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Segmentation in Sport & Sailing, (simply)
Our Sporting Future Conference
Melbourne April 2013
Ross Kilborn
Segmentation - Fun or frustration ?
8 States/Territories 350 Clubs 60k Club Members
High Performance(Fans & supporters)
New program(s)Attraction/ ParticipationInclusion
1:1 Marketing
• One decade ago direct marketing expenditure exceeded main media spend for the first time
• Now on line is at the point of exceeding it !• It’s more effective to identify small groups of people
and market to them based on their characteristics
But how to identify segments ?(based on like characteristics)
1. Demographic
2. Behavioural 3. Psychographic
Demographic
Generic
•Gender•Age•Family Structure •Income / Affluence•Ethnicity •Geo-demographics
Yachting Australia / Sailing •Lifestage (age + family status) •Geography
Behavioural
Generic
•Purchase History •Customer value •Period of custom
Yachting Australia /Sailing • Participant/ Club Member• Pathway level • Boat Type
Psychographic
Generic
• Research based • Attitude and emotion • ASC – GFK Sport Segmentation
Sailing (clubs)
• Competition / Racing • Recreational / Social•Adventure / Outdoors•Cruising
Loyalists Socially Engaged
Sport Driven
Apathetic Clubbers
Sidelined Sportsters
Club Wary Ponderers Self focused Sport indifferent
Sport Athiests
ASC Adult Segment profiles
Club Wary Pen Portrait
The Club Wary are very positive about sports, though they want to enjoy their sport at a slightly less serious and competitive level.
Club Wary are not particularly critical of clubs but from past experiences as members, they have some reservations.
They see clubs as requiring a significant commitment and lacking in flexibility, can be slightly self conscious about fitting in and playing sport with others.
Pen Portrait
The Club Wary are very positive about sports, though they want to enjoy their sport at a slightly less serious and competitive level.
Club Wary are not particularly critical of clubs but from past experiences as members, they have some reservations.
They see clubs as requiring a significant commitment and lacking in flexibility, can be slightly self conscious about fitting in and playing sport with others.
Club Wary
What to talk to them about? (Products)
Beginners / skill building classes / teams
Flexible membership around costs (e.g, 2 for 1
memberships)
Proactive communications highlighting the facilities of the
club
Offer of trial ‘membership’ without full financial
commitment
What to say? (Message areas)
Club is inclusive and for all levels
Highlight the offer to play the sport they want at good facilities
Focus on the sport and facilities
Join with a friend
Focus building skills while playing
Competition as a means of improvement and for self
achievement.
How to say it? (Tone) Helpful
Beginners classes and free trials are popular ways to introduce the
Club Wary to clubs. More flexibility in times and
prices as well as a less competitive approach
could also assist. There are a range of activities which could entice this
segment.
Ideals for club sport Participation - Club Wary
Sailing…….
Sailing Segmentation – Simple Summary
1. Demographic
a. Lifestage
b. Geography
2. Behavioural
a. Participant /Member
b. Pathway Level
c. Boat type
3. Psychographic
a. Club Officials – Gold Members!
Background
• Federated structure • Limited media, event income or fan base • Limited budget• Probably similar to many sports !
• Membership database of 60k (Limited data depth)• Marketing Strategy - 2011
• Priority = New Participant Attraction • Benefit = Existing Member Retention
Marketing Strategy 2011
• 2011 ASC Pathways to Success Participation Funding• 2011-12 Appointment of gemba to conduct market research into sailing
and clubs over 3 groups • Club Members • Participants – non members • Australians – yet to Discover Sailing
• Outcome – Marketing Strategy• Brand hierarchy • Lifestage Segmentation – 3 priority segments• Attributes of the offer, (the barriers) and message and media for each
of them
The gemba Report !
