Play More Golf All rights reserved How to build a profitable flexible membership category OUR BACK GROUND Combined 90 years experience in the golf industry and commerce Business set up was privately funded by a group of high net worth individuals ID: 760362
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Slide1
PLAY
MORE.
GOLF
© 2017 Copyright PlayMoreGolf | All rights reserved
How to build a profitable flexible membership category?
Slide2OUR BACKGROUND
Combined 90+ years experience in the golf industry and commerce
Business set up was privately funded by a group of high net worth individuals
Sold in excess of
20,000
flexible golf memberships across
80
golf clubs driving
£6 million
of additional membership revenue per year
Slide3OUR BACKGROUND
PlayMoreGolf has been operating with golf clubs since February 2016
We work with over 70 golf courses
Administrate, operate and proactively market golf clubs flexible ‘points-based’ yielded membership category
Golf clubs use our platform to build their flexible membership category depending on their requirements
Slide4ENGLAND GOLF PREFERRED PARTNER
Slide5AGENDA
The 3 most common mistakes that most clubs make and are easy to avoid
The 5 things you MUST do when launching a Flexible Membership category
Real case studies from the clubs that are already doing it
Slide6WHY
FLEXIBLE
MEMBERSHIP
P
A
G
E
4
U
K
Go
l
f
e
r
s
5,
0
0
0
,
0
00
G
olf
is
t
he
5th
mo
s
t
po
p
u
l
ar
s
p
o
rt in the UK and a £4billionmarket.
4,000,000
Average Golf Membershipcosts £850 a year.
3,000,000
2,000,000
UK Participation in the sportremains stable at 3million - but golf membership sales have declined.
1,000,000
0
2010
2014
2016
2017
Golf Membership
Participation
Profits at Golf Clubs aredeclining due to lowermembership sales.
Slide7A FLEXIBLE MEMBERSHIP?
What does a PlayMoreGolf member look like?
Average age of 44 years
65%
of golf will be played at off peak times
Average retention of
83%
(2018 YTD)
Yield per round is
3-4
times higher than a full member
6-9% of PlayMoreGolf members upgrade to a clubs full membership category
Slide8WHAT NOT TO DO
1. DO NOT give members a set number of rounds per year with the same benefits as your full members.
Reason – you will join up ‘new’ members on to your flexible category but you will discover that the majority of them will have downgraded from your full membership category = unprofitable!
Slide9In our experience if you operate a flexible membership correctly only 0.4% to 2.5% of full members will downgrade to your flexible category
On a traditional/full membership population of 500 that’s only 12.5 members – would they have left?
W
H
Y
Slide10WHAT NOT TO DO
2. DO NOT
use vouchers or a spreadsheet
Reason – A. Hard to administer and B. You will miss revenue opportunities
Slide11PMG provide golf clubs a flexible platform to yield their tee sheet driving flexible member rounds to quiet times on your golf course.
You could have access to our bespoke, proven flexible membership yielding model with no administration.
W
H
Y
Slide12WHAT NOT TO DO
3. DO NOT expect golfers just to find you and join.
To maximise added revenue you must delivery high levels of marketing activity,
focusing on digital.
Slide13WHY
All your activity should be measured so you can see your ROI.
All activity should give you tangible results.
What are your conversion rates from lead to sale?
Are you happy with them?
Slide14A REMINDER WHAT NOT TO DO
DO NOT give flexible members a set number of rounds
DO NOT operate your flexible membership with vouchers
DO NOT operate your flexible membership on a spreadsheet
DO NOT expect golfers to contact you and join
DO NOT fail to measure your return on marketing investment
DO NOT rely on traditional marketing channels alone
Slide15HOW TO LAUNCH A SUCCESSFUL FLEXIBLE MEMBERSHIP CATEGORY
Slide16LAUNCH A FLEXIBLE MEMBERSHIP 5 THINGS YOU MUST DO
Develop an efficient yield managed points/credit system
Slide17Slide18Drive bookings to times on your golf course where you have spare capacity
You will make peak times more accessible to your full members whilst driving additional guaranteed contracted membership revenue reducing your reliability on unreliable green fee revenue
W
H
Y
Slide192) Develop a real-time online booking platform
LAUNCH A
FLEXIBLE
MEMBERSHIP
5 THINGS YOU MUST DO
Slide20Retain control of your tee sheet and your members
Deliver real time booking and instant points management
Control and how your flexible members will be booking
W
H
Y
Slide21LAUNCH A FLEXIBLE MEMBERSHIP 5 THINGS YOU MUST DO
3) Structure your flexible membership category to play multiple courses that
IS NOT
a free reciprocal arrangement but generates
REVENUE
!
