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Walk past any community noticeboard in Queensland, and you will see it. It is a familiar, well-intentioned flyer, often decorated with a cheerful picture.
The text is friendly and broad: “Come and Try Croquet! Fun for All Ages. Everyone Welcome.”
This message comes from a generous place. It reflects a genuine desire to open the club doors to everyone. Yet, in a world saturated with advertising and endless invitations, this approach has become a polite request to be ignored. When a message tries to speak to everybody, it often ends up speaking to nobody in particular. It becomes background noise, easily dismissed because it does not connect with a specific, personal need.
Effective marketing does not shout to the crowd. It whispers to a single person, making them feel seen and understood. The goal is to move from a generic broadcast to a specific, resonant signal. To understand how, we only need to look at the people who already walk our club lawns.
The Two Worlds Within One Club
Every club is home to two distinct types of players, each motivated by entirely different desires.
Let us call them the "Competitive Player" and the "The Social Player."
The Competitive Player
This person thrives on the challenge. For them, croquet is a contest of intellect and skill, a game of applied geometry and forward planning. They are drawn to the deep tactical nature of the sport. They find satisfaction in executing a difficult shot, in outwitting an opponent, and in the quiet intensity of a close match. Their reward is the feeling of mastery and the thrill of a well-earned victory.
The "Fun for All Ages" message does not speak to this person. It fails to mention strategy, competition, or the mental contest they secretly crave.
To capture their attention, we need language that reflects their ambition.
To capture their attention, we need language that reflects their ambition.
The Social Tea and Cake Player
This person seeks something else entirely. For them, the game is the enjoyable vehicle for what truly matters: community, friendship, and a sense of belonging. They are drawn to the gentle rhythm of the day, the welcoming smiles, and the easy conversation on the veranda. Their reward is the camaraderie, the shared laughter, and the simple pleasure of having a place to be.
A More Effective Path
The "Competitor" and the "Tea and Cake Player" can and do thrive in the same club. But they arrive there by following different paths, guided by different needs.
Recognising this is the first step toward more effective marketing. It is not about creating more flyers; it is about creating more targeted, empathetic, and resonant messages.
Instead of one generic broadcast, our goal should be to create many specific invitations. Each one can be tailored to make a particular person feel that our club is exactly the place they have been looking for.
In our next article, we will provide a practical guide for crafting the perfect message to attract your next great Competitive Player.
Join the Conversation
Ready to revolutionise your club's marketing approach? Visit our Club Hub to discuss these ideas with fellow clubs across Queensland. Share what's working for your club, ask questions, and collaborate on creating targeted marketing strategies that speak directly to both competitive players and social members.
Together, we can move beyond the "one-size-fits-all" approach and develop messages that truly resonate with potential members. Your insights could help transform how we all promote this wonderful sport.
Take Action: Log in to Club Hub today and join the "Marketing Our Sport" discussion thread to contribute your thoughts and experiences.
Related Articles
More Than a Game - How to Welcome the “Tea and Cake Player”
Learn how to attract social players to your club using language that focuses on community, gentle health, and mental wellbeing. The final part of our series.
How Croquet Can Speak to the Competitive Player
A practical guide on how to attract competitive players using specific, strategic language and powerful imagery that speaks to their mindset.