How much to spend marketing your club
Before plucking a figure out of the air to make up a budget item, there’s much to do. Start by figuring out what you want.
What sort of club do you want?
Do you want to be an entertainment venue? Food Mecca? Attract 1000 or 5000 more members? Do you want to serve 10 000 + meals a month? Do you want to fill your shows? Do you want to do all of the above? Or do something completely different? Like really becoming a community focus point and help make the local community a better place ( in light of the fact that most clubs are not-for-profits).
Victorian Clubs in 2012
Victorian clubs change from the start of 2012. Marketing support offered by Tabaret & Tatts Pokies, if not already finished, stops. Clubs will need to come up with their own marketing and business strategy and allocate real money to spend on marketing. Advertising forms part of that.
The difference between marketing & advertising
Marketing is not advertising – it’s about making decisions prior to any spending on media such as newspaper advertising, local postcard distribution ( junk mail), direct mail, banners and posters. Pubs and clubs are already competing for the same customers. Offering much the same fare. Same food, same beer, just about same everything including prices. Except you must sign into a club. In this case the weekly ad in the paper, radio or TV advertising won’t be as effective.
Marketing focuses on the business including revenue
What turnover could you be doing in food, entertainment, bar or more? What can’t you see? What could your club do to earn an extra 100%, 200% 1000% in revenue? Does that answer the question? How much do you think you should spend? Leave your comments below.
cheers
Nigel Rawlins
