Let’s begin this month’s column with a promotional idea from Larry Karageanes called the "Junior Club" which he advocates to increase general participation and club revenues. To join the club the only requirement would be a minimal fee like $5 or $10 per year. And the benefits can be substantial; for example, special rates on instructional programs and discounts in the pro shop. An additional service could be that the parents of the juniors make a commitment to buy their juniors shoes at the pro shop for a significant discount which would compete with the local discounters. This program has many obvious advantages: for the juniors to have an identity within a club, for the parents, and for the club itself. Give it a try and let us know what you think. Here’s a sample letter with which to entice your members who are parents of tennis-playing juniors:
Dear Member,
You probably don't need to be reminded how often your child needs new sneakers, especially when they play a lot of tennis. We would like to make it easier for you.
Your child can join our Junior Club program and receive their sneakers for cost plus 20 percent. All you have to do is commit to buying a minimum of two pairs of shoes in one year.
The letter would go on to explain how they would sign up for the club membership and to describe the possible brands of shoes from which the parent could select.
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Every time I read information covering any of the many unique benefits of tennis I get excited. It seems logical that we need to keep sending more and more of these positive messages out to the general tennis-playing public. For example, people are more and more conscious of their weight, fitness, and physical condition (or, lack of) and what to do about it. Wouldn’t it be great if every tennis court in America had a laminated sign listing the comparative calories burned from playing tennis as compared to other activities? Well, in case you haven’t seen it before, here’s the list, which very favorably compares how many calories are burned in three hours of playing tennis as compared to other activities:
1. Competitive tennis 1,934
2. Moderate touch football 1,719
3. Moderate aerobics 1,612
4. Moderate tennis 1,397
5. Moderate Inline Skating 1,397
6. Moderate Downhill Skiing 1,397
7. Moderate Ice Skating 1,397
8. Moderate Basketball 1,290
9. Cycling at 10 mph 1,268
10. Weightlifting 1,204
11. Baseball 1,032
12. Walking a 15 min. mile 909
13. Easy Tennis 860
14. Golf with hand cart 860
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In a 1997 breakfast interview with USPTA National Board member Mark McMahon in Atlanta, he shared with me a very simple concept to effectively bring together several levels of players. You know the problem: The better players seldom interact with the lower-level players. The result is a tremendous lack of social interaction which would obviously help any program. Here is the simple solution which Mark recommends:
Promote a "Ladies Drill Play and Lunch" organized into two levels of league players or general club members from 9 am -12 noon. While one group plays a round robin for 90 minutes the other group takes a drill class from the teaching staff and then they rotate. Afterwards they all have lunch together and are seated in an alternating arrangement with each player next to players from the other group. Although this is a very simple concept, it works. And that’s what counts.
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Now let’s move to an absolutely fabulous promotional idea from veteran teaching professional Greg Grover. I was able to interview Greg in Atlanta recently and his success story for the Play Tennis America free lesson program is nothing short of earth-shaking, or should we say court-shaking. But, before starting, let’s put things in perspective. The Play Tennis America free lesson program has been very successful, last year alone introducing nearly 100,000 new players to tennis with free lessons. And a very substantial number of these have continued playing, in fact a little over 40%. However Greg’s success takes this to a whole new level. After hearing it you may want to give it a try for yourself. Here’s how it works:
1. Greg advertises free tennis lessons locally - that’s right free tennis lessons plural, not just one lesson like the normal Play Tennis America program.
2. People who sign up are given two free group lessons which are actually the first two weeks of an eight-week course.
3. The normal eight-week course would cost $80 and if they sign up after the two weeks of free lessons, it costs them only $60.
4. In the first two weeks they are given a racquet to use in the classes free of charge, but if they sign up and pay to continue for the remaining six weeks, they are given the racquet to keep, free of charge.
5. Additional details are the USTA still kicks in a bonus cash incentive for every person taking free lessons so the pro is not teaching the first two weeks completely free anyway. Secondly, that the racquets given away are relatively inexpensive (in the $10-15 range). Greg allows 8-12 people in each class and breaks the groups up by ages: 4-7, 8-12, 13-17, and adults.
After the 8 weeks, his next step is a novice round robin which includes beverages, a free T-shirt and prizes. And, after that, he signs them up for league play. What is his bottom line as compared with the 40% who continue to play through the normal Play Tennis America free lesson program? The answer may astound you but Greg has had nearly a 100% conversion rate! As far as I can tell, there are probably three reasons for his success and all three can be duplicated. First is the fact that the new players get two lessons free which really gives them a chance to get a feel for the sport and get more pleasure out of their first experience. Second is the incentive of the free racquet, which has a perceived value of about $60, the cost of continuing in the program. And, thirdly, Greg is a good teacher. Are all of these three reasons unique to his situation? I don’t think so. Greg’s challenge is for you to try it yourself. Then report back and let us know the results. This could be just the breakthrough you have been looking for.