Member Profile/Survey
Q: Do you know the expectations of your Members?
Q: Are you driving new and incremental revenues by strategically targeting different groups within the Club?
Identifying with your Membership, by offering events and communications that conform to their true interests, and expectations, is essential to your success. Private Club Marketing will work closely with your Communications Manager to identify these preferences, helping to write and execute a Member Profile Map.
Maximizing Member Profile analysis is best facilitated by creating road maps that incorporate the following steps:
- Determine the Overall Business Objective. Accomplishing the success of your vision means paving a path of agreement by everyone involved, then improving member involvement by bringing the entire family down that path with you. Who, after all, should be filling out this member profile? Yes, you are correct, the entire family! For this reason, data from all family members should be input into the member database.
- Capture All Potential Customer Data. Segmentation begins with gathering member data from a wide variety of resources, including member profiles, point-of-sale systems and loyalty programs.
- A database of static customer information is valuable, but until key active knowledge gained from feedback is applied—like preferences or motivations—there is an incomplete picture of the member.
- Capturing feedback from any touch-point provides a clearer understanding of customers’ needs, preferences and attitudes, and improves the target marketing process which drives revenue and retention.
- Driving Food and Beverage Revenues!
