market segmentation presentation for training centres and clubs
TRANSCRIPT
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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
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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
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Protecting your Rights, Promoting your Interests
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Protecting your Rights, Promoting your Interests
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Protecting your Rights, Promoting your Interests
Visit the web site -
http://segments.sportengland.org
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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)
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Protecting your Rights, Promoting your Interests
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Protecting your Rights, Promoting your Interests
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Protecting your Rights, Promoting your Interests
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Protecting your Rights, Promoting your Interests
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Protecting your Rights, Promoting your Interests
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Protecting your Rights, Promoting your Interests
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Protecting your Rights, Promoting your Interests
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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
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Protecting your Rights, Promoting your Interests
Stage 2
Giving the customer what they want and telling them about it
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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
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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
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Protecting your Rights, Promoting your Interests
Further questions?
Please speak to your
RYA Regional Development Officer