A New Era…
In an ever-changing environment where new legislation arrives, competitors become stronger, and traditional funding sources are drying up, the financial viability of clubs has become threatened.
More so now then ever, Clubs need to examine the implications of the changing legislation and consider various strategies on how to mitigate the "threats" that have been caused as a result of newly introduced legislation
A website is a key variable in the promotion/ communication activity, and a critical element of the marketing mix that is often neglected by clubs or done unsystematically.
From marketing to branding and just about everything else in-between, a website is an important key that opens the gate to a club, its facilities, events and promotions. As the old-fashioned print-driven advertising and branding has taken the back seat, the marketing and survival strategies for the future will be online.
Most Australian’s own a computer; and those who don’t have access to one. Internet users, like most people, are interested in convenience. Many prefer the ease of finding a local club to patronise from the convenience of their own home.
Websites have and will continue to survive where other traditional marketing tools and principals have become dated. No other advertising medium is so quickly and economically changed, and in the rapidly changing clubs industry the ability to adapt quickly is vital.
A New Approach…
A modern, well presented website is now expected for most businesses and organisations, and the club sector is no exception. Clubs need to objectively review their existing online marketing strategy, and prioritise needs using club sustainability as the ultimate criterion. In most cases if you are not making use of the internet as a marketing tool, you are placing your club at a distinct disadvantage to those who are.
Advances in web browser technology have allowed for a new level of technological interactivity between web sites and club services. Clubs can now find many ways to better serve existing members and as well as more effectively attract new members.
Strategic marketing takes off from a keen sense of the environment and understanding of customer needs and wants. With a Web site, you can get instantaneous feedback from your members through online surveys, capture customer data through online enquiries and use this information to drive future email marketing campaigns. A personalised member service is further introduced through an effective website. Members can effortlessly renew memberships, login to view member specific information, and claim point redemptions for reward schemes.
Clear definitions of who your members are and an understanding of behavior will allow you to identify and enhance the services that members desire most.
.
Web Tips Worth Consideration:
Choose a reputable web supplier that can offer your club the latest powerful web tools.
Eliminate site maintenance costs through an administration console ( Content Management System) that gives you complete control of your website
Apply a suitable graphic design to your website to ensure a consistent brand image with your existing marketing collateral
Search Engine Optimisation (SEO) - Ensure all SEO requirements have been considered
Monitor your results – Tools such as Google Analytics will help you learn even more about where your visitors come from and how they interact with your site. Write better ads, strengthen your marketing initiatives, and create a higher converting website with this valuable feedback.
Carried out properly, a website along with effective marketing communications and promotional activities will dramatically increase demand and support for your club over a short period of time. A web consultation with an internet specialist arms you with the methods & tools needed for an effective online communications program.
Corporate Interactive, the official web developer of the RNSWBA is now offering free consultations to all clubs in NSW.
To discover more simply call 1300 662 553.
