Mates in Bowls, Bowls New Zealand - Winner Innovation Award
2009 New Zealand Sport and Recreation Sector Awards
Bowls NZ represents and leads over 650 lawn bowls clubs operating in 27 regional centres.
Mates In Bowls (MIB) is Bowls NZ’s nationally-branded social summer league. With its tagline ‘ Can You Handle the Jandal? , MIB gives non-bowlers the opportunity to play bowls in a short time-frame in a fun and relaxed environment at their local bowls club. Played for an hour, once a week, over a 4-6 week period in teams of three, MIB is primarily designed to:
- Increase participation numbers for the sport by capitalising on the increasing casual player market and redefining Bowls NZ’s membership model.
- Increase cash-flow for Bowls clubs who are often asset rich but cash poor.
- Be self-funding in order to reduce the sport’s reliance on sponsors and trust funds.
Bowls NZ piloted MIB with 14 clubs during 2007/2008, enabling the clubs to test marketing and operational systems. In 2008/2009, MIB was launched in 65 clubs with a proven system based on sound qualitative and quantitative results.
The concept of a social summer league was not new to Bowls, but the idea of a nationally-branded product was. A number of clubs were running their own social competitions with differing formats, pricing and names which sent fragmented and confusing messages to the public.
Over 94,356 people participated in bowls during the 2007/2008 season. Of this, 50,384 were traditional members and 43,972 were casual members. As with other sports, Bowls NZ’s traditional membership base has been in decline, evidenced by a 2.55 percent (1,320 member) decrease in its traditional membership base during 2007/2008.
Pictured are Bowls New Zealand chief executive Kerry Clark and marketing and communications manager Rajal Middleton. Kerry Clark also won the Leadership Award. Photo by David Gall/SPARC.
However, Bowls NZ’s casual player base has been increasing, and has continued to grow over the past five years with a 10.53 percent (4,188 member) increase in casual players in 2007/2008. MIB was created to capitalise on the trend of ‘pay to play’ and the increasing casualisation of the game.
The MIB concept and brand was created in-house. Bowls NZ developed a player and club survey to help identify what made a successful competition from existing competitions nationwide. The survey results were also used to help develop the product framework including the MIB brand, identifying and defining the target market, and ultimately to convince clubs of the opportunity.
After sign-off from the Bowls NZ’s Board, the MIB concept and research was presented to the Bowls NZ Community Development Officers (CDOs) to get their feedback and buy-in (as they were responsible for recruiting MIB clubs). Finally, the concept and research was presented to clubs at the National Conference.
Bowls NZ also promoted the MIB concept and research in its magazine, club newsletter and website to stimulate further interest.
Bowls NZ’s objectives for MIB were to:
- recruit 60 participating MIB clubs nationally (10 per region);
- create a MIB player database, creating a communication channel (which could in time be commercially leveraged);
- create a unified national brand/identity;
- increase participation in bowls; and
- develop a self-funding product that.
Bowls NZ’s objectives for participating clubs were to:
- generate a new revenue stream and cash-flow;
- increase bar and refreshments revenue;
- increase participation and casual membership;
- increase community awareness of the club;
- leverage off a national ‘economies of scale’;
- managing the marketing and administration aspects of MIBs at the national level and enabling clubs to focus on their strengths ‘on the green’ i.e. running the actual MIB competition; and
- revitalising members and volunteers and having fun!
Bowls NZ faced a number of challenges with the launch of MIBs. Firstly, the launch coincided with Bowls NZ’s hosting of the 2008 World Bowls Championships National Open. Bowls NZ’s CDO’s, critical in the recruitment of clubs to MIBs, were tied-up helping run these events. To compensate Bowls NZ’s management took a more ‘hands-on’ approach to the recruitment drive. However, ‘sales’ ability varied among Bowls NZ staff and subsequently recruitment was slow in the beginning.
Furthermore, at club level, Bowls NZ were faced with the need to change engrained mind-sets, a lack of marketing skills and understanding, limited volunteers, a general disbelief in the ‘pay to play’ concept, club executives blocking MIB even though members were keen to run MIB, and a general ’suspicion about the players.
Bowls NZ identified that the most powerful tool for increasing club take-up of MIB has been to make those clubs already participating provide compelling MIB testimonials to uncommitted clubs.
MIB has been an outstanding success:
- 13 of the 14 pilot clubs ran with MIB again in 2008/2009 and a further 52 clubs joined MIB during the year. The key being not only recruitment, but retention through success.
- Clubs have reported back that their volunteers are energised and club spirit has been lifted because of MIB.
- Clubs have reported an increase in cashflow and bar revenue.
"My club had its first MIB last night, 32 teams on two greens (96 players) , two bowls triples, all teams paid in advance, sold two raffles($100 profit), $800 over the bar, 10 spot prizes (all donated) and 26 volunteers on the night. " Fitzroy Bowling Club
80 percent of MIB players were new to bowls.
- 99 percent of MIB players would recommend MIB to others. Word-of-mouth is a powerful advocate.
- 98 percent of MIB players would play again. Repeat business will ensure good revenue streams and cashflow for the clubs.
- A number of MIB clubs have elected to run two MIB competitions in one season i.e. before Christmas and after Christmas, as demand for MIB in their local communities is high and operating two competitions further improves cashflow and revenue for the club.
- Clubs have reported a knock-on uptake in traditional membership which Bowls NZ had not anticipated.
"We were overjoyed at the response to our MIB exercise, which has resulted in 16 new members. We regard membership as a bonus and an excellent one at that." Wilton Bowling Club
The success of MIB at club level has enhanced Bowls NZ’s relationship with clubs. MIB clubs have more trust in their national governing body, and are more open to Bowls NZ’s new initiatives and proposals. MIB has demonstrated that Bowls NZ is committed to creating strong, sustainable clubs.
- The total amount collected from the player marketing contribution is substantial and anticipated to exceed $30,000 in 2008/2009 for investment in future MIB marketing. Without a reliance on external sponsors and funders, Bowls NZ has greater certainty for the future of MIB.
- Bowls NZ now have a MIB player database enabling them to communicate to players, offer new products and eventually leverage sponsorship opportunities.
In attracting a new and younger demographic into lawn bowls, MIB has helped grow the sport, raise its profile and broaden its appeal. With its ‘pay to play’ model, it has tapped into the casualisation of sport and created a sustainable financial model.
MIB is a great example of a national sporting organisation delivering genuine value to its members.
www.matesinbowls.co.nz
Updated | 29 May 2009.
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