Outline of Services – Membership
Posted in Membership on July 29th, 2010 by Simon – Be the first to comment
In 1992, Simon Pardoe was appointed Marketing Director of Harbour Club London with the brief to attract 4,000 members within 18 months of opening. Marketing commenced in the summer of 1992, in the depths of the recession, and the club opened in March 1993 with 1,100 members. Within 18 months, all 4,000 memberships had been successfully sold, generating £10m in joining fees. Even today, this is still generally regarded as the most successful club launch in London.
Due to the phenonmenal success of Harbour Club London, Simon Pardoe launched his Consultancy business in 1995 to offer his membership marketing skills to other clients too. Harbour Club London remained a client for a further 10 years, as the Consultancy was retained after Cannons Group plc acquired the club for £30m in 1998, and was retained once more after Cannons sold the club to Next Generation in 2003.
The Consultancy worked with Cannons Group across it’s portfolio of clubs and its 150,000 members, focusing on both member acquisition and membership retention. This gave the Consultancy considerable insight and experience working with a variety of price points across Canons’ three distinct brands.
Over the past 15 years, the Consultancy has developed membership strategies (together with complete marketing plans) for several other new or established businesses. Such as:
Aspria: adult health and fitness club in Brussels and Berlin, and a family multi-sports club in Hamburg.
Brocket Hall: re-launch and re-position of this golf club in Hertfordshire, including a total overhaul of the membership proposition. Invited back 6 years later to review strategy and advise on how to take the membership proposition to new heights.
London Capital Club: one of the City of London’s most prestigious business networking and dining clubs.
Dunes Club Amman: Jordan’s first large scale multi-sports club and resort.
Core Club New York: developed the strategy and masterminded the delivery of a new international membership option.
Chelsea Club: consulted on the development of a new spa and fitness club for Chelsea FC.
Harbour Club Milano: steered all aspects of membership marketing and PR for over 10 years, leading to the successful sale of the business in December 2009.
Loch Lomond Golf Club: lead the international marketing of memberships, achieving £5m in new joining fees over 24 months.
Whilst every club has unique requirements, the mix of ingredients to consider when developing a membership strategy (for both new clubs and existing clubs) will involve many of the items listed below:
Categories • Price Points • Rules • Payment Formats • Sales Team Training • Referral Programmes & Incentives • Relationship Building • Acquisition & Retention • Yield Enhancement • Events • Sponsorship Programmes • Profiling • Visitor Traffic Analysis • New Revenue Streams
Whatever stage you are at with your membership business, we believe the experience and proven performance of the Consultancy in this field can bring you greater success. We’d be happy to talk with you and see when and how we can be of service.