Recently a club asked me to design a campaign to attract new members. Easy to do, but their social membership cost about $30. That’s ok if you get more than $30+ in benefits immediately, but not if it takes over a year. Right now people are being careful with their money and $30 up front is probably just too much without instant gratification.
Why isn’t social membership either $5 or $10? Would you treat them any differently from a member who pays $30? I hope not. If someone pays you $5 or $10 for the opportunity to get them to visit your venue regularly it’s a bargain! Think about it, even if they only come in once a month for a meal and buy a few drinks they’re choosing your venue over another and secondly giving you the chance to retain their loyalty, cross-sell and upsell to them.
We’ve organised many successful letterbox drops to attract new members and visitors to clubs and pubs, they’re affordable and work well over several months, but it is a shot gun approach compared to a targeted offer to members.
Just some thoughts – I’d like to hear your opinion – just add a comment.
cheers
Nigel Rawlins
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Posted in Advertising, Clubs & Pubs, Marketing, Membership