On Wednesday, November 2, 2016 at 11:59:32 AM UTC-4, Sean wrote:
Marketing success is, at its most basic level, measured in terms of "exposures." In other words, how many times is your brand, product or company "exposed" to the eyes and ears of your target audience. Soaring is a general thing so IMO our audience is everyone. Next there is the "meaningfulness" of the exposures. Somewhat more subjective but worth considering. It is far more cost effective to focus on basic exposures than it is to try and target. Especially when you have little or nothing to start with (our situation). Trying to target from the beginning is like trying to land on the centerline after your rudder has fallen off the glider. Especially true when the sport is so amazingly obscure (almost hidden from the public) here in the USA. That and the fact that our demographic is 55+ (perhaps 65+) and needs to be equalized or exceeded at the teen and twenties demographic if we are to grow again (or even survive).

What I am talking about is basically regularly leveraging free exposure as a matter of practice. Employing the media and other marketing engines to work for us as normal operating procedure. It only takes paying attention.. For example, every SSA contest (or any soaring event for that matter) should be writing press releases and calling local media outlets (TV, print, web) to visit. Media loves invitations. The exercise of inviting media can be automated and tuned. Media involvement is very rare in the USA, even at Nationals or SSA Conventions. It should be absolute at every event. Particular attention should be paid to sports media. As a sport, we are sitting on the ground with the engine off in terms of marketing. We have few youth members to leverage for help as other sports do (paragliding). Quite embarrassing. We need to work harder to make up for this unfortunately.

The Olympics is important and valuable. Shrugging it off because you have watched curling and not picked up curling is fairly dumb (sorry). Imagine an average Joe seeing 10 minutes of the Olympic glider race event similar to some of the better SGP coverage you may have seen. Now imagine 1.8 Billion people (Olympic viewership in Brazil this summer) being potentially exposed to glider racing. The Olympics have very, very strong youth demographics. They provide sports with a certain legitimacy as well. It might be hard for some of you to get your heads around, but I am thinking 10-20 years down the line here. If we want to have a great, thriving sport then we need to get our heads out of our butts and shamelessly expose the sport as much as possible. Why not? Or should we just keep standing around with our hands in our pockets? This conservative, tip-toeing around alone has gotten us where we are today. It cannot be allowed to continue.

Finally an Olympic bid is not that big of an undertaking for us here in the USA. The good news is that the US so separated from the FAI and Europe (the big boys) that we would not have to move a muscle. They would lead that effort because FAI is relevant and US rules are irrelevant. We should all be absolutely begging the FAI to build an Olympic bid for soaring. All upside for us and zero work.

Olympic Sailplane Racing. Sounds great to me! What is there to lose?

Sean


"Marketing success is, at its most basic level, measured in terms of "exposures."""

Marketing success is based on ROI of the marketing budget. We have data that tells us where we are likely to find new pilots, to ignore that and go broad reach is silly and a losing proposition. As to the exposure .. being in the Olympics and getting exposure is two different tasks. Networks pick what they cover based on mass appeal, soaring leaves little to the viewer and after NBC took a bath on the last Olympics what makes you think they are going to want to take valuable viewer time on a difficult to follow unknown sport like soaring on their next run?

"Trying to target from the beginning is like trying to land on the centerline after your rudder has fallen off the glider."

Goes against standard strategy. Have you ever directing a company’s marketing function? I have and I would not have lasted using your logic. Rudder allows for direction... broad reach by definition lacks direction.


Dennis

DC