Recruiting

Paul- I've been trying to be more serious, trying to 'frag' only when needed, however, I don't think the Geek throws hand grenades, more like those cheap little firecrackers that often as not go .

It has everything to due with thinking small or thinking big.....have you sat through one of the marketing meetings at the USMS convention Geek? I'll make a suggestion; "one big idea". Let's create a new thread for it and task anyone who dares to to submit their ideas on what we can do to elevate the sport of swimming. We need to focus on what our arena (USMS) can do, but lets keep in mind what we ultimately are shooting for is more particpation on all levels, more pool time, more pools, more media, etc. John.....I alluded to our plan that is in the works but will wait till after the conference call to decide if this is the time/place to launch it. In the meantime.....Geek I challenge you t start the thread and share your "thinking out of the box" idea. Last but not least....I will also challenge anyone who is critial of these ideas to post their thoughts but that they need to counter with a solution.

I really don't know if we'll have any success trying to generate interest in a clinic with former Olympians either, but my point is that if enough of us stand up and scream loud enough the media may at some point start to listen! I agree. One of the key approaches to getting name recognition is exposure and repetition. Results come with some lag, which is pretty normal. As for a USMS funded commercial I never considered that viable, rather a sponsor using swimming (and paying) in its commercials benefits both parties. Which is where we lack manpower with some basic marketing skills, to sell the potential sponsors on the idea of using swimming in their commercials... We even lack the manpower to have people on the lookout for businesses seeking swimmers for commercials! It is our shortcoming that potential commercial casting directors don't know to tap into USMS for 'actors' and have a working partnership. USMS has a small registered group of particpants, however swimming is still the sport with the largest participation in the US (world?) and our group has money and spends it. Also I look at our lack of attracting more membership as an oppurtnity and a challenge....like trying to beat John in the 50 and the only way to succeed is to critically exam how we do things. Our lack of attracting more membership, IMO, is in part due to the stale image of USMS, and in part due to lack of exposure, and lack of support for some of the grassroots marketing efforts. There needs to be a better more comprehensive package with direction, materials and a workshop with a number of how to's. It's one of the number of items in our marketing plan without a body to delegate it to. This in turn brings us to another issue, it requires marketing at level zero, which often starts with a passionate coach or an individual interested in growing a team and a program. At going rates, it is very rare that an individual lile that can make a living doing this full time. Growing a team and a program etc is a full time effort. How do we condition people into paying more fees for their coaching amd memberships when people on the inside nickel and dime everything to death. One example, entry fees for meets. People are afraid to raise fees from, let's say $25 to $30 per entry in fear that theyll drive people away from meets. As a result, you have minimal staff, minimal facility, garage looking production at the meet... well, they end up attracting only a certain type of the individual. All the while same people pay 3, 4 or 5 times higher fees to participate in other sports. You know, lot of people respect things little more when they cost them little more. You're not going to get a whole lot of respect for USMS when their financial mentality is stuck in 1970's, and most people in the organization are afraid to attach appropriate monetary value to their efforts. Somewhere not too long ago I overheard a discussin about a $10 penalty for something (in conjunction with USMS), something that probably costs about $100 of man hours to correct, and I was just shaking my head... Do people really think that $10 in penalties will really send any kind of a message??? Remember the income demographic of our membership!!!! In order to attract quality, you need to allow them to benefit from associationg with you (financially or whatever is attractive to them) ...ugh now you got me started... Entry fees for the nationals being one example. $38 for a 4-5 day National Championship event! Oiii! For one, it really puts the organizers in a najor budgeting mode where you have to count every penny, trather then focus on putting on a first class event! Considering we're talking about the National Championships, USMS's most prestigious event of the year! It's sad that you have to nickle and dime things in order to put it on. Someone was worried about the meet host making too much money and taking advantage of the USMS. Tell ya what, calling 10,000-30,000 too much profit for something that you have to start planing two years ahead is really a slap in the face about how little people's efforts are valued. $38 is dirt cheap for an entry fee to any sort of a national event for which people have supposedly been preparing most of the year. Most other sports national event entry fees range from $200 to $500, and this is with a lot less wealthy demographic. $38 is roughly a price of a one-day pass to the amusement park, or one person dinner in a semi decent restaurant. It's a price majority of people pay for relatively **insignificant** events in their lives. So, now there's some talk about increasing the fee by some 10 bucks. Frankly, I don't think most of the championship comittee gets it. Ten bucks more per swimmer isn't going to get it. It's going to take an increase by one order of magnitude. Or for starters at least double the entry fee. And don't tell me that the organization with our type of demographic can't afford it. Most of you wear tennis shoes that cost more then doubling the entry fee to the nationals would cost. Well, okay, off the soapbox for now.

One thing I notice following this mutating thread is that I think sometimes people are talking at cross-purposes to others & wrangling when their respective ideas are not necessarily contradictory. On one hand, we have the goal of increasing participation which everyone seems to want, but then some desire more ex-college 'fastmovers' to be lured back, while others, perhaps, envision ex-age groupers who quit early, multi-sport athletes, late-bloomers etc. As I say, I don't believe these are mutually exclusive, but the strategies used to appeal (or 'lure') them might be. As such, each campaign should be clear in what effect is desired. Does anyone out there have a clear idea of what an optimum level, or goal, for USMS membership should be? How does the current level rack up (per capita) to other countries with at least 20 years of masters swimming history? By the way, I was serious about the all-Smith team, but not just relays, say see how good a theoretical team using only USMS registered Smiths would be.

Originally posted by Paul Smith "thinking out of the box" idea. I've got one as long as we are into big ideas. Cause it's big that counts, not realistic or relevant in the real world of marketing. Let's get Tommy Lee to wear a speedo on a reality show and have him swim with a high school girls team. On the front let's get it lettered "USMS" and the back to say "sponsored by AMEX." After he makes the team he could drive home in a Mercedes with a USMS sticker on the back window and party with his ex, Pamela Anderson, who will also have USMS tattoos on her, um, notable areas. Can you imagine all the middle aged people making about $80K per year that would then run out to buy a new Benz, join USMS and support local tattoo parlors? I bet that's worth it's weight in gold to Daimler Chrysler and AMEX.

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The nice thing about large organizations is that if done correctly they can accopmodate variety, and have niches for a number of different interests and needs.

Raising the registration fee or entry fees for meets isn't going to matter a whole lot to the middle 50% of our members. What we have to remember is the effect on the older 25% (some who have lots of money, others don't) and the younger 25% (mostly who don't, judging by the number of checks they've bounced this year). Just one thing that needs to be considered.

Well done geek.....as usual!

Connie, Just Do it. Double the entry fee for Nationals. I'm for it. I seriously doubt you will find much drop off in the total number of entries. Face it, if I'm willing to spend a grand ($) on flying to Fort Lauderdale with hotel and meals, you can probably stiff me for another $40 and I won't notice it. I may *** a bit, but life will go on. Raise the regular USMS dues if you have to also. My kids swim USS and its $700/yr per kid for coaching etc...... USMS dues are pretty small in comparison. Do it Connie...... take charge and raise the dues. Let 'em complain. We'll all get over it...... soon as they go to the pump to fill up their car they'll forget.... :-) Condition though..... make sure Nationals are at a good vacation location each year. None of this Indy crap. John Smith