CHAPTER SIX - PRICE: ALL THE CHARGES MEMBERS WILL INCUR...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
6/15/11 CHAPTER SIX MEMBERSHIP MARKETING
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
6/15/11 WHAT HAPPENS WITH DECLINING 1. As revenue drops, clubs must decrease operating expenses (fewer amenities) 2. Fewer initiation fees 3. Higher costs per member 4. Member dissatisfaction / attrition
Background image of page 2
6/15/11 FACTORS IN DECLINING 1. ECONOMIC TURNDOWNS 2. OVERBUILDING 3. MORE COMPETITORS 4. AGING MEMBERSHIP 5. DIFFERENT PREFERENCES
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
6/15/11 IMPORTANCE OF CLUB LOCATION SAME IDEA AS WITH ANY BUSINESS, BUT WE NEED TO LOOK AT DEMOGRAPHICS SUCH AS: 1. PHYSICAL PROXIMITY TO MEMBERS 2. NUMBER OF BUSINESSES 3. NUMBER OF EXECUTIVES 4. NUMBER OF COMPETITORS DEMOGRAPHIC FOR A CITY CLUB IS A 2-5 MILE RADIUS
Background image of page 4
6/15/11 REASONS FOR NOT MARKETING 1. THE CLUB NEEDS TO BE EXCLUSIVE 2. MEMBERS WILL PANIC 3. MAY DAMAGE IMAGE 4. MEMBERS DON’T WANT TO BE CROWDED 5. SERVICE WILL DIMINISH WITH MORE MEMBERS 6. BOARD OF DIRECTORS STILL HANGING ON TO OLD IDEAS ABOUT MARKETING 7. CLUB MANAGERS INEXPERIENCED IN MARKETING
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
6/15/11 The 4 p’s of marketing PRODUCT: THE WHOLE PACKAGE THAT IS YOUR CLUB
Background image of page 6
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 8
Background image of page 9
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: PRICE: ALL THE CHARGES MEMBERS WILL INCUR PLACE: HOW THE PHYSICAL LOCATION OF THE CLUB DRAWS OR DEFLECTS MEMBERS PROMOTION: GETTING THE PRODUCT TO THE MEMBER 6/15/11 MEMBERSHIP MARKETING PLAN 1. CONDUCT AN INTERNAL ANALYSIS 2. CONDUCT AN EXTERNAL ANALYSIS 3. POSITION THE CLUB 4. DEVELOP AN ACTION PLAN 5. EVALUATE THE PLAN SOUND FAMILIAR??? NOTE: BE CAREFUL TO NOT MARKET TOO 6/15/11 ATTRACTING NEW MEMBERS NEW STRATEGIES BEING SEEN IN CLUBS: 1. NEW SPONSORSHIP POLICIES 2. INSTALLMENT PLANS FOR INITIATION 3. DECREASED INITIATION FEES / DUES 4. REFUNDABLE INITIATION FEES 5. CREATION OF NEW MEMBERSHIP CLASSES (NON-GOLFING, LEGACY, SENIOR, TEMPORARY, SIGNIFICANT-OTHER) 6/15/11 Common recruiting strategies 1. MEMBER REFERRALS 2. NEW-MEMBER ORIENTATION 3. MEMBER-GUEST EVENTS 4. ACTIVE MEMBERSHIP COMMITTEES 5. PROSPECT LISTS 6. FULL-TIME MEMBERSHIP DIRECTORS...
View Full Document

Page1 / 9

CHAPTER SIX - PRICE: ALL THE CHARGES MEMBERS WILL INCUR...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online