If you want to figure out which segment likes which activity then you can now use the spreadsheet on the strategic section of the promoting activity site, it’s number 5 on the list and is labelled as “percentages of people doing each activity”. You can use this to figure out which segment to promote your activity to, or what activity to put on to reach a specific segment.
Marketing campaigns and training for sport and activity.
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As the headline says, it’s just on the tin, make sport (and exercise) FUN!
Thanks Jason. That’s the goal!
It’s a good tool, but as someone who plays bowls, I want to get more people in 30s and 40s involved. Percentages tell me it’s not worth trying! But we will…
Hi Paul,
Well if that’s your goal then you’re right – you shouldn’t bother with the spreadsheet. In that case my suggestion would be to look at the strategic planning tool – http://www.sportengland.org/segments, and see which segments in their 30s or 40s live near to your bowls club. Maybe within a 2 mile radius. Then look at the communication plans for those segments and see how best to market to them, what marketing messages are going to work, and which media to use to reach them.
That would be my suggestion, anyway.
Hope that helps,
John