My friends give me such amazing ideas and they don’t even know it. No, no, I don’t steal ideas – they say things like, ‘I wonder how he gets fit,’ and I think AFL WORKOUT WEB SERIES. They really are geniuses. I also think that’s what marketing is about – giving people what they don’t know need want by listening to what they want.
So this idea came from couple friends of mine – shout out to Sammy and Liam!
Sammy got Liam a Swans Membership for Christmas. I reprimanded my boyfriend for not getting me the one (although, I do live two hours away so maybe he was just being smart). But then I thought about it… and THAT’S who you need to call to sell memberships – the partners.
If someone had put the idea in my head that my boyfriend would LOVE a footy membership for Christmas/his birthday, I would of bought one for him (he’s also a North Melbourne fan and we don’t live anywhere near North Melbourne so there’s that issue). I don’t think I’m the only girl who thinks that way. It’s HARD to buy presents for guys, especially if they don’t have a lot of hobbies or they have hobbies you can’t contribute to. My boyfriend, for instance, is in the process of building a bike. I know nothing about bikes so even if I wanted to, I couldn’t get him something for it because odds are, it’ll end up being wrong. So it really is difficult to get guys a present unless you already know what they want. And we hardly ever know what they want. Footy tends to be the national language so getting your partner a membership for a team, even if it’s the cheapest option possible, is a great (and safe!) idea. Guys tend to be big sport fans all around, so you could even get him a membership to teams he may like but hasn’t gotten around to seeing. The Sydney Blue Sox and other ABL clubs, for instance, have really cheap memberships so it’d be fun!
I’m not sure how you would do this, but the best way would be to figure out people who bought tickets and aren’t members – Liam wasn’t a member before this and that’s why I thought of this idea – reaching a new market is key.
Furthermore, if you can’t aim to sell to the partners… aim to sell partner memberships to the members.
Stay with me here.
Envision this: you’re a guy (most of my readers won’t have to envision this because they are, in fact, guys) and your girlfriend/wife/partner doesn’t like footy (GASP!). This means that they want to pull you away from the TV on weekends and have no desire to go to games and their eyes glaze over when you talk about stats and the ladder. Now imagine they become a fan. How much better would life be?! Let me tell you, my life got exponentially better once I convinced my boyfriend that old movies can actually be enjoyable (don’t tell anyone, but he liked The Wizard of Oz). Sharing interests is great – and it can be a moneymaker for clubs. If you can convince your members to buy an additional membership for their significant other, you will make the big bucks… FAST. Plus, if you can just get them to games consistently, you can turn them into fans so if/when their relationships end (and odds are they probably will – not a pessimist, just trying to help the clubs out) those two members will bring their new partners to games.
How genius would this be?
If a club can figure out how to get to these key people… they could sell so many extra memberships.
PS – I have a mind-blowingly amazing commercial idea to go with the second half of this post… but I can’t share it online (lest it be stolen!). UGH.