4 of 743: Membership Industry Stats And How To Target Market Segments

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| Published Mon Apr 11 2016

It’s kind of hard to hit a target if you don’t know where or what it is. “Sorry, I thought it was that poster of a beer barrel” might be a good excuse for dart players who’ve had too many of their sponsors’ finest, but it’s no help in the membership game.
So far this year we’ve talked about your company’s overall aims. Like a pop star fresh out of rehab, you know who you are again. And you know exactly what you want to achieve. Everyone in your organisation is on board, seatbelts secured and (old) baggage stowed in the overhead lockers. And you’re collecting data by the digital bucket load.
So, now what?

It’s time to pull out your dartboard and start working out the main target market segments you need to hit. Sharpen your pins and get those wrists supple:

  • Where is your membership growth going to come from?
  • What do you know about these segments?
  • Are they geographic or demographic segments?
  • What do they like?
  • Where do they go for information and news?
  • What are they reading?
  • What digital channels are they using?
  • And do you have a plan for growing your current membership’s loyalty?

True, that’s a decent chunk of work. But once you’ve taken the time to do the crunching, that’s when you can put your creative marketing skills to work and get the fun part happening. You’ll be able to start engaging your target segments in intelligent ways and your membership will start to grow.
I’m sure you hate backseat drivers, over the shoulder cooks and those people who just love to tell you how to pronounce difficult words. So we’re not going to be like that and tell you how to hit your targets. But we do have some interesting little facts and figures that might help.
We’ve looked at data* from across the industry and found these sharp points for your dartboard;

  • 8-25-year-olds like to visit, but they’re less likely to buy. (Okay a little backseat driving: get that university aged crew to purchase and your conversions are going up up up!).
  • Males make 68% of all visits, but only 59% of purchases. Women are much more likely to purchase if they make it to the membership site.
  • 25-34-year-olds don’t visit the sites as much, but when they do, look out: they are the demographic most likely to purchase.
  • 40% of purchases are made via mobile, 70% on an Apple device.
  • 75% of users arrive at the membership site from your club’s main site. Only 1.5% are socialising their way across from Facebook. 

Okay, you have some points, set your aim . . .
*Based on analytics from a combination of AFL, NRL, NBL, A-League, BBL and ANZ Championship club membership sites.

Read the previous post in the series '3 of 743: Get out your magnifying glass and study your collection'

Read the next post in the series '5 of 743: Deeper Dive for SEO Treasure'

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