Membership discussion

[Salaryman]

While HBF and BG bicker about gender roles, i am going to go ahead and start up this thread for discussion on all issues concerned with Membership...ideas for an agenda and i will post them in here.

• Setting a reasonable target
• Ideas on how to make membership more attractive to new members
• Ideas on how to retain existing members
• Overall benefits of becoming a member

 

[HBF]

Just a quick one, I am disappointed that the club is charging us $5 for a membership cap that we once got for free.

However, I am happy that the club has now put in place a payment plan for everybody to utilise.

 

[Salaryman]

Just a quick one, I am disappointed that the club is charging us $5 for a membership cap that we once got for free.

However, I am happy that the club has now put in place a payment plan for everybody to utilise.

Were you that old lady that called into SEN to complain about that ?

 

[HBF]

Were you that old lady that called into SEN to complain about that ?

Yes I was you nasty little boy!!

 

[Jeremias]

The best way to improve memership is to start winning games. The best way to win games is by getting your best team on the park, and picking the best players in the draft. The best way to pick the best players in the draft is by picking Bryce Gibbs.


Nah seriously, the only way that we will increase membership is appealing to the fans. Drafting young kids will help immensely. Make the kids the face of the club, as well as Fev. Promote the club, send the players out. The faces of Carlton need to be Fev, MM, JK, Walks and Blackers. They are mature enough, and will send us forward. Get them a little more exposure, and it will do wonders not only for their confidence and leadership qualities, but also for interest in the club, and thus memberships.

 

[HBF]

Nah seriously, the only way that we will increase membership is appealing to the fans. Drafting young kids will help immensely. Make the kids the face of the club, as well as Fev. Promote the club, send the players out. The faces of Carlton need to be Fev, MM, JK, Walks and Blackers. They are mature enough, and will send us forward. Get them a little more exposure, and it will do wonders not only for their confidence and leadership qualities, but also for interest in the club, and thus memberships.

Maybe they could also provide better incentives for supporters to sign up. Right now, members get bugger all from the club.

 

[BlueBelle]

I suggest the following topics which have been mentioned before:

• Setting a reasonable target
• Ideas on how to make membership more attractive to new members
• Ideas on how to retain existing members
• Overall benefits of becoming a member

 

[Hu$$ey]

Bit of a toughie this one, anyone got any background in marketing?

One thing they've already started which I quite like and would have suggested is the direct debit but apart from that we do need to look in providing extra benefits to members but will have to think where to start that from.

I'll have a think about it and try come up with something.

 

[Hu$$ey]

As for a realistic target, I think we should be budgeting for a worst case scenario of about 23000-25000 members, I expect it to drop but no more than that.

Our best case scenario would be probably what we had this year to be honest, if we can keep that we might have done a good job which is a bit of a shame

 

[HBF]

Bit of a toughie this one, anyone got any background in marketing?

One thing they've already started which I quite like and would have suggested is the direct debit but apart from that we do need to look in providing extra benefits to members but will have to think where to start that from.

I'll have a think about it and try come up with something.

Pretty sure BG works in this department at her very own job. Could be wrong, but I think she does.

 

[BlueBelle]

Pretty sure BG works in this department at her very own job. Could be wrong, but I think she does.

Gees you know me so well HBF

I am a Membership Manager for an employer Association in Melbourne Hu$$ey.

 

[HBF]

Gees you know me so well HBF

I am a Membership Manager for an employer Association in Melbourne Hu$$ey.

IMHO, the items that you have set are fantastic, and would be a good starting point.

 

[Hu$$ey]

Gees you know me so well HBF

I am a Membership Manager for an employer Association in Melbourne Hu$$ey.

Whoa, exactly the right girl for the topic eh?

Guess you can do all the work then, we'll just take a backseat and drink beer

 

[BlueBelle]

Whoa, exactly the right girl for the topic eh?

Guess you can do all the work then, we'll just take a backseat and drink beer

Ha!! In ya dreams Hu$$ey

 

[HBF]

Whoa, exactly the right girl for the topic eh?

Guess you can do all the work then, we'll just take a backseat and drink beer

Uh Oh....!

 

[BlueBelle]

• Setting a reasonable target

Does anybody know the exact number of member's we had this year?

I think we should be realistic and set a target of having a 90% retention rate? Does that seem reasonable to all of you?

In regards to setting a reasonable target of new members to recruit.... can I get all of your opinions on this as I don't know what is reasonable to be peferctly honest. I would say 5,000 but I think that might be a bit extreme considering our current position on the ladder? Thoughts?

• Ideas on how to make membership more attractive to new members

Winning games is always going to make membership attractive but I was thinking more from a benefits perspective.

Off the top of my head....

