CREATE A PLAN TO ATTRACT MEMBERSHIPS IN YOUR CLUB AND SO YOU WILL BE ABLE TO COVER YOUR BUDGET FOR 2022 WITH MORE SECURITY
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We are at a time of year when clubs have two main concerns. One of them is to “close” 2021 in the best possible way, and the other is to prepare an uncertain 2022.
The Covid – 19 has clearly revealed several aspects:
- Social clubs have grown more than ever.
- The number of licenses has grown worldwide.
- Business clubs have been hit very hard, either with heavy losses or total closure.
If we analyze what happened, we have two options:
a) Continue with the traditional lines of action and depend on the “whims” of the market, that is, when there is a lot of tourism and a strong economic situation, commercial clubs will sell a lot of green fees and at a high price, while social clubs will try not to lose many members and when there is an adverse situation, the commercial clubs will try their best and the social clubs will be able to increase their clientele as much as possible.
b) Generate a plan to attract memberships, regardless of the nature of our club, thinking about the client and adapting to their tastes. In this way, we will be able to cover a large part of our budget, being able to withstand possible setbacks with greater integrity.
Instead of thinking about our product and that the client adapts, we must do the opposite, that is, create personalized offers and experiences that allow us to reach all types of audiences.
The entertainment offer is increasing, and must be prepared for when there are no restrictions in closed spaces, since many of the new golf fans are because there were almost no other options.
Instead of thinking about our product and that the client adapts, we must do the opposite, that is, create personalized offers and experiences that allow us to reach all types of audiences.
At NGM Golf & Sports Consulting, we want to give you 3 keys to be able to attract memberships and be able to clean up your budget.
IF YOU DO NOT COMMUNICATE WITH YOUR CUSTOMERS, YOU DO NOT EXIST
During the closure suffered by the pandemic, all the clubs have continued to carry out maintenance works, many of these have also taken the opportunity to carry out reforms that were pending, as well as countless jobs, strategies or plans for future reopening, but HOW MANY CLUBS HAVE TOLD TO THEIR CUSTOMERS THAT THEY KEEP WORKING TO PROVIDE BETTER EXPERIENCES?
If you do not communicate with your clients, they can feel abandoned, so attracting subscribers will be a doubly difficult task, since in addition to attracting potential clients, you have to retain or recover those who left.
In this sense, from NGM Golf & Sports Consulting, we have always chosen for a quality 360º communication strategy, that is, to tell, involving our clients, everything that is happening in our club, with quality audiovisual content (videos, photos, motion graphics or infographics), either through social networks, creation of campaigns and events, newsletter, web content (blog, videos) or push notifications.
In this way we make sure that everyone knows what is happening in your club and to be able to attract memberships more easily.
CREATING A DIVERSE, FUN AND ATTRACTIVE MARKETING PLAN
When we want to attract memberships, where do we start? In this sense, there is an element without which we will not be able to move forward and this is customer segmentation.
Traditionally, it was segmented by demographic (age, sex), geographic (locality, distance to the club) or socioeconomic status, but if we stay in these categories we are missing a lot of information.
As The Power MBA indicates, there are other elements that will make us go where others do not go and these elements can be lifestyle habits (cosmopolitan, travelers, traditional, …) or simply according to their preferences, if for example we analyze two people of the same age, sex and social class, a priori they may fit into our initial strategy, but one of them may be a traveler and an athlete while the second may be more traditional and home-based.
For the reasons described above, we must create a strategy that can make ALL the subjects of our club feel comfortable and therefore have the temptation to come to our club, regardless of whether they are subscribers or not.
Traditional strategies focused on the club as an entity to which clients must adapt must be changed 180º towards a personalization model, which will allow you to attract subscribers more easily, by making them feel that we care about all of them.
We must create a strategy that can make ALL the subjects of our club feel comfortable
YOUR DIGITAL STRATEGY IS AS IMPORTANT AS YOUR OFF-LINE STRATEGY
Since the arrival of social networks and digital marketing, its growth has been and is unstoppable, to the point that we currently consume on average more than 1 hour and 40 minutes a day on these channels. These new forms of consumption are displacing traditional media such as television and radio and especially in the way of advertising, due to the high cost of traditional media, but above all because the impact through digital media is greater.
Nowadays, having a powerful digital presence is not a project for the future, but rather an element of the more recent past and for which if you are not present, you simply will not be taking advantage of preferential consumption channels.
Being able to notify an event by email marketing, where a promotional video is shown, followed by a follow-up campaign through social networks, as well as reminders of the event, a summary of the event and an evaluation form or survey are elements that we are used to, but that in our sector they are not yet implanted.
Another of the basic functions to perform so that your potential members “find you” is to carry out an organic positioning of your powerful website, so that you can position for all those keywords by which you can be found, in such a way that you guarantee the except one visit to your website, where they will find all the necessary information and content.
Therefore, we ask ourselves, does your club have a complete digital strategy? If the answer is no, your ability to attract memberships decreases significantly.
At NGM Golf & Sports Consulting we want to help clubs where they do not reach, many times due to lack of time or due to overwork of the people in charge of these functions. Our work philosophy, personalized, close and especially from the point of view of knowledge of the sector, allows us to put ourselves in the shoes of both managers or directors, as well as that of potential clients.
Does your club have a complete digital strategy? If the answer is no, your ability to attract memberships decreases significantly.
Thanks to the brand enhancement that we carry out through digital marketing, we will help your club to grow and generate the necessary attraction, allowing you to attract memberships and help your club.
If you want to know more about how to attract memberships or other options, at NGM Golf & Sports Consulting we will be happy to help you.
