Tennis Ireland Marketing Forum Malahide LTC - 21 st May 2011 www.tennisireland.ie Themes from the Marketing Toolkit Des Allen Chief Executive www.tennisireland.ie
Marketing Forum � Marketing Toolkit for Tennis � Origins � Purpose � Thesis � “ We have a very marketable sport” � Strengths/Opportunities Weaknesses/Threats www.tennisireland.ie Tennis is a very marketable sport Scientific Marketing??? .. ................................................ “We have a great place and we are really nice people” � Infrastructure and Culture www.tennisireland.ie
Tennis is a very marketable sport Tennis is Healthy “Sport for life” www.tennisireland.ie www.tennisireland.ie
www.tennisireland.ie Tennis is Healthy � Burn calories (ITF research) Cheaper/more fun than gym/jogging/walking/swimming/cycling � A positive association has been shown between regular tennis participation and positive health benefits, including improved aerobic fitness, a leaner body, a more favourable lipid profile, improved bone health and a reduced risk of cardiovascular morbidity and mortality. www.tennisireland.ie
Tennis is a very marketable sport VIDEO Let's Move! with the First Lady: 10 and Under Tennis www.tennisireland.ie Tennis is a very marketable sport Tennis is Easy........to learn and play www.tennisireland.ie
Tennis is a very marketable sport � Tennis 10s Rule Change � Play & Stay � Starter package for adults � Tennis Xpress � Teen Tennis Xpress � 10 hour coaching package The Rules are changing Video www.tennisireland.ie Tennis is a very marketable sport Tennis is Cheap and Accessible � Starter player pack – Martyn Evans Sports � Shirt � 25-35 � Shorts � 20-30 � Socks � 10 � Shoes � 55-90 � Full graphite starter racquet � 59-100 � Balls � 7 � 250 Total � Annual Club subscription � 320 www.tennisireland.ie
Tennis is a truly international sport www.tennisireland.ie � Federer – Nadal � Nadal – Djokovic � Clijsters comeback � Sharapova factor � Levels of media coverage � Piggy back on big events � Irish players.....Sorensen, Niland – Davis Cup – Photo libraries www.tennisireland.ie
Ensure the success of your Club Open Day Peter Farrell Tennis Ireland Regional Development Officer www.tennisireland.ie How to get the best from your Club Open Day www.tennisireland.ie
Tennis Clubs in Ireland: How it used to be V How it is now… www.tennisireland.ie The Oxygen of Publicity… • Articles in local papers • Speak on local radio • Signs on supermarket notice boards • Posters/announcements in schools • Banners at club entrance • Signs at approach roads/roundabouts • Each member to `bring a friend` • Social Media/Internet www.tennisireland.ie
www.tennisireland.ie www.tennisireland.ie
“TEST DRIVE TENNIS” 1. The Basic Open Day 2. The `Rolls Royce` Open Day www.tennisireland.ie Back to Basics… • Committee members to greet, answer queries • Members ready to go on court to rally • Dedicated `sign up` desk (forms and fees) • Refreshments • Coaching staff – organise on court activities www.tennisireland.ie
In Addition… • ‘Exhibition match` - clubs best players • Local Retailer – demo racquets/special offers • Garda and speed gun • Local celebrity – member or friend of a member? • ‘Play the Coach’ – loser makes small donation to charity • ‘Play Like a Pro’- umpire/linesman/ball boys/spectators • ‘Play Wimbledon’ – grass space at or near the club? www.tennisireland.ie “TODAYS SPECIAL OFFERS” • Discount for those who join on the day (or within 1 week) • Short term (3 month) membership for `undecided’ • Direct debit/standing order facility • Free coaching voucher • Discount voucher for equipment • Play free for a week www.tennisireland.ie
In tennis, the follow-through is very important! Danger of `drop out` highest in the first few weeks, so: 1.Appoint a New Members Officer 2. Voucher for group coaching 3.Assign ITN, register with NPD 4.Parents meeting for new junior members 5.`New Meets Old` social/tennis www.tennisireland.ie Local Media: • Invite to the Open Day • If they do not attend, send them a report www.tennisireland.ie
