The sport of pickleball has experienced exponential growth in recent years. According to the Sports & Fitness Industry Association (SFIA), pickleball participation increased by 51.8% from 2022 to 2023, making it the fastest-growing sport in America for the third year in a row!
For pickleball businesses, this surge presents both opportunities and challenges like “how do you stand out in this fast growing market?”.
Let’s dive into some no-nonsense marketing ideas & strategies to help grow your pickleball business!
Know your niche
Before you start marketing it is important for you to know your niche!
Ask yourself important questions like:
- Who’s your ideal customer?
- Retirees looking for low-impact fun?
- Young professionals seeking a new social sport?
Nail down your target audience and tailor everything you do in your marketing to them!
Social Media Platforms Marketing
Pickleball’s a social sport and your marketing should be too! Social media is still a powerful tool for reaching potential customers. A 2023 Pew Research Center study found that 72% of U.S. adults use at least one social media platform.
Create engaging content that shows the fun side of the game. Make content that shares tips, tricks, and behind-the-scenes glimpses of running your pickleball business.
Key strategies:
- Share engaging content: Post videos of pickleball match play, tips on how to play better, and behind-the-scenes glimpses of operating and running your business.
- Use platform-specific features: Utilize Instagram Reels or TikTok for short, engaging videos.
- Engage with followers: Respond to comments and messages promptly.
- According to Sprout Social, businesses that engage with customers on social media see a 40% increase in customer satisfaction.
Email Marketing
Email marketing remains a cost-effective way to reach & engage existing customers. Data & Marketing Association (DMA) reports that email marketing has an average return on investment (ROI) of $42 for every $1 spent.
Effective email marketing tactics:
- Segment your email list based on customer actions and events (last court hire time, frequency of visits etc).
- Provide valuable content, such as pickleball tips or industry news.
- Use personalization to increase engagement. Personalized emails deliver 6x higher transaction rates, according to Experian.
Host Pickleball Events and Tournaments
Organizing events can attract new players and increase community engagement. The USA Pickleball Association reported a 55% increase in sanctioned tournaments from 2021 to 2022 (153 to 237).
Event ideas:
- Beginner clinics: Introduce new players to the sport of pickleball.
- Local tournaments: Foster competition and community spirit.
- Charity & fundraiser events: Partner with local organizations to raise funds and awareness.
Develop Strategic Partnerships
Collaborating with complementary businesses can expand your reach. The 2023 B2B Trusted Brands Report by Sagefrog Marketing Group found that 68% of B2B marketers consider strategic partnerships crucial for growth. Think of potential partners that have a similar target audience to your pickelball venue.
Potential partners:
- Local gyms or fitness centers
- Sports equipment retailers
- Health and wellness businesses
Optimize Your Online Presence
A strong online presence is crucial in today’s digital age. According to BrightLocal’s 2023 Local Consumer Review Survey, 99% of consumers used the internet to find information about a local business in the last year so it is important that you’re making a good impression online.
Key areas to focus on to improve your online presence:
- Branding: Make sure your branding is clear, consistent and appealing for your target audience. Colors, fonts and imagery should all be in line.
- Website design & optimization: Ensure your site is brand consistent, mobile-friendly, loads quickly, includes engaging media that is designed to attract players to your venue and has call to action buttons with “book now” promitely displayed to convert visitors to bookings/sales!
- Local SEO: Optimize for local search terms to attract nearby customers. Register and verify your free Google Business page. Making sure that you rank for “[YOUR LOCAL AREA] + pickelball” searches.
- Online reviews: Encourage satisfied customers to leave reviews easily by providing links via email and QR code in venue. The same BrightLocal survey found that 77% of consumers ‘always’ or ‘regularly’ read online reviews when browsing for local businesses.
Offer Loyalty Programs or Memberships
Loyalty programs can encourage repeat business and word-of-mouth referrals. A study by Bond Brand Loyalty found that 79% of consumers are more likely to continue doing business with brands that have loyalty programs.
Program ideas:
- Reward point system for court bookings or equipment purchases
- Referral bonuses for bringing in new customers or members
- Exclusive access to events or clinics for loyal members
Content Marketing
Creating valuable content can establish your business as an authority in the pickleball community. According to the Content Marketing Institute, 72% of marketers say content marketing increases engagement and leads.
Pickleball Content ideas:
- Posts for your Google Business page
- Blog posts on pickleball techniques and strategies
- YouTube tutorials on improving specific skills
- Podcasts featuring interviews with pickleball experts or local players
Paid Targeted Advertising
Paid advertising can help reach specific demographics interested in pickleball.
Advertising channels to consider:
- Google Ads for search engine marketing
- TikTok, Facebook and Instagram ads for social media targeting
- Local media
Local Community Engagement
Building a strong community around your pickleball business can lead to loyal customers and organic growth. The 2023 Edelman Trust Barometer found that 63% of consumers choose to buy from brands they trust.
Community-building strategies:
- Start a pickleball club or league
- Volunteer at local events
- Sponsoring local community groups, schools or sporting clubs with a similar target audience
Conclusion
Marketing a pickleball business requires a multi-faceted approach that leverages mutliple marketing strategies.
Stay agile, keep testing new ideas, and always put your target customers first.
Focus on building real connections and delivering value.
Do that, and you’ll be well-positioned to ride the pickleball wave to success!
