LEISURE MARKETING BRE103

During this course you will learn to develop strategies to market recreation facilities or services.  The course shows you how to do things such as: Develop marketing and promotions to maintain or increase business; Manage the delivery of a service to ensure customer satisfaction; Monitor a membership database to ensure return business and Manage complaints.

Leisure Services, Facilities and Products Need Marketing

With good marketing, awareness of a facility or service will increase. and motivation to utilise the service or facility should also increase. Unless something is being used, there really isn't any point in it existing.

  • Explore ways you can better sell leisure products, services and facilities. 
  • Improve your ability to sell -with a focus on the leisure industry


Duration: 100 Hours (you study at your own pace).


COURSE AIMS

  • To provide a basis for developing specific marketing related skills which will be developed throughout this course.
  • Develop marketing strategies.
  • Develop skills in dealing with the media to promote an organisation or service.
  • Coordinate the production of different promotional materials.
  • Coordinate the distribution of promotional materials.
  • Deal with client complaints in a recreation enterprise.
  • Monitor membership base to ensure retention of membership.
  • Initiate and manage relationships with sponsors.
  • Explain alternative methods of raising funds for a recreation event or service.
  • Manage special events.
  • Coordinate activities designed to increase public awareness of an organisation.
  • Deliver approval for different promotional activities.
  • Manage delivery of a service by a recreation, sport or fitness organisation.

 

COURSE STRUCTURE

The course is divided into ten lessons as follows:

  1. Introduction to Marketing
  2. Marketing Strategy
  3. Media Promotions
  4. Promotional Materials
  5. Dealing with Complaints
  6. Managing Membership Levels
  7. Sponsorship & Fundraising
  8. Managing Events
  9. Managing Promotional Activities
  10. Delivering a market sensitive recreation service.


WHAT YOU MAY DO IN THIS COURSE

The practical tasks you will complete in this course include the following:

  • Visit retail outlets to observe the marketing used for a chosen recreational product.
  • Conduct a market survey, of a properly selected sample of customers, using a designed survey form, and obtaining at least 20 responses.
  • Develop a marketing plan, based on market survey results.
  • Develop a promotional campaign for a chosen recreational product of service.
  • Write two press releases, for recreation products or services, which you are familiar with. Suggest a plan for the distribution of this press release.
  • Contact three different publications which advertise recreation services or products, and obtain information about how to advertise.
  • Interview the management of a recreation facility (or people responsible for marketing).
  • Investigate complaints within an organisation/enterprise in the recreation industry.
  • Investigate the way membership is managed in two different recreation enterprises.
  • Survey the membership of a recreation, fitness or sporting club, to determine attitudes towards services provided.
  • Interview a sample of members and leaders/staff from one of each of the following types of organisations; to determine reasons why people join these different types of recreation organisations.
  • Contact your local government authority, and determine any legal requirements which relate to fundraising for non profit community recreation organisations, in your locality.
  • Investigate the market strategies for 2 different types of special events, in your locality.
  • Conduct research to determine different publications which may be relevant to the sports, recreation and leisure industries.
  • Interview staff or clients of a recreation facility/enterprise with the aim of developing procedures to implement improved services for a specified facility.
  • Go shopping. Take notice of how different sales staff communicate with you. Note the techniques that use (verbal and non-verbal), and how effective they are.

Get the Marketing Mix Right

There are four elements to consider when marketing anything -Product, Price, Place, Promotion

Product -Consider what you are selling. 
Price - Consider what you will charge the customer
Place - Where are potential clients encountered
Promotion -What means can be used to promote

Managing the marketing effort is the way that a business manages each of these four elements of the marketing mix. Marketing is essential for every business. Marketing is sometimes confused with advertising, which is only one method of the promotion element of the marketing mix. Some businesses may say they do not do any marketing, but this usually means that they do not use advertising as their preferred method of promotion. Every business manages their marketing effort in their own way. Every business sets a price for their products or services, and distributes their products or services in some way.

The decisions about the elements of the marketing mix may be made by a specific marketing manager or a marketing department. In small businesses, marketing decisions are often made by the owner, or by staff who also perform other operational tasks in the business.

First businesses decide what outcomes they wish to achieve. They then manage their marketing efforts to achieve outcomes in one or more of the following three result areas:
• Number of Customers
• Amount of Sales or Revenue
• Amount of Profit

However, none of these result areas can be manipulated directly. The key areas to be manipulated that affect each result area are shown below:

Number of Leads x Conversion Rate  = Number of Customers
Number of Customers x Average dollar sale x Number of Transactions =Amount of Sales Revenue
Amount of Sales Revenue x Profit Margin = Amount of Profit