TENNIS SOCCER/ RUGBY BASKET GOLF GYM SPORT � � � � GAA BALL CHARACTERISTICS OF THE SPORT � � � � CAN BE PLAYED FOR A LIFETIME? No No No Yes No Yes EASY FOR FAMILIES TO PLAY/ Yes No No No Yes No COMPETE TOGETHER? CAN BE PLAYED WITH/AGAINST No No No Yes No Yes MEMBERS OF THE OPPOSITE SEX? DEVELOPMENTS IN EQUIPMENT No No No Yes No Yes HAVE MADE EASIER TO ENJOY/SUCCEED? DEVELOPS MANY PHYSICAL Yes Yes Yes Yes No Yes ATTRIBUTES USEFUL IN LIFE? PROVIDES A COMPLETE BODY Yes Yes Yes Yes No Yes WORKOUT? CAN BE PLAYED ON `SHORT No No No Yes? Yes Yes NOTICE`, OVER A SHORT TIME PERIOD? PARTICIPANTS LEARN TO COMPETE Yes No No No Yes No `ONE ON ONE`? IS PLAYED ALL OVER THE WORLD? Yes Yes- No Yes Yes Yes soccer www.tennisireland.ie No-GAA IN SUMMARY… AN OPEN DAY IS: • Simple to organize • Inexpensive • Proven effective www.tennisireland.ie
The `BREAK-OUT` time for tennis… 36 days to go!!! www.tennisireland.ie Please contact the Tennis Ireland Development team for further assistance… www.tennisireland.ie
Membership retention – initiatives for new and existing members Roger Geraghty Tennis Ireland Director of Development www.tennisireland.ie “Tennis is good at attracting people to the sport, not so good at retaining them”. Dave Miley, (ITF Director of Development) www.tennisireland.ie
“ In the United States, 5 million people take up the game each year, and 5 million people give up the game each year!” Joe Dinoffer (USPTA) www.tennisireland.ie NEW MEMBERS REQUIRE SPECIAL TREATMENT! “ It can be five times more expensive in terms of time and money to attract a new player than to retain an existing one” LTA – (Great Britain) www.tennisireland.ie
Irish Tennis Clubs • There is a tendency for club committees to – understandably - focus on their own interests when planning and organising events • A very competitive minded committee may only be motivated to achieve League success • A very social committee may sacrifice competitions for off-court activities • While a committee of parents may focus all their energies on junior events www.tennisireland.ie • A successful tennis club, however, is a club that can satisfy the needs of all its members of all ages, at all levels of ability. www.tennisireland.ie
WHY DO PEOPLE PARTICIPATE IN SPORT ? • CRAIC • COMPANY • CHALLENGE www.tennisireland.ie CATEGORIES • Seniors • Students • Juniors www.tennisireland.ie
CATERING FOR MEMBERS NEEDS • So what should be in a programme to satisfy our members needs? www.tennisireland.ie PROGRAMMES Internal Graded Competitions Cardio Tennis Low Key Social Play Red, Orange & Green Tennis 10’s Club nights Skill Awards Ladies mornings 11 – 18 Year olds Teenage slots External Leagues Coaching for all Training for teams Social Events Inter Club friendly games It’s a tall order for a committee to organise all of the above www.tennisireland.ie
A Specialist • We strongly recommend that clubs who have the capacity to raise the necessary resources recruit a specialist in tennis to organise and manage the on- court programme • We believe that the appointment of a carefully chosen person for the task will greatly improve the smooth running of all on-court activities, giving the members of all abilities plenty of chance to play, compete and improve their game and will attract prospective members from far and wide www.tennisireland.ie TRAINING DIRECTORS OF TENNIS • Three years ago through Peter Farrell’s brief we developed a 3 Day Training Course for Directors of tennis • The main objective of the course is to guide Volunteers, Tennis Managers, Directors of Tennis, and Level 2 Coaches on how to design and manage on court activities to cater for the diverse needs of the club members • Peter is in the process of redeveloping the programme into an on line training course and it will be ready on the 1 st June www.tennisireland.ie
• This course is an excellent course for volunteers who are new to volunteering or have been involved for some time and may be looking for new ideas • I have provided further detail on this programme in the Development report for the AGM and if anybody needs any additional information on the course they can contact Marie Moran in the Tennis Ireland office after 1 st June www.tennisireland.ie Player Retention George Lucas President Ulster Branch Tennis Ireland www.tennisireland.ie
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