1. What Yachting Australia should do 2. What Clubs should do 3. Lifestage Segmentation & priorities
New Brand (non sailing public)
•Contemporary •Acquisition led •Overarching & Universal •Introductory Options •Pathway based •Key Messages •Simple Information
A vehicle of cultural change responding to societal trends in sport consumption
Yachting Australia
Segment Priority Framework
LowLow Below AverageBelow Average AverageAverage Above AverageAbove Average HighHigh
Strategic Importance Primary School
Secondary School
Young Adults
Young Families
Older Families
Working Professio
nals
Empty Nesters
Retirees
Size of segment (Absolute Size & Future interest in sailing)
Commercial Potential of segment (income & YA member spend)
Attractiveness to funding partners (Govt & Private)
Likelihood of Acquisition of segment ( sports frequency & market share)
Ability to influence other segments
Ease of ImplementationPrimary School
Secondary School
Young Adults
Young Families
Older Families
Working Professio
nals
Empty Nesters
Retirees
Budget and resources required to implement
Existing program can be rolled out or modified
Access to infrastructure (=boats) constitutes NOT a strong barrier
High High Low Medium Medium Low Low Low
High High Medium Medium Medium Medium Low Low
YA
What are the needs of three priority consumer segments?
• Crucial to focus on this segment since this is the time in children’s life where sampling of a variety of sports is taking place, first experiences of success happen and first friendships are built
• Barriers of this segment for sailing are:
– parents perceive sailing as a dangerous sport for primary school kids
– the fact that the ideal starting age is believed to be around 7-12 years, which is later than for other sports
– the perception that sailing is an exclusive sport, reserved for older people
– having to become a member & lack of equipment & facilities
• When asked, parents wanted their children to be in a program featuring:
– Good coach : child ratio
– Short time, weekend or holiday program
– Certificate and clear pathway at end
• Any communication about a program targeting this segment needs to emphasise
– Safety
– Social aspects & fun
– Boats provided - inclusive cost
Primary School Children
Primary Schooll
Secondary School Children
Primary School
Young Families
Primary School
In general, this segment is participating in a variety of sports – they have the most time at hands but will already have made their choices about their favourite sports
Main sports motivations for this segment are social interaction and fitness
Barriers to participation in sailing are:
–Cost of participating
–Equipment needed
–Potentially lower interest levels of teenagers who have already chosen their favourite sports
–Not an ideal age to start sailing, too late
When asked, parents wanted their children to be in a program featuring:
–More practice than theory, learning by doing
–Organised by school
–2-3hrs
–Weekend or summer holidays
–No membership
–Boats provided
Program needs to be fun & social as sailing is currently not perceived as very exciting by this age group
•This segment is particularly crucial to engage in sports since young parents are still taking decisions for their young children
•By acquiring & retaining young parents there is a chance to not only get adults into the sport but also their young children since parents are looking for social activities that can be done by the entire family
•Fitness is a key motivator for young families to participate in sports – competition & achievement are rather uninteresting
•Real or potential barriers to participating in sailing are:
– Lack of available time – Cost of participating– Lack of facilities & equipment– Lack of
information/communication– Perceived danger of sailing for
young children– Lack of offerings for kids &
partners
•Program needs to be short, with flexible membership offering, an activity for the whole family, with only basic theory on the job. Boats provided
Why juniors are priority one ?
1. Currently underperforming in this segment
2. Life time value to the sport
3. Most people who boat later in life enjoyed it as a kid
4. All other sports are competing for them
5. They offer the opportunity for priorities 2 & 3 2 = Youth = retained juniors
3 = Young families = additional participants
6. A piloted Program in Victoria
Tackers – design drivers
Tackers – 8 sub segments for communication Different message and media for each !
Clubs Instructors Parents Kids
Participating 1 2 3 4
Prospective 5 6 7 8
Progress to date – Discover Sailing & Tackers
• Just over 1 year since gemba Research Report • Launched in 2012 • Implementation in 2013 forward• Long term commitment
• Segmentation is simple • Communication is key
• Media & message must engage • Measure effectiveness
Lessons & Challenges
• Information systems – limited in ability to • Segment• Interface with modern media• Measure
• Capacity of the peak bodies and clubs • Cultural Change at clubs – not traditional thinking • Challenge of change
• people like to see traditional media • can’t control traditional media e.g. Sydney – Hobart
Information strategy
Value to you and a sponsor
Who are your members, ( or segments), fans, their characteristics, and where do they live !
Segmentation - Art and Science
ART
•Business Priority ?•Which works for you ? •Ease of implementation ?
SCIENCE
•Actionable !•Measurable ! •Customer Centric !
Segmentation - Fun or frustration ?
Thank You / Questions
SPONSOR(S) WANTED