Case Study

Yacht Club's Direct Mail Response Chokes Phone System

The Industry: Recreation (Yacht Clubs)
 
The Situation: The Club had an ongoing direct mail campaign, Yellow Pages, Magazine, Weekly local rags, special events. They could not identify any leads from their direct mail or advertising. Their surveys of current, prospective, pipeline and past members indicated advertising was not a factor in their selection or introduction to the club. They couldn't find one member who could say that advertising was involved in their decision to join "The Club". The Club Execs were skeptical of marketing and advertising as a way to attract new members. They were convinced it wouldn't work based on past history.
 
The Solution: We surveyed existing members asking why they chose this Club and surveyed those that did not. We then overhauled the Club's lead generating materials with the Monopolize Your Marketplace system.
 
We improved the inside reality of the Club to focus on the key hot button issues of members and prospective members. For example, we created a 100 day new member VIP program that insured new members quick matriculation into the Club and it's sub-clubs, groups, committees and organizations. We then created a bi-weekly sunset cocktail party with dinner for prospective members. Selected Club members, staff and management participate. After cocktails, the group of ten couples are further divided and escorted on a tour of the facility. They return to dinner where the seating is arranged so prospects have access to current members, staff and mgt. Virtually any question can and is answered by a representative or member of the Club. No sales pressure is applied. The participants are provided a "Discover the Great Life" package which provides ALL of the detailed events, activities and happenings at the Club and ALL of the compelling arguments for belonging. An appointment is offered as a follow-up to the meal and the rest are dripped on until they ask to be removed or join.
 
The Results: Our first test mailing of the invitations resulted in 29 replies (RSVPs) out of a 1000 invitations. Our A/B ratio was 58/42. We had planned to have only 10 couples for the first party and 10 every 2 weeks. We filled the first month and overflowed into the next month with the response. The second mail drop of 2,000 pieces hit and the phone rang so much it choked the Membership Director's voice mailbox and they had to expand the time allowance to handle more calls. The Club was delighted with the results and is looking forward to the 3 additional programs we have scheduled to roll out.