market segmentation presentation for training centres and clubs

Protecting your Rights, Promoting your Interests

‘"Half the money I spend on advertising is wasted, and the problem is I do not know which half"

Lord Leverhulme 1851-1925British founder of Unilever and philanthropist

Protecting your Rights, Promoting your Interests

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

Protecting your Rights, Promoting your Interests

Protecting your Rights, Promoting your Interests

Protecting your Rights, Promoting your Interests

Visit the web site -

http://segments.sportengland.org

Protecting your Rights, Promoting your Interests

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)

Protecting your Rights, Promoting your Interests

Protecting your Rights, Promoting your Interests

Protecting your Rights, Promoting your Interests

Protecting your Rights, Promoting your Interests

Protecting your Rights, Promoting your Interests

Protecting your Rights, Promoting your Interests

Protecting your Rights, Promoting your Interests

Protecting your Rights, Promoting your Interests

‘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 OperationsSouth West Lakes Trust

Protecting your Rights, Promoting your Interests

Stage 2

Giving the customer what they want and telling them about it

Protecting your Rights, Promoting your Interests

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

Protecting your Rights, Promoting your Interests

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

Protecting your Rights, Promoting your Interests

Further questions?

Please speak to your

RYA Regional Development Officer