We hear over and over again how more and more women are participating in organized sports. Just look at the 2000 Olympics in Sydney. The increased presence of women in a record-setting number of events was amazing! Here are some statistics to make all of us consider marketing and promoting more and more activities to the so-called fairer sex.
1. A whopping 42% of the 4,400 Olympic athletes in Sydney were females. The goal for 2004 in Athens is 50%. Women competed this year in all but two sports, boxing and wrestling, and these may be open to females by 2004.
2. The number of girls on high school teams increased 40% between 1990 and 1998.
3. In 1976, 25,000 people ran in marathons and 10% were females. In 2000, the number was 435,000, with 35% women.
4. And, about the seriousness of cheerleading, here's an amazing development for the records. Women in cheerleading squads at football games are six times more likely to suffer a serious injury than the football players on the field. And cheerleading is growing dramatically. In 14 U.S. states competitive cheerleading is organized on statewide levels. In fact, cheerleading is the fastest growing sport for women in the United States.
The conclusion of all these statistics? Start marketing more and more to women, both young and old. It is a huge and rapidly growing segment of sports participants almost everywhere in the world. Here are some ideas to try out in your tennis programs:
· Juniors - Promote a "girls only" program for portions of your clinics and special events. Like it or not, girls and boys are quite different and require a different approach for the highest level of success in instruction and activities. This concept can start at the very youngest and most beginning levels of children and work through the highest competitive levels as well. This is not to recommend that co-ed programs be abolished, but it is to suggest that "girls only" programs have the potential to attract and retain girls who otherwise might not participate for a variety of reasons.
· Ladies Theme days - To attract entry level players (often women who have not played sports in many years or never at all), how about targeting specific needs and desires? One example is a theme like "For ladies who have never played a competitive team sport." In this case the goal is to attract women to beginning tennis classes and move them into league play. Considering that none of the participants will have played competitive team sports, it opens up many possibilities for sharing information that would be of particular interest to this specific group. Another powerful possibility is to isolate another interest group like "Clinics for players with unique looking styles that work (although they may not be invited for an instructional photo shoot for Tennis Magazine)." Yet another idea is to name a clinic, "What to do when you just can't run fast anymore?"
Clinic and activity names like the few just listed not only make catchy titles for flyers, but they also work well for newsletter articles and email subject lines promoting these events. Another winning idea is to cross promote. Give the children flyers promoting activities that might interest their parents, and likewise give the adults flyers that will interest them for their children. Reinforce the famous quote "A family that plays together, stays together" and that tennis is one of the few sports where members of the same family spanning two or three generations can actually enjoy competition together for decades.
When running events for women, it's critical to also remember the social component. If it's an early morning activity, include a continental breakfast. For midday or long events, include lunch or snacks. Remember that a positive social segment is part of any successful formula. After all, what keeps ladies coming back for more? The resounding answer is always relationships. If your players make and maintain friends, they will be back. You can count on it.
Finally, consider drumming up business in your pro shop during ladies' events as well. Informal fashion shows, special "event only" discount offers, and door prizes are some ideas to get them thinking about clothing and accessories to help them feel better about themselves. Appearance on the court may not directly win matches (remember that on every given day half the people who compete in tennis matches lose), but it sure helps self-esteem. And while their self-esteem soars, so can your bottom line.