Slide22PlayMoreGolf members can use their membership points to play at different courses in the UK at no extra cost.
All golf clubs receive the revenue for the golf played based on the point value and booking window you set.
You can turn a free reciprocal arrangement into a highly managed revenue driver.
A
N
D
Slide23LAUNCH A FLEXIBLE MEMBERSHIP 5 THINGS YOU MUST DO
4) Be proactive!
Generate tangible large volumes of enquiries through a structured marketing plan.
What do you spend on membership marketing per year?
Do you use a customer relationship management (CRM) tool to increase lead to sale conversion?
Slide24We at PMG deliver:
Specific marketing activity for each partner golf club (digital & printed collateral)
We provide a specific CRM for each club to convert members.
We provide skilled membership sales advisors.
W
H
Y
Slide255) DEVELOP a member friendly platform for:
Simple online booking; and
To increase retention and referral opportunities.
LAUNCH A
FLEXIBLE
MEMBERSHIP
5 THINGS YOU MUST DO
Slide26YOU MUST
keep in regular communication with your flexible members based on their playing behaviour.
W
H
Y
Slide27PlayMoreGolf partner golf clubs benefit from automated referral and retention activity.
Based on a members behaviour during their 12-month membership they will receive intuitive communications to increase retention and member referral opportunities.
W
H
Y
Slide28SUMMARY
Develop an efficient yield managed points system
Drive member rounds to quiet times on your golf course
Guarantee contracted membership revenue
Remove the risk of weather dependant green fee revenue
Develop a real-time online booking platform to manage members points
Retain control of your tee sheet
Remove downgrade risk
Slide29SUMMARY
Have complete control when introducing your flexible membership category
Drive added ancillary revenue
Facilitate flexible members playing multiple courses
Highly managed reciprocal revenue driver
Be proactive – marketing that deliver tangible and measurable results
Use an efficient CRM to increase productivity
Have focused and skilled sales management support
Automated referral and retention communications
Slide30HOW MUCH BY YOURSELF?
Outlay
Tee Sheet Connection
£1000
Club Collateral Pack
£1000
External Marketing Agency Work
£18,000
Social media and AdWords Budget
£18,000
Internal Administration
£15,000
Total cost - £53,000 (excluding development cost)
Slide31WHAT IS THE PROFIT OPPORTUNITY?
Case Study –
Hillsborough Golf Club
First 12-months of trading with PlayMoreGolf category:
No. leads generated - 470
New members - 114
% conversion - 24%
Added PROFIT - £26,522
Yield per member round played - £35.82
Slide32WHAT OUR CLUB PARTNERS ARE SAYING
Brad Chard: Club Secretary at East Berkshire Golf Club
“We signed up for the PMG scheme in February and the marketing went live at the beginning of
March. PlayMoreGolf paid for Facebook, Google AdWords, Email and SMS campaigns – all
specifically designed to attract golfers in our area and demographic. Knowing the experience of
the PMG marketing team, I was expecting a strong result but even I was startled that it generated
over 190 new leads in just one month. Not having any sales resource I had upgraded to the
premium sales service offered by PMG, and they not only made sales via their in-house team,
but also booked appointments straight into my diary for show rounds.
53 new flexible members in one month is a fabulous result, we still have all those other leads to
work on, and of course, more to come as the marketing gets even more targeted”.
Slide33PARTNERSHIP OPPORTUNITY
Annual licence fee is normally
£2,499
(exc VAT)
GCMA affiliated golf clubs only
£1,999
(exc VAT) before 25
th
May
Monthly options also available
As of today PlayMoreGolf members annual subscription is £325 and our commission is £49 (exc VAT) per joiner/renewal
Slide34THANK YOU FOR YOUR TIME
© 2017 Copyright
Play
More
Golf
| All
rights reserved