Increasing PuHu Juniorit membership by applying a marketing funnel approach

Abstract

This research examined marketing strategies and methods to increase the membership of PuHu Juniorit’s, a youth sports club. The growing need for a structured marketing plan and the increasing competition in the youth sports landscape drive the need to improve PuHu Juniorit’s marketing. The study examined marketing strategies for increasing membership through marketing funnel theory, giving structure, clarity, and a deeper understanding of the process of membership increase. Different research methods were applied. The study examined the existing literature and suggestions to solve this problem and provided qualitative survey data from interviews conducted with sports marketing experts. Findings suggested increasing PuHu Juniorits’ social media awareness, improve conversion with an optimized sign-up process, increase membership retention with regular communication and club events, and encourage advocacy with referral programs. Ultimately, the study provides an actionable marketing plan for PuHu Juniorit to implement marketing strategies in the different phases of the marketing funnel to increase its membership.