1. Turning Nomads into Members GCMA Conference St Georges Park, November 2015 Presented by Jerry Kilby CCM

2. ‘Golf club membership’ a questionable investment today –Is it a worthwhile investment? –Do I get value for money? –Will club membership benefit me and/or my family? –Are you a paying member of a club?

3. Why do people join golf clubs?

4. Do you ask your members why they joined your club? Do you ask why members leave your club? “Your most unhappy customers are your greatest source of learning” Bill Gates

5. Focusing on retention

6. Membership categories for all golfers

7. Membership categories for all: CategoryAge5 Day6 Day7 Day Junior Up to 12Yes No Teen 13 to 18Yes No Colt 19 to 21Yes No Student (in FTE) 19 to 28Yes No Adult – Intermediate 22 to 28Yes No Adult – Flexible 22 +Yes Adult – Full 22 +Yes Adult – Corporate (named) 22 +Yes Adult – Corporate (Unnamed) 22 +Yes Adult – Senior 60 +Yes

8. Club membership recruitment

9. Marketing golf club membership to your community

10. Make someone responsible

11. Key Strategies –Make ‘club membership’ the most important item that you sell Make someone responsible Encourage referrals Have a marketing plan for membership –Offer a range of membership categories to match different Abilities, Lifestyles and Budgets

12. Possible Tactics –No visitors at peak times More times for ‘members only’ –Increase green fees Bring value back into membership –Members’ guests to have restrictions The same person only 4/5 times a year –Encourage beginners into club membership Academy membership gets them into the social side of the club –And more…..

13. Your questions and your ideas now please…. Thank you jerry@kandagolf.com Mob: 07821 908597 - Tel: 01428 606466