Sports Development MARKETING

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Sports Development MARKETING

• Presentation By Marvin Miller
• KSDU Marketing, PR and Events Officer

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Areas Of Discussion

• Aims of the discussion
• What we mean by marketing
• The importance of marketing
• Marketing Activities
• The current situation
• Tips on Marketing
• The way Forward
• Any other matters

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Aims of the Discussion

• Acknowledge the importance of marketing in sports
  development
• Recognise the inter-relation between marketing,
  PR and events
• Condition the mind - Think Marketing!
• highlight and overcome problems
• Improving marketing within the county
• Working smart instead of working hard

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What do we mean by marketing in the context of
sports development?

• Linking your sport as a product and the
  services you offer to customers wants or needs
  to get the right product/service to the right
  place at the right time.
• Making a communication about a sport or service a
  purpose of which is to encourage recipients of
  the communication to use that product or service
• BEST FIT
• The process of making customers aware of
  products and services, attracting new customers
  to a product or service, keeping existing
  customers interested in a product or service,
  building and maintaining a customer base for a
  product or service.
• In our context this would be the process of
  making customers aware of your sport, the
  services you offer in the sport, and other
  opportunities for involvement in the sport. This
  is with a view of continuous improvement in
  making people start, stay, and succeed in sport
  

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The Benefits of Effective Marketing

• Overcoming barriers through a strategic approach
• A clear and focused work plan
• Targeting need to achieve better results
• Continuous improvement in Sports Development
• Direct marketing opportunities
• Raising the profile of your sport within the
  county
• Adds weight to your claims for funding -
  fulfilling need, evidence based results, clear
  developmental aims, proven record of delivery,
  ability to attract PR (media). This is also very
  attractive to other external funding streams
  including potential sponsors

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Marketing ActivitiesThe actions an organisation
can take to achieve its marketing objectives.

• The marketing mix
• Sport The Product - assess all opportunities
  for involvement in your sport
• The Price of Participation - do the direct
  and/or indirect cost huge barrier to
  participation
• Place - where your sport takes place
• Promotion - Image/ Branding, advertising,
  reporting, PR. Communicating with customers

• Market research - feedback, opinion, Research
  Monitoring, funding etc
• Survey the field - schools, facilities,
  partnership networks
• Positioning your sport with the county - current
  and new locations
• Considering the marketing mix - 4Ps
• Clearly identify the target market for each
  aspect of your work

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Marketing ActivitiesThe role of marketing in our
daily activities

• Communication - With who? How? What reason?
• PR (Public Relations) - Media press releases,
  events
• Branding - banners, emails, clothing,
  advertisements
• Promoting Sport
• Selling your sport - to sell you must first
  market
• Sports Development!!!!

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Current Marketing

• What are you doing right now?
• Current problems with marketing?
• Communication - with partners, organisations, and
  the wider public
• The wrong perceptions and a misunderstanding of
  marketing
• Lack of market knowledge
• Lack of strategic planning, help and guidance
• Time and manpower - lack of support from
  partners, little club development
• Selling your sport and promotion - creating
  awareness
• Skills - e.g I.T
• Ineffective delivery through schools

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How can we improve?

• The following tips are focused on achieving
  results by working smart instead of working hard.
  They are tools to help you sell your sport and
  the services you offer to your customers
• Step 1 is the most important - BELIEF

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Marketing Tips (1)

• Look at what you are doing now
• Start by looking at the marketing activities you
  use and the marketing skills you have. You are
  probably doing a lot of the right things already.
  Analyse the strengths and weaknesses in your
  approach to marketing
• Focus on the Customer
• Target Markets - In everything that you do
  identify your target market and keep them at the
  forefront of your considerations. The target
  market is the precise profile of people which you
  aim to promote your services at. In turn the
  target market will affect all of your marketing
  considerations. Expect to find that your
  marketing for each target market will more than
  likely vary
• Market Research
• research what your market wants where, when and
  why customers buy in to your sport what
  benefits they are seeking from your sport or
  service and what other sports are providing
• monitor the effectiveness of your marketing
  activities in terms of customer satisfaction and
  the impact on your bottom line.
• Planning
• From ad-hoc marketing to planning on an annual
  basis. Create an over-arching approach to
  marketing that flows directly from your
  development plan with a clear strategy and
  objectives at county level

