MARKETING SUCCESS
Success in all its forms - from winning Awards to competitions - are assets which clubs can market. Here we talk to winning clubs and Awards sponsors on the meaning of success. How to get it and more importantly, what to do with it!
“The model for success remains the same whatever, you are trying to achieve. Identify products and services that will fit with your audience, set measurable targets, then establish and excel; use your experience, knowledge and the resource around you to succeed,” says Racing UK’s Tom Robbins.
It’s the ability to market successes, however, which will ultimately get members where they should be - in the club. Whatever the good news story, from sheer good luck to hard won achievements, clubs with their marketing heads on are seeing the results.
The New York Club, York, is one such example. As featured in our March issue, the club entered and won a Cheltenham Festival club makeover (courtesy of Club Mirror and Racing UK). Club Secretary Frank Healy embarked on a marketing drive with the net result that the club was packed out for the entire festival.
“On day one we trebled our normal turnover, resulting in the Racing UK annual premium being covered on the very first day. On Wednesday, which is always our quietest day, we more than doubled normal turnover,” says Frank.
Talk to Kevin Edwards, secretary at Neath’s Briton Ferry WMC, and it’s a similar sports-based story.
Last year, club member John Quinn won the Welsh Regional Final of John Smith’s People’s Darts. Darts legend Bobby ‘Dazzler’ George was at the club to present him with a trophy and a cheque for £1,000 (for the charity of his choice).
The club has maximized the surrounding publicity, gaining coverage in both local and national media. So has it had a positive knock-on effect for the club?
“Absolutely. We now have two more darts teams within the club as a result of all the interest and coverage,” says Kevin. “We now have to open our third bar on darts nights to cater for all the extra players.”
He estimates bar takings have seen an uplift of around 5% since the competition, and the SW Wales CIU now hosts its regional darts events at the club four times a year.
“We’re definitely entering again this year,” he says. “We’re also entering a Foster’s Pool competition.”
Awards present further opportunities to shout about the club. Yet some clubs are reticent about raising their head above the parapet. Stand up and be counted is the message.
“Awards are good for business,” says Cask Marque’s Paul Nunny. “Customers love to be associated with success. The number of Cask Marque award winning licensees has increased by 20% over the last 12 months.”
He advises clubs to challenge themselves. “See if you’re good enough to go for many of the industry awards that are now available,” he says. “This will tell you a lot about your offering and how you can improve.”
Top of their gameAdderley Green WMC, Stoke on Trent, is no stranger to Awards, having won 11 of Club Mirror’s Club Awards over the past 12 years.
“Award wins get you known,” says club secretary, John Pyatt (John is also featured on page 58 this month). “The membership acknowledges all the rewards and effort when awards are achieved. It retains interest and pride within your club, resulting in membership attending frequently. Also, visitors visit the club out of curiosity to see for themselves how and why the club is successful in achieving the recognition.”
When the club wins a national award, it celebrates, holding an Awards evening where the Award is ‘represented’ on stage. Attending members receive a plated buffet, wine and three free drinks, and there’s cabaret in every room at the club.
“Advertise your success in winning awards by displaying photographs, plaques and trophies within the club,” he advises.
In addition to coverage in Club Mirror, John contacts local radio, local press and the CIU’s Club Journal to secure media coverage. The Awards have also had a knock on effect with suppliers too. “We’ve been recognised nationally and approached by suppliers asking if they can use the club’s name in promoting their goods,” he says.
It’s not surprising to learn that John actively seeks out opportunities to showcase his club. “I keep an eye open for awards and competitions nationally and locally, within national magazines, advertising material received at the club, national and local newspapers, brewery and supplier magazines and word of mouth,” he says.
Morale boosters beckon
At Newcastle Cricket Club, another Club Mirror winner, club secretary Olwyn Hocking is also quick to affirm the value of Award wins.
The club won Club Mirror’s 2008 Cricket Club of the Year Award, the North East Premier League Ground of the Year 2008 and 2009, and one of its volunteers won the English Cricket Club Regional Young Volunteer Award (known as OSCA).
“Awards are a great benefit for morale and team building, both for all of our volunteers and for the members,” says Olwyn. “They also raise our profile in the wider community.”
The wins are publicised through the club’s annual printed programme (distributed to 5,000 homes and businesses), on its web site, on club notice boards and as a special feature at the club’s Open Days. They’re also providing positive content for mail shots.
News releases are sent to the local press. “We tend to write them and send in pictures. The press are quite stretched these days and so they’re grateful to have it ‘on a plate’ if possible.”
“There is no doubt that recognition is a huge boost to confidence and morale,” says Olwyn. “We all spend more time than we care to remember on the nitty gritty of helping our clubs. Awards give you a brief moment to step back and enjoy the glow of knowing it really has made the world a better place!”
This awareness, she believes, strengthens the club’s fundraising ability. “It also encourages us to raise our aspirations still further in the future.”
Raising the barRaising the bar is also something that Marston’s Dave Percival is keen to see happen.
“We’re still in a difficult market place, which has had the effect of widening the gap between good, well-run outlets focussed on delivering a great experience to their customers, and less pro-active outlets still doing the same things that have always been done,” he says.
Dave believes that the light at the end of the tunnel is that those clubs that consistently deliver great value and a great experience are still performing very well.
“And if the Awards encourage others to aspire to the same standards, then it will be good for the club sector as a whole in the longer term. Too often the focus is on poor performers and what they can do to improve, the ‘naughty child syndrome’ if you like. The beauty of the Club Mirror Awards is that they focus on, and reward, excellence in the club sector, “ he says.