Marketing and promotion

Marketing is a process in which individuals or groups connect with broad and/or targeted groups of people to achieve a clearly-defined outcome.

Examples of basic sports club marketing:

  • Placing information about membership registrations in the local newspaper or on roadside signs.
  • Offering a discount on court hire prices to induce greater use of the courts.
  • Improving club facilities.
  • Being helpful to prospective members.

All of these things help position a club to achieve set goals, which can include:

  • Attract new members and retain current members.
  • Attract sponsors.
  • Increase revenue.
  • Build community goodwill.

No matter what a club wants to achieve, it’s highly likely a marketing plan can contribute to a positive outcome.

Marketing plan

A marketing plan assists you to integrate your total marketing effort. It ensures a systematic approach to developing products and services to meet and satisfy your customers’ needs.

After conducting your market research and selecting your target market, the next step is to prepare a marketing plan. A marketing plan is a written policy of a market strategy, how long it is going to take to implement and complete.

Environmental analysis

  • A discussion about the industry you are entering, in an historical and a geographical sense.
  • A look at changes, advancements and trends over the last 10-15 years, and the current situation at an international, national, state and local level.
  • Identify where your particular business fits into the industry and why there is an opportunity for your business.

Products and services

  • A full description of the range of products sold and/or services offered, emphasising differences, improvements, innovations etc. compared to other products/service on the market.

Customer demographics

  • Indicate who your customers will be in each segment, their age, sex, lifestyle, interests, geographic location.
  • How many are there in the areas you are going to service?
  • Competition and competitive advantage
  • List three of your major competitors.
  • Make a realistic assessment of their strengths and weaknesses.
  • How will you address their strengths and capitalise on their weaknesses?
  • How many staff do they have?
  • How long have they been in business?
  • What position do they have in the market? (for example quality, price, service).
  • Do they have a waiting list for their product/service?
  • Indicate why you think people would change their current buying habits to become your customers.
  • How will your competitors react when you enter the market?
  • Will your business have any adverse effect on other competing businesses?
  • What is your competitive advantage?

Price strategy

  • What pricing technique will you use? Explain why.
  • What are your prices? Include a list of prices.
  • Classify your goods and services (for example GST taxable supply, GST free or input taxed)

Advertising and promotional strategy

  • List the methods you will use and the cost of bringing your product/service to the attention of prospective customers, e.g. in which publication will you advertise.
  • Will you use direct marketing campaigns, if appropriate.
  • What promotional literature will you be developing, for example flyers, etc.
  • What other promotional tools will you use?
  • Prepare a timetable for 12 months of all promotional activities, remember to include the costings in your cash flow.
Timetable for 12 months of all promotional activities
TaskDate requiredCostExpected result
    
    
    
Total cost   

Strengths, weaknesses, opportunities abd threats (SWOT) analysis

  • A grid identifying your strengths, weaknesses, opportunities and threats.
  • Include a discussion of how you will take advantage of the strengths and opportunities and what action you will take to counter the weaknesses and threats.
Sample SWAT analysis
Strengths Weaknesses OpportunitiesThreats
    
    

Market research 

  • Details of the results of your market research produced from primary and secondary resources.
  • Include details of any surveys/questionnaires used.
  • Include tables and charts as appropriate.

Market targets

  • How many products (or hours of service) are you going to sell. The targets need to be realistic, achievable and sufficient to make a profit.
  • Present them in a table showing your targets for the first 12 months of operation.
  • Make allowance for seasonal factors and the time required to go from a new business to full operation.
Page reviewed 05 July 2019