To tap into the Soccer Tourism market you need STRATEGIC COMMUNICATION.
Webster says STRATEGY means
1) A CLEVER PLAN OR METHOD
2) A skill of using military, naval, and air forces to win a war
Remember, business is a battle for profits.
STRATEGIC COMMUNICATION is:
A clever plan or method for
You need a strategic communication plan to gain "the buying share of your customers minds."
WHY WOULD A BUSINESS PERSON
WANT TO
ADD MEMORY CHIPS
DELETE MEMORY CHIPS, or
MODIFY MEMORY CHIPS
in his prospective customer's brain?
It's very simple - You want to add memory chips so they know you exist, what you have to offer and how you care about what their passion is. Passion is the key to communicating with Soccer Tourism customers. They live for the pleasure of experiencing their passion, their flow experience. They have a strong passion for the sport they follow or the soccer they live for. They want to buy from those who support what they live for.
You want to add new memory chips to their brain so they associate you with the passion they live from.
STRATEGIC COMMUNICATION IS YOUR KEY TO ATTRACTING THESE CONSUMERS.
- It is vital to train your employees so that these consumers get the right message every time.
- If you slip up once, they will never come back.
- The communication skills you need are simple and easy to do.
- The things that they need are inexpensive, even free.
- They will be loyal for life if you treat them right.
- They love to talk and will tell everyone they know.
- You can harness this power of talk to your advantage.
- You can get their business if you give them what they are seeking.
These customers are worth a little work.
They enjoy being with others who share their passion. They form communities, tight knit communities. Often people around he world know each other, all those who share the same passion. To market to them, you must become an integral part of their community. You must become an integral part of their enjoyment of their passion. You must become a part of their world.
What Do You As A Business Owner Need To Provide To These Active, Ready To Spend Customers?
Community
Structure
Meaning
A Superordinate Goal
To get your piece of the Soccer Tourism consumer's pie, let them know you will give them COMMUNITY.
How do you give them the feeling of community?
Support their passion by sponsoring activities that matter to them
Make your products available at their events
Make sure you belong (wear the soccer jersey of the team, interact personally, act like you are having the same passionate experience they are
Provide resources like free t - shirts, free drinks, and support their enjoyment of their passion
Make them feel welcome
Greet them warmly
Get to know their names
Give them eye contact
Wait on them in the order they came in
Don't ask for the same information every time they make a purchase
Learn their phone number.
Don't call them names like girl or boy
Post images of people that matter to them such as sports stars and leaders in the soccer they love.
To get your piece of the Soccer Tourism consumer's pie, give them STRUCTURE.
Make sure that they have the same experience every time they frequent your business
Train your employees, clerks, and service personnel how to treat them
Couch information so they don't have negative surprises
Always treat them with the same respect of your other customers
To get your piece of the Soccer Tourism consumer's pie by giving them MEANING.
Make them feel good about their purchase. You can feed their self-esteem needs. Past experiences have given them low self esteem. Many buy to feel good about themselves. That's why they are such good consumers. They want to feel good about making a purchase. Some things you might say follow.
- That will really be a good buy
- You know how to drive a good bargain
- Your friends will really like it
- You have an eye for quality
- I like the color you picked out
- You made a wise choice.
To get your piece of the Soccer Tourism consumer's pie, give them a SUPERORDINATE GOAL.
Recall the most valuable gift a passionate person has to give his fellows: the knowledge of a place that supports their ability to experience THEIR PASSION. By sponsoring what they love, by supporting their ability to continue having their passion, you enable more and more people to participate. YOU ARE THE ONE THAT ENABLES THEM TO HAVE WHAT THEIR LOVE, WHAT IS THE MOST IMPORTANT THING IN THEIR LIFE.
LET YOUR BUSINESS AND STORE BE SEEN AS THE CARING SUPPORT THAT ENABLES THEM TO HAVE THEIR PASSION.
What a powerful position to be in. By sponsoring their activity or sports, you enable them to continue to have what they live for, They will love you for it, they will buy your products, they will support you through Word of Mouth.
They'll recommend you to their friends because they see you as important to them. You are the group that enables them to have their sports or sports adventure experience.
Let your Soccer Tourism customers make you rich by being able to say about your business:
- Hey! They know about _________ and they treat you right there.
- They love ___________
- They greeted me and spoke to me about______.
- They smiled at my child and told him someday he would be a great _________.
- They really seemed to like me.
- They didn't repeatedly ask for my ID because they trust people who like __________
- They invited me to join their customer club.
- They know how to treat customers.
- Hey! Why don't I take you over after work? I know the manager.
Let your Soccer Tourism customers make you rich by giving them a gift to give to their fellow sports fans or sports adventure participants. This gift is:
Your customers will refer their friends to you. They will bring them to your place. No other sales or bargains will stop them from coming to your business.
WHAT DO YOU DO NOW?
1. Decide you want to market to these active, passionate loyal customers.
2. Understand how passionately these customers feel about their sports or sports adventure.
3. Realize that their sport or sports adventure is how they define themselves. For example, a fan of a soccer team feels that the team is their world. They define themselves by wearing the jersey, going to games, and immersing themselves in the world of their chosen team.
