Interesting to hear peoples thoughts on the subject, so here are mine very briefly.
As Ollie stated I think marketing is about identifying customers needs and meeting those needs.
So it is important to try and develop the correct image for savate (an image that the customer wants).
I think its important to make people aware of the differences from other martial arts/sports. I read a good quote once about how kick boxing was like hitting someone with a baseball bat where as savate is more like been hit with a hammer (more precise/focussed etc). Making sure to emphasise the different aspects assaut/combat/self defence etc.
Agnes wrote:Mine, however, is just this of an enthusiast who's keen to share her passion and doesn't mind volunteering her help when she can to see her favourite sport endure and develop.
On which subject, thanks to Agnes, Clare, Morgan and Signe for assisting with the demo yesterday afternoon.
Pugil wrote:If the selling process is successful at getting people in the door, we still have to realise that if we then fail to meet and satisfy the needs/wants of those people (the customers), we won't keep them.
I agree, Ollie, that there is a definite need to listen to your customers and respond to their needs. As one of your customers, I'm glad to hear you say that.
Quite logically, your approach is a business-minded one. Mine, however, is just this of an enthusiast who's keen to share her passion and doesn't mind volunteering her help when she can to see her favourite sport endure and develop.
Hi agnes, interesting to hear about your media experience, hope its stirred some interest. Most people I know have never heard of savate and I guess when there are so many forms and styles of martial arts around - especially in this area - its sometimes difficult to promote and publicise as much as you'd like. Yet part of its appeal is, for me, the very fact that its " different " but certainly not elitist or highbrow , from other kickboxing and the whole ethos has a certain style and grace that perhaps you wont find elsewhere. I went along some time ago to a local kickboxing club much nearer to where I live, but apart from everyone just trying to hit everything as hard as they could ( least thats how it seemed to me ) there wasnt the goals of precision and style you need in savate. Perhaps local radio is a good medium . . maybe going into schools / college enviroments .. one off " taster " sessions at sports centres . .am sure Ollie has thought of lots of ways ! I stumbled on it purely by accident through a poster at a school I happened to be visiting as part of my job ! And , as Ollie said in his post, finding it a non threatening, supportive and enjoyable activity I'm still here trying to get my feet that little bit higher off the ground !
I'm no expert on Marketing, but it seems to me that for any business to survive it has to be able to adapt to an ever-changing market place.
The little that I have read on Marketing tells me that it is not the same as Selling/Advertising.
Marketing (it seems) is about: identifying needs/wants; satisfying those needs/wants; and making a profit - or at least not running at a loss!
NEEDS (where Savate/kickboxing/martial arts is concerned):
Safe and non-threatening environment (friendly atmosphere) Enjoyable activity (good fun) Fitness & Conditioning (maybe to gain a better body shape) Self-Defence (for some perhaps) Competition (perhaps - But not all!) Social Interaction (perhaps) Personal challenge
SATISFYING NEEDS
In other words, having identified the needs of our 'customers' (for that is indeed what they are), we then have to ensure that we do everything we can to meet and satisfy those needs.
MAKING A PROFIT
If we can successfully match the wants and needs of our customers (current and prospective) with our ability to meet and satisfy those needs, we can be profitable.
SELLING IS NOT MARKETING
Rather, it is simply part of the overall process of:
a) Letting potential customers know of your existence
b) Persuading those customers to use your services rather than someone else's.
If the selling process is successful at getting people in the door, we still have to realise that if we then fail to meet and satisfy the needs/wants of those people (the customers), we won't keep them. Once gone elsewhere they tend not to come back. You/we may then find that the 'word-of-mouth' process can work against you/us when they speak about your club.
GETTING PEOPLE IN INITIALLY
There is little point in building a car that looks fantastic to us, if the rest of the world aren't buying that type of vehicle at the moment!
There is another problem, where our 'car' called 'Savate' is concerned. We know that it has great looks (to us), is sure-footed and very fast, and that it corners well too. Beauty is in the eye of the beholder, however, and some people conjure up an image of Savateurs as being slightly effeminate people in 'leotards'. We have also failed to tell people that Savate also performs well 'off-road' too - by which, I mean that we have, perhaps, spent too long over-emphasising the sporting side of Savate whilst failing to inform people of its effectiveness in street-defence mode.
IN A NUTSHELL WE SHOULD CONSTANTLY...
1) Identify & satisfy customer needs
2) Monitor, scan and assess changes in the marketplace
3) Be flexible and adaptable to allow for changes to occur in order to meet those changes in the marketplace
4) Be as professional as possible in our approach to marketing and running both the GBSF and our individual clubs.
Julie and I were on a local Cambridge radio last Friday, promoting savate amongst women and girls. I thought I'd let everyone know about it, and at the same time encourage you all to share your experience of promoting savate.
If we make sure we tell each other, we can pass on the word and increase the number of people who know about our efforts. ;)
So...for those who have female friends who are hesitant to try savate, get them to listen to Cambridge's 209 radio Active show online at http://www.209radio.co.uk/shows/profile.php?show=active.
Watch that spot, as we might be back there again next month to promote canne de combat...
