Market segmentation presentation for training centres and clubs

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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 1851-1925 British founder of Unilever and philanthropist

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Transcript of Market segmentation presentation for training centres and clubs

Page 1: Market segmentation presentation for training centres and clubs

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

Page 2: Market segmentation presentation for training centres and clubs

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

Page 3: Market segmentation presentation for training centres and clubs

Protecting your Rights, Promoting your Interests

Page 4: Market segmentation presentation for training centres and clubs

Protecting your Rights, Promoting your Interests

Page 5: Market segmentation presentation for training centres and clubs

Protecting your Rights, Promoting your Interests

Visit the web site -

http://segments.sportengland.org

Page 6: Market segmentation presentation for training centres and clubs

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)

Page 7: Market segmentation presentation for training centres and clubs

Protecting your Rights, Promoting your Interests

Page 8: Market segmentation presentation for training centres and clubs

Protecting your Rights, Promoting your Interests

Page 9: Market segmentation presentation for training centres and clubs

Protecting your Rights, Promoting your Interests

Page 10: Market segmentation presentation for training centres and clubs

Protecting your Rights, Promoting your Interests

Page 11: Market segmentation presentation for training centres and clubs

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

Page 16: Market segmentation presentation for training centres and clubs

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

Page 17: Market segmentation presentation for training centres and clubs

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

Page 18: Market segmentation presentation for training centres and clubs

Protecting your Rights, Promoting your Interests

Further questions?

Please speak to your

RYA Regional Development Officer


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