Does Offering Discounted Membership Work for Golf Clubs?
In the competitive world of golf club memberships, offering discounts is a common strategy to attract new members and bolster numbers. However, while the appeal of lower costs can drive interest, there are several factors to weigh before deciding if this approach is right for your club.
Pros of Discounting Membership
- Increased Membership Growth: Discounts can act as a powerful motivator, encouraging potential members who might be on the fence to take the plunge. This is especially effective for those seeking to try out the club without committing to a full-price membership.
- Boosted Referrals: Offering discounts to new members can encourage existing members to refer friends and family, especially if there are referral bonuses. This helps to grow the community and fosters a sense of camaraderie.
- Optimising Low-Usage Periods: Clubs can strategically offer free months during quieter times, such as the winter, when courses are less frequently used. This gives the member a sense of value without significantly impacting the club’s operational costs.
Considerations of Discounting Membership
- Long-term Loyalty and Retention: While discounts may bring members in, keeping them after the first year can be a challenge. If the price rises significantly in year two, members might feel disillusioned or undervalued, leading to a drop in renewals.
- Perception Among Existing Members: Current members who joined without the discount could feel disgruntled if they perceive new members are getting a better deal. This could lead to dissatisfaction, or even worse, the departure of long-standing members.
- Brand Image and Course Reputation: There is a potential risk that discounting memberships could affect the perceived prestige of your golf course. Some might see it as a sign that the club is struggling to attract members, which can tarnish its reputation for exclusivity or high standards.
How PlayMoreGolf Can Offer a Solution
PlayMoreGolf offers a flexible membership model that allows golf clubs to attract new members without compromising long-term loyalty or value perception. With a points-based system, members have the freedom to play as much or as little as they want, without being tied to a traditional annual fee.
This flexibility can address the retention issues often associated with discounted memberships, as members are less likely to feel the financial strain of a higher year-two fee. Additionally, existing members can continue to enjoy the benefits of their current membership, without the perception that new members are receiving disproportionate value.
By embracing an innovative flexible membership model, golf clubs can strike a balance between growing membership numbers and maintaining loyalty, all while preserving the club’s prestige.
In conclusion, while discounting memberships can be an effective short-term strategy to attract new members, clubs must carefully consider the potential long-term implications. PlayMoreGolf provides a valuable alternative, offering flexibility for both new and existing members, and ensuring that everyone feels they are getting value for money.
