In deciding how to market your club it is important to be accurate, consistent and play to its strengths. For example, historic courts like Hampton Court can emphasise the history and heritage of the game and location.  Leamington can advertise as “The Oldest Real Tennis Club in the World” and promote its dining facilities in addition to its tennis events.  Another club like Seacourt might highlight such virtues as fun tournaments, youthful club demographics and the inclusive nature of the club.   

It is important to recognise that features that attract some people will put others off.  The diversity of clubs is a strength and you have the opportunity to clarify and develop your unique brand. It is key that this message is clear and consistent across your website and social media channels. 

Most players, however, are more interested in playing a quirky game than in its history so most clubs will have to play to other strengths. 

There are various ways to communicate information to members and to introduce your club to a broader audience. The key methods are 

• emails 
• websites 
• text + whatsapp + phone 
• social media 
• booking system 
• in person

How useful each method is depends on what you are trying to communicate and with whom. Below are some ideas on how each might be used. 

Most people come to the game because they know someone who has played the game.  The role of the club is to facilitate that pathway from initial general interest all the way to membership. 

Critically, your club needs to make itself easy to find and contact.  In the modern era people are likely to use the internet to research the sport and club before making any contact or visit.  RT42 will have a presence online to help introduce the sport to new people.  Similarly, the most common first experience of real tennis club will often be its website. The brand of website must have the key information clearly available such as location, contact details and whether it is open to new members.  But it should also accurately advertise the club’s type and perhaps its USP. Social Media is overtaking the importance of websites and they should be closely linked.  Social media is an opportunity to present the club to a younger audience, potentially in a more viral way. 

Direct contact via emails, text or phone will likely happen as your first contact and you should develop a clear plan for how to encourage them to visit and perhaps have an introductory lesson.  You might consider when giving that first lesson whether your focus is on laying the foundations for their technique and knowledge or more simply making them interested in playing real tennis.  It is worth remembering that the overwhelming reason for people to start playing is the simple enjoyment of playing the game.   

Some clubs offer discounted rates for new members/an introductory package. New players who enjoy the game should be encouraged to become a member so that they can play more frequently and take advantage of the fun tournaments and other events that are on offer. 

• In person – The best time to book someone in for their next match/lesson is when they are in the building.  Make sure you encourage someone who has just played to book their next court.  
• Booking system -This should be the first port of call and players should be encouraged to check this regularly to find an opponent/sign up for a game.  This is by far the most time effective method for the professional team and players should be encouraged to use it in the same way they do for other clubs they are members of such as golf clubs where it is the norm.  
• Emails blasts can be useful to contact a targeted subset of members to advertise which courts are free which they may be interested in.  
• Direct contact by text/phone can be a very effective but time-consuming method of getting people to play.  Bear in mind that member preferences will vary as some like the personal touch and some regard it as being harassed.  For new members this method can be very important to get them used to playing and introduce them to suitable playing partners but the danger is that they get used to it and become dependent on pros finding a court for them. It’s good to help early players as much as possible, but encouraging them to transition to online booking may save you a lot of time in the long run.

Your website is an important reference point but people tend not to look at it for upcoming events.  Similarly social media is an excellent way to promote a tournament after it has happened to create buzz for next tournament. Social media is also the main route to get corporate groups involved for future corporate events as they will engage with posts.  

Email is the main method used by clubs to advertise a tournament/club dinner. Bear in mind that sending follow up emails saying how few places are available can prompt people to sign up before it is too late.  In person is of course highly effective but like direct contact via text/phone is best used only to fill up empty spaces.  Also do not forget to use the booking system as simply seeing the court booked out all day for an event can prompt people to ask to play in it. 

As always, your website is an excellent reference point and all information should be there but you should not expect members to regularly look at it for updates.  Similarly make sure that the booking sheet clearly displays any closures and the reasons why.   Emails are still the most effective way to give timely and consistent messages to members with text/phone best for ad hoc issues (e.g. court has been flooded and so today’s game has had to be cancelled).