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Marketing Tips (2)Selling your sport and the
services you provide

• Communication - decide what to communicate
• When you know who your audiences are and what
  they want, work out a message or messages to each
  target market. Since customers in each market may
  want different benefits, the message to each
  segment may have to be adapted.
• The messages need to underline and explain the
  specific and relevant benefits that you can
  provide them. You can then decide the best way of
  communicating, whether it is through printed
  media, such as leaflets, or electronic media,
  such as websites and email
• Sell the benefits of your sport/service and how
  the benefits can be delivered. This must meet the
  needs or requirements of the end users. This is
  why it is vital you continually research the
  needs of your market
• Add value to your sport/service - A unique
  selling point (USP), profile, events,
  competitions, innovation, inclusion etc

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Marketing Tips (3)Selling your sport and the
services you provide

• Communication - decide how to communicate
• Continually improve working relationships with
  partners networking, lending support, and
  sharing good practice
• Delivery, If it is broke, Fix it Appraise the
  situation i.e what works what doesnt, be
  versatile an exploit all methods of communication
  to achieve the desired result.
• Promotion
• Target distribution via effective networks for an
  extended reach
• Use appropriate material to suit the audience
• Low cost effective methods - Direct Marketing,
  web banners on popular websites visited by your
  target market, I.T
• Visual aids where possible and cost effective
• Websites shop window
• Events - Cluster development. Start, stay,
  succeed. Profile and PR
• Build a profile for your sport in the county
  success, good practice, events, PR

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Marketing Tips (4)Selling your sport and the
services you provide

• Use AIDA as a guiding principal
• Attention the first thing your ad needs to do
  is grab the readers attention. You achieve this
  with your headline/focal point.
• Interest once youve got their attention, you
  need to create an interest in your product or
  service. 
• Desire There is a big difference between being
  interested in a product or service and desiring
  it. You need to convert the readers interest
  into a strong desire for what you are offering.
• Action - Even if someone desires what you have,
  it is not enough until they take action. At the
  end of the ad you need a call to action. Tell
  people exactly what they need to do to follow
  through and make it easy for them to do so. This
  is where many people go wrong. Even if you have a
  good ad, you still need to tell people precisely
  what to do - how to take action.

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Marketing Tips (5)Promoting your sport and the
services you provide

• Public Relations (PR)
• The process of obtaining favourable publicity
  from the media.
• Assess opportunities for good PR in your sport-
  events, competitions, elite performers, points of
  interest
• Develop them thank about what would attract
  media attention

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Marketing Tips (6)Selling your sport and the
services you provide

• Press Releases
• 1.Most Press Releases are a disaster. There is
  no obligation to print.
• 2.The best Press Releases step into the shoes of
  the journalist or producer reading it and meet
  their needs. They want the right news for their
  audience!
• 3. What would jump out and appeal to you? Create
  an interest

• 4. The Headline is the most important part of
  your Press Release
• 5. Format your Press Release Correctly. Follow
  the golden rules on structure (see attached tips)
• 6. Follow up your Press Release with a Telephone
  Call

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The Way Forward in Marketing

• Adopt the tips you feel are relevant to your
  sport.
• Produce an annual marketing plan
• KSDU will provide support literature
• Sell your sport and services How can you meet
  partners outcomes
• KSDU introduce News Flash- your news, success,
  good practice
• Build a base for your sport Sports Specific Web
  Pages on KSDU web. The shop window for your sport
  in Kent.
• Monitor the effectiveness of your marketing
  activities comparisons, satisfaction levels,
  KPIs

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Any other Matters?

• ?????
• Thank you for your time and attention. Feel free
  to request any further information.
• Marvin Miller - marvin.miller_at_kent.gov.uk or call
  01622 605065