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Strengt h e n i n g P o lo P l ayi n g M e m b e r s h ip

Strengt h e n i n g P o lo P l ayi n g M e m b e r s h ip. A p r i l 2 0 1 4. M a tt L e v i ne S o u r c e U S A. P u r p o se o f t h e W o rk. Th r ee I n terre l at e d O b ject i ve s Esta b l i s h ed b y t h e M a r k e t i n g LL C ….

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Strengt h e n i n g P o lo P l ayi n g M e m b e r s h ip

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  1. StrengtheningPoloPlayingMembership April 2014 MattLevine SourceUSA

  2. Purpose ofthe Work Three Interrelated ObjectivesEstablishedbythe MarketingLLC… Determine thesizeof the availableand accessible player membermarket forthe USPA Objectives Definethe segmentation of theUSPAplayer membermarketto betterunderstandand prioritizeopportunities forfuture growth Identifythe mostprevalent pathstoUSPA playermembership April17, 2014

  3. Committed and continuing players/members arethe lifeblood ofpolo,drivinga vast,interdependent“eco-system” of activityandcommerce...     • Equipment, ApparelOutfitters • Licensed GoodsRetailers • ClubShops • OnlineStores Thoroughbreds PoloPonies QuarterHorses Mixes F. Retailers A. Breeders • Sponsors • Advertisers • Tele/Cablecasters • Websites/SocialMedia • AmateurPlayers • Umpires(20%Pro) • Score/Timekeepers • Announcers • Instructors • PlayerOwners • Pro Players E. Media B. Play C. Support Services D. Facilities  Grooms(Incl. GameHelp, Upkeep, Exercise) Hay/FeedSuppliers ShoeingResources LargeAnimalVeterinarians TrailerSuppliers Insurers    • ClubEntities(Large, Small) • Stables • Pastures • GreenFields Groundskeeping Water(Rights, Availability) Arenas       April17, 2014

  4. There are sevenhighpriority opportunity segments… NewPlayerTarget Segments (ListedbyAccessibility) ECO-SYSTEMICS (Incl.PoloEco-System Participants) RETURNEES (Incl. I/IParticipants10-15Yearsafter School,ChildhoodRecreationalRiders,Dropouts) EQUINEINSATIABLES (Incl.Equine ActivityParticipantswith Bandwidth) CROSSOVERACTIONSEEKERS (Incl.“Motorcycling,Hockey,Snowboarding,AirplanePilotingParticipants) RURALROOTEDS (Incl.Rural/Suburban/UrbanResidentswith Rural/FarmRootswithinClub DrawingRadius) ASPIRATIONALS (Incl.“Laurenetics”,Professionals,TechExecs) TEDIUMSTERS (Incl.EmptyNesters45+,GolfersSeeking More ExcitementinLives,Relationships) April17, 2014

  5. Paths to PlayerMembership Eachof thesesix pathsrequires systematicattention and continuous updatingbasedon bestpracticesand newlearning. Combinedwithsegmentation,pathmanagement isa critical component inthe membershipstrengthening process Experientials (IncludesEvent Attenders; Social Members; Activated TV Viewersand SponsorCustomers) Arenato Grass I/I Participation Recovery Recruitment Family Introductions Current Member Introductionsto NewProspects (Non-Family) April17, 2014

  6. The lifetime value of a committed low/mid-goal player reinforces the importance ofconvertinglessontakers to players (conversion ratios) andretainingplayers(retention ratios) Conversionandretentionrateemphasisarekeysuccess factors forclubsandthepoloeco-system… …andcanonlybe maximizedwithconsistent,disciplined dedicationtobest practices Conversion Funnel* Free/Charged Lesson Takers 10%Into 2nd Year 10% Lifetime (1:100) 65% 15Years (6.5:100) 25% <5 Years 2.5:100 * Source: PoloDevelopmentLLC; SourceUSAinterviews April17, 2014

  7. Five-Year(2019) Available/AccessibleMarketScenarios SourceUSA Estimate April17, 2014

  8. Mastery • AccelerateempowermentofPoloDevelopmentLLC • InstitutionalizetheHoustonPoloClubmodelbutcustomizeittoreflect clubdifferences,i.e., 3-5sub-models • Expandandleveragelearningthroughstructuredpiloting,testing,e.g., • Expandedclubconsultingservices, tools • Year-aroundplayingmemberdevelopment • Newarenafacilities/financing • Socialmembershipas pipeline,incl.membernetworking • Groupsalesaspipeline,sponsorshipfacilitator • Geographicallytargetedsocialmedia,publicrelations • Sponsoractivation • Championcross-functionalinnovationamongPolo Development,Marketing,Properties, I/I(incl.Alumni),Umpiring April17, 2014

  9. Messaging Leadership  Internal (in multi-media formats) Best practices/models Segmentation/paths testimonials, stories Metricsas decision-making tool – – –  External(basedon insight-driven strategy) – Accessibility (incl. location, segmentation, paths) Entertainmentvalue(as player, spectator,sponsor) Personal development/satisfaction (incl.competition,conditioning, teamwork, problemsolving,logistics, self esteem) – – April17, 2014

  10. Metrics • Track,report,rewardandawardmembershipstrengtheningleversandmilestones • Marketingimpact measures • Awareness • Attitude/image/reputation • Appeal/intentions • Productivity measures(national, bycircuit, byclub) • Newpaidlesson takers (funnelfeeding) • Conversionratios • Retention ratios • Member/stagesatisfactionlevels (performance) • Rewardsformilestoneanniversaries, e.g., 2,5, 10,15years (continuity) • Awards • Clubs (2-3sizes), Circuits (size, regiondiversity) • Productivity • Program performance (e.g., groupsales, social membership, event attendance) April17, 2014

  11. Player MembershipStrengthening Model Awareness Appeal Activation April17, 2014

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