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A Campaign We Should All Support

By Peter Francesconi

Just like you, we at RSI depend on this industry, so we freely admit that we are “cheerleaders for our sport.” And we need you to be “cheerleaders for tennis,” too.

That’s why this issue’s cover may look like an advertisement to you. And in some ways, maybe it is. In other ways, though, this cover is an important story — one that retailers throughout the U.S. should be paying attention to, and should be supporting wholeheartedly.

At a meeting of the TIA board of directors in April, an idea formed in which this industry would collaborate on a promotion that would drive consumers to retail stores. Out of that came the “Racket Up, America!” campaign, which kicks off in July and runs through September. A key in this is that consumers can buy any brand of racquet at any retail outlet, to be eligible to win a grand prize and other prizes.

Manufacturers, organizations and more are all on board with this. The goal is to drive consumers to retailers to buy a new racquet, but the hope is that once at a retail location, they’ll also buy other tennis products — apparel, strings, shoes, accessories. Then, armed with all they need, they can get out and play, take lessons, join clinics, etc. All segments of this industry will benefit.

The hope, also, is that the “Racket Up, America!” tagline continues even past this promotion. In fact, I’d like to see it used heavily in conjunction with National Tennis Month, which typically is too underplayed in this country (it’s in May, btw). NTM is a natural for getting people out on courts and deserves more attention from all organizations.

While the consumer storyline for “Racket Up, America!” is a once-in-a-lifetime chance to serve for a million bucks and to go to the US Open, the industry storylines run much deeper: stimulating the tennis marketplace, driving customers to your stores, getting more people playing and taking lessons, creating a true collaboration among all entities and businesses in tennis — for the good of all of us.

Promote “Racket Up, America!” in your store, through emails to customers and members, on your website, in your local media. Here’s your opportunity not only to help your business, but also to be a true “cheerleader for tennis.”

Peter Francesconi
Editorial Director

For more on “Racket Up, America!”, including free materials to help you promote this to your customers, go to playtennis.com/partner.

See all articles by Peter Francesconi

About the Author

Peter Francesconi is editorial director of RSI magazine.

From the July 2009 issue
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