Understanding the needs of your customers and prospects is vital. Find out how you can use our survey feature to significantly increase your revenue potential and raise your brand awareness.
As you’re probably aware, in 2015 the Sports Minister, Tracey Crouch, promised to outline and deliver a revised strategy for sport following a decline in the number of participants. The proposed revision sought to address key issues – similar to those highlighted in a recent report published by Sport England - which indicates a significant decrease in the participation of certain physical activities. It also charted the drop within the keep-fit and gym sector, citing changing tastes in the way people are now exercising as the chief factor. However, it’s not all doom and gloom, as the report also highlighted a 1.4 million increase in the number of people participating in some sort of sport since the 2012 London Olympic Games. Figures are once again on the rise, with a recent survey indicating that nearly 14 million people in England aged 16 years and over are participating in some sort of sport at least once a week.
However, physical inactivity is still a major problem within some demographics, with a worrying 28 per cent of people in England doing less than 30 minutes of physical activity a week. This level of inactivity has also been cited as the one of the leading causes of premature deaths, with 1 in 6 being attributed to it.
Sport England’s new Towards an Active Nation campaign is pledging to spend £250 million to combat inactivity as part of their five-year strategy in response to the Government’s Sporting Future: A New Strategy for an Active Nation (2015). The Government’s report makes for enlightening reading, as there’s a definite drive towards thinking out of the box when it comes to tackling the issue, with the focus seeming to be driven by the positive affects that go hand-in-hand with living an active lifestyle. The report outlines a strategy that seeks to transform people’s wellbeing at all ages and throughout all social demographics. As the forward from the Government’s report concludes, it’s about “set[ting] the pathway for sport and physical activity for the next decade and beyond.”
The changing mood of the leisure industry seems to be evolving then, incorporating both a ‘sport for all’ and a ‘health for all’ mentality, meaning that there is now a serious focus on improving people’s overall health and addressing health inequalities across all social demographics.
At the heart of Sport England’s new campaign is a call to action for all leisure facilities to implement new, exciting and effective ways to get people active and improve lives. Their main areas of focus are: tackling inactivity, engaging children and young people, volunteering, taking sport and activity into the mass market, supporting sport’s core markets, local delivery, and creating welcoming sports facilities. Your facility may even be eligible for funding; applications from local authority and further/higher education institutions are encouraged. You can click here to find out if you meet the criteria. However, whether or not your facility meets the criteria for funding, there’s a fundamental core strategy at the heart of Sports England’s approach that your business might consider adopting as it has the potential to be mutually beneficial in terms of both your revenue and your community’s overall health. Sport England have labelled it their ‘Line of Sight’ strategy and it’s a simple, effective way to evaluate your future projects; you can read more about it here. If we adopt a similar approach and use the BriefYourMarket.com survey tool within the strategy, you potentially get something like this:
Using the flow chart, you can now plan a strategy:
- POTENTIAL PROGRAMMES: Consider your project focus and potential activities: wellbeing and health awareness, diet, community focused, age specific focused, gender focused etc. Consider your KPIs and costs. To keep costs to a minimum, consider making your programme a community one and create innovative ways to get volunteers on board. You’re looking at the bigger picture – for example, an outdoor circuit class for all the family in the summer months, charged at a low rate, would require minimum investment but has great potential for increasing your membership rates as people get fitter and the colder weather approaches.
- CREATE & SEND YOUR BRIEFYOURMARKET.COM SURVEY: Our e-survey feature – unlimited in the amount you can create and send – will give you the vital insight into what your community wants and needs. Consider providing some sort of ‘refer a friend’ incentive and take advantage of the feedback as your survey continues to circulate. Send content that will engage people to really think about what types of activities they would like to see happen.
- EVALUATE YOUR TARGET AUDIENCE: Evaluate the spectrum of information available to you through the system’s reporting features. Identify social and cultural demographic responses to inform your activity selection.
- SELECT YOUR PROJECT: Once you have gathered all the information and decided on your project, it’s time to make it happen. Seamlessly send out a proposal email via the BriefYourMarket.com system to all your clients and prospects informing them of the programme/activity choice. Send out further surveys asking when the activity should take place; questions similar to this create the impression that you’re always thinking of your customer base and the wider community. You’re including them in the process so they’ll have an investment in their project. Consider hosting an ‘open-evening’ at your facility and invite your clients and prospects to come along and discuss the proposal – take the initiative and get more client information in your database at the same time.
- IMPLEMENT YOUR PROJECT: Launch the activity. Send regular, personalised, automated messages and relevant content through the BriefyourMarket.com system to your customers and keep them motivated and encouraged. Keep up to date with feedback by sending out regular surveys to tweak and perfect your service.
- MAINTAIN YOUR PROJECT: Depending on your area of focus, make sure that your community is always aware of the major benefits of what your business is doing. Do this by taking advantage of all the easy-to-use, innovative and extremely cost-effective BriefYourMarket.com system features: send personalised messages, newsletters and video that will ensure your business is the talk of your local community.
For Further information about the potential of using surveys for your business, click here. To learn more about BriefYourMarket.com and automated marketing, click on the link below or call one of our expert team on 0344 800 84 24.