RETENTION SERIES
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HOW TO GENERATE £3,000 BY SENDING AN EMAIL SEPT & OCT 2013 Questars
budget gym chain sent an email survey newsletter to 6,000 ex-members who had
checkpoints, with participants visiting – the survey sh wed, for example, that 63 per cent of ex-members were not currently a member of another club. However, polling ex-members for their views was not the main reason: the main purpose was to simply stay in touch or get them to re-join.
Questar adventure races involve stages of trail running, biking and kayaking for individuals or teams of two, three or four. Each stage has a range of questions, with the results analysed as many as possible to earn the most points. The route is fl exible and people decide what order and how long to spend on each stage according to their strengths – with the ultimate distances being up to 30km for running, 40km for biking and 8km for kayaking.
left in the previous 12 months. Each person who completed the survey received a special offer to re-join (six months for the price of three). The survey included four simple
A one-day event takes place in Wyre
and means you can reach out to more of your members: you may not have all details for all members, and some may have opted out of certain forms of communication, so a postcard or letter can also be a good option to get in touch with absent members. Meanwhile guest passes (with a value pri snt d on them) can bring membe s rescents avoiding the usual crowds on is 50-mile night ride. By the light of the moon, the route will take in the iconic ights of this beautiful city including he Scott Monument, the hilltop castle nd the Royal Mile. It will also take participants past Arthur’s Seat, provide nightscapes from the Royal Observatory nd take in the Scottish Parliament
7 SEPT 2013
Edinburgh Night Ride Explore the twisting, turning, cobbled
treets of Edinburgh and its Georgian ba ck with their friends in tow, increasing yo tuhr prospect list; friends who work out together are also more likely to stay. s If you must off r a PT session as an inc tentive, don’t say it’s free (anything that is free has little value). Instead, tell the member that the club will pay for a £50 PT session for them if they return. aJust by showing that you care about and Holyrood Palace along the way. Registration for this open charity event, organised by Global Adventure Challenges. is £39 and minimum sponsorship is set at £160. Details:
a member’s visits and fitness, you can extend their membership by another month. For the price of an email, text or postage stamp, it’s a no-brainer. To get started today, take the 100 or
www.globaladventurechallenges.co.uk
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so members who have recently become dormant, say from the last month or two. Don’t begin by contacting members who haven’t visited the club for over a year, as they truly are sleeping dogs. Build a list of members who visited four to eight weeks ago, but who have not visited in the last four weeks. Put a stake in the ground, resolve to get newly absent members back into the club, then repeat weekly.
Ex-members It’s notoriously difficult to leave many clubs, but making it hard to cancel a membership does nothing to improve member retention. You might get another month’s membership from people, but they leave feeling totally
The route takes in iconic sites
Forest on 7 Sept, and a two-day challenge will be held on 5–6 Oct in the South Downs. Details:
www.questars.co.uk
disillusioned. Finding out the reason a member wants to leave and offering an alternative or a membership freeze can help, but by the time they want to stop paying, it’s usually too late. This is why you must contact them earlier, when you notice their visit rate dwindling. If you want to report on reasons for
The bike stage is up to 40km Will swimmers meet Nessie?
leaving, it’s a good idea to give members a choice of options to explain why they leave – for example, health/ service/ money/ location/ results. You don’t need to make it easy to leave, but the process should be simple and straightforward, just like your joining process.
Leaver’s survey Once they’ve gone, ex-members are largely overlooked. However, if you have good ex-member data, it’s worth regularly contacting them for research and re-sale. Even if you recorded why they left when they cancelled, consider sending a leaver’s survey a month later. This can tell you the real reason they left (rather than the excuse they gave), as well as giving you a chance to see what they’re up to now, or where they’ve gone. All this information can be used to trigger future contacts, as well as collecting feedback to improve the club. Continue to contact ex-members regularly: a quarterly newsletter and/ or su trhvey to ex-members should be a regular communication from your database. The prime focus here is to stay year’s offi cial charity is Marie Curie Cancer Care, b t th re are many others to choose from.
17 AUGUST 2013
Monster Swim 2013 The Monster Swim is an open-water ‘wild’ swimming challenge in Loch Ness, said to be home to the famous Loch Ness Monster and the biggest lake in Great Britain – it holds more water than all the lakes in Wales and England combined. Participants can choose from
e one-mile Big Yin course or the half-mile Wee Nessie, costing £35 and £25 for entry respectively. This in touch; if an ex-member completes the survey, they should get a voucher to re-visit or re-join. The actual answers to the survey are less important. That said, it’s good to use positive questions rather
Details:
www.monsterswim.co.uk July 2013 © Cybertrek 2013 May 2013 © Cybertrek 2013 There were around 100 negative
replies, which were put to one side and then followed up (or unsubscribed) later. Around 200 members completed
the survey, and 32 went on to use the offer code generated. This created at least £1,440 in revenue. However, returning members at this chain typically stay for around 10 months; with three months free, the projected revenue from this initiative is in fact calculated at £3,360. Other ex-members may also have
joined as a result of the survey, but this was not tracked.
COMPETITIVE EDGE
PHOTO:
WWW.SHUTTERSTOCK.COM/LIAN DENG
PHOTO:
WWW.SHUTTERSTOCK.COM/ VICHIE81
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