"Liam Finley" wrote in message
om...
Good post. I hope it doesn't get buried beneath the hundreds of
Lennie-related bloviations in this thread.

(John Seaborn) wrote in message
. com...
While growth in soaring is a world wide problem, what follows is a USA
centric viewpoint. First, believe growth can be accomplished. There is
so much negative talk about growing the sport, so many splintered
ideas that it seems like making a real difference in the trend can
only be done by magic. Its also safe to say what we are doing now is
not making a big long term difference in the members trend line.

Any marketing person worth their salt can come up with 50-100 easy,
affordable and effective ways to grow soaring. The biggest obstacle to
growing the sport is that there is no one with the background needed
responsible on a day-to-day basis for this activity in the USA - with
a budget to get things done. Volunteers can't do the job, it has to be
a paid activity as it requires much more focus and longevity than what
can be expected out of a volunteer effort. No budget means no real
action.

Growth in soaring happens at the local FBO and Club level. A simple
pull strategy is what is needed. With pull marketing the objective is
to pull "customers" into the established retail selling points. The
sport already has a great "product", and established "retailers" in
the form of clubs and commercial operators, but no focused long-term
strategy to pull the right customers into these retail centers.

Step one is to form a triad between the clubs, commercial operators
and the promotion team around the idea that Promotion will be
developing opportunities to pull customers into their retail
locations. It is critical to separate the thrill a minute ride
customer that you never see again from the "want to learn to soar"
customer. Its also critical that once the customers show at the
retailer they get a warm reception. Develop several "entry" points
that are inviting to potential members. For example, a First Flight
Certificate printable off the SSA Web Site redeemable at any
participating club or FBO. A targeted direct mail campaign to target
demo and psychographics within x miles of participating retailers, a
1-800 number that can answer customer questions and direct them to
their nearest retailer, a First Flight Kit that can be sent to
prospects, cooperative marketing with other aviation organizations
like AOPA and EAA, an First Flight invitation letter to every retiring
airline pilot, First Flight coupons in magazines and Sporty's, a First
Flight video with 800 number and web address shown before targeted
movies, promotion of the sport in film, print and web featuring First
Flight information... you get the idea. Develop and refine a pull
program, work it for a couple of years and see what happens. A final
note, while many think youth is the future of our sport I think that
35-55 year olds with time, money and interest are the future of our
sport.

How to pay for this strategy is a good topic for RAS.

John Seaborn


Step one for funding. Deny the dues rebate to any SSA chapter that doesn't
meet a growth quota. Clubs with a stated "no-growth" or "limited
membership" policy don't even get to ask for a rebate. The funds thus
retained go to marketing.

Step two. Add a check box to the individual SSA membership renewal form
that contributes $5 of the annual membership fee to marketing soaring.

Step three. Ask (or require) business members to contribute $200 (or more)
to the marketing fund.

Step four. Reward individual SSA members who, during the preceding year,
are responsible for 10 new members by waiving their membership renewal fee.
Add a space on the SSA application form for the name of the SSA member who
recruited the new member. List the names of these "Star Recruiters" in
Soaring and ask the business members to offer them a discount on
merchandise, tows etc...

Step five. Create a reward for the most productive recruiter of the year to
be presented at the SSA convention.

Bill Daniels