Active Club Forum: The Basics of Growing Your Club

The Basic tactics to grow your club membership to its fullest

Communicating is the key! Internal communications with team mates and communications with clients are both a must.

INTERNAL COMMUNICATIONS AND SUPPORT

1. Make sure everyone at your business knows about the club programs
A) What are the goals?
B) How many members should join the club each week?
C) Provide feedback as to how the team is doing to achieve the goals
D) Have recognition for reaching the goals (A reward that everyone can take a part in)

2. All team members should know the importance and benefits it provides to your business so they support the efforts. They should know that club members enjoy the benefits and know that the sales revenue is one of the keys to the company’s success.

3. Everyone should know the benefits of the program to the club members
A) Free to join
B) Quit anytime
C) Enjoy wines that are limited edition, etc.

4. Offering the club to all customers should be 100% a part of every customer interaction. A HARD sale is not necessary. It can be as easy as “Have you heard about the club benefits?”

5. Everyone should know how to register new club members

CUSTOMER COMMUNICATIONS:
1. Announce the club and benefits to your newsletter people

2. Keep the club benefits in front of all customers i.e.
A) when announcing an event you can have one admission price for the general public and a discounted price for club members

B) When promotional offers are sent remind the general public that if they are club members they can receive a discount on the product, or shipping or receive a club member bonus.

3. Have 8x10 frames on the counter and tasting room bar that reads “Ask me about the club”

4. Have the club mentioned on all paperwork: sales receipts, invoices, wine labels, bags, boxes, footers on emails. etc.

5. Make offering the club a part of every conversation with tasters, visitors and customers.

6. Incent the people who sign club members up

Keep your team posted on your progress and let them know how well the team is doing to reach the goals.

SECRET SHOPPERS: It is easy to find secret shoppers to visit and call your business to make sure that the clubs are being promoted. To find a secret shopper in your area please give us a call and we can help.

Best of luck to you!

Theresa Dorr
Active Club Management
www.ActiveClubManagement.com
925-447-CLUB (2582)