Ensuring your Club continues to thrive and your Members (or prospective Members) choose to join your Club, depends on your efforts to differentiate from your competition
According to the most recent IBISWorld Report (January 2018), the Sports & Recreation Clubs Industry are “kicking goals” through an increase in amateur club memberships, which has ultimately boosted annual revenues for the past 5 years. Additionally, the report states that there has been greater consumer discretionary income available, which can also be attributed to the steady growth of revenue with continuing popularity in sport participation.
Importantly, the report states that industry revenue is expected to grow at an annualised 2.4% over the 5 years through 2017-18, to reach $3.3 billion. This includes expected growth of 2.7% over the current year. Note, due to the nature of the industry, there is no dominant “player” in your marketplace. This means that securing your Club’s “share of wallet” is critical to its future success.
The Opportunity.
- Broad marketplace.
- Increase in consumer discretionary income.
- Ageing population, attract younger demographic.
The Threat.
- Multiple options available in the marketplace.
- Initial cost to join.
The Challenge, and why the information above matters to the long-term success of your Club?
Most, if not all industries operate within a highly competitive environment. At a minimum, keeping up with your competition is hard enough! Therefore, attracting and differentiating your Club from your competition can likely feel impossible.
Within the traditional corporate industries, organisations have significant budgets to drive recurring marketing and promotional activity to ensure revenue growth and profit. However, in the Sports & Recreation Clubs Industry, this is simply not possible!
- Key success factors for your Club to thrive!
- Access to quality personnel management.
- Adoption of a commercial focus.
- Having a high profile in the market.
With this information we can confidently conclude that marketing and communicating your Club’s points of difference are more critical to its future success than ever before.
dovetail – maximising marketing success.
Simply put, Dovetail is your experienced outsourced marketing partner or an extension of your existing marketing activity. We work with you and your existing data to unlock your organisation’s true potential.
How we can help.
Leveraging your business intelligence and Member-based data combined with the use of digital marketing automation, Dovetail can assess the commercial value within your current data to help tactically secure some of your industry’s estimated growth of 2.7% ($89.1m) in this current year, while providing further guidance on areas of opportunity. We will then assist to maximise your Club’s business and marketing success.’
Contact Dovetail Group today and see what we can do for you!
