Marketing Plan

Tasar Association of Victoria
Membership Marketing Plan
Acquire – Retain -Motivate

Some Perspective

Group sports are under pressure

Participation in ‘group sports’ across all age groups is declining around the globe. This is
attributed to two key trends:

1. Time poverty spurned by dual working households, longer working hours and a
growing social trend for adults to spend more time with their children on week-ends.

2. The growth of sport for ‘personal fitness’ [at the expense of sport for fun/leisure]
Hiking, Rowing, Cycling, Canoeing are all growing significantly. These are examples
of sports which build and maintain personal fitness that don’t require ‘group’
participation or long time commitments to be enjoyed.

Sailing -like many participant sports is suffering

Sailing vs Other Sports

• Interesting Stats Sailors Other Sports
• Employed 94.8% 75%
• Married 62.5% 62.1%
• Professionals 30% 14.5%
• Have a degree 35.8% 15.5%
• Managers/Administrators 17% greater than any other
sport and the general population
• Participation increases with age Yes No
Source ABS

Australian Sailor Profile

“45 years + male, live in a capital city,
Australian born, married with a degree,
employed full time and sailing is their only
or primary sport.” ABS

Sound familiar?

Victorian Sailing Key Facts

Currently 10k adults & 2k youth reg in Vic but estimatesare double when social sailing are included

• 2001 – 2006 Vic Club Members inc 17%
• 2001 -2006 Country Victoria dec by 17%
• Junior/Youth sailing dec during this period
• Participation in sailing defined by the authorities is sailingmore than 6 times p.a.
• Social sailing growing faster than competition sailing ieWednesday Wonders



TAV Focus

Current Situation

• 2008 30 plus new boats sold (10 in Vic) – very healthy sign for the class
• Strong secondhand market
• Danger sign – 90% new sold to existing owners or second generation buyers returning to the
class
• Brand awareness – ok with those who know
• Bethwaite appear focused on the newer designs globally and locally despite fantastic sales

Where to Target

• Feeder Classes
– Pacer, Mirror, 420, 125
• “Make it easy”
– Fireball, 505, J-24, Etchells
• “I got a partner” & Second Generation
Sailors
– Sabre, Laser, Impulse, Paper Tiger

Acquisition

Price Competition

Tasar on dolly with top cover         $18,170

RS Vision on dolly with top cover  $15,000
RS Feva on dolly with top cover     $9,800

125 F/Glass on dolly with cover    $10,500

Nissan Tiida                                $17,990

Help the Newbies

• Get professional about new people to the class
• New boat – ensure a proper hand over and first time experience – allocate a committee member – after all it’s the price of a small car!
• New boat – TAV membership/Shirt/FAQ’s
• TAV new member – welcome pack (online)
• Optimist Experience
• Help people to buy – 125 Association
• Don’t assume people know what you know!

125 Association Buying Assistance

Online is where the actions is

• Increase in broadband
• Increase in use of PDA’s
• Increase in social media
• Google is how we search
• Increase in online purchases
– Laser gear/Sailing Gear

Online Strategy

• TAA -Great looking website but low onfunctionality
• World site looks very dated
• National focus – hard to identify state focusednews and events
• Low on tuning/rigging information
• No images for boats for sale
• No dealer contact details

“The website looks very professional-but there's scope for more content”

Returning Tasar sailor after 25 years

Demo Boat

• Have a new boat
• Roll it each year
• Market it
• Get a serious bond
• Ensure it is sailed 30 weekends a year
• Publicise it
• Make it pay for itself

Retention

• Make it easy for people to improve
• Add a crew available/crew wanted section
• Get personal – feature TAV committee members
• NAVY Liason? Where have their Tasars gone?
• Keep an eye on costs/value of events
– TAV McCrae entry $300.00
– Sabre SBYC entry $195.00
– Minnow BYS entry $100.00
• Keep the TAV website fresh

Keep Your Website Current

Tasar global site is not doing much for the class

Tasar Tuning Guides

125 Association Tuning Guides

Market the Experience
• Get an article in prospect/target club newsletters
• Get news items/results into Australian Sailing
• See UK example

Events

• Focus on less not more
• Make them big
• Hook up with other events
• Dedicated
– Vic States
• Shared
– Bethwaite Regatta
– Winters with Sauna Sail
– Sail Melbourne

Club Engagement

Strategy 1 – Focus on the Big Tasar Clubs

SYC
RGYC
Mc CYC
MSC
CSC

Strategy 2 -Run events at aspirational venues
(Phuket strategy) that have the class or the potential
to develop the class ie BYS, SSCBC, RYCV

Recommended Actions

Get the Word Out

Low cost brand options

• Car / Trailer Stickers
• Tasar screen savers
• Posters/flyers show what Tasar sailing is about
• Regatta Shirts for major events
• Over lifejacket branded rash vest
Online
– Consider state centric sites
– Add buying & tuning guides
– Add dealer contacts
• Ask Bethwaites to assist with marketing & promotion

Get on the Phone!

• For every event
– Allocate an event manager
– Get flyers/ads at the local club
– Get into Aust Sailing if early enough
– Get it on the web
– Allocate the database to committee members
– Most importantly get them to call regulars/locals at least two weeks prior to the event

Reward People for Attending

• Top 3 in every Master Category
• Top 3 Juniors
• Top 6 Overall
• Heat Winners
• Rookie Award
• Senior/Junior Award
• Parent/Child Award
• Ronstan Awards continue

TASAR – IT’S MORE THAN SAILING
www.tasar.com.au