Identifying the spawning grounds of this Budgie game in my view is the best way forward. It’s not about identify an age group, a level of education or a lifestyle thing that are likely to want to keep budgies. It should be about having the hobby out there so when someone is ready to move into this budgie game, it is easily accessible for them and they will be nurtured. You won’t know where these new prospects are going to come from, because they are all different and have different and varied reasons for wanting to keep these feathered critters.
There is a very big difference between promoting and marketing, at this point all the effort has been on promoting or advertising: looking for immediate results. Marketing is about long term strategies, without being critical of anybody there is no marketing plan in place. In the past it has been about a try this and a try that approach, which hasn’t worked and to be frank is a waste of time and money and it is disheartening for all involved.
“Everybody doesn’t eat gherkins” is one of my statements that I tease out in business marketing coaching. If you are happy with something, it doesn’t mean everybody else will be. The present budgie system may suit the converted; and the converted are defending what is currently being offered. Ultimately we are trying to bring new people into this Budgie capper and we need to look at it through their eyes not our own. The current offerings do need some tweaking, because we think is the bee’s knees, doesn’t mean that it is meeting someone else’s needs. The take up rate and retention rate of new participants in the game would indicate this is the case. The focus needs to be more outward and not inward as it presently is. What is being sold very few people want.
The spawning grounds are as they have always been, however they have been completely overlooked or in some cases ignored. In the past these nurseries for the future have looked after themselves, but in a world that has changed and where lifestyles are dramatically different, you need to be very cunning to get any traction. There is a much bigger picture than is currently being explored. It does NOT involve major expense but you have to invest in a long term commitment and strategy to see positive change.
Like any business or organizations the budgie game needs regeneration tactics