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Measuring & Marketing the value of the member experience
Innes Kerr
Measuring & Marketing the value of the member experience
What’s the point?
What’s the point?
INCREASE the public’s perception of the VALUE of a health club membership
Promote the REAL BENEFITS of health club membership
Change your members from TERRORISTS to ADVOCATES
SEPARATE your club from the competition
INCREASE average INCOME per member
What’s the public’s perception?
Why do we need to change?Increased Sales volumes
OvercrowdingPoor support
Unfulfilled expectations
Bunching ofNew members
Failed earlyexpectations
Poor experience Perception
People leave
Staff leaveFalling revenues
Sales drive
Value offers and discounts
Bigger, more frequent campaigns
Poor reputation
Poor perception
Undermines value
What is the ideal member experience?
• Choose a club that meets their expectations• Receive a club induction• Discuss their goals and expectations• Receive adequate information and coaching• Be offered regular reviews • Improve their performance and knowledge• Get results and experience new activities
What happens when we get it right?
How do we capture those positive statements and put them to good use?
How can we demonstrate success?
• Changes in attitude
• Changes in behaviour
• Changes in performance
• Changes in physique
How do can we record these successes?
• Create a record of change– Needs analysis
• Attitude to exercise• Attitude to life • Assessment of current health
– Lifestyle questionnaire• Quality of diet• Habits ; smoking, alcohol, snacking• Energy levels• Health ; stress, weight, blood pressure, sleep
How can we record these successes?
• Create a record of performance– Programme card / record
• Frequency of visit• CV duration of exercise• CV level of difficulty of exercise• Repetition progression• Resistance progression• Number of exercises completed• Number and type of classes attended
Computer generated analysis from Technogym key system
How do can we record these successes?
• Create a Record of change– Member file
• Inch loss / gain• Body composition• Aerobic capacity• Blood pressure• Flexibility
• Record notes from verbal contact• Provide feedback forms at key stages
How to get good feedback
Ask for it!• In first 10 days - sales follow-up • 30 day service call - manager or owner• At 6-8 week programme review - instructor• 24 week customer satisfaction survey• Renewal / anniversary service call• On-going – customer comments cards
What difference does this make?
• Improves the members attitude to the club– Members act like advocates– Adds to the brand value
• Improves the members perception of value– W.I.F.M?
• Maintains the members motivation– Members commitment is maintained
What difference does it make?
time
Life time value
Level of service
Membership
Fitness
CRM
Communication
Rewards
Benefits
Data Profile
Actions
Outcome
How can we use this?
How can we use this?
• Tell members about their results• Motivate members to keep them coming• Remind them why they started• Increase their dependency on the club
How can we use this?
Create great positive PR for your club for FREE!
Create compelling evidence
• We know why people want to join clubs• Show them the evidence of the results
– create a “wall of success” with facts taken from the records of performance and change
– create a “fact sheet” with the same details– collect testimonials from members– measure how many members refer friends, family
members and colleagues and promote this
Straightforward advertising!
A more creative approach!
The business case
• 50 sales at average fees of £30/month = £18,000/annum = £1,500/month yield
• 6 months free based on 18-4-12 = £1,000/month yield = 25 more sales at this rate = 150% of sales
• 6 months free based on 2-4-1 = £750/month yield= 50 more sales at this rate = 200% of sales
What should our message be?
Sell the benefit not the deal!
They’ll remember the benefits long after the price is forgotten!