Thanks Tom - I broadly agree with all that you've written. However, it seems to
be a matter of target marketing and market segmentation. I'd suggest that the
junior demographic would be more likely to be attracted to the 'thrill/danger'
aspect, whereas the older demographic could be attracted to other attributes of
the sport i.e. peaceful/serenity/low-stress etc. It seems to me we need to ask
all of the market segments how and why they go into the sport and what is
keepin them.
The most critical aspect to it all is, as you said 'As long as they do it in a
way that keeps them and the aircraft safe'. There is no doubt in my mind that
if the sport doesn't change how it attracts (and retains) member it will
continue to slowly die. I'm concerned about that so I spent a recent weekend at
the GFA Annual Marketing and Development meeting, and learned a considerable
amount (no life - just gliding!!). There is a wealth of information on the GFA
web-site to assist clubs.
The market that we are in has changed and we have so many more competitors and
choices (ultralight/hangies/jellyfish etc.) that a re-think is absolutely
necessary. The barriers to entry seem to be lower as people have higher
disposable incomes (generally). However, I'm a bit ambivalent about going down
the thrill/danger road and we would need to stay right on top of the
expectation management. And how much do we want to attract members at any cost?
From my experience the thrill-seekers don't stick around for very long and go
on to the next thrill. AEF's are typically regarded (wrongly) as a revenue
stream, rather than every one of them being an opportunity to sign up a new
member.
Are we really putting a realistic representation of the sport out there when
the AEF is done in the K-21 (the white shiny one), they ante up their
membership money and are then told their training is going to be done in the
30/40yr old trainer? That was my main gripe with the footage last night.
Regards,
Dave
________________________________
From: Tom Wilksch <tom.wilk...@internode.on.net>
To: Discussion of issues relating to Soaring in Australia.
<aus-soaring@lists.internode.on.net>
Sent: Tue, 9 February, 2010 2:24:52 PM
Subject: Re: [Aus-soaring] TV portrayal.
Your solution seems to be to make the sport appear more dangerous in order to
attract new members. Is that what you really want? Suck them in and then say
'nah, it's not really that dangerous. OK, I lied, but I got your membership
money'.
>
I think that is a perspective taken from someone who has been flying for a long
time and knows, just as we all do, that gliding is generally a safe sport.
However that is not the position of most people watching (and staring on) the
show. For them, just going up in a glider seems 'dangerous'.
Of course none of them would have actually done any of the activities on the
show if they actually were dangerous. They were safe the whole time. It's the
percieved danger that they were after. So no - we don't want the sport to
appear dangerous, but certainly it is good to appeal to people who are looking
for a thrill. To them, the winch launch, loop and spin that we saw was dare
devil stuff.
If someone wants to go gliding for the same reason they want to go bungee
jumping, who cares? As long as they do it in a way that keeps them and the
aircraft safe.
As you pointed out, the 'crash all the time' comment was stupid, but outher
than that I thought the show would have helped the sport. We are hardly in a
position to be fussy about who joins out clubs. As long as they are safe and
enthusiastic, come one come all!
Tom
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