Tennis industry courts kids to push entry-less sales at mass

Discount Store News, March 17, 1997 by Mike Troy

Okay, here's the strategy: target the youth market with a cartoon character-based advertising campaign that will hook youngsters on an activity and ensure they become and remain consumers for life.

The subject here is not R.J. Reynolds and Joe Camel but rather the latest development in a marketing plan that the Tennis Industry Association (TIA) launched in 1995 to resurrect the game's popularity The plan involves the continuation of a nationwide free-lesson program, a new affiliation with the Cartoon Network and tennis-playing cartoon spokescharacters, such as the Herculoids, Tom & Jerry and a 20-ft. inflatable Scooby-Doo that will travel the country.

The goal, according to TIA president Kurt Kamperman, is to generate stable, long-term growth for tennis. Already, the early beneficiaries are retailers and manufacturers of value-priced, entry-level equipment.

"When we see racket sales growing at the low end, [we know] that is all new players," Kamperman said. While participation rates for other sports were flat last year, participation in tennis increased nearly 10%, driving an 8% increase in unit sales of rackets and a 2% increase in unit sales of balls, according to Kamperman. "People that are new to tennis are the most enthusiastic consumers we can ask for."

Even so, tennis has a long way to go before returning to its heyday in the late `70s, when it was ranked as the nation's eighth most-popular sport. Today, it ranks 22nd.

"We are competing against activities that didn't even exist 10 years ago," Kamperman said. "When we get back to the top 10 the way we were in 1979 -- that's when we will feel good."

To ensure that sales keep growing, TIA identified and then sought to remove barriers to people playing and enjoying tennis. One of those was playing the game properly. The group found that if players began with proper instruction, they would enjoy it more and consequently play longer.

That was the thought behind the Play Tennis America free lesson program. It was expanded to 85 cities this year, up from 63 cities last year and 27 the previous year. TIA credits the program with bringing 100,000 new players into the game.

However, what's really generating excitement within the tennis industry is a recently announced marketing initiative with the Cartoon Network. Beginning April 10, two different 30-second spots will air on three networks: The Cartoon Network, TBS and TNT. One features a boy playing tennis with the prehistoric cartoon family known as the Herculoids; the other spot features a young girl playing tennis with Tom & Jerry.

The $1 million ad campaign will make an estimated 33 million impressions and reach 67 million households, roughly 50% of kids ages 6 to 11, according to Craig McAnsh, senior vp of marketing with the Cartoon Network. The ad campaign's youthful push will be reinforced further when the TIA's 10-city Smash Tennis tour kicks off. It also begins in April and features appearances by tennis professionals, free instruction and Cartoon Network tie-ins. One of the most visible aspects of the tour will be the presence of a 20-ft. inflatable Scooby-Doo. The lovable, crime-fighting dog travels in a brightly painted customized trailer that expands to reveal a large video screen, banners and animated characters.

The kids market is also the target of the United States Professional Tennis Association. USPTA's "Little Tennis," program of free instruction is available this year at approximately 1,000 locations, including public and private clubs, parks, schools and fitness centers. The program allows children ages 3 through 10 to receive free lessons.

According to USPTA chief executive officer Tim Heckler, tennis "missed the boat" in terms of marketing itself to children. "Tennis has never targeted itself nationally to children between [ages] 3 and 10, or directly to the parents of kids that age, and that's one reason the children get hooked on other sports," Heckler said. "Through Little Tennis, we want to turn `soccer moms' back into tennis moms, and bring their children back into tennis."

In so doing, the tennis industry and retailers that sell their products are poised to ride renewed popularity of a game that is easy to play and doesn't require a huge time investment.

"The new players love our sport, and that's the key. We aren't trying to sell something people don't enjoy," said Jim Baugh, president of Wilson Sporting Goods Co.