Polo Players Edition

JUL 2018

Polo Players' Edition is the official publication of the U.S. Polo Association. Dedicated to the sport of polo, it features player profiles, game strategy, horse care, playing tips, polo club news and tournament results.

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38 POLO P L A Y E R S E D I T I O N Free & Easy Six tips for marketing your polo club By Elizabeth Hedley G etting the word out about your polo club can be difficult, but there are some simple things you can do to help bring in the crowds Marketing. Now there's a big word. Webster's dictionary defines it as the action or business of promoting and sell- ing products or services, including mar- ket research and advertising. Um. Ok. Should you — and your polo club — be doing that? Yes is the answer to that question. And when it comes to who should be doing it, I see two options: hire an expert or do it yourself. I get the impression those reading this article would choose doing it themselves. I know I would. So, to all you DIY folks out there, here are six free and easy marketing tips when it comes to navigating the open waters of marketing your polo club. TIP #1 Be Authentic In order to draw attention to your club, grow a following and increase business through marketing and social media. I first suggest approaching everything you do as your true authentic self. If you are a small- ish club, don't try to fake big. If Tippy the barn cat having kittens is all you have right now, guess what, that will get more trac- tion than news of an upcoming tourna- ment that only eight people care about. Facebook, Instagram and Twitter are your go-to options for social media and yes, those people are likely interested in how many kittens Tippy had and what color they are. But more importantly, make your social media posts short, your videos fun and interesting (videos get more attention than photos) and post often to keep the connection. Vary your subject matter by posting about your club's history, your members or your horses, share how-to videos from USPA's Polo Skilz site and of course include the club's USPA tourna- ment schedule with win results. Those are all good topics for telling the larger story of who your club is and why it would be fun to join, sponsor and socialize there. TIP #2 Meet the Press It's time to meet the press. One of your smartest free marketing efforts is to devel- op a file of contacts within the local media outlets. Local paper? Contact the lifestyle Detroit Polo Club saw an increase in spectators after joining the local Chamber of Commerce.

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