Critical Friend Business Review

Big Wave Media  has been supporting leisure businesses across the UK in a wide range of marketing services.

 

In these hard economic times it may seem there are few opportunities to grow your business.

 

This is where Big Wave Media’s Critical Friend business review comes into its own and has a track record of demonstrating where real business growth can be found and the steps needed to deliver it – even in these very difficult times.

 

Big Wave Media works with over 62 leisure clients, who in turn operate over 150 leisure facilities from sports centres, theatres, museums and libraries. This gives the team at BWM a unique opportunity to benchmark your business performance across a wide range of operators.

 

Along with access to up-to-date demographic information BWM look at individual brand market penetration, market potential, market value and latent demand. From this we make recommendations to realise that potential both in terms of commercially and centre participation.

 

Bridport Leisure Trust is a great example where the leisure trust and management were frustrated that they were unable to grow their numbers in their ‘learn to swim’ programme but recognised that they might be missing an opportunity.

 

The demographic information suggested that much of their drivetime catchment area went into the sea and the rest had a high % of ageing population and retired people. The existing market was actually being penetrated to a high percentage when you benchmarked them against like for like sites. This information therefore suggested that new markets needed to be found and new products identified.

 

From the advice given both new products and new markets were found and market penetration has increased. This has been accompanied by a 243% increase in income turnover over a three year period. The new brand has given it the boost it needed to become one of the leading brands within the centre.

 

Nick Neale, Managing Director from Bridport Leisure Trust said:

 

"It was a challenging exercise as this was an area which we had found difficult to develop and progress.

 

‘Big Wave Media got to work on the detail, started to identify why the programme had not moved and clearly set out the steps to realise the potential. Our team was given clear guidance and direction from Big Wave Media and we were delighted with the results via the Big Solution - a service which acts like a virtual marketing department. The programme turnover has increased by 234%.’

 

Nick Masson, Head of Business Development from Big Wave Media explained:

 

‘The results that Bridport Leisure Trust experienced are not uncommon as this level of analysis is rarely available to leisure operators. The use of our Experian demographics has allowed us to more accurately identify market penetration, market value and latent demand. It’s then a matter of putting down a route map for the team to follow to their goal.’

 

Other projects have included achieving Quest for Sports Development for a leisure centre - the first time this has been achieved. The project was delivered over a 12 month period with the centre achieving 73% on their first cycle. Big Wave Media supported the site in developing a strategic approach to sports development along with driving non-membership income in areas such as main hall income, outdoor five-a-side and multi-activity area income.

 

Big Wave Media can offer you a Critical Friend business review to identify the potential within your business. Several potential clients have taken up this offer and have been surprised by the results. They are even happier when that potential starts hitting their bottom line.

 

Call today for your Critical Friend business review - 0845 643 2385 or email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it