On Nov 22, 2:32*pm, John Seaborn wrote:
Great Public Relations and well done! Have a Coke...

Why Coke? Because they are masters at the pull type of marketing
strategy that should be employed to promote our lovely sport.
The path we are on is not working, the problem is not insolvable, the
resources are not beyond reach. Encourage your SSA Director to start
down the path of a paid Marketing Communications professional who can
help craft a viable pull strategy using the people, resources and
assets we already have. We already have a very beautiful and
interesting product.

John Seaborn

John-
I note that Tom encourages clubs and FBOs to attempt this sort of
marketing. His example does not recommend anything from the SSA.

While I am in favor of the SSA spending more resources on marketing, I
would caution against your "pull strategy" via another cost center in
Hobbs. The Coke "pull strategy" involves mass marketing with
millions of dollars employed vs ours is an underfunded niche sport in
competion with every other niche sport. While a national "clearing
house" and more defined "marketing strategy" would be beneficial, the
effort will have to be on leveraging local resources...the GMA spot
shows what a small determined group (with some self-interest) can do
to promote the uniqueness of our sport for all. One needs to avoid
building up an expectation that the Hobbs cavalry will someday arrive
in the nick of time to fix the marketing of soaring...that is the
stategy that has not worked. The concept of building a "tool box" for
local promoters to access is a strategy more along the lines of what
our marketplace positioning and resources can handle...the tool box is
almost complete, it only needs more awareness. Tom's sharing of the
story via RAS is part of that "tool box".

If one could make one "national" recommendation at this time, the cost
of a marketing person should rather be used to fund advertising of a
"third gen" FAST program...that is the missing "next step" in your
pull strategy...and one that would support local efforts across the
entire USA. This limited goal could be accomplished by a volunteer
effort with minor Hobbs staff support. A second recommendation is we
should formally recognize those who successfully market soaring with a
much higher priority and positioning within our soaring culture than
we do today...that could help activate the talent that we have
already...a recognition process that the COBM committee should take
on. Third, if we are so gung ho on hiring another body, would be to
contract (not hire) an outside sports marketing consultant to write a
formal national marketing plan after surveying past efforts/plans,
successful clubs and FBOs, and our competitor niche sports...the
results of that effort would then define who we need to hire/next
steps.

Just 2 cents,

LT