How we researched and helped develop a new magazine

Background

Match of the Day is the BBC’s flagship football programme. A earlier attempt to expand the brand was unsuccessful and a new opportunity foreseen in the teenage publishing and online market.

Challenge

To understand the market for football news and gossip, and also identify gaps in the market for a new multi-media football offer.

BBC Match of the Day Magazine

Magazine Market Research Approach: Three stage process:

• Research planning session to decide issues and opportunities to explore and also create/compile new ‘offer’ stimuli.
• Group and depth insight programme. Methods included paired depths with pairs tasked as investigative journalists, and groups with respondents asked to complete football and football media diaries. In addition, paired father and son depth interviews and individual football enthusiast interviews. These respondents were also asked to buy and review magazines.
• Working session to debrief findings, conclusions and recommendations.

Results

Identified opportunities and created blue-print for new Match of the Day magazine and website targeted at tweens.
The magazine launched in 2008. In year 1, sales amassed c. £8.5m thus enabling it to vye for category leadership.

Read BBC Match of the Day magazine

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How we helped a tennis club increase members by 45%

Background

With new management team in place, Marlow Tennis Club wanted to revitalise the club experience, and also boost tennis participation and club membership.

Challenge

To research tennis club member needs and requirements for sporting and tennis facilities. Also to devise growth strategies and plans to inform site development.

Approach

Staged approach:

• Initial online member survey to assess missing facilities in the town of Marlow and reaction to existing facilities. Also to assess drivers and barriers to increasing sport and tennis participation, and reaction to new ideas.
• Development of facilities’ improvement options to improve the tennis playing experience and also boost participation.
• Consultation with members, other sport sections and also Marlow Sports Club trustees to shape facilities improvement recommendations.
• Benchmarking of Marlow Tennis Club vs. other LTA accredited tennis clubs to reveal growth issues and opportunities.
• Development and implementation of sports club marketing strategies and plans to promote to the local community.

Opening of the new mini tennis zone at Marlow Tennis Club

Results

Improved the club experience and ambience by improving courts, adding a new mini tennis zone, and also a vibrant event programme including tournaments and socials.
As a result, Marlow Tennis Club membership grew by 45% to over 350 in three years. It was also awarded Wycombe District Sports Club of the Year in 2016.

Anyone for tennis? Visit Marlow Tennis Club‘s website.

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