10 Membership Sales Strategies for Indoor Playground Businesses
The joyful giggles of children echoing through your playground are music to your ears. But are you maximizing your revenue potential beyond those day pass visits? Memberships offer a great way to build a loyal customer base, generate predictable income, and create a wholesome community.
Unfortunately, simply offering a membership isn't always enough. You'll need a strategic approach to attract and retain members. Here are 10 membership sales strategies to get more families signing up and sticking around:
1. Offer Tiered Memberships:
Don't sell only one membership. Create tiers of memberships with different benefits and price points to cater to a range of customer needs and budgets.
Example:
Bronze: Basic access during off-peak hours.
Silver: Unlimited access during all regular business hours.
Gold: Extended access beyond regular business hours.
Use access control integrated software, such as Rhōmb, to grant ranges of access to different levels of members. Be sure to highlight the savings compared to single visits and the additional perks members receive.
2. Implement an Early Bird or Founding Member Discount:
Generate initial excitement and reward early members by offering a special discount for a limited time. This creates a sense of urgency and encourages quick sign-ups.
Example: "Be one of the first 50 members and get 15% off your monthly membership for the first three months!"
3. Promote Trial Memberships or Day Pass Conversions:
Offer potential members a taste of the fun with a discounted first month of membership or a special offer to convert their day pass into a membership on the same day.
Example: "Love today's visit? Upgrade to a monthly membership now and we'll deduct the cost of your day pass!" or "Enjoy your first month of unlimited play for just $50!"
4. Sell Family Packages:
Recognize that families often visit together. Design membership packages that cater specifically to families with multiple children, offering cost savings compared to individual memberships.
Example: "Our Family Fun Pass includes unlimited access for two adults and up to three children at a discounted monthly rate."
5. Include Member Benefits Beyond Play:
Make your membership more appealing by offering perks that enhance the overall experience and create a sense of belonging.
Examples:
Discounts on food and beverages at your on-site cafe.
Priority booking for special events.
Exclusive member-only play sessions or extended access.
Birthday party discounts or special birthday treats for member children.
Member Appreciation Days
6. Run Membership Sales Marketing Campaigns:
Don't just wait for members to sign up. Actively promote your memberships through targeted marketing campaigns.
Strategies:
In-house promotions: Train your staff to promote memberships at the front desk and during customer interactions. Display attractive signage and brochures.
Email marketing: Segment your email list and send targeted campaigns highlighting membership benefits to past visitors and potential leads.
Social media marketing: Run engaging ads showcasing the value of membership and target local families. Use testimonials from happy members.
Local partnerships: Collaborate with schools, community centers, and other family-oriented businesses to offer joint promotions or discounts.
7. Make Signing Up Easy:
Remove any friction from the membership sign-up process. Offer ways to join that are easy for customers to find, whether that’s online through your website or in-person at your facility. Ensure the membership signup and checkout is clear, concise, and easy to complete.
8. Launch a Referral Program:
Turn your happy members into your very own salespeople by rewarding them for referring new members.
Example: "Refer a friend who signs up for a monthly membership and get one month free!"
9. Use Testimonials and Social Proof:
Let your satisfied members speak for you. Feature testimonials on your website, social media, and in your facility. Positive reviews and stories can significantly influence potential members.
10. Communicate Member Value and Foster a Community:
Membership isn't just a transaction; it's about building relationships. Keep them in the loop with newsletters, invite them to special events, and share updates on social media. Building that community keeps them coming back for more.
Having a thriving membership program will keep both you and your customers happy. And once you get it going, you member base will only continue to grow.