Before clubs can market and promote their services to the community, they should seek to understand the people and organisations they are trying to attract and the underlying reasons why people join clubs.
Results of a recent survey where sports fans on their way to watch an EPL football match were asked: ‘Why are you a sports fan?” were published in an article by Josh Robinson in SportsPro November 2012 and the results were surprising.
“79% cited coming together with others as their motivation. They went on to talk about ‘a shared sense of belonging’, ‘hugging people they’ve never met’ and ‘feeling part of something special’.”
One of the great thinkers of the 20th century – psychologist Abraham Maslow – identified this need in his model for human motivation – “Maslow’s Hierarchy of Needs”, ranking the need for belonging just above the need for food and water.
Fig.1.1 Maslow’s Hierarchy of Needs
The social media phenomenon has demonstrated just how powerful that need for belonging really is. Through tools like Facebook and Twitter, generations of people are constantly showing others who they are connected to, and seeking to connect with others. They are constantly saying “this is what I like, this is what I belong to and this is who I am.” So too are volunteers, players and members of grassroots sports clubs.
Further Marketing & Promotions Information
a) Understanding the DNA of a Sports Fan
b) Identifying your Stakeholders
c) The Importance of Databases
d) Communication Processes for Marketing & Promotion
e) Communication Processes in Detail
f) Digital Communication
i) The Power of Pictures
j) Video Sharing
k) Updating all your Social Media at once
Successful Marketing and Promotions for clubs