Marketing Korfball:

Can it be done successfully with limited resources?

Introduction

Peter C. Allan is the Managing Director of Plus Four Market Research Limited, a full-service qualitative and quantitative market research company operating in the UK, throughout Europe and the rest of the worldExamples of clients are Unilever Bestfoods, Coca-Cola, BMW, Peugeot…currently evaluating a new product area for Puma and conducting research for Esporta (a health and fitness chain) amongst their lapsed membersMore details can be found at www.plus4.co.uk

Does money or do people develop Korfball?If you had €20k would korfball grow in your country? €50k?What would you do with it?How do you know that would be successful?What is the definition of ‘success’?You need information upon which to base your planningYou need people to make plans, decisions, communicate, administer: without them the money cannot be spent

Quantity brings quality?

The more players you have the more naturally good ones you will haveMy personal ‘2% theory’ would indicate that the Netherlands have around 2000, whilst Belgium have around 60-80……..and most other countries very few indeedIf correct then building the base of the pyramid will improve the quality/strength at the top

Sources of Low or No Cost Korfball Development Support

Sports development officersYouth leaders/youth groupsTeachersNational government sports/leisure departmentsLocal mediaVolunteer organisationsTeacher Training CollegesUniversities

Sources of Low or No Cost Korfball Development Support

Inter (or intra) company tournamentsMember-get-member schemes (50% off annual membership?)Veteran events, both tournaments and social – retain people in the sport, some as administratorsKorfballers who work for printers: low cost leafletsRebate on course costs for those who lead/run ‘x’ coaching sessions/referee sessions

New Clubs: an investment?

€ Initial financial assistance500 Pay-back to your National Association/Area

Association (from, say, year 2 to 5 – four years)

€Affiliation 150Entry to leagues 180Entry to cups 120

450450

‘loss’€50

New Clubs: an investment?

Also a gain in terms of entry to tournaments and spectating events……and more players to select squads from

Start Point

Where are you now?Where do you want to be?How are you going to get there?

Planning your Strategy

Analyse your present player database – conduct research:

Age profile How did they come into korfball? What age did they first start? How long have they played korfball? What do they enjoy about korfball? What do they not enjoy about

korfball? ethnicity

Analyse your present player database – conduct research:

Sources used to gain korfball information

Frequency of use of korfball websites – which?

What does korfball offer them that other sports do not?

Do they describe themselves as a ‘competitive’ korfballer or a ‘recreational’ korfballer – or both?

From this determine:

Who you want to targetIs this would-be top level players? Recreational players? Both?What your message is

But where?

Where can you support properly? From people inside korfball From others within the local

community eg. sports development officers

Go to where the people are (leisure centres), don’t try to bring the people to you

And when?

How long must be allowed to plan (longer than you think)?Certain times of the year will be more fruitful

Don’t solely focus on the short-term:

Plan for the follow-upWhat will be the situation in 3 years time? 5 years time?

Who is on-board your development team?

Only work with capable people……their limitations will determine the scale of development that you can handleDon’t confuse enthusiasm with ability (but it helps!)If this means that you have money you cannot spend successfully then consider paying personnel

Who is on-board your development team?

Contact volunteer organisationsDo not depend upon 1 or 2 good people

Pilot study:

Test out your approach and evaluate the outcome before proceeding

Be prepared to stop

Not everywhere will be successful, pull-out where defined criteria are not met…….you than have time, energy and money for elsewhere

Budgets

Prepare themMonitor themHave budget ‘owners’

Equipment

Have a stockAnnual rental, designed to encourage prompt purchaseIf purchase price is €450, then rental for year 1 might be €75, year 2 €150, year 3 €225Rentals need a guarantor

Charge proper prices

Whilst early sessions might be free, quickly (after two weeks?) charge a rate that equates with other sportsDon’t under cost or you will not have sufficient income to fund your sport

Measure

How many new clubs/new players have you created?How does that fit your original plan?How must you review your forward plan?

“But it is pretty to see what money will do”

(Pepys, Samuel 1644-1718)