3 Tips To Leverage Management Software Create Revenue Opportunities
School Management Software. Your membership management software is a more powerful tool than you may realize. By analyzing the information you already capture from existing customers and members, you have insight into how to improve operations, connect with new audiences and prospects, and see a better return on your marketing efforts. Below are the top three tips you can utilize to leverage your membership management software to create new revenue opportunities.
1. Build a Comprehensive Database. Capture customer information in one, comprehensive database every time you connect with a new member. This information should include contact information, geographical information, demographical information and general information, including key interests, birthdays, preferred payment methods and past sign-ups. In addition to providing a historical reference, all of this information will help you identify patterns and trends in purchasing habits and participation history which you can use to build targeted marketing campaigns. Your membership management system should have the capability to create fields to hold as much customer information you need, so don’t hold back.
2. Analyze Data to Uncover Trends and Untapped Opportunities. Reports are a key tool to uncovering trends in your membership. Analyze data such as when your organization has the most sign-ups, what age group(s) participate in which activities most frequently, how participants are hearing about your programs, how well facilities are being used, and more. Understanding this information will help significantly with not only improving certain aspects of your operations, but it will also improve your marketing efforts.
3. Get Members’ Attention. With all of the data in-hand, you know the kind of people that like to participate in your programs, where the majority of them live, what age groups are most interested in which activities, what other organizations are in their vicinity that may be attracting some of your prospective members, what members enjoy the most about your facility, and more. Use all of this data to distribute very targeted, effective marketing materials to prospects and members. Get members’ attention via:
* Email Marketing – keep members updated on your schedules, promotions, and offerings via an electronic newsletter. Segment your list by demographic, interests, program history and send customized emails.
* Your website – keep your website fresh with updated scheduled and promotions so customers will keep visiting your site for the latest info. Ensure you promote your website everywhere possible: email signatures, phone messages, membership cards, receipts, ads, business cards, posters, flyers, etc.
* Direct Mail and Collateral including posters, flyers, brochures that you can post around your facility
Example at Work
Through your membership management software, you discover that you have a 16-year-old member that only participates in your basketball league during the spring because fall and winter are his football seasons at the local high school. You also know that his birthday is in April, he has a younger brother who is 15 years old, and his parents always pay for his activities with a credit card. You also note that he only signs up for basketball when he is on a certain coach’s team.
Knowing all of this information, you can ensure that the athlete returns to your center by sending he and his parents an e-mail alerting them to the upcoming open registration period for basketball. You note that early bird registrants have first choice of teams and coaches and any member who refers a friend or relative, receives 50% off his or her registration cost. And, as a special birthday gift for being a loyal member, you’d also like to treat the athlete to a free league t-shirt. Chances are, this athlete will be signing up for your next basketball league simply because of how personalized and targeted your marketing efforts are.
Now, take it one step further. You know this athlete plays on a football team with at least 50 other athletes his age. Offer your member athlete free one-week passes for every football player on his team to check out your center. Now you’ve tapped into a whole new captive audience that can be referred from your one member and all it took was an e-mail. Find more information about Small Business Management Software here.
