Transcript Marketing & Sales

Marketing & Sales
2006 US Youth Soccer adidas
Workshop and Coaches Convention
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
Execution
•
Set timelines
•
Maintain communication
•
Fulfilment reports
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
Achieve Property Objectives
•Increase Membership
•Increase Revenue
•Increase Awareness
Marketing
Sponsorship
•Create Membership Benefits
Achieve Sponsor Objectives
•Increase in users/buyers
•Increase awareness
•Increase sales
•Deliver a member benefit,
develop new/loyal customers
Communications
The approach to sponsorship has changed:
THEN
NOW
Gut
Personal Preference
Feel Good
Mass Communication
Clutter
Awareness/Presence
Good Corporate Citizen
Research
Brand Centric
Business Results
One-to-one Relationship
Customize
Sell Stuff
Business Based Decisions
Deliver Return on Investment
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
oPublication:
Circulation______________
Frequency:_________________
oE-newsletter(s): Circulation______________
Frequency:_________________
oAGM/Workshop: Annual___ Semi-Annual___ Attendance:________________
Vendor Show____ Event Program____ Workshop Opportunity___
oMailing list: #of unduplicated households_______________________________
oBulk Mailing Insertions (i.e., registration kits)___________________________
____________________________________________________________________
oSpecial Events (i.e., tournaments, state cup finals- list attendance)
___________________________________________________________________
___________________________________________________________________
oNaming Rights (facility or event):______________________________________
oSampling Opportunties_____________________________________________
oClubs and league support_____________________________________
Target Consumer
•Is there anything specific about your membership or your group
that could be crucial in creating a marketing program?
oPlayers - segmented by age or gender?
oParents - segmented by education, household income?
oCoaches – a key influencer
oVolunteers – loyal
oGrowth Over a period of time
oGrowth in any particular segment
•How are communicating with them? How can you deliver a
sponsor’s message – or your organization’s message ?
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?