Keeping in touch with your Membership

 Defined as the quantifiable statistics of a given population.  They are used to identify the study of quantifiable subsets within a given population, which characterize that population at a specific point in time.

 Country of origin/cultural origin  Course type (UG, PG, distance learner etc)  Spending power of students (effects of financial crisis etc)  Changes in mentality (students treating their degree more like a 9-5 job nowadays, not going out as often etc)

 University for demographics on current and recent students  Epos systems or electronic loyalty schemes ingress data for controlled events e.g. MSL, loyality scheme based on you already retaining customer information.  Feedback interactive data capture methods (questionnaires, online surveys etc)  Multiple resources online specific to what you are looking at e.g. UKCISA, UNESCO for international student data

 Compare the data you compile based on the actual demographics of your University to those that attend your events/bar/outlet/building  Highlight areas where there are discrepancies  Target these areas for future development

 Events tailored to differing cultures involve societies, don’t make assumptions!  Additional offers in outlets that are open access e.g. differing range of products, doesn’t have to just be alcohol, for example shisha is available from one of our bars and very popular.  Ensure atmosphere and Surroundings are suitable what is your outlet saying about you? Is it suitable for your targeted demographic?

 It is important to have a good idea of what you are trying to achieve i.e. are you simply wanting to make money or provide your members with a service?  Don’t flog a dead horse! Don’t be afraid to be creative or try unconventional ideas, however always be prepared to take a different approach; there is no need for pride in this business!  Understand your membership If you understand your potential customer base, you can take measures to increase your actual customer base