Club Marketing

MARKETING

​HOW TO MARKET YOUR CLUB OR EVENT

There are various techniques club scan utilise to promote their club or event. Below is a brief outline of different initiatives that clubs can implement to increase attendance to their club or event.

School newsletters

Go and speak/demo at school assemblies asking kids if they are interested

Share Social Media from BMX Australia via Facebook,Twitter, Instagram, YouTube

Sending a press release to the local paper/localTV

Advertising in the local paper

Putting up posters in your local bike shop

Having a stall in your local shopping centre to showcase your club


PUBLIC RELATIONS

Public Relations is a great way to inform the public about your club and events without having to pay for any advertising or marketing. 

This is a cheap and easy way to promote your club and events by working with journalists from newspapers, radio and local TV stations. Because journalists are time poor and want to spend as less as time possible researching stories you can call them and pitch a story idea about a local rider or your club event.

One way to do this is to write a press release. A press release is usually a brief one page story on what you want to communicate to your local community.

Get to know the journalist at your local paper and have a good relationship with them. 

DO DO NOT
  • Ensure there are no grammatical errors in the press release
  • Keep it to one page
  • Ensure you include some of the achievements of the club and/or riders that highlights success
  • Always include a quote from a president or high profile rider in the second or third paragraph
  • Include a photograph relevant to the release making sure to caption the image of who the photo is of
  • Include contact details on the bottom of the page so the journalist can contact you for further information
  • Send it in a format that everyone can open. Not everyone has the latest version of Microsoft Word on their computer - PDF is great as it can be opened on virtually every single device
  • Try to sell your event too much, just state the facts and benefits
  • Have spelling and grammatical errors
  • Make the press release too long
  • Use terms or references those outside of BMX would not be familiar with

PRESS RELEASE

‘For immediate release – [INSERT DATE MONTH 20XX]’

Come and Try BMX at [INSERT CLUB NAME]

[INSERT CLUB NAME] BMX Club will be holding a [INSERT EVENT] on the [INSERT DATE] at the [INSERT TRACK NAME & ADDRESS].

BMX is a fast, fun action sport with jumps and turns on a dirt track which can be between 300 and 400 metres long. The sport is very family oriented while being exciting, action packed and provides great exercise for kids and adults alike.

The upcoming [INSERT EVENT] at [INSERT CLUB/LOCATION] is an excellent opportunity for any member of the community who is interested in BMX to try the thrill of BMX racing.

Club President [INSERT NAME] said the [INSERT EVENT] has been put on for the public to experience the sport and gain a better understanding of what is involved.

“BMX is such a fun sport that can be enjoyed by the whole family. We are inviting anyone who has wanted to give the sport a try to come down to our track for the [INSERT EVENT] to experience first hand the speed and excitement of BMX.’

[INSERT QUOTE ABOUT THE CLUB, HOW MANY MEMBERS, ACHIEVEMENTS THE CLUBS RIDERS HAVE RECEIVED]

BMX continues to grow after receiving its first Olympic medal at the 2012 London Olympic Games. Sam Willoughby (SA) and Caroline Buchanan (ACT) both made the finals at the Olympics with Sam riding his way to the Silver medal. Australian BMX riders are regarded as some of the best in the World; Caroline Buchanan proved that by winning the 2013 Elite Women’s World Championship in Auckland.

The [INSERT EVENT] is a great way to try the sport in a fun, safe environment with coaches giving expert tuition and assistance for those new to the sport. There is no cost involved in taking part on the day. Anyone who would like to attend can bring their own bike; otherwise the club may have some bikes and equipment available for those who do not have either (subject to availability).

Participants that attend will receive a show bag filled with products such as a BMX Australia hat, “BMX with Wade Bootes” DVD, pen and wristband (numbers are limited).

For more information please contact [INSERT CLUB CONTACT] on [INSERT PHONE NUMBER OR EMAIL] or go to www.bmxaustralia.com.au


FUNDING

Funding applications are a way for your club to receive money from the local council, government or funding program for specific initiatives. There are regular funding programs available in each State/Territory which are usually conducted in rounds. Funding can assist to help clubs grow, support sport and recreation at the grass roots level, improve facilities, promote participation in sport and physical activity and provide a focal point for community building and engagement. Most funding programs are aimed towards not-for-profit community organisations with specific criteria that must to be met.

Although specific criteria may vary with each funding program, all funding applications require similar types of information:

  • Contact information
  • The program/project description
  • A brief description of the club applying
  • The program/project budget
  • The amount of assistance being applied for
  • All other sources of funding for the project
  • How the applicant’s club meets the grant criteria
  • A guarantee that the program will proceed and monies received will be spent on the purpose the money was given
  • Copies of the latest annual report and a copy of the audited accounts *if applicable


SPONSORSHIP

Sponsorship for your club assists with promotional items for give aways and funding for promoting a sponsor’s company by ways of signage around the track or logos included on event entry forms/booklets.

Companies like to find new ways to differentiate themselves against their competitors and increase brand awareness amongst their target audience, specifically through charitable work or community clubs/activities. 

Clubs could sell naming rights for their participation event ie [INSERT SPONSORS NAME] National Sign On Day at [INSERT BMX CLUB] or [INSERT SPONSORS NAME] Club Championships at [INSERT BMX CLUB], which then the sponsor provides promotional items or funding in return.

When requesting sponsorship, be sure to make a sponsorship proposal outlining what benefits the sponsors will obtain from promoting the event. Such benefits include: increasing brand loyalty, brand differentiation, awareness and visibility, highlighting corporate social responsibility (ie enhances a company’s credibility) and client entertainment.

Local bike shops, butchers, bakeries, car dealers, building companies, plumbers and confectionary companies are a great place to start.

SPONSORSHIP LETTER

<INSERT CLUB LETTERHEAD>

<INSERT NAME>

<INSERT TITLE>

<INSERT ORGANISATION>

<INSERT ADDRESS>

<INSERT DATE>

Dear Mr/Mrs <INSERT SURNAME>

I would like to take this opportunity to introduce myself and the <INSERT NAME> BMX Club.

We are a local BMX Club with <INSERT NUMBER OF MEMBERS> members, based at <INSERT CLUB ADDRESS>. We have been operating as a club for <INSERT NUMBER OF YEARS> years, and we have a great local supporter base, including players, parents, coaches, volunteers and administrators.

We would like the opportunity to meet with you, to show you how <INSERT ORGANISATION> can benefit from an association with the <INSERT NAME> BMX Club.

We have some great promotional ideas which we hope can:

  • Introduce new customers to <INSERT ORGANISATION>
  • Increase loyalty of current customers to <INSERT ORGANISATION>
  • Increase your sales
  • Increase brand awareness of <INSERT ORGANISATION>

I can be contacted any time on <INSERT PHONE NUMBER>, or alternatively I will call you in the next few days to discuss these opportunities.

I look forward to meeting you and chatting about how we might establish a mutually beneficial working relationship for the future.

Yours truly,

<INSERT NAME>

<INSERT CLUB POSITION>


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