MARKETING AND SOCIAL MEDIA
TOPICS TO COVER • Marketing Strategy • The Social Media Movement • Marketing Tools • Local Resources and Promotion
Ma Mark rket eting ing St Stra rate tegy gy WHY IS MARKETING IMPORTANT? • Promote activities and membership • Keep up with the competition! • Communicate and engage with members ( AND potential members) • Provide a platform for people to communicate with you! • PLUS a whole lot more!
Wha hat t are are the the Dif Differe ferent nt Typ Types es of of Ma Mark rket eting ing? F OR M A L V S . I N F OR M AL
FORMAL MARKETING • Membership Advertising Campaigns • Listing Club Details in a Directory • Social Media • Flyers • Newsletters • Using Media to Promote Club Activities
93% OF ON L I N E E X PE R I EN CES B E GI N W I T H A S E A R CH E N GI N E
INFORMAL MARKETING • Phone Calls • E-mails • Fielding Enquiries • Word of Mouth EVERYONE AT THE CLUB IS INVOLVED IN INFORMAL MARKETING!
What are the benefits of Mar Market keting ing joining your Club? Pla Plan What sets your Club apart from your competitors? Before you start to develop a (Value proposition) marketing plan consider these questions: Does your Club offer options for your target market?
MARKETING MIX • Product: Includes the quality and accessibility of the services the club or group provides, for example, competitions and social functions. • Price: Includes the cost of membership fees and discounts offered. • Place: Includes the clubrooms or the facilities where competitions are conducted. • Promotion: Includes advertising of the club/group, a promotion at the local shopping centre or an article in the local community newspaper.
SIMPLE MARKETING PLAN Key points: • Objective (what does the Club want?) • Strategies (what is the Club going to do to get there?) • Cost (how much will it cost to get there?)
DEVELOPING A DETAILED MARKETING PLAN • Situational analysis – this contains information on the Club, an analysis of the customers, a description of the services currently being offered, an analysis of the competition and the external environment. • Opportunity analysis – this section utilises the information from the situational analysis and identifies opportunities that need to be addressed.
Social M Soci al Medi edia Where to begin?
Wh Why Shou y Should ld Clu Clubs bs Use Use It? It? Social media platforms — such as Facebook, Twitter, and YouTube — are being used by sporting organisations to reach new markets, develop broader and larger fan bases, and potentially engage with more people than traditional forms of marketing and advertising.
15M T H E N U M B E R OF A U S TR ALI ANS W I T H A F A C EB OO K A C C O UN T
wh whic ich pl h plat atfo form rm is is righ right? t?
THINGS TO CONSIDER • What platform is best? • Time! • Content • Social Media policy • Social Media strategy
C L E A R INGH OUSE F OR S POR T S POR T A N D R E C R E ATION V I C T OR I A Resources, case studies, publications www.clearinghouseforsport.gov.au Publications and resource centre www.sport.vic.gov.au C H A N GE OU R GA M E S OU T H W E S T S POR T Social Media and Marketing Strategies http://changeourgame.vic.gov.au Resources, support and advice www.southwestsport.com.au
S T R A TEGI SE S I M PL E I S GOOD U T I L I SE R E S OU R CES
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