Home' Bowls NSW : November-December 2010 Contents 18 BOWLS NSW -- NOVEMBER/DECEMBER
• MICHAEL BEAUMONT • CHRIS GREEN • MARK WHITEMAN • ANDREW LYNN • JOSH WILTON
By MICHAEL BEAUMONT, RNSWBA Sports Development Manager
PRETTY much every club we
speak with would like to
have more members.
Would yours? Certainly the State
Association would like to have
more members, which is why I
recently attended a training day
with a company called Member-
I want to share with you some
of the information I learnt on
the day, and to tell you that I'm
happy to talk with any club in
the State on the subject.
The topics covered on the day
were recruitment, retention, renew-
als, engagement and re-activating.
Under those broad headings
we dealt with subjects like Gap
Analysis, which is the assessment
of the difference between your
current membership levels and
your optimum or desired levels
We covered Market Segmenta-
tion, which is how to break up, or
divide your members and potential
members into market stratas based
on a range of information. (If you
would like a copy of a Market
Segmentation report for bowls
that we wrote last year, drop me
electronically or by post).
We also dealt with Member
Relation Management Systems. I
was amazed at quite how many
different computer systems, both
hardware and software, are avail-
able to track membership.
The Development Team has been
talking up the value of USP for
years. It stands for a club's Unique
Selling Proposition. What is yours?
We also heard about some clever
Member Marketing Campaigns and
sophisticated Member Acquisition
New member introduction and
orientation systems is a subject
close to my heart, as many of you
would know, and then we talked
about inclusion and participation
guidelines and policies. (I know of
one club that went to the trouble
of getting new members and
then wouldn't give them a run
in their lowest pennant grade, so
lost many of them because they
didn't feel included or wanted.)
Pretty silly stuff!
The group were then led through
the need for a formal Complaints
Management System and a Mem-
ber Keep-in-touch Program, and
finally Exit Surveys.
Although I wasn't surprised at
the complexity of the issues, and
much of what I have heard or
seen in the clubs I have visited, I
was reminded of how important
it is for clubs and associations to
engage with their members and
This is something we as Bowls
NSW do very badly.
In my ignorance, I have been
thinking that writing articles for the
magazine, recording the podcasts,
the occasional radio interview and
then bowling on the weekend
was sufficient engagement, but
clearly it isn't.
As a result of the workshop and
training day, I will be implement-
ing a range of techniques that
will allow greater opportunities
for our members to engage with
us, and of course, us with them.
As always, members of the
Development Team are keen to talk
with you, either over the phone
or in person at your club, or if
you prefer, you are very welcome
to pay us a visit in town.
In fact, if you would like a tour
of the office, please give me a call.
Any member of the Team would
be happy to show you around.
Phone 1300 286 392
Important elements to stimulating
positive Membership Growth
He drew level at 19-apiece,
then hit the front and led 23-19,
but it was Pearce's turn to fight
back to level once again at 23-all,
and then led 26-23, which he
increased to 28-24 courtesy of a
Ellem was again holding shot,
but a fierce Pearce drive put the
jack in the ditch for 2 shots, then
drew a magnificent bowl to the
ditch for 3 shots and a marvel-
lous 31-25 victory, and the State
Ray Pearce has been a prolific
championship winner in his Zone
in recent years, and finally won
the State title that he had been
seeking and thoroughly deserved.
Many thanks must go to the
Soldiers Point Club and the Greater
Building Society, which were co-
sponsors of the State champion-
ships, as well as the club's staff
and volunteers who all worked
diligently to ensure the success
of the series.
It is pleasing to note that the
championships will again return
to Soldiers Point in 2011 with the
Greater as a co-sponsor.
(Continued from page 12)
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