The Swim Professor

Jim Reiser, M.S.

Focus on “User-Benefits” in Your Swim School Marketing


I recently attended a fascinating talk by Dr. John Crompton. In his keynote speech at the Midwest Conference in South Dakota, he emphasized that we need to STOP MARKETING, SELLING, AND PROMOTING, and instead FOCUS ON USER BENEFITS & HUMAN NEEDS. He said if you are going to sell Mr. Johnson what Mr. Johnson buys, you have to know how to sell through HIS EYES.

One of his slides that I thought was very interesting highlighted why children and adults alike participate in sports and recreation activities. Each of these represent basic human needs:

  • Social Recognition
  • Excitement
  • Ego Satisfaction of Achievement
  • Security of Belonging to a Group
  • Social Interaction

He also challenged the attendees to ask Three Questions:
1. How much market research do we do?
2. Why do we do what we do today?
3. What are we doing different than what we did 5 years ago?

Below I have shared a short clip of Dr. Crompton explaining the importance of what we are selling to our parents, and that we are actually selling human needs, not the activity itself:

Dr. Crompton not only holds the rank of University Distinguished Professor, he is also both a Regents Professor and a Presidential Professor for Teaching Excellence at Texas A&M University. He currently teaches exclusively for the Department of Parks and Recreation, and is the most published scholar in the history of Parks & Recreation.

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April 24, 2013 at 2:38 pm Comments (0)