Victorian Clubs and Pubs with EGM’s (electronic gaming machines) are soon to face massive changes in the way they operate and promote their venues. No longer will they have a big sign out the front advertising that Tabaret or Tattspokies gaming machines are inside. New regulations will prohibit any indication that EGM’s exist in the venue.
Clubs with EGM’s- more than just Pokie Venues
Clubs run bistros, bars, entertainment/events and function centres that need promoting and good management. In the past Tabaret or Tattspokies helped with promoting and advertising the venue. Now it is down to clubs. That requires new ways of thinking about how to promote your venue. The easiest place to start is with your members.
Communicate with your loyal members
Members are loyal, unless you’ve neglected them
Members are suddenly a very attractive proposition. You have their name, address and phone number. You may even have their email address. This means you can contact them directly. Sure, that costs money, especially with several thousand members. Not as much as you might spend trying to attract the same number through advertising in the local print media or radio.Use direct mail to Remember their birthdays, send Christmas Cards, regular member offers, last minute promotions, or unique member offers.
Make it easy to become a club member
How much is a loyal club member worth? Do the maths – a member visiting once a week for a meal and a drink is worth how much over a year?. If they bring family members along to ‘their club‘ then it’s worth a whole lot more. Multiply that by a couple of thousand or more club members and you start to get the picture. How much is that worth? $40 a member per year in direct mail advertising? Maybe a bit more. It’s easier to target club members because they will open email or direct mail from their club.
Looking after your club members
Value them. Discounts and offers are a natural cost of attracting customers. Reward members with special treats, member’s only events or functions. Communicate with them – tell them what’s coming up with promotional posters or table talkers to advertise other events or activities. Then make sure you talk to them, greet them, and guarantee that they’ll have a great time. Every time. Lastly make it easy for them to join up. Don’t charge an arm and a leg to become a social member, make it $10 or $11 and give them back that value as quickly as possible. Don’t string this out by penny pinching or they’ll go elsewhere. Membership is not a means for raising club funds, it’s a legitimate part of attracting customers and a big part of your, new, and urgent, marketing effort for clubs.
Here’s your challenge for the next two years – Double or triple your club membership and keep them. If you need help give me a call.
cheers
Nigel Rawlins
