by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Bowls In Focus : Bowls In Focus May 2010
34 Bowls In Focus Health Through Bowls Health Through Bowls Jane McMenaman Sawtell Beach Caravan Park & Park Beach Holiday Park Coffs Coast Holiday Parks www.coffsholidays.com. au Winter Deal Stay for 7 nights and get 1 night FREE* Modern Villas with Air Conditioning Ensuite and Drive Through Sites Free weekly BBQ Breakfast (winter only) Large Powered Sites Short Walk to Bowls, Cafes and Beach Long Stay Discounts Close to Regional Shopping Centre and Local Attractions Free Call: 1800 200 111 *The winter deal is valid on all Cabins & Sites at both Park Beach Holiday Park and Sawtell Beach Caravan Park from 1 May to 25 September 2010 Winter Deal Stay for 7 nights and get 1 night FREE* Making bowls the sport for everyone The endeavour of all clubs and associations to continuously build on membership requires the bowls community to be creative, resourceful and inclusive in their actions. This year Bowls Victoria has taken a major step in achieving part of this objective by initiating a new triples play for mat, called For ty/40. Nevertheless, if we wish to continue to improve and increase on the number of participants that currently play bowls we need to look at adopting a more direct and specific approach for each different demographic. Marketing to Baby Boomers According to ABS Data, 44% of Baby Boomers are retired from the workforce and 48% of Austra- lia’s wealth is controlled by Over 55’s. When you compile this statistic with the fact that people aged 50 plus represent 40% of the population; baby boomers are a compelling market position that we can no longer ignore but embrace. Baby Boomers have ridden the wave of change their whole lives. They are a generation that pride themselves on their rebellion and going against the crowd. They have shrived on experimentation and do- ing things a new way. (www.marketingmag.com.au). As a result we need to be very clever in market- ing to this demographic. Bowls is no longer a spor t that is dominated by old people alone and we need to find a way to eliminate this influential yet untrue stereotype. As the state administrating body we need to portray bowls as the sport that it really is, that being a sport contested by all ages; juniors, people in their twenties, thirties, forties, fifties and over 60’s. Bowls offers a great variety of for mats that can be taken as seriously or competitively as the individual desires. It provides a great social outlet, opportunity to meet new people and the added bonus of stay- ing active and healthy. Bowls caters brilliantly to all of a baby boomer’s needs and wants. Aim for Clubs • Develop key relationships with the cricket, tennis and golf clubs in the area. Ask if they are interested in participating in a joint marketing campaign; emphasise the potential for them to recruit new members as a result of such initiatives. Explain that bowls offers fantastic twilight competitions; this will reassure them that bowls in not in direct competi- tion and that there is an opportunity to work in unison together. • Important to market bowls as the spor t for all ages, with strong competitive and social elements. • Identify and utilise members that are part of or have access to small and large corporate organisa- tions. Such members provide a great opportunity to promote bowls to both males and females who are interested in finding spor ting activities outside of work that aid in providing a social outlet and great stress relief. (Evening competitions is the best av- enue to attract this market due to heavy workloads during the working day). • It’s well known that baby boomers spend up big on travel, financial ser vices and healthcare. Therefore, I believe it is time that we star t to pro- mote the health benefits that can be achieved from participating in the sport of bowls. Demographic Classification Baby Boomers: Born 1946-1964, Approx 4.1 mil- lion, Now Aged 46-64, Optimistic economically, idealistic, career-orientated, generation that spends money not saves, promoted ‘young’ and propped, fear of ‘getting old’, better educated, comfortable with technology, hectic lifestyle, time poor. I encourage any club to contact me if they have had success in marketing to this demographic or are currently running programs that they believe would interest or does interest this particular age segment. My email address is projectofficer@bowlsvic. org.au or I can be contacted on 9819-0757 during business hours. Special Projects Special Projects Kate Benton
March April 2010
June July 2010