horse sa marketing discussion
TRANSCRIPT
Horse SA has received a small grant from the Office for Recreation & Sport to look at helping horse clubs (and small businesses that service horse sport and recreation organisations) to improve basic marketing.
Most people work full time, or are in school or Uni and can miss out on investing time and $ into marketing their horse club product or service. Incrementally, this results in a greater loss of participation for the wider horse community.
There is a LOT of information on the Internet to support the development of marketing plans for clubs & businesses. A few links have been placed below.
This discussion will focus on what is marketing, and sharing ideas targeting horse owners and enthusiasts in South Australia.
Traditionally, marketing aims to reach new and current customers. The goal is to action a sale on the product or service. Outcome = revenue.
Public relations is about maintaining positive relationships with anyone who has an interest in the organisation or brand. Outcome = positive relationships.
However, these lines are becoming blurred.
With the uptake of social media, there is a greater emphasis on building and maintaining relationships with new and current customers.
With marketing (and PR) it is important to attempt to measure ROI> Return on time and $ investment.
Marketing plan
• Vision statement• What are our goals?• Target audience• Marketing strategy (How will
we reach our target audience? Why this method mix?)
• Finances• Review
Undertake a club/businesses Strengths, Weaknesses, Opportunities or Threats (S.W.O.T). Strengths: (e.g. good reputation, coaches).Weakness: (e.g. location, meets same time as the club next door).Opportunity: (e.g. clubs can promote local riding schools as a pathway)Threat: (e.g. loss of horse keeping areas in the district).
The S.W.O.T Analysis will help identify
Your ‘unique proposition’/ selling point
Customer/member demographics
Current demand, growth opportunities
Challenges by marketplace competitors
Pricing
What value the product/service is to the member/customer
How to best maintain relationships with customers
Best options for ROI on marketing investment
http://www.apolloequine.com/post‐3‐‐things‐you‐didnt‐know‐about‐horses
A customer/stakeholder includes
a) Organizational e.g. management, coach, official, volunteers, paid members, participantsb) Associated e.g. family & friends, spectators at events, service providers for participantsc) Emergent People or organizations who have a neutral, positive or negative public view of the sport or recreation activity, the club, business or participants. This category includes social architects, commentators and opinion leaders who can influence the positive or negative public reputation of the club, participants or volunteers and build networks which facilitate growth, or the opposite, a loss of community confidence.
What could a SWOT Analysis for a club or business targeting horse owners in SA include?
Strengths:Weakness:Opportunity:Threat:
What are some of the ways we could reduce the identified barriers/ weaknesses?
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What cost & time effective ideas could be included in a marketing resource for horse clubs (and businesses) based in SA?.
Your input to this project is welcome.
Horse SAE:[email protected] or inbox Facebook https://www.facebook.com/SAHorse/
Thank you to Pauline Williams
HorseFXhttps://horsefx.com.au/E: [email protected]