Home > Marketing > Marketing Updates for Club Administrators > August 2014

Value of first impressions

Q.   How long does it take to make a first impression?

A.   7 - 17 seconds!

A person's first impression 'sets the stage' for the rest of their experience with your Club. 

When you meet someone face-to-face, 93% of how you are judged is based on non-verbal data - ie your appearance and your body language.  Only 7% is influenced by the words that you speak. 

When their first encounter is over the phone, 70% of how you are perceived is based on your tone of voice and 30% on your words. 

Great first impressions don't happen by accident.  We all need to be vigilant in creating the kind of impression which will help to grow our sport in Australia.

Place yourself in the shoes of a potential member interacting with your Club for the first time.  Will they be conscious that your Club is friendly, fun and professionally run?

The value of creating the right image for your Club cannot be understated!

Promotional activities

The ABF has developed Marketing Tips for Club Administrators on 'Promoting Bridge' which can be accessed by clicking on this link.  These are designed to assist affiliated Clubs to obtain free promotion within their local community. 

Recent promotional activities have included:

  • Joan Butts, the ABF National Teaching Coordinator, was interviewed on the ABC Radio National program "You are never too old to learn" on 18 July.  You can access the interview by clicking on this link.
  • The Warwick Bridge Club in Queensland (approximately 60 members) succeeded in having two articles published in local newsletters - in June and July.
  • In July, the Moreton Bribie Bridge Club in Queensland (approximately 114 members) had an article published in the Bribie Weekly.
  • On 28 July in the Bairnsdale Advertiser (Victoria) - a lengthy article about the success of a schools program initiated by Frank Power four years ago.  Sadly, Frank passed away on 25 July.

Remember - you must advise the ABF National Marketing Officer of all promotional activities as this is a critical brand management issue for our sport!

Loyalty Rewards Program

If you would like to increase the number of times your members play at your club each month, consider introducing a Loyalty Rewards Program whereby they are granted a free bridge session for every 9 sessions they play in a month.

New ABF Membership benefit

You've seen what they have done with travel insurance

Now, they have introduced Finesse Home and Contents Insurance - designed to offer members of our affiliated clubs competitive premiums and quality coverage.

Check out their latest offer and let your members know.

Support those who support our sport!

ABF Marketing Grant - 2015

Applications are now open for another Marketing Special Projects Grant program - for implementation in 2015.

The ABF Management Committee has released an amount of $20,000.  The objective is to implement initiatives for 'restricted' level players.  However, if a worthy proposal is received that does not involve the restricted level it will be considered.

Guidelines have been developed for interested parties. 

Applications close Friday 10 October 2014.

ABF Marketing

If you have any queries, or would like to share any information about what has worked well for your Club, please contact the ABF National Marketing Officer at marketing@abf.com.au