If you’re about to order your new club cards for the 2014-2015 season, take a minute to really consider what you want them to do before just reprinting last years.
It’s likely they could be generating more value and be performing more functions than they currently do.
What would you like your club cards to do?
By including a range of features, or changing the type of card you use, you can turn them into multi-purpose cards.
If you want to secure access to locker rooms or members-only areas for example, you can easily turn your club cards into ‘swipe to access’ cards.
Or you could turn them into ‘smart cards’, and allow members to use them to ‘swipe’ for their lunch, or access their tab at the bar.
Turning your club cards into loyalty cards encourages more spending from members. You’ll need to think carefully about how you’ll administer a loyalty programme, and how members will accrue and spend ‘points’. Do you want to offer money off purchases made in the club for example, or introduce other retailers to give your members more choice? As well as incorporating the necessary features to turn your club card into a loyalty card, we can also advise on the right loyalty system.
Think about your members. What do they want from a club?
Creating a successful membership programme is about:
– Showing them you value their membership fee
– Making them feel welcome when they’re with you
– Providing them with benefits and perks for being a member
– Giving them more reasons to spend time (and money) at the club
– Handing them reasons to recommend you to others.
Get the benefits right
Research your competition to see what they are offering, and better it.
Providing benefits to your members for their fee doesn’t have to cost you much – or indeed anything at all. It’s the feeling of exclusivity that you want to convey. Some perks might include:
– Free entry to club events
– Discounted tickets for family members
– First priority on club tickets
– Deals with neighbouring retailers, hotels & restaurants just for club members (make these reciprocal so there are no costs involved)
– Discounts on their own membership fee if they refer-a-friend.
Offering discounts on club food and drink is perceived as a tangible (and very attractive) benefit. You’ll need to weigh up the cost versus the benefit, but it’s likely that it will encourage members who may not normally use the facilities to give them a try. Providing vouchers for members to hand to friends and family is a win-win situation: they feel like they’re getting ‘something for nothing’ whereas you get new customers into the club.
Don’t forget that it’s the simple things that make people feel special. Welcoming a guest by name when they show a membership card is easy to do, and makes a great impression. Especially if they’re with friends.
We offer numbering as standard
All our club cards are full colour, double sided numbered cards. You can also choose from a range of extra features, such as signature panels or barcodes. Or why not include a QR code to unlock a members-only benefit on your website?
Refresh, refresh, refresh
Even if you don’t need any new features, or don’t want your club cards to do anything particularly clever, refreshing the design is always a good idea. Don’t use the same design again just because you don’t have someone who can create a new one for you.
Design and artwork is included in all of our quoted prices, so why not ask us to renew the look of the club cards for you.