The Racquet Club’s Guide to Marketing Strategy

Sara Perry

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May 19, 2022

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category

minute read

PUblished

May 19, 2022

From the ads you scroll past on Facebook to the promotions that pop up in the middle of your favorite podcast, we all interact with marketing efforts every day.

We use marketing to inform how we feel about products and interact with the businesses that sell them, and so do your members. With so many businesses competing for your members’ attention, building a well-defined marketing strategy can help you cut through the noise and get your message in front of your audience.  

So where do you start?  

Here are seven questions you can answer to develop a marketing strategy that drives awareness and growth for your racquet club.

1. What worked last time?

Before you can plan a new marketing strategy, you need to understand your previous results.  

Examine your past marketing campaigns to see what worked and what didn’t. Was there a particular message that resonated with your audience? Which communication methods had the best ROI?  

With a deeper understanding of how your members interacted with your previous campaigns, you can pinpoint what to build on and improve during the new campaign.  

2. What is your goal?

Each decision you make when building your marketing strategy should reflect your goal.  

Think through what you’re trying to accomplish, and clearly define the “why” driving your new campaign. Are you trying to increase sign ups for your tennis clinics? Do you want to build awareness for your new pickleball offerings?  

Your goal will influence the audience you speak to, the communication methods you use, and more so defining it clearly will be crucial to your campaign’s success.  

3. Who is your audience?  

If you want your campaign to stand out, you need to target the right audience.  

Broadcasting your message to everyone on your mailing list may produce short-term results, but over time you’ll become white noise. Your strategy is the most effective when you can share the right message with the right audience.  

Take a look at your campaign’s goal and define who would be the most interested in hearing your message.  

Let’s say your goal is to promote your new pickleball lessons. Members that only interact with your tennis offerings may show less interest, and targeting them with this message may not produce the results you’re looking for. However, marketing the class to members who frequently reserve pickleball courts could provide a greater ROI.  

Segmenting your audience allows you to share your message with those most likely to engage with it, increasing the overall effectiveness of your campaign.  

Using your club data, consider how you can narrow your audience based on the following markers and choose which will be the most receptive to your message:  

  • Age groups  
  • Engagement level
  • Length of time as a member or prospect
  • Expressed interests  
  • Activities, classes, and events they engaged with in the past

4. What’s the right communication channel?

Once you know what your message is and who you want to share it with, you need to decide how you’re going to get the word out.  

There are countless ways to communicate with your audience, so it’s important to choose the communication channels that will give you the best ROI. Which methods worked (or didn’t work) for you in the past? What is your audience responding well to right now?  

You want to be where your audience is, so consider which communication channels they frequently engage with. For example, if you’re promoting children’s tennis lessons, you may have greater success connecting through a Facebook group for parents.  

Here are a few of the channels you can use to connect with your audience.

Email

Sending a message directly to their inbox can be a powerful way to reach your audience.

Inboxes can quickly get crowded, so it’s important to prioritize segmentation and personalization when communicating via email. Personalizing your message by avoiding generic “to” and “from” fields, using personalized subject lines, and including signatures can significantly boost your open rates.  

Using a Member Engagement Assistant to personalize your emails can help you better navigate spam filters and make sure your message ends up in a primary inbox.  

Social Media

Scrolling through social media has become a daily habit for a significant portion of the population.  

Engaging with your audience through platforms like Instagram, TikTok, and Facebook can boost your visibility and reach. Utilizing the targeting features of each platform can help you segment your audience and get your message in front of engaged viewers.  

SMS Messaging and Push Notifications

SMS messaging can put your club right into your audience’s pocket.  

Text messages have a 98% open rate, and 83% of texts are read within three minutes of being received. Connecting with your audience through text and push notifications is a great way to share your message quickly and ensure that it gets read.  

5. What should you say?  

The language you use to frame your message will determine how engaging it is for your audience.  

When you’re writing your message, try focusing on what your audience wants rather than the features of what you’re promoting.  

Let’s say you’re marketing your summer tennis clinics. Rather than highlighting the number of hours spent on the court, focus on the experience and benefits you’ll be providing. Your audience will have an easier time connecting with your message when they can see how it relates to their goal of being a better tennis player.  

By framing your message to reflect your audience’s needs rather than the features you’re offering, your message will be more engaging.  

6. What do you want your audience to do?

Your marketing won’t show results without a clear call-to-action (CTA).  

A CTA gives your audience direction on what to do and guides them along a path to where you want them to go. Do you want them to register for a class online, or sign up for a free trial? A clear CTA will show your audience what step you want them to take.  

When writing your CTA, try to be as clear and specific as possible. Using text that clearly describes what you want the viewer to do will make them more inclined to follow through.  

Your CTA’s visibility can also impact its success. Using visual cues like font size and color can increase the visibility of your CTA, but its placement within the message is equally as important. Try to include a CTA where your audience would be ready to take action, such as at the bottom or right of the content they just finished reading.  

7. What do you need to tweak?

There is no one-size-fits-all approach to marketing.  

Your message and your audience are unique, and the only way to find what resonates with them is to test, test, test. Once your marketing campaign is live, continue to test and hone the message.  

Email subject lines, font size, imagery, tone – nothing should be exempt from testing. Even a small tweak can increase your returns, so regularly examining how your message is being received can help drive your campaign’s success.  


Ready to upgrade your club’s marketing plan? Club Automation can jumpstart your marketing to drive revenue and membership growth. Get started with a free demo today.

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A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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