A Comprehensive Checklist for Prospective Member Events: Marketing, Entertainment, and Lead Generation Strategies
Planning Phase:
Identify Dates & Prospects: Begin by selecting viable dates for the event and identifying prospective members who are ideal candidates for invitation. Pinpoint leads that are qualified but have yet to experience the club firsthand.
Establish Budget and Forecast Costs & ROI: Determine the budget for the event and forecast the associated costs. Consider both the expenses incurred by the club and the anticipated attendance, expected results, and return on investment (ROI) via new memberships gained.
Discuss Event with Club Leadership: Engage in a discussion with club leadership to align their vision and goals for the event, while also sharing the forecasted costs and expected revenues. Gather their input and incorporate it into the planning process.
Choose Event Theme: Decide on a compelling theme for the event, keeping in mind whether it will include current club members. For example, it may work well to piggyback off a already planned members event, and encourage them to bring a guest who may be interested in joining the club.
Marketing Phase:
Personalize Invitations: Tailor invitations to the hottest leads, making them feel valued and appreciated. Customize the content and highlight the benefits of attending the event.
Spread the Word Internally: If current club members are allowed to attend, leverage internal communication channels to create awareness among them. Encourage them to invite potential members from their networks, and make sure to make prospects feel welcome.
Create Flyers and Marketing Materials: Design eye-catching flyers and marketing materials that effectively communicate the event's key details, benefits, and unique selling points. Include forms or lists for RSVPs to track attendance.
Prepare New Sign-Up Documents: Anticipate new sign-ups at the event by having all necessary documents and forms readily available. Streamline the process to facilitate a smooth and efficient registration experience.
Day of the Event Phase:
Ensure Awareness among Staff: Communicate event details to department heads and key staff members, ensuring they are aware of their roles and responsibilities. Coordinate with them to ensure facilities are ready to go and staff prepared for seamless execution.
Be Visible and Engage with Attendees: Be present throughout the event and proactively introduce yourself to staff, prospects, and other club members. Foster positive interactions and make attendees feel welcome and valued.
Focus on Prospects: Dedicate quality time to engage with prospects, ensuring they are enjoying the event. Use this opportunity to work on trial closes, such as asking them if they can envision themselves at your club.
Post-Event Phase:
Follow-Up and Overcome Objections: Reach out to prospects after the event to address any concerns or objections they may have raised. Provide additional information, clarify doubts, and reinforce the value of club membership.
Handwritten Thank You Notes: Stand out from the digital crowd by sending handwritten thank-you notes to prospects. Personalize each message, expressing gratitude for their attendance, interest, and remind them of why the club is the right place for them. This small touch can make a significant impact on whether they join your club or not.
Request Referrals: Capitalize on the positive experience of attendees by asking them to refer other friends, family, neighbors, and colleagues to the club. Encourage them to share their positive event experiences with their networks, and remind them of any incentives that you have access to for doing so.
By following this comprehensive checklist, you'll be well-equipped to organize and execute a prospective member event that effectively showcases your club, engages attendees, and generates valuable leads. Remember that every phase of the event, from planning to post-event follow-ups, plays a crucial role in attracting and converting prospective members into loyal participants of your club community.
