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.

Issue link: https://polo.epubxp.com/i/996749

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POLO P L A Y E R S E D I T I O N 39 and sports editors. Local television news? Find out who the producers are and keep them up-to-date with what's happening at your club. Get in the habit of emailing, once a week, your local media list several photos from the last polo match, including action, social and trophy shots. These con- tacts pay off in free publicity, not to men- tion goodwill within the community. TIP #3 Swim in a Different Pond It kills me that we talk to each other every day through social media, then won- der why we don't attract new business to our club. We continually swim in only one pond: ours. If you really want to grow awareness about local polo, you need to get out of the barn, and connect with real peo- ple outside your immediate circle. First suggestion, join the Chamber of Commerce. The willingness of chamber business owners to help one another is amazing and their energy and enthusiasm when you mention your business is polo, is over the moon. Just ask Emmalyn Wheaton of Detroit Polo Club about the Hartland Chamber Classic event brought to her club a few years ago from her simple act of paying $215 and clicking the JOIN NOW button on Hartland's chamber website. Next thing she knew, her club had peaked tents and oodles of spectators contributing to a momentum more profound that any mar- keting brochure or expensive lifestyle mag- azine ad. If that doesn't have you convinced, ask David Brookes of Triangle Area Polo Club, located in Hurdle Mills, North Carolina, population 4,210. His adding polo to the event schedule of the local hog festival gen- erated a wave of positive reactions, ulti- mately leading to sponsors and a free busi- ness coach that showed him how to monetize a larger profit from his lesson horses. Smart guy! Second suggestion, e-calendars. Do you know how many free online event calendars there are in your zip code? Well, it is time to find out, because these calendars hold the key to why your spectator base is non- existent and where everyone is on Friday nights instead of at your polo matches. You might find out your town is hosting a pop- ular outdoor concert series or art walk each and every Friday in the summer. Perhaps switching your polo night to Thursdays and listing your events on 10 of the gazillion online calendars could make the difference in affording sand for the fields or redesign- ing a more effective trophy stage. Perhaps pay an energetic, computer- savvy person to list your season's schedule of events on those 10 free online commu- nity e-calendars. Start with the chamber's calendar, senior organizations, area col- leges, singles groups and churches. Using Engage your audience by choosing a No. 1 spectator in child, adult and canine categories. Elizabeth Hedley recently started a polo club consulting business after an extensive career working for and with polo clubs throughout the U.S. Post to social media often, making your posts short and using photos and videos that are fun and interesting. You can even ask spectators to post their polo photos to social media. ELIZABETH HEDLEY ELIZABETH HEDLEY (continued on page 43)

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