4. Realize that you can tap into this fanatic loyalty by supporting their sports or sports adventure.
5. Cash in on the fact that sports’ fans and sports adventure participants/fans know that sponsors like you make it possible for them to live their passion. They will support you to keep on being able to experience that passion.
6. Integrate your product into their experience, not just by apparel and goods with your logo, but get involved so they see you as one of them.
7. Remember these are people with high disposable income and they will be happy to enjoy your product while attending or experiencing their sport or sport adventure.
8. Profit from your support of their ability to experience their passion, because they will support you by buying your products and services. They will be loyal to you because your support enables them to experience the passion from their sport/adventure.
1. Add New Chips
You can add Memory Chips. By sponsoring what their passion is, by treating these customers with respect and making your place of business a place that supports their passion, you form NEW CHIPS.
You can DELETE MEMORY CHIPS. When they were treated like they are stupid for being passionate about what they love, in a store that sells exactly what you sell, they will tend to get flashbacks to the negative experiences. They may appear to be over-sensitive. You want to DELETE these memory chips by having consistent respectful behaviors for their participation and love for their passion.
You can MODIFY MEMORY CHIPS. Change the experiences they have had with other similar stores and similar products and make it into a positive memory chip.
There is money to be made from this multibillion dollar Sports adventure market. Your competitors will sell to these passionate people.
You can cash in on this market. Create and implement your own STRATEGIC COMMUNICATION PLAN so you grab your market share. You will create a loyal buying population.
So, if we do our job right and take the development of a strategic communication program focused on this marketplace, you will increase your sales and gain control of this lucrative market. I can see the day when you have cultivated your Soccer Tourism customer community so it is stronger than a rock. Once you have cultivated these loyal customers they will belong to you. They wouldn’t think of going anywhere else.
Even if your competitor were to offer 20 percent off or even greater discounts, your customer will drive right by their place to get to yours. You see they need what they get from you. They want to have a positive experience, to get to the business they feel close to, where they feel welcome and at home. You will not only own their market share, you will own their share of Mind.
The International Sports Adventure Institute will support you in developing a Strategic Communication based marketing program. the key is to sponsor they things they love and help them keep on having the pleasure of their passion. Not only will we help you put together a sponsorship program, we'll help you develop events, put together a Word of Mouth Ambassadors group, form customer clubs, everything you need to make your sponsorship a profit center. Tap into the passion for soccer in the United States and Latin America.
ISAI offers you many profitable sponsorship opportunities. We can help you tap into this lucrative marketplace. Email us at honducopa@yahoo.com for your free Special Report. "How I Profit From A Soccer Tourism Marketing Partnership".
Find out how you can profit from a sponsorship program with the Atletico Lenca Soccer Team.
Want to see this forward looking team grow? We are seeking to build our own stadium where Member/Sponsors can enjoy themselves when they come to Honduras. Become a friend and get special treatment. Email Dr. Cross at exportfacs@aol.com for more information.
Want to know more? You can get all the fun of ownership and the benefits of belonging to this world Class team by becoming a sponsor. Want to be on the field with this team? Email us at exportfacs@aol.com or honducopa@yahoo.com
Dr. Carol Cross or Dr. Ramon Dario Argueta
Barrio El Morera, Frente Bazar Reyna
La Esperanza, Intibuca, Honduras
Dr. Argueta: Telephone 504-783-0054 or 504-398-9554
Dr. Cross: 504-783-0421
 2005-2006 Honduras Soccer Team Membership & Sponsorship Available For Enrollment June 1,
2005. Make Sure You Don't Lose Your Chance. Send In
Your Deposit Now!
Belong To The Team As A Member Or Sponsor The Team As A Marketing Partner. We Promise
To Show You A Good Time! |
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Copyright © 2004 Carol Cross:
Dr. Cross Can Be Reached In Honduras after July 1, 2005 Mailing Addresses after July 1, 2005 - Dr. Carol Cross, C/O Doña Aleja de Valdivieso, Barrio El Centro, La Esperanza, Intibuca, Honduras exportfacs@aol.com or honducopa@yahoo.com Telephone 504 - 783 - 0421 You May Also Contact Dr. Cross Through Doña Silvia Palencia y Hijos, Hotel La Esperanza, La Esperanza, Intibuca, Honduras Telephone 504 - 783-0068 Through Dr. Ramon Dario Argueta, CODET, Barrio El Morera, Frente Bazar Reyna, La Esperanza, Intibuca, Honduras, Telephone 504-783-0054 Email honducopa@yahoo.com The International Institute of Soccer Tourism Is Opening in La Esperanza, Honduras in September 2005. IIST Understands The Problems of Soccer Tourism in Developing Countries. IIST Supports Soccer Tourism Professionals in Central America, South America, the Caribbean Islands, Africa and Asia |
ISAI Contact Information
Dr. Carol Cross, Director , The International Sports Adventure Institute, Inc.
Supporting Soccer Based Development Through Soccer Tourism, Honduras Soccer Camps, Intibuca International Youth Tournament,
