Friday, May 06, 2011
Q: How would you market a club; internally and externally?
I think the marketing of a club is extensive. To speak to the full scope of the task may be beyond this medium. However, here are a few thoughts.
Externally, the club must think of point of contact with its targeted customers. So for children, it will be schools, doctors/dentists offices, religious centers, movie theaters and other business places aimed at youngsters, Chuck E. Cheese for example. Also consider parks and recreation departments, YMCA, Boys Clubs, Scouts, Police Athletic League, etc. if they are not running soccer programs themselves. Additionally, if the funds are available then advertising on billboards, newspapers, radio and local public access TV, keeping in mind that newspapers, radio and TV all also deliver over the internet.
Externally, I would also build relationships with high school and college soccer programs. If there are semi-pro and/or pro soccer franchises in the area, then work with them too.
Once a club is up and operating, then advertising on its own web site becomes quite important. Joining forces with the state soccer association on this platform can extend the reach of the club considerably. Then there are many other means to promote the club from within. It could be a fundraiser golf tournament, a holiday dance, an appreciation BBQ for the volunteer team mangers, a club night at a professional match, the club mission statement printed on bag tags for all players and team equipment, encouraging teams to go watch each other play, etc. Bottom line though is the word of mouth from player to player, parent to parent, manager to manager, etc. To get the right messages being shared requires regular communication from the club leadership.