All sports clubs can benefit from setting up an ‘official’ membership programme. But before you go ahead and get your plastic membership cards printed:
– Be clear about what you’re going to offer members – discounts, offers, exclusive deals?
– Consider how it’s going to work – who will administer it?
– Research how much it will cost you as a club – factor in membership cards printing costs and admin costs (and consider how you’ll recoup these)
– Be clear what benefits you want to get out of it as a club and build your strategy from there – increased loyalty, extra sales at the bar, new members?
Competition for members in some sports is fierce, particularly golf. Creating a ‘proper’ membership programme isn’t just about printing branded club cards that members will be proud to put into their wallets, it’s about:
– Showing them you value their membership fee
– Giving them more reasons to spend time (and money) at the club
– Providing them with some perks for joining, and
– Handing them reasons to recommend you to others.
Creating a good membership programme can give a potential member the reason to choose your club over the one down the road.
Get the benefits right
Consider what you want to offer members in return for their annual fee. Research your competitors to see what they are offering, and better it. Some perks might include:
– Discounted tickets for family members
– First priority on club tickets for national fixtures
– Deals with neighbouring retailers, hotels & restaurants just for club members
– Discounts on their own membership fee if they refer-a-friend.
Encourage and reward loyalty
If you have a shop, bar and/or restaurant at your club, you want to encourage your members to use them. You can have your membership cards act as loyalty cards or discount cards. Either offer a discount to members on purchases, or creative incentives for increased loyalty, e.g. a meal or equipment when they reach a certain number of points.
If you need any more help on what to include in your membership cards, we’re happy to help. We also provide a free design service, so that’s one less cost you’ll need to factor in.