Issue link: http://read.uberflip.com/i/1169925
28 / SEPTEMBER.OCTOBER.2019 USICERINKS.COM Once they're in—keep them (in a database) Once customers take part of an event in your building, a proper database of their contact information should be kept. Use your registration software to build up your database of all your customers' emails and interests. Segmenting your database should also be a top priority. You do not want your figure skaters receiving a bunch of adult hockey emails, which may lead them to unsubscribe. Use marketing emails to keep your customers informed and interested. Monthly newsletters are also a great way to keep the entire community informed of everything that goes on in the building. Post updates on interesting rink mainte- nance or when you put the fresh sheet back in. Show them the ins and outs of the rink and behind the scenes looks at staff mem- bers and programming. Feature an upcom- ing learn to skate season with pictures. Keep it light and informative. Finding the perfect marketing plan is an everlasting game of trial and error. You will have to find out what works for your area, and what you can accom- plish with your current staff and budget. Especially when starting new programs, plans need to be put in place quickly and effectively. For instance, at our rink started curling exactly one year ago this season. We did not have a single database to run off of, and no concrete idea how to start a club. With a lot of plan- ning and some help from local clubs, we got everything on our feet and started thriving. Start early with your marketing strategy. The earlier you can get the events or pro- grams out, the larger the range of potential customers can be. Hammer all of your marketing avenues, from social media, to flyers, to ads. The more the community will see some- thing, the greater your chance of participation and sharing will be. Work with other organiza- tions, and community events, to increase brand awareness. There are a lot of people that are interested in what you have to offer—the fun part is find- ing the best ways to reach them. J Thomas Brunton is the curling director, program assistant and marketing specialist at Phillips Academy Ice Rinks in Andover, Massachusetts. If You Market, They Will Come , Keep an organized bulletin board advertising all your rink's events and programs.