Page 16 - OSEP Management Module 3_Neat

Marketing options for your club/federation

The marketing mix
When considering which marketing strategies to plan and use, you will need to
consider a range of factors relating to each of the services and products of your
club/federation.

These factors include:
• product
• place
• price
• promotion
• perception
• planning
• packaging
• positioning.

Product
• attributes.
• benefits.
• support structures.

For example:
Football: good facilities, various squads (beginners, elite, masters, juniors, females,
mixed competitions), qualified coaches and officials, fitness training, rehabilitation
classes, etc.

Place
Where is the club/federation located and how does this affect marketing
strategies?

Price
Make sure that the price for services offered is appropriate by considering a range
of factors, including:
• break-even analysis — staff salaries, equipment costs, general maintenance,
member numbers
• market research information — income, competitor price comparisons, etc.
• profit predictions.

Promotion
The aim of all promotional activities undertaken should be to:
• create attention
• maintain interest
• initiate desire to check the club/federation out.

OSEP MANAGEMENT IN SPORTING ORGANISATIONS TRAINING PROGRAM — LEARNER’S GUIDE OSEP MANAGEMENT IN SPORTING ORGANISATIONS TRAINING PROGRAM — LEARNER’S GUIDE