Guerilla Market Your Tennis Program
Submitted to Tennis Industry Magazine, April 2001
by Joe Dinoffer -
April 01, 2001
Picture yourself in a war. Both sides have valid reasons for fighting. One side uses conventional techniques and the other uses guerilla tactics. The guerillas make the best use of their resources. They also cut down on their chain of command and beaurocracy, eliminating time and energy wasters. They are adaptable and can change tactics and strategies quickly. Simply put, they are survivors. Which side would you rather be on? (Hint: Rambo used Guerilla Warfare!)
Is this analogy a bit dramatic? Certainly. But, most importantly, does it apply to your small to medium-sized business? Absolutely. The purpose of this article is to challenge your mindset, encourage you to try some guerilla tactics, and offer some ideas to get you started. Now, one word of caution before we start. While guerilla tactics will save you money, some of them will require more time and networking. But in the long run, if they pay off, who will complain?
I have seen far too many businesses come and go because of their mindset toward conventional marketing. Here's an example. A club wants to create a beautiful brochure and sales package. They need a graphic designer and printer to help. I accept that. But there is a huge range of choices (and corresponding budgets) to get this job done. Go to a "marketing consultant" or ad agency. While it's true that this will be one stop shopping, it will also be your most expensive route. They will have to outsource the following: Photography, writing, editorial, proofreading, graphic design, printing, acquisition of mailing lists, and mailing. Count them. This simple brochure just included eight different individuals or companies, not including the consultant themselves. This may work for the U.S. government, but it does not have to be the scenario for you.
The true guerilla marketer networks internally. Seek talent from friends, relatives, neighbors, and customers. Contact local colleges (many will take on class projects - courses in entrepreneurship, graphic art departments, marketing courses in business schools, etc.) for direct help or referrals to talented students who are looking for part-time outside work (you can probably cut a graphic designer's fees from $60-80 per hour down to $10-20). What will be the price you pay for cutting corners? It will take you extra time, and you may have to try two or three times to find the right person. But this can also be true at high-priced design firms. I suggest a simple formula for success: just model it. Find another club or business with a brochure that you like and bring it to your designer. Copying a good thing from another business is what makes the world go 'round. It happens all the time. Hopefully the point is now clear. Now, on to six guerrilla marketing ideas to get you started:
- Pizza and kids - What's the most prominent age group that eats pizza in the U.S.? Children, of course. So, if you're promoting a summer tennis and sports camp, contact a pizza restaurant in your neighborhood and network with them. Have them put a flyer inside every pizza they deliver (you will have to supply the flyer), and in return, you hand out their coupons at your club or put up a banner during your junior program.
- Schools - Starting a program for pre-schoolers? What better way to promote it than to distribute flyers at a neighborhood preschool? The possible trade-off? Give the pre-school some exposure in your club newsletter or on your bulletin board, or handout their flyers to the parents of children in your junior program.
- Carnivals - Who loves a carnival? The real question is, "Who doesn't?" To generate interest and exposure to your junior tennis and family programs, create a carnival that is open to the public. Even better, tie it in with a local charity. Then, public service announcements are sure to go out in the local media, and the attendance will double.
- Tennis column - Especially in small to medium-sized communities, tennis or fitness columns will always be well received by the newspaper editor. It serves many purposes: It gives your services more prominence and exposure, it gives you personally more credibility both to your existing customers and also to your managers and owners, and the regular exercise of writing also helps you hone more of your professional skills.
- Radio talk shows - Put yourself in the shoes of a talk show host. Whether it's a daily or weekly show, he or she must always be looking for new guests to interview. Not an easy job, year after year. Create a few possible topics that you feel comfortable speaking about (did you ever teach wheelchair tennis, or work on motor skills on pre-schoolers, or teach someone over 80?). Like writing a regular newspaper column, the benefits can be tremendous, on many levels.
- Cable Television - Yet another easy and free opportunity for exposure is local cable television. And one great thing about cable TV are that you can get a copy of the show and use it to show in your pro shop or lounge. In other words, use the exposure on television during the airing, but then use it again and again for years to come.
So there you have it. Guerrilla marketing for tennis. For small and medium-sized businesses it's not only the best way to go. It's often the only way.
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