eClubLogic™ - Marketing to Prospects

Marketing is the means by which club personnel identify prospects, introduce them to club facilities and services and increase their interest in the club so that they can be sold memberships. eClubLogic™ allows club personnel to identify and track every guest that expresses interest in your club's services. Every guest should be considered a prospect, every prospect a potential member and every "lead" a potential guest. The ordinary business of raising the visibility of the club through such methods as paid advertising or web-site promotions will generate some response. Being able to follow-up on initial contacts is critical and eClubLogic™ allows you to do that establishing an electronic file for each new prospect. The prospect can be classified as a referral, a walk-in or perhaps a phone call initiated visit. Club personnel will be able to record lead sources and referrals as well as establish incentive programs and reward programs for those bringing new prospects to the club. The system keeps a detailed account of club usage by guests (prospects). Club management can review the data and construct an accurate picture of what club facilities are attracting the most interest. Do prospects tend to gravitate toward the gym or the pool? How has the pattern of facility usage changed over time? What series sales programs are most popular with potential new members? Did a particular club promotion work well? How well?

eCLubLogic™ allows management to develop, manage and evaluate prospects. Managers can schedule prospect related tasks such as follow-up phone calls and tours for sales staff to execute. Further the system enables sales people and managers to keep electronic notes on interactions with a prospect that can be shared and used to assess the probability of success. The level of detail in the program is such that prospect "classes" can be set up in the system. The classifications can aid in the allocation of resources during the recruitment process. For example, management may establish a prospect class labeled "active prospect" and another labeled "cancelled prospect". An active prospect may be given a free two week trial membership. After one week, a staffer may decide the probability of conversion to member status is slight and change the person's classification in the system to "cancelled prospect". An electronic message reminding the "cancelled prospect" that less than a week remains in their trial period can then be programmed to appear as the individual checks in. A different message can be sent to someone who remains an "active prospect". In neither case is successful recruitment and retention guaranteed, but the close monitoring of the process maximizes the chances for business success. eClubLogic™ gives club management the tools to grow their business, using information to efficiently respond to a constantly changing marketplace.