Marketing & Sales

1. Marketing & Sales 2006 US Youth Soccer adidas Workshop and Coaches Convention

2. Marketing & Sales Objectives • Increase Membership • Increase Corporate Partners/generate revenue • Increase Awareness • Create Membership Benefits Strategy • How will you achieve these objectives? • Current programs • Inventory Assets • Target Consumer • Targets for Sponsorship Sales • Collateral materials: developing a Media/Sales Kit • Research the prospects • Calling on prospects • Meeting with prospects • Mutually agreeable measurable, attainable goals Execution • Set timelines • Maintain communication • Fulfilment reports

3. Marketing Defined Selling of products or services: the business activity of presenting products or services to potential customers in such a way as to make them eager to buy.  Marketing includes such matters as the pricing and packaging of the product and the creation of demand by advertising and sales campaigns. Sponsorship Defined A cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property

4. Achieve Property Objectives • Increase Membership • Increase Revenue • Increase Awareness • Create Membership Benefits Marketing Sponsorship • Achieve Sponsor Objectives • Increase in users/buyers • Increase awareness • Increase sales • Deliver a member benefit, develop new/loyal customers Communications

5. THEN NOW Gut Personal Preference Feel Good Mass Communication Clutter Awareness/Presence Good Corporate Citizen Research Brand Centric Business Results One-to-one Relationship Customize Sell Stuff Business Based Decisions The approach to sponsorship has changed: Deliver Return on Investment

6. My Inventory –What do I have of value to a sponsor? • What are your assets? What opportunities could be utilized to communicate your message and the messages of your partners • Publication: Circulation______________ Frequency:_________________ • E-newsletter(s): Circulation______________ Frequency:_________________ • AGM/Workshop: Annual___ Semi-Annual___ Attendance:________________ • Vendor Show____ Event Program____ Workshop Opportunity___ • Mailing list: #of unduplicated households_______________________________ • Bulk Mailing Insertions (i.e., registration kits)___________________________ • ____________________________________________________________________ • Special Events (i.e., tournaments, state cup finals- list attendance) • ___________________________________________________________________ • ___________________________________________________________________ • Naming Rights (facility or event):______________________________________ • Sampling Opportunties_____________________________________________ • Clubs and league support_____________________________________

7. Target Consumer • Is there anything specific about your membership or your group that could be crucial in creating a marketing program? • Players - segmented by age or gender? • Parents - segmented by education, household income? • Coaches – a key influencer • Volunteers – loyal • Growth Over a period of time • Growth in any particular segment • How are communicating with them? How can you deliver a sponsor’s message – or your organization’s message ?

8. Research the Prospective Sponsor • What are their assets? • What opportunities could be utilized to communicate your message through a partner? • What programs exist that could benefit you? • COMMUNICATIONS IS THE KEY TO YOUR MARKETING INFRASTRUCTURE • Its much easier to sell sponsorships when the prospect knows who you are • Maintain your database: E-mail addresses as well as home address • A good website –build it for the future, be ready for new technology • Build relationships with your local media. Who writes about soccer or community affairs?