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Market segmentation presentation for training centres and clubs

by Graham Manchester on Jan 18, 2011

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The above quote is as true today as it was a century ago Think how many additional methods of marketing there are now with www, Twitter, Facebook etc. Ask yourself do you know who your customer/club member is?, what they want from a sailing experience?, what’s the best ways of reaching them and keeping them involved in the sport? This presentation and associated factsheets should provide you with some of the tools to help you do this
Why do some people play sport? And why do some simply not want to join in. Sport England has developed nineteen sporting segments to help us understand the adult nations’ attitudes to sport and motivations for doing it (or not). How can we use this information about the segments to develop adult participation at your centre or Club What is Market segmentation? 1. Helps you identify who your customer/potential club member is 2. What they want - motivations and barriers 3. Best methods of communicating with them
19 segments – some are more likely to sail than others The segments were created by Experian, using their own population, demographic and other indicators, as well as ‘Active People Survey’ data, ‘Satisfaction with the Quality of the Sporting Experience’ survey data and ‘Taking Part’ survey data. It’s the type of process a major supermarket (Tesco or Lidl) would undertake to decide on the location of a new store. Know who your customer is, what they want from a sporting experience and how to reach them. Top four most likely to want to do sailing nationally Philip = Comfortable mid life males. Sporty males with older children Tim = settling down male (sporty male professional, buying house settling with partner) Roger and Joy = early retirement couples (Free time couples nearing end of their careers) Ralph and Phyllis = comfortable retired couples (enjoying active and comfortable lifestyles)
This is the web site to find out about the segments Very easy to use and worth looking around
Visit the web site - http://segments.sportengland.org/
How can your centre use this? Stage 1 - Identify your customer A. Visit the web site B. Put in your postcode C. Find the dominant segment (customer)
Here is an example of a successful centre in the Devon. This is their web site The centre used the market segmentation web site and put in their post code
Click the tab entitled Sports, put in sailing Ask for results for who would like to play
Put in your centres post code Press search
They set the radius around the centre to search for their dominant segments They then selected the view bar chart button
This showed that there dominant segments where: Philip = Comfortable mid life males. Sporty males with older children Tim = settling down male (sporty male professional, buying house settling with partner) 3. Ralph and Phyllis = comfortable retired couples (enjoying active and comfortable lifestyles)
At present the research indicates that only 21 Philips within the 20km radius of the centre said they would like to do sailing. However by searching under segments and doing a search for Philips we can see that 6885 Philips who live within the radius. By targeting Philips through adapting courses, opportunities and better marketing the number who would like to participate in sailing would increase considerably.
In the first instance this research might ask you to question the type of images you use on you web site in relation to particular courses. One image may appeal to Tim’s but not Ralph and Phyllis
The south West Lakes Trust found the Sport England Market Segmentation web site very useful Have a look at the site and use in conjunction with the RYA Market Segmentation factsheets we have produced about the segments which can be found on the RYA web site.
You have identified who your potential customers are and where they live S what they want from a sailing experience? - motivations and barriers What’s the best methods of communicating with them?
Sport England have produced factsheets about all the segments We have shortened the factsheets from 8 pages to 2 to give centres and clubs the key information that we believe you will need. These factsheets are available from the RYA web site and also from your RDO About them – description, what they want – motivations and barriers. Course format – e.g. start sailing over six evenings How to communicate – buzz words, best communication channels
1. Visit web site find who and where your customers are 2. Adapt some courses to suit there needs and wants 3. Communicate (with) and retain them through suggested route, further advice is given on the RYA web site
Running time 7 minutes 30 seconds.

Market segmentation presentation for training centres and clubs — Webinar Transcript

‘ "Half the money I spend on advertising is wasted, and the problem is I do not know which half" Lord Leverhulme 1851-1925 British founder of Unilever and philanthropist
What is Market segmentation? 1. Helps you identify who your customer/potential club member is 2. What they want - motivations and barriers 3. Best methods of communicating with them
Visit the web site - http://segments.sportengland.org
How can your centre use this? Stage 1 - Identify your customer A. Visit the web site B. Put in your postcode C. Find the dominant segment (customer)
‘ I was really pleased with the Sport England market segmentation info, I have been looking at it online this afternoon – this well help tremendously as we need to put together a marketing plan for Upper Tamer Lakes over the next fortnight.’ Andy Parsons Head of Operations South West Lakes Trust
Stage 2 Giving the customer what they want and telling them about it
RYA Market Segmentation fact sheets 1. About them – description, what they want, motivations and barriers. 2. Course format – e.g. start sailing over six evenings 3. How to communicate – buzz words, channels
Conclusion - 3 easy steps 1. Visit web site find who and where your customers are. http://segments.sportengland.org 2. Adapt some courses to suit there needs and wants 3. Communicate and retain them through suggested route
Further questions? Please speak to your RYA Regional Development Officer

Market segmentation presentation for training centres and clubs

by Graham Manchester on Jan 18, 2011

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Market segmentation presentation for training centres and clubs — Webinar Transcript