Think for a moment about all of the things you love about summer.
Chances are you listed warm weather, engaging in outdoor activities, and splurging on things that bring relaxation.
Now, think about the last time you received a personalized discount offer from your club. I can’t because it never happens at my club. Probably also the reason why I never opt to take the family to the club for dinner on a random Tuesday.
Ask yourself this; If the right brand, reached out with a decent offer that appealed to your preferences, would it influence a buying decision on say, dinner, drinks or some other common form of entertainment?
Let’s put this together… we love the care-free, spur-of-the-moment, relaxed feel of summer and we appreciate offers that speak to us on a personal level. Basically, we are all low-hanging fruit for the club…that is smart enough to grab it.
I was just visiting with a sharp GM where we discussed tailoring offers to interests and how to drive both revenue and engagement. It seems simple, but funny enough, summer after summer, clubs turn to the same, tired methods of marketing: junior camps, women’s leagues and Saturday morning tournaments. Sure, these methods work somewhat, but they fall way short of fully engaging members. Furthermore, they separate the family versus bringing it together.
How can clubs fully market to members’ buying preferences during summer? The answer lies right in members’ hands: Through the smartphone. While the summer months mean more time outside, most of us will take our smartphones with us wherever we go.
A recent study found that the average American spends 4.7 hours a day on their smartphone. These usage hours do not decline during the summer months. In fact with more free time on our hands during the summer months, one can envision these numbers jumping.
How then, should clubs utilize smartphone usage to their benefit during summer? Simple: Create promotional offers aligning with what consumers love about summer and market those offers via a club’s mobile app.
The newsletter doesn’t cut it. Clubs must invest in building a robust smartphone app that has reach through targeted push notifications. These messages are highly visible and can change behavior because they are timely and personal…and that’s the secret formula.
Timely – here is a typical scenario in my house. It’s Friday @ 5:00pm. My wife calls me in the office to ask where we will take the kids to dinner. Then, the work begins. I run through the same 10 places in my mind and try to think of something that will sway me to one establishment over another. An engaging offer would certainly influence my buying decision. Personal – send an offer that appeals to me or at least, my demographic. We are in our 40’s, have kids and always enjoy social settings that can be fun on an adult level while my kids can see their friends.
Tell me if receiving these offers on this past Friday evening via push notification would have influenced you?
Join us this evening for a cold craft beer and chilled chardonnay. Free hot dogs for the kids.
What did you get dad for Father’s Day? Swing by the club tomorrow for 25% off of something he will love.
Upon doing so, clubs must educate members and passerby alike that access to the most exclusive discounts and offers lie inside of the club’s app. It is the member’s VIP section, in the palm of their hands.
Thanks to app-based technology, clubs have a new palate of strategies to market engaging summer promotions to their members. So, hang up the plastic banner. Instead, give your members what they want and meet them where they are, on their smartphone.