27th March 2019Membership Schemes - Top 5 Hints and Tips
Vennersys work with a variety of visitor attractions, some offer membership schemes and others don’t! The one thing that is clear to us is that every attraction that offers memberships or annual passes has a different offering based on their individual attraction and business needs
Here are our observations on what makes a successful membership scheme.
Consider what is the driver, the desired end result of rolling out a membership scheme.
Sounds pretty simple and straight forward but sometimes we see sites that want the world from this revenue stream. Keep it simple. Do you want to encourage off-peak footfall? Do you want visitors to return and spend more in the shop or on food and beverage items?
Keep the offering simple.
Don’t try to create a complicated scheme, your visitors will be put off if they don’t understand what it is you’re selling. Make sure the marketing message is clear too.
Consider what the benefits of membership will be to your audience?
What is the incentive for your visitors to take up your membership? Will they get a reduction in entrance fees, access to event tickets first or even a discount on retail and catering items?
How much do you sell your schemes for? And do you offer a diverse range of payments?
This commercial decision is not one to make lightly, really consider the price of your memberships. Will you differentiate between adults and children? Will you offer monthly direct debit payments to spread the cost or do you want that one off annual purchase? You might even decide to offer seasonal passes only.
Memberships can provide you with a marketable contact database.
I think we all recognise that GDPR has put a bit of a spanner in the works when it comes to usable marketing data. Introducing a membership or annual pass scheme gives your business a great opportunity to collect an up to date GDPR compliant data set to market your attraction too.
Members can be the lifeblood of your playcentre, leading to increased revenue and party bookings.
So, if you are thinking of introducing a membership scheme or are looking to streamline what your current offering looks like, we are happy to help! The VenposCloud Visitor Management System has a dedicated membership module which can be tailored to your attractions needs. Contact the team today for more information.