They will come if you tell them

Some research we did last week reminded me that people will often only want to come to your activity if...

1. Someone they know is going, or...

2. They can see that other people like them* are going.

* 𝘵𝘩𝘢𝘵 𝘪𝘴, 𝘩𝘰𝘸 𝘵𝘩𝘦𝘺 𝘴𝘦𝘦 𝘵𝘩𝘦𝘮𝘴𝘦𝘭𝘷𝘦𝘴, 𝘰𝘳 𝘢𝘵 𝘭𝘦𝘢𝘴𝘵 𝘩𝘰𝘸 𝘵𝘩𝘦𝘺 𝘸𝘰𝘶𝘭𝘥 𝘢𝘴𝘱𝘪𝘳𝘦 𝘵𝘰 𝘣𝘦!

This is sometimes called ‘common knowledge’, but whatever you call it, it is important.

𝗪𝗵𝘆?

Because, each person’s willingness to participate in your activity, will increase if they know other people like them are joining.

And the more you can increase the ‘common knowledge’, the better it will be for you.

[**𝘵𝘩𝘪𝘴 𝘪𝘴 𝘦𝘴𝘱𝘦𝘤𝘪𝘢𝘭𝘭𝘺 𝘪𝘮𝘱𝘰𝘳𝘵𝘢𝘯𝘵 𝘪𝘧 𝘵𝘩𝘦𝘺 𝘢𝘳𝘦 𝘯𝘦𝘸 𝘵𝘰 𝘺𝘰𝘶𝘳 𝘢𝘤𝘵𝘪𝘷𝘪𝘵𝘺, 𝘰𝘳, 𝘺𝘰𝘶𝘳 𝘢𝘤𝘵𝘪𝘷𝘪𝘵𝘺 𝘪𝘴 𝘯𝘦𝘸].

Plus... this need for common knowledge is particularly relevant to industries that offer what can be called ‘social goods,’ such as hospitality, fashion, entertainment - and sports! - these markets are where people prefer the popular brands or ‘places to be’.

𝗔 𝗦𝗽𝗼𝗿𝘁𝘀 𝗔𝗱𝗺𝗶𝗻𝗶𝘀𝘁𝗿𝗮𝘁𝗶𝗼𝗻 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲

As a sports org or club our job is to solve a 'coordination problem' for people, bringing people with a shared interest together - and 'common knowledge' provides this.

And so our marketing and recruitment challenges often go back to this common knowledge - where each person’s willingness to participate in an event increases if they know the type* of people it is for.

Conversely, it decreases if they don’t know what type of person is coming.

That is, people will only want to play your sport, and come to your event or activity if they know that people like them will be there.

(this may be in the skill level, experience, background, characteristics, status etc).

𝗦𝗼 𝗵𝗼𝘄 𝗰𝗮𝗻 𝘆𝗼𝘂 𝗽𝗿𝗼𝘃𝗶𝗱𝗲 𝘁𝗵𝗶𝘀 ‘𝗰𝗼𝗺𝗺𝗼𝗻 𝗸𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲'??

The simple solution (but one we don’t always do well), is to let them know/show them who it is for - and - get them to share if they are coming.

And let’s make sure they know it is for people just like them.

#sports #sportexperiences #eventmarketing #sportsmarketing #playwell

𝘐’𝘮 𝘩𝘦𝘭𝘱𝘪𝘯𝘨 𝘴𝘱𝘰𝘳𝘵𝘴 𝘨𝘦𝘵 𝘮𝘰𝘳𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘮𝘰𝘳𝘦 𝘪𝘯𝘷𝘰𝘭𝘷𝘦𝘥 𝘧𝘰𝘳 𝘭𝘰𝘯𝘨𝘦𝘳.

🎾 🏀 🏐 🏑 ⚽ 🏉 ⚾ 🏏

𝘛𝘰 𝘴𝘪𝘨𝘯 𝘶𝘱, 𝘴𝘩𝘰𝘸 𝘶𝘱, 𝘢𝘯𝘥 𝘣𝘳𝘪𝘯𝘨 𝘰𝘵𝘩𝘦𝘳 𝘱𝘦𝘰𝘱𝘭𝘦 𝘸𝘪𝘵𝘩 𝘵𝘩𝘦𝘮!

𝘐𝘵'𝘴 𝘢𝘭𝘭 𝘫𝘶𝘴𝘵 𝘪𝘯 '𝘵𝘩𝘦 𝘦𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦' 𝘺𝘰𝘶 𝘱𝘳𝘰𝘮𝘰𝘵𝘦, 𝘢𝘯𝘥 𝘱𝘳𝘰𝘷𝘪𝘥𝘦.

𝘠𝘰𝘶 𝘮𝘢𝘺 𝘩𝘢𝘷𝘦 𝘵𝘩𝘢𝘵 𝘤𝘰𝘷𝘦𝘳𝘦𝘥, 𝘣𝘶𝘵 𝘪𝘧 𝘺𝘰𝘶 𝘥𝘰 𝘯𝘦𝘦𝘥 𝘴𝘰𝘮𝘦 𝘩𝘦𝘭𝘱 𝘸𝘪𝘵𝘩 𝘵𝘩𝘢𝘵, 𝘱𝘭𝘦𝘢𝘴𝘦 𝘭𝘦𝘵 𝘮𝘦 𝘬𝘯𝘰𝘸.