In this article, we’ll delve into insightful strategies for tennis marketing success, drawing from industry leaders and experts. These strategies encompass a range of topics, from adapting to demographic shifts to creative program structures and collaborations. Let’s explore how these ideas can shape the future of tennis promotion.
Demographic Insights: The Changing Face of Tennis
SGMA’s Baby Boomer Statistic
The Sporting Goods Manufacturers Association (SGMA) shared a compelling statistic at the 1998 Super Show: by 2030, 62 percent of the U.S. population will be aged 55 and above. This demographic shift calls for strategic changes in tennis, urging a transition to softer court surfaces and more user-friendly equipment to cater to an aging player base.
Seasonal Marketing: Timing is Everything
Orchestrating Tennis Activities Like Harvesting Apples
Drawing a parallel between apples and tennis, the article emphasizes the importance of timing in promoting tennis activities. Just as ripe apples fall at specific times, tennis promotions must align with the optimal times of the year, month, week, or even day to yield the best results.
The Harmony of Music and Tennis
Lou Dimock’s Insights on Combining Music and Tennis
Lou Dimock, a prominent figure in tennis marketing, advocates for integrating music into tennis classes, citing that 65% of surveyed children in his programs play musical instruments. This unique approach not only adds an enjoyable element but also enhances the overall tennis experience.
Multi-Sport Summer Programs: Expanding Horizons
Mike Graff’s Success Story in Multi-Sport Tennis Camps
Exploring a shift in mindset, this section discusses the success of multi-sport summer programs, as shared by Mike Graff. Converting tennis courts into spaces for various sports not only increases participation but also introduces tennis to children with diverse athletic interests.
Flexible Tennis Camps for Success
Phil Norton’s Innovative Flexible Enrollment Approach
Phil Norton proposes a flexible enrollment program for summer tennis camps, allowing participants to attend for varying durations. Despite potential challenges, Norton attests to the success of this approach, catering to families with dynamic summer schedules.
Fall Team Tennis Tournament: A Football Twist
Tapping into Fall Football Fever
Incorporating the fall football craze, this section suggests organizing a Fall Team Tennis Tournament where teaching staff represents local college or pro football teams. Wearing team jerseys adds a spirited atmosphere to the event.
Insights from Kathy Spangler: Five Steps to Success
Leadership Lessons from Kathy Spangler
National Programs Director for the American Recreation and Parks Association, Kathy Spangler, provides five key steps to success. These universal principles include clear articulation of plans, customer-centric program creation, partnership importance, understanding roles, and empowering collaborators.
As tennis enthusiasts navigate the evolving landscape of the sport, these innovative strategies from industry leaders offer valuable insights. By embracing demographic changes, creative program structures, and collaborative approaches, the tennis community can ensure a vibrant and thriving future.
This article was initially featured in the November 1, 1998, issue of Tennis Industry Magazine, authored by Joe Dinoffer.
Joe Dinoffer is a Master Professional in both the USPTA and PTR, has been recognized with numerous national awards including the 2019 City of Dallas Humanitarian Award for contributions to inner city tennis, and has conducted clinics and exhibitions in over 50 countries. Joe is the author and editor of 9 books and more than 20 DVDs, has more than 300 published articles in various tennis and pickleball magazines, and has aired many instructional tips on the Tennis Channel. Plus, Joe’s YouTube channel has more than 2 million views and growing! His latest book “Words, Wisdom, and Whimsy” is the second volume of an illustrated series called “Poems from the Heart.” In 1994, Joe founded OnCourt OffCourt, Ltd., a company dedicated to serving the tennis, pickleball, fitness, yoga, and physical education industries with innovative training aids and educational tools. Today, he has designed and manufactured more than 150 creative products being distributed and used in 100 countries worldwide.