Sports Facility Marketing: Reaching 6-8 Customer Touch Points
Trying new marketing methods can get discouraging when they don’t seem to yield immediate results, but, as I always remind my staff, it takes an average of 6-8 contacts before a client actually buys.
I’ve noticed that consistent marketing is something that sports facilities often struggle with; they’ll market an event or promotion one way but not remind customers 6-8 times. At DNA Sports Center, we try to establish every possible way that we can easily get the word out about our events and promotions, and we make sure that marketing tasks are clearly assigned so that we make sure to reach those critical 6-8 contacts.
When an event or promotion is put on the sports facility’s calendar, the staff should follow a marketing routine that includes every readily available marketing strategy. Too often, simple opportunities to market events and promotions are missed because there is confusion regarding staff responsibilities, or perhaps because a few simple marketing methods that are already available haven’t been considered. Here are a few cross promotion strategies that I have put into practice at my own facility.
1. Customize your client login message.
Most facilities use sports facility management software to allow their clients to register for classes and appointments online. eSoft Planner, the scheduling software that my company created, made the client login area customizeable for this reason. If you have the ability with your own software (and especially if you use eSoft Planner), there’s no reason that you shouldn’t take advantage of this feature. Even if you still use a paper calendar for your scheduling or you require clients to register for classes and lessons through your front desk staff, make sure to put your marketing material there, either directly on the schedule or on a sign in a spot where clients routinely go.
2. Give a daily tip on your clients’ accounts.
Along the lines of the previous item: Once a client logs into your sports facility’s scheduling management software, display a tip that keeps them engaged. This could be health or sports related, but you should also be able to add marketing notes. (Remember to update this information, as well as the login message, when events pass and promotions end.)
3. Use a customer relationship management systen:
Track all the phone calls that come into the facility and make sure that they’re organized by interest so that you can follow up with potential leads as relevant opportunities arise. eSoft Planner comes with a Customer Relationship Management component, but there are plenty of CRM solutions if you prefer an alternative. Many sports facilities keep track of inquiries of those who come into the facility or who fill out a form online, but they let phone calls slip through the cracks.
4. Remember to mention all upcoming events in e-mail marketing
eMail Marketing is an effective tool for communicating with your clients and prospects. If you’re using an e-mail marketing program, make sure that each e-mail you send out mentions all the upcoming promotions and events at your facility, not just the event or promotion that’s coming up the soonest.