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Membership
Marketing
ARE YOU TARGETING THE RIGHT MEMBER?
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“In 2015, Uber – the world’s largest taxi
company – owns no vehicles; Facebook –
the world’s most popular media owner –
creates no content; Alibaba – the most
valuable retailer – has no inventory; and
AirBnb – the world’s largest
accommodation provider – owns no real
estate.”
MARKETS ARE CHANGING RAPIDLY AND DYNAMICALLY…
WHAT DO YOU REALLY KNOW ABOUT YOUR MARKET?
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Putting Market Analysis to Work
“Business only has
two functions –
marketing and
innovation.”
Peter Drucker
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6.5% = Clubs
with a Wait List…
Source: Global Golf Advisors, 2015
…or, 93.5% of clubs in North
America need to be
recruiting new members.
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How are you executing market analysis
now?
What are best practices in private club
market analysis?
What are the tools you can use to analyze
your market?
3 QUESTIONS THAT SHOULD DRIVE YOUR 2016
PLANNING
How Do You Conduct Market
Analysis at Your Club Now?
Club Leader as Source?
Throwing Darts?
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OR….
Hiding Behind the Tax
Code?
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Executing Real Market
Analysis?
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Three Current Factors Impacting
Private Club Memberships
HOUSING | WOMEN | MARKET CORRECTIONS
Current Housing Trends in Arizona
Source: John H. Burns Real Estate Consulting
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Current Housing Trends in Arizona
Source: John H. Burns Real Estate Consulting
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Women…and Their Growing
Influence in Private Club Markets
“91% of home
purchase decisions
are made by
women.”
Martha Barletta
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Post-Recessionary Market
Corrections
1.
Evacuation of Refundable Membership
Programs
2.
Conversion of Equity Membership Marketing to
Recallable, Non-Equity Alternatives Priced at
1/4th to 1/3rd of Equity Joining Fees
3.
Migration of Developers to Mandatory
Membership Structures
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What are best practices
in private club market
analysis?
WORK INSIDE OUT | STUDY COMPARABLE CLUBS |
MEASURE TO MARKET
Bona Fide Market Analysis Includes
Internal and External Markets
Demographics
 Private Club Experience
 Household Income
(“HHI”)
 Household Net Worth
 Educational Attainment
 Proximity to the Club
 Personal Network
 Utilization Habits/Practices
Psychographics

“Push” / “Pull” Influences

Aspirational Influence

Personal Network

Club Brand Authority

Location Attractiveness
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Internal Market Analysis
Member Distribution by Category
www.espatial.com
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Internal Market Analysis
Member Distribution by Zip Code
www.espatial.com
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Internal Market Analysis
Member Distribution by Category
www.tableau.com
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Internal Market Analysis
Associates Only
www.tableau.com
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Then Analyze Your External Market
(Future Members)
Local Market
Source-of-Origin Markets

Residential
Orientation (73%)

Midwest (US and
Canada)

25-Minute Drive Time

Northwest US

Business Orientation


Social Network and
Profile
Northeast Corridor
(Increasing)
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External Market Analysis
(in seven parts)
1.
Local Market Map
2.
Demographic Profile Analysis
3.
Golf Demand Profile
4.
Supply Profile of Similar Clubs
5.
Psychographic Profile Analysis
6.
Comprehensive Club Analysis
7.
Source-of-Origin Analysis
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Local Market Map
Mile Radial: 5 | 10 | 20
Drive Time Radial: 15 | 30
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Demographic Profile Analysis
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Golf Demand Profile
How many golfers can you access?
www.ngf.org
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Golf Demand Profile
Relationship Between Income and Golfing Households
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Golf Profile of Similar Clubs

What is the overall
number of facilities?

Does demand support
supply?

What is the mix of facility
types?

What are the
comparative amenity
profiles?

Who / what are your key
competitors?
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Psychographic Analysis

What factors bring
members to your club?

What are the common
attitudinal characteristics
of your members?

What do they want, need
and fear?

What other destinations
do they seek?
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Psychographic Analysis
www.MOSAICrm.com
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Psychographic Analysis
Primary Target Segment – Power Elite Households
Comprehensive Club Analysis

Location

Amenity Profiles

Pricing Analysis (all
categories)

Membership Options

Number of Members

Origin of Members

Local Market Perception
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Source-of-Origin Analysis

Where did your existing
members originate?

How and why did they
choose your club?

Identify and measure
primary source markets?

What are the
transportation vectors
involved?
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“Over 90% of the data in the world
today was created in the past two
years”
- Harvard Business Review
HOW CURRENT IS YOUR MARKET
INFORMATION?
Where can you search tomorrow
for current market information?

Mapping – www.batchgeo.com |
www.espatial.com

Demographic – www.census.gov |
www.wealthx.com

Psychographic – www.Nielsen.com |
www.Experian.com

Travel (source-of-origin) – www.str.com |
www.skift.com
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Discussion &
Questions
ARE YOU TARGETING THE RIGHT MEMBER?
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Henry DeLozier, Partner | Principal
Global Golf Advisors
HDELOZIER@GLOBALGOLFADVISORS.COM
602.739.0488
@HENRYDELOZIER