MEMBERSHIP & MARKETING
The membership is the lifeblood of the club. A healthy membership keeps the club going and as a result it is critical to monitor certain elements, which we will cover in this section.
Marketing, or making people aware of your club and what is happening within it, is very important – and we’ll cover that here as well.
Your membership will be made up of a range of people all with different objectives that they are wanting to get from their karting.
From a budding world champion to a group of friends or family just looking to have a good time and go fast in a controlled environment – each of them need to be catered for.
There are several types of people you’ll encounter:
- Families that look at racing as a healthy family activity
- Friends that want to enjoy driving and/or racing together and against each other
- Those wishing to carve a career in motorsport
As a Club – you have a few key questions from a membership standpoint to consider:
- What is the mood of the membership – Are they happy?
- What are your entry numbers like year-on-year, month-on-month – what has changed positively or negatively?
- Are you retaining members, increasing or decreasing year-on-year?
- Why are people not renewing their membership and what can you do to change that?
- Have you got the right membership options and the offering correct?
- What can you do to add value to each member?
- Discounts from businesses or products owned by members
- Social events at your clubhouse or another associated sporting bodies’ clubhouse
- Other non-racing social activities – a family barbecue, Christmas party, Easter day
- Are you promoting Membership to your club?
- Karting display at your local speedway or other motorsport facility?
- Display at a local footy ground
- Manage the weekend Sausage sizzle on non-racing weekends at Bunnings or Dan Murphy’s to raise funds for the club
- We’ll cover more local media in Communication
- When you meet someone new at your club – have you got a facility to take their detail so you can follow them up?
- Have you created an online database to communicate to Members and people of interest? Download a simple Excel document to get one started here
- Are your facilities, on-site services and membership options acceptable to someone new to the sport and your local community?
- What other sports and entertainment options are competing against you attracting members? And how can you both compete and work with them to attract new people?