Developing products that your customers love

Understand your value – the great opportunity for sport!

In my work with some of Australia’s largest brands, I was often faced with a dilemma. We had a great marketing team, resources to work on the brand, clever people to help make it all happen … and an average product. Not a bad product, but not one that everyone wanted to tell the neighbours about either!

Sport is different, particularly grassroots sport. In sport we have an awesome product, but often back it up with average marketing! Most sports organisations do not understand the valuable assets they have on tap, that they could bring to the table and derive value from. If we can get the marketing right, then there is a massive opportunity for us.

Why? Because companies want to connect with the people that you have as part of your organisation. They want to get in touch with families, mums and dads with children who need the kind of products they sell. Never before has their been a better time for the sports community to make a compelling pitch to business.

Our biggest challenge is building a clear and simple path for these companies to our front door! That’s what developing a great product is all about. Although you may not realise it, you have a mountain of value stored in your organisation that other businesses will pay money to access. But you have to make it simple and easy for them to do this and have the mechanisms in place to tell them about it and engage them.

Three revenue opportunities
There are three key areas related to revenue generation in your sports organisation:
1. Core products:

Based on the core activities of your sporting organisation. This usually includes membership/subscription fees, competitions, tournaments/carnivals, holiday camps, coaches’ training, merchandise and special events. But in addition to this, you can also develop ‘specialised’ products with high value and limited supply.

2. Partnerships:

We often refer to these are ‘sponsorships’, but really they are partnerships – a joint venture between your sports organisation and another enterprise aimed at generating more value for both parties.

3. Grants

For a variety of reasons, many sports organisations are either not aware of available grants or don’t do the work to follow up on them. This can provide a significant opportunity for you.

Find out more about developing strong revenue within your sports organisation. Here’s how:

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