• Maintain your database E-mail addresses as well
  as home address
• A good website build it for the future, be ready
  for new technology
• Build relationships with your local media. Who
  writes about soccer or community affairs?