I had two membership director conversations already this week reminding them to ensure they are focused on building their summer membership and marketing pipeline. In one case, the club was excited about the event they just completed and the opportunities they found, yet they had no events scheduled for May or June!
It is the job of sales leadership to have a 90-day and beyond vision into pipeline marketing and membership sales planning. Now is the time to make sure there are extra efforts in your membership and marketing plans to increase your visibility.
What kinds of programs or activity are you launching in the next 60- 90 days to make sure your summer is busy?
I have simply built a list to help you think through your options, and I would like our readers to certainly add their thoughts and ideas as well. Let’s all work together to ensure mutual success.
1. Hunt your existing membership base: hold Member Appreciation events, make sure you have a plan to contact each new member and offer to get them connected into the club and to bring a non-member friend along.
2. Ask your vendors for idea’s and find out what other organizations are using to increase activity.
3. Schedule outreach (prospecting) events for regional access; if you cover a large area or even a single city, schedule morning events in two separate areas, one day apart. One might be on the North side of your city, the second in the South (as an example). As you prospect, make sure prospects (and your membership committee) know of both events – this will make it easy for them to attend or pass along a referral. Example; We had a club cater an open house and had the realtor invite her most recent ten client couples to visit. The next night we hosted a prospective member open house at the Club.
4. Buy a new database and create a fun mailing and use oversized postcards. ***Private Club Marketing can help with this***
5. Have your Membership Director block a minimum of two hours a week to prospect new opportunities. Great examples: museum openings, chamber of commerce meetings and important non-profit marketing committee meetings (many of your members sit on these boards – just ask).
These are just a few to start the dialogue; the key is to make it happen-Now!
What are your ideas?