Very few tennis pro shops sell tennis videos. If you’re not in this minority, the reason why may get you to reconsider. Everything about tennis videos fits the description of a product that should be carried in a pro shop. First, tennis players do buy them. Second, the pricing allows for key stoning or a double mark-up. Third, the right videos can fill a need of helping players to educate themselves and improve.
Why, then, do so few pro shops carry videos? The reason probably goes back to the teaching pro who historically has felt that students who buy tennis instructional videos will take fewer lessons. But think about it. If you have the opportunity to select which videos you want to sell, it may not only help shop sales, but might actually improve your lesson and league program as well. There’s a famous clothing store chain that has the slogan “an educated consumer is our best customer.” After all, if someone watches a motivating doubles video which helps their doubles, it makes sense that they will play more doubles and probably seek as much or more professional help on their road to improvement. Or, if they watch inspiring matches, we all know they will get inspired to play more tennis. Here are some recommendations of recent releases with explanations of how they can generate higher levels of participation, as well as create direct sales income for your retail business.
“History of the Grand Slam" Video Collection (wholesale distribution by Tennis Direct 1-248-637-2992). This four volume video series is a combination of rare vintage Grand Slam footage and high-powered classic action at these world class tennis events. Each volume is approximately 60 minutes long.
- Volume 1 is called “Foundations” and covers highlights of memorable matches, plus interviews and recollections.
- Volume 2 is called “The Game and its Players” and features changes in strokes, power, equipment, and psychology.
- Volume 3 is called “A Game of Life” and reviews the role of the media in creating tennis celebrities.
- Volume 4 is called “The Open Era” and covers the years since prize money has soared and how the Grand Slams have become big business.
On the other end of the spectrum is our other recommendation: “Teenie Tennis – A Family Game” by Marceil Whitney (wholesale distribution by Marceil Whitney 1-425-881-1446). This 23-minute video was produced with one thing in mind – to get parents excited about introducing their young children to tennis. It features dozens of activities and guidelines to help parents work with their children and nicely augments any instructional programs for young children that tennis facilities may already offer.
Of course, you may have other videos in mind that will sell well in your specific facility. Our marketing tip to guarantee brisk sales once you decide to carry and sell videos in your store is to offer a discount coupon with each video sold. For example, with “History of the Grand Slam” Volume 1, how about offering $5 off on a singles or doubles strategy session with the partner of their choice. And, if they buy “Teenie Tennis” how about a discount coupon for their child’s next clinic or private lesson?
The benefits will be clear in no time: increased pro shop sales, higher participation levels, and happy players. A win-win all the way around.