2) What Age Range is Your Prospective Member/Client?
Define your perfect prospective member/client in your head. What is their age? Is it 29? Probably not. Typically, what we see from our ProGuide3 data is that they are probably around 50-70, that prime retirement planning age. At this age, they will probably be financially stable and have free time to use the club regularly.
Unfortunately, I have seen many ads for clubs over the last few years and at the ripe age of 29, I am not in the position to purchase a membership at this time – I wouldn’t mind a free membership, HINT HINT – and know very few, if any, of my peers that are looking to purchase either.
Task: If you are not in the age range for your ideal new prospect member, take your phone out and turn off the wifi. Search your club’s name. Do you see the ad? If you are in the right age range, ask your assistant professional or one of your servers to do this for you. If you see this ad ask the following question …
Ask for a report from your marketing group of the age demographics of people that have seen or clicked on their ads. They are able to give you age ranges.