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Membership Marketing

Membership Marketing . Are you targeting the right member?.

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Membership Marketing

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  1. Membership Marketing Are you targeting the right member?

  2. “In 2015, Uber – the world’s largest taxi company – owns no vehicles; Facebook – the world’s most popular media owner – creates no content; Alibaba – the most valuable retailer – has no inventory; and AirBnb – the world’s largest accommodation provider – owns no real estate.” Markets are changing rapidly and dynamically… What do you reallyknow about your market?

  3. Putting Market Analysis to Work “Business only has two functions – marketing and innovation.” Peter Drucker

  4. 6.5% = Clubs with a Wait List…Source: Global Golf Advisors, 2015 …or, 93.5% of clubs in North America need to be recruiting new members.

  5. How are you executing market analysis now?What are best practices in private club market analysis? What are the tools you can use to analyze your market? 3 Questions that should drive your 2016 planning

  6. How Do You Conduct Market Analysis at Your Club Now? Club Leader as Source? Throwing Darts?

  7. OR…. Hiding Behind the Tax Code? Executing Real Market Analysis?

  8. Three Current Factors Impacting Private Club Memberships Housing | women | Market corrections

  9. Current HousingTrends in Arizona Source: John H. Burns Real Estate Consulting

  10. Current Housing Trends in ArizonaSource: John H. Burns Real Estate Consulting

  11. Women…and Their Growing Influence in Private Club Markets “91% of home purchase decisions are made by women.” Martha Barletta

  12. Post-Recessionary Market Corrections • Evacuation of Refundable Membership Programs • Conversion of Equity Membership Marketing to Recallable, Non-Equity Alternatives Priced at 1/4th to 1/3rd of Equity Joining Fees • Migration of Developers to Mandatory Membership Structures

  13. What are best practices in private club market analysis? Work inside out | study comparable clubs | Measure to market

  14. Bona Fide Market Analysis IncludesInternal and External Markets Demographics Psychographics “Push” / “Pull” Influences Aspirational Influence Personal Network Club Brand Authority Location Attractiveness • Private Club Experience • Household Income (“HHI”) • Household Net Worth • Educational Attainment • Proximity to the Club • Personal Network • Utilization Habits/Practices

  15. Internal Market AnalysisMember Distribution by Categorywww.espatial.com

  16. Internal Market AnalysisMember Distribution by Zip Codewww.espatial.com

  17. Internal Market AnalysisMember Distribution by Categorywww.tableau.com

  18. Internal Market AnalysisAssociates Onlywww.tableau.com

  19. Then Analyze Your External Market (Future Members) Local Market Source-of-Origin Markets Midwest (US and Canada) Northwest US Northeast Corridor (Increasing) • Residential Orientation (73%) • 25-Minute Drive Time • Business Orientation • Social Network and Profile

  20. External Market Analysis(in seven parts) • Local Market Map • Demographic Profile Analysis • Golf Demand Profile • Supply Profile of Similar Clubs • Psychographic Profile Analysis • Comprehensive Club Analysis • Source-of-Origin Analysis

  21. Local Market Map Mile Radial: 5 | 10 | 20 Drive Time Radial: 15 | 30

  22. Demographic Profile Analysis

  23. Golf Demand ProfileHow many golfers can you access?www.ngf.org

  24. Golf Demand ProfileRelationship Between Income and Golfing Households

  25. Golf Profile of Similar Clubs • What is the overall number of facilities? • Does demand support supply? • What is the mix of facility types? • What are the comparative amenity profiles? • Who / what are your key competitors?

  26. Psychographic Analysis • What factors bring members to your club? • What are the common attitudinal characteristics of your members? • What do they want, need and fear? • What other destinations do they seek?

  27. Psychographic Analysiswww.MOSAICrm.com

  28. Psychographic AnalysisPrimary Target Segment – Power Elite Households

  29. Comprehensive Club Analysis • Location • Amenity Profiles • Pricing Analysis (all categories) • Membership Options • Number of Members • Origin of Members • Local Market Perception

  30. Source-of-Origin Analysis • Where did your existing members originate? • How and why did they choose your club? • Identify and measure primary source markets? • What are the transportation vectors involved?

  31. “Over 90% of the data in the world today was created in the past two years” - Harvard Business Review How current is your market information?

  32. Where can you search tomorrow for current market information? • Mapping – www.batchgeo.com | www.espatial.com • Demographic – www.census.gov | www.wealthx.com • Psychographic – www.Nielsen.com | www.Experian.com • Travel (source-of-origin) – www.str.com| www.skift.com

  33. Discussion & Questions Are you targeting the right member?

  34. Henry DeLozier, Partner | PrincipalGlobal Golf Advisors hdelozier@globalgolfadvisors.com 602.739.0488 @henrydelozier

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