Marketing & Sales 2006 US Youth Soccer adidas Workshop and Coaches Convention

Marketing & Sales Objectives Increase Membership Increase Corporate Partners/generate revenue Increase Awareness Create Membership Benefits Strategy How will you achieve these objectives? –Current programs –Inventory Assets –Target Consumer –Targets for Sponsorship Sales Collateral materials: developing a Media/Sales Kit Research the prospects Calling on prospects Meeting with prospects Mutually agreeable measurable, attainable goals Execution Set timelines Maintain communication Fulfilment reports

Marketing Defined Selling of products or services: the business activity of presenting products or services to potential customers in such a way as to make them eager to buy. Marketing includes such matters as the pricing and packaging of the product and the creation of demand by advertising and sales campaigns. Sponsorship Defined A cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property

MarketingSponsorship Communications Achieve Property Objectives Increase Membership Increase Revenue Increase Awareness Create Membership Benefits Achieve Sponsor Objectives Increase in users/buyers Increase awareness Increase sales Deliver a member benefit, develop new/loyal customers

NOWTHEN Gut Personal Preference Feel Good Mass Communication Clutter Awareness/Presence Good Corporate Citizen Research Brand Centric Business Results One-to-one Relationship Customize Sell Stuff Business Based Decisions Deliver Return on Investment The approach to sponsorship has changed:

My Inventory –What do I have of value to a sponsor? What are your assets? What opportunities could be utilized to communicate your message and the messages of your partners oPublication: Circulation______________Frequency:_________________ oE-newsletter(s):Circulation______________Frequency:_________________ oAGM/Workshop: Annual___ Semi-Annual___Attendance:________________ Vendor Show____ Event Program____ Workshop Opportunity___ oMailing list: #of unduplicated households_______________________________ oBulk Mailing Insertions (i.e., registration kits)___________________________ ____________________________________________________________________ oSpecial Events (i.e., tournaments, state cup finals- list attendance) ___________________________________________________________________ oNaming Rights (facility or event):______________________________________ oSampling Opportunties_____________________________________________ oClubs and league support_____________________________________

Target Consumer Is there anything specific about your membership or your group that could be crucial in creating a marketing program? oPlayers - segmented by age or gender? oParents - segmented by education, household income? oCoaches – a key influencer oVolunteers – loyal oGrowth Over a period of time oGrowth in any particular segment How are communicating with them? How can you deliver a sponsor’s message – or your organization’s message ?

Research the Prospective Sponsor What are their assets? What opportunities could be utilized to communicate your message through a partner? What programs exist that could benefit you? COMMUNICATIONS IS THE KEY TO YOUR MARKETING INFRASTRUCTURE Its much easier to sell sponsorships when the prospect knows who you are Maintain your database: addresses as well as home address A good website –build it for the future, be ready for new technology Build relationships with your local media. Who writes about soccer or community affairs?