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 The Mission Viejo Nadadores swim club keeps fun in mind at their October event, and tournament director Mike Mikosz follows it up by sending a pictorial newsletter to all participants and volunteers. More importantly, the newsletter is sent to people on the tournament’s mailing list who didn’t play. Mikosz, a Hewlett Packard sales executive who knows his way around desktop publishing, wants the newsletter to deliver a clear message to those who didn’t play: “Boy, did I miss the wrong golf tournament!” Then, when it comes time to send invitations the following year, the package to prospective golfers also includes a copy of the newsletter. It works. “I got great feedback,” Mikosz said. “People were putting the date in their calendar eight months ahead of our 2004 tournament or they were calling to make sure they were on our mailing list. Then when we mailed our tournament invitations the package to prospective golfers included another copy of the newsletter reminding them not to make the same mistake. Attendance and revenue were substantially greater.” Today, a golfer who regularly plays in charity events is invited to as many as 30 tournaments a year. There are a number of variables taken into consideration by golfers when it comes to deciding which tournaments to play. Why not help them decide by making your tournament stand out? Looking at the Mission Viejo Nadadores newsletter makes it obvious that the people who played had a great time. Who wouldn’t want to play again or join the festivities for the first time? |
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