Publicity appears in editorial — or story — form in newspapers and magazines and in the non-commercial sectors of radio and television programs. Publicity plays an important role for bowls and can be of assistance when clubs need to: – inform people about bowls participation activities – focus attention on special events and programs – increase club recognition – increase membership and participation – inform the public of club and interclub results. HELPFUL HINT When planning your flyer distribution strategy remember that a total of 56 per cent of Australians are members of their local library. Source: Australian Bureau of Statistics, (2001).
CLUB MARKETING STRATEGIES The most effective way to achieve maximum publicity for your club is through the following forms of media: > The local newspaper — there is no substitute for the regular appearance of news about a club at a local level. > Radio — can also be a firm ally in publicising club activities, particularly in regional or metropolitan areas where there is a local community radio station. > Newsletter — if your state/territory association has a newsletter, be sure to inform them of any new or continuous club initiatives. > Photographs — when taking photographs be conscious of depicting members of varying ages. A reader who identifies with someone in such a photograph can be stimulated into becoming involved. Where possible, the photographs used for all promotions and publicity should reflect the membership of your club. 3.6.1 Media relations To improve the profile of a club, an event and the game of bowls, a club or tournament management committee should: > Establish positive working relationships with the media and in particular with local newspaper journalists and/or editors. > Know the subject — be prepared to answer questions. Ensure you have the correct spelling of club members’ names. > Believe in its appeal — be prepared to ‘sell’ it to editors – there are many activities competing for the same newspaper space. > Find out what the media want — and supply it, i.e. if they want 150 words, do not write 400 words. > Always comply with deadlines — if the club can build a reputation for reliability, efforts will pay-off more regularly. A media release is not the way to attract attention, but the information in a media release can help focus on key messages and ensure fundamental details like, ‘who’, ‘what’, ‘where’, ‘when’ and ‘why’ are covered accurately by the reporter. The Perfect Delivery — a marketing resource kit for bowls clubs. HELPFUL HINT The best way to attract coverage for a particular event is to focus on the most interesting or unusual aspect.
The Perfect Delivery — a marketing resource kit for bowls clubs.
You've reached the end of your free preview.
Want to read all 122 pages?