You
have really hit the nail on the head here. Whether it is for individual clubs,
the GFA or your business, the kew word is FREQUENCY.
Sporadic marketing efforts are mostly a waste of money, you need to be in
peoples' faces all of the time, even more so in this visual media, information
age.
David
Olsen
-----Original Message-----richard
From: [EMAIL PROTECTED] [mailto:[EMAIL PROTECTED] On Behalf Of Boonahgliding
Sent: Tuesday, 3 August 2004 12:43 PM
To: Discussion of issues relating to Soaring in Australia.
Subject: Re: Fwd: Re: [Aus-soaring] GFA Marketing Committee
you've probably missed a little of what i am saying.
i think the whole idea of this "movie" is great. put it on a dvd with lucy learns to fly and give it to every aef we do (nearly 400 a year for us) and the word will get round as the disk gets passed around.
what i was saying is that the gfa could spend 250k australia wide in a month and get little long term benefit. in my business we spend about that per annum and that's in brisbane alone. if we stop the advertising the work stops within a fortnight and we are selling a product 3 out of four people use.
what i would like to see is the gfa co-ordinate the thing and pay to run off a few thousand disks for clubs to distribute.
rob
--------- Original Message --------
From: "Discussion of issues relating to Soaring in Australia." <[EMAIL PROTECTED]>
To: "aussoaring" <[EMAIL PROTECTED]>
Subject: Fwd: Re: [Aus-soaring] GFA Marketing Committee
Date: 03/08/04 02:38
sorry - my email address is [EMAIL PROTECTED]
.... and it's Wilpena Pound, I just can't type veyr
well =)
--- McLean Richard <[EMAIL PROTECTED]>
wrote:
> Date: Tue, 3 Aug 2004 02:14:33 +1000 (EST)
> From: McLean Richard <[EMAIL PROTECTED]>
> Subject: Re: [Aus-soaring] GFA Marketing Committee
> To: Boonahgliding <[EMAIL PROTECTED]>,
> "Discussion of issues relating to Soaring in
> Australia."
> <[EMAIL PROTECTED]>
> CC:
>
> If the need to use or employ professionals is so
> 'beyond question' then why is there so much good
> amateur stuff on the web? This is the age of
> 'reality
> media' where the feeling of 'being right there' is
> what sells - gritty, unpolished (to some extent
> anyway) shots that show *reality* not staged, studio
> polish .. and with the quality of the digicams
> available (which I've seen firsthand in the last few
> weeks at my own club) I'm perplexed by all the fuss
> about how hard everything is. All we want to do is
> collect some snippets of good footage & put a short
> DVD together to catch people's attention.Given a bit
> of co-ordination & some volunteers it could cost us
> very little. Only small bites from each bit of
> footage
> may be suitable (ie. not boring or repetetive) so we
> need as much as we can get. I already have an offer
> of
> some great material of wave at Wilpne Pound (thanks
> Mark) - if anyone else has anything to contribute
> then
> I am happy to collect/borrow until we can do
> something
> with it.
> Please email me on [EMAIL PROTECTED] if you can
> help out.
>
> Cheers,
>
> Richard McLean
>
> --- Boonahgliding <[EMAIL PROTECTED]>
> wrote:
>
> ---------------------------------
> the need to use or employ professionals is beyond
> question. the firstquestion however is what is/would
> the budget for such a project be -both for designing
> a
> campaign and implementation - then you have a
> frameworkfor the design and also feedback on
> results.
> for what is a limitedmarket no advertising budget
> however large may be cost effective in ourcase.
> i believe the answer lies in what mike borgelt
> mentioned.
> atboonah we have enough people coming and trying
> gliding.
> the problem hasbeen keeping them interested and
> giving
> them value for money. the k-13as our pride of the
> fleet was not helpful.
> the retention rate andinterest grew dramatically
> with
> the purchase of the k-21. we have nowordered a new
> (not second hand) single seater. the club rooms have
> beenrenovated with more to follow and we have good
> facilities at both ends ofthe strip. membership has
> grown 30% in 18 months. we have just made
> allwives/children club members as one "family
> membership" and all glider hirefor juniors 50% off.
> the best advertising we have had has been done for
> acouple of give-away flights and we are most
> appreciative to those mediaoutlets who have
> supported
> us. perhaps it would be possible for the
> gfadevelopment officer to take this approach as
> media
> outlets are often lookingfor "copy" and we offer
> spectacular footage and excitement.
> i suppose mywhole point is, clubs or any activity
> are/is only as vibrant as the peoplewho drive the
> activity and some clubs will be advantaged or
> disadvantaged bycircumstances including geographical
> location.
> paid advertising we havedone rarely gives a
> profitable
> return (the adelaide uni scenario is dead
> setscary!!)
> word of mouth and membership activity win hands
> downanyday.
> rob
> --------- Original Message --------
> From:"Discussion of issues relating to Soaring in
> Australia."<[EMAIL PROTECTED]>
> To: "Discussion of issuesrelating to Soaring in
> Australia."<[EMAIL PROTECTED]>
> Subject: Re: [Aus-soaring] GFAMarketing Committee
> Date: 31/07/04 13:18
>
>
> The direction of thisproject is of some concern; it
> suggests that we've learnt little fromprevious
> adventures in this area.
>
> GFA Executive and Council has beendown this road
> before in the past. I know - I was there. Theone
> thing I recall from previous promotional ventures
> was
> that glidingpeople, even dedicated gliding people
> are
> not very good at it, especially inthe selection and
> development of promotional material - movies,
> videos,brochures and the like. Most of us who were
> still around at thattime will remember the saga of
> the
> "two brochures".
>
> We approach thechallenge from our background and
> experience, not understanding thatthe people we are
> trying to reach usually see "gliding" in a
> totallydifferent perspective. Quite a few people
> in
> this listhave already come in enthusiastically with
> what we think would be "goodstuff". While it is -
> for us - it probably won't succeed inmaking the
> sport
> sufficiently attractive to the outsider to want to
> have aflight with the view of "taking it up".
>
> This exerciseneeds to be undertaken by a
> professional
> public relations outfit, and wehave to be prepared
> to
> sit on our hands and believe and implement what
> theycome up with. We also have to be prepared to
> pay
> what they askand it ain't cheap. These are two
> reasons why we will almostcertainly not go down that
> road. Thus history will berepeated.
>
> I wish the GFA committee well. However, unless
> theydraw on significant expertise in the advertising
> and promotional game fromwithin their own ranks, or
> are prepared to seek same from elsewhere if theyare
> short in that area, I have to be just a little bit
> sceptical of anyspectacular or even significant
> results.
>
> Whatever they decide to do,it won't be easy. We all
> know that gliding is a fantastic sport. However the
> huge majority of the general population will never
> be
> convinced.
>
> Sorry to be so gloomy, but that's how it is.
>
>
>
>
>
>
>
>
>
> ---------------------------------
>
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