Marketing Budgets
Start with a mission
What does your club stand for? A great place for your members to visit? Delicious food, and great service? Effective fund raising to support community groups? A mission provides direction and motivation to achieve it.
Setting a target
Club revenues can fluctuate according to the season, holidays and other factors. Even so, is it that hard to set a target, say an extra $100, 000 pa? That’s about $2000 a week. Another way to look at this is to see it as an average of 200 x $10 meals a week. Roughly 30 a day. How hard is that?
Making it happen
What are you going to do to attract customers? I’d suggest lots, but targeted & budgeted. Think of regular excuses to invite customers and members along to the club. Theme weeks – The Spring Racing Carnival – breakfasts and lunches. Master Chef weeks – cooking demonstrations, cooking gear, recipes, food & wine tastings. Even the Queens Birthday provides an opportunity. Bastille Day provides an excuse to do anything French, the same goes for American Independence Day. Too hard? Certainly is, but what else are you going to do to increase your revenue?
Marketing Budgets
Marketing is more than just advertising – it’s the process of making decisions about how you spend your budget to meet revenue targets. There’s always a ‘cost of selling‘ to raise revenue. In any club this would include reception staff, promotional costs such as gift baskets for member prizes, members raffles, external and internal advertising and much more. How much would you need to spend to raise an extra $100 000? It depends. Sometimes you might need to spend $10 – $20 000 to raise this, maybe more. Provided it’s thought through it can lead to greater on-going revenue. It all takes careful planning.
Seting realistic budgets & goals
Mission, revenue targets and a realistic plan to make it happen needs money – a budget. Revenue won’t increase without this. Plan out the year, organise what you need and implement the plan. Don’t skimp on things, good graphic design and advertising materials cost money. But, will give you a more consistent branding for your venue than in-house design. It could mean regularly sending out personal invitations to your members or a direct mail campaign into the 10 000 houses surrounding your venue. It’s starts with being true to your mission, setting targets and making it happen. We can help if needed.