1. Seating arrangements could have been negotiated better, especially for Social Club members. Prior to 2006, Social club members had access to the AFL members reserve for all home games. I think this incentive needs to be re-introduced as the current seating arrangements are behind the goals and IMHO that is disgraceful for the amount of money you part with.
2. Again off the top of my head, I know a Lifestyles program was introduced a few years back and I can't find my little booklet but it wasn't that fantastic IIRC.
   With 25,000 + members, the negotiating power you have is MASSIVE and I believe the membership department could have negotiated better deals for members.
   I know this is a small benefit but the incentives are HUGE, if you are smart in the way you negotiate. Potential $$$'s member's can save on stuff away from footy can be enormous and, if done correctly and with the right alliance partner, member's most of the time will get their membership for free (with the $$$ they have saved)!!

An example of such a company is Breakfree Resorts. They own a chain of 4 star+ resorts along the east coast of Australia (and have recently built a resort in Queenstown in NZ). They approached me regarding negotiating a deal for our members at my current workplace. What they offered was cheaper accommodation at all of the their resorts at cheaper rates. Now this was at the beginning of last year so prices would have changed but at that time, they offered the following:

• 1 bedroom apartment - 1 week - $550
• 2 bedroom apartment - 1 week - $650

On top of this, they also offered 5% commission for each booking of a one bedroom apartment and 7% commission for each booking of a two bedroom apartment. So not only great rates for members but money in CFC's pocket as well!!!

Now tell me who doesn't like to go on holidays! The $$$'s you will save on accommodation alone will pay for your membership so you get the benefits of watching the Blues for free!!! (and you get a holiday out of it!)

I only had the buying power of 5,000 members so imagine the potential with 25,000+ members!!!

Thoughts??

• Ideas on how to retain existing members
• Overall benefits of becoming a member

What I have mentioned above will go along way to both of these points IMHO.

 

[Salaryman]

Did somebody say beer ?

 

[HBF]

You have some fantastic ideas BG, and it certainly shows that you know your stuff.

From memory, I think we had 28 odd thousand members in 2006. I think it would be fair to say that we will lose some, but hopeful of re-signing or getting some new members on board.

You really should email the membership Department and let them know what u think, and also so your background, so they know that you know what you are talking about.

Again, great post BG.

 

[BlueBelle]

You have some fantastic ideas BG, and it certainly shows that you know your stuff.

From memory, I think we had 28 odd thousand members in 2006. I think it would be fair to say that we will lose some, but hopeful of re-signing or getting some new members on board.

You really should email the membership Department and let them know what u think, and also so your background, so they know that you know what you are talking about.

Again, great post BG.

Cheers mate

HBF, I went for a job at CFC a few years ago. It was a Junior Marketing Assistant role. I got through 3 interviews only for them to tell me that I was overqualified (current job titles was Membership Manager). Despite my pleads (I told them I was willing to work my way up) they wouldn't hear of it... Does anybody know who the Membership Manager at CFC is?

 

[BlueBelle]

I have just done the analysis based on aiming towards a 90% retention rate and unfortunately I think I have set the goal too high for where we currently sit on the ladder (I did post the analysis but it won't let me post a table from excel in here!)

Basically what it said was the following:

Total Number of Members 2006 = 28,000

No. of Members expected to lose = 2,800

Retained members = 25,200

Retention rate = 90%

New Members = 5,000

Total of Members 2007 = 30,200

Variance = +2,200

Overall Membership % compared to 2006 = 107.86%

Thoiughts?? Give me some numbers to play with people!!!!

 

[HBF]

Cheers mate

HBF, I went for a job at CFC a few years ago. It was a Junior Marketing Assistant role. I got through 3 interviews only for them to tell me that I was overqualified (current job titles was Membership Manager). Despite my pleads (I told them I was willing to work my way up) they wouldn't hear of it... Does anybody know who the Membership Manager at CFC is?

Had a quick look around carltonfc.com but there was nothing there. All there was was an email address. Maybe this could be a good start.

sponsorship@carltonfc.com.au

Good luck BG. You have some seriously good ideas. Even just arrange a meeting with them.

 

[BlueBelle]

Had a quick look around carltonfc.com but there was nothing there. All there was was an email address. Maybe this could be a good start.

mailto:sponsorship@carltonfc.com.au

Good luck BG. You have some seriously good ideas. Even just arrange a meeting with them.

Thanks mate. I did the same thing and there is a membership@carltonfc.com.au as well

 

[HBF]

^^^ I would encourage you to email these ideas off to the club. All they can do is say thanks, but no thanks. All you are going to lose in 5 minutes of your time.

 

[Hu$$ey]

That 30,000 figure does seem quite high BG.

Like I said earlier we'd probably be closer to the 26,000 mark or so. I expect about 3000 to jump ship and only about 1000 or so new members to sign up at the max so unfortunately we're looking for even lower numbers than last year but hopefully it doesn't drop off too dramatically.

 

[BlueBelle]

Based on Hu$$ey's prediction, numbers are as follows:

Total Number of Members 2006 = 26,000

No. of Members expected to lose = 3,000

Retained members = 23,000

Retention rate = 88.46%

New Members = 1,000

Total of Members 2007 = 24,000

Variance = -2,000

Overall Membership % compared to 2006 = 92.31%