Boost your club marketing efforts with these 8 simple member insights

When it comes to creating truly engaging marketing content, understanding your customers is essential. But how do you get to know them well enough to create messaging that resonates, builds loyalty, and drives more purchases?  

Here are 8 key things you should ask your customers, to refine your marketing strategy, increase customer retention, and boost satisfaction.  

1. Customer goals  

Understanding why someone signed up is key to knowing what they want to achieve from your classes or memberships. Are they looking to improve their fitness, learn something new, or perhaps join a community of like-minded people? Knowing customer goals enables you to send tailored messages and content that align with their objectives.  

Example: If a customer joins to perfect a new skill, send them specific training content related to the skill, member success stories, or other classes you offer that can help them reach their goal. This also allows you to segment your audience and give them content that they want to read. Plus, if they reach their goals, they’re more likely to stay at your club longer and refer you to friends! 

Question to ask:

2. Reasons for joining and key interests 

Understanding why members chose your club, and their key interests in your club, can help you target your offerings in ways that will most resonate and result in purchases. 

Example: If a large portion of your members joined for social activities, consider increasing the frequency of community or networking events, and promote to them accordingly.  

Tailored marketing based on these motivations helps your customers feel like they (and their children) are in the right place. Don’t confine their answers to your boxes, add an ‘Other’ option and textbox for them to input their own reasons. 

Remember people like to be asked for their thoughts and feedback so don’t feel like you’re pestering. With LoveAdmin’s club admin management software, you’re able to collect any customer data you need, and you can keep all your forms optional so people can leave a response if they want. 

Question to ask: 

3. Preferred contact method  

Knowing how your customers prefer to be contacted makes your communication more effective (and less annoying!).  

Some might prefer a quick text update, while others would rather get a detailed email. By using their preferred channels, you’ll likely see better engagement rates and ensure important information isn’t missed. 

Example: If you know a segment that prefers social media updates, make sure your club’s latest news is featured there. Respecting preferences shows that you care about their experience with your club. 

Question to ask:

4. Experience level 

Understanding a customer’s background helps you customise their journey and how you communicate with them. Do they have prior experience with you, or are they brand new? This insight allows you to tailor your messaging and resources accordingly.  

Example: For new customers, create a “Getting Started” series that guides them through what your club has to offer. For more experienced members, share advanced training content and top tips to keep them engaged. This approach boosts retention by making every interaction feel relevant. 

Question to ask:

5. Event preferences 

Knowing the types of events your members are interested in will help you to plan events that drive engagement and attendance. 

Gather feedback on what kinds of events your customers would like to see at your club. This will help you to develop new services that your members are keen to support and attend – if there’s a demand, fill it! 

Tip: Ask customers at registration if they’d like to hear about additional events. This will filter out those not interested, reducing irrelevant messaging. 

Example: If a large portion of people are interested in attending social events, make sure to create and promote them for different seasonal events. They can be a great revenue booster! 

If others are interested in more dedicated training days or weeks, then why not host some half-term camps instead? Catering to these preferences helps to keep customers excited about what’s next on your calendar and can be great for increasing your engagement and revenue! 

Question to ask:  

6. Social media handles 

Asking for social media handles can help strengthen your connection with members. By engaging with them on social media, you can build a sense of community and make your club more memorable. 

Example: Share club-related content, celebrate their achievements, engage with their posts, or tag them in event photos 

7. Referral source 

Understanding how someone found your club helps you identify your most effective marketing channels. Did they find you through a Google search, a friend’s recommendation, or a social media ad? Knowing their referral source can help you allocate resources to the most effective platforms.  

Example: If they’re coming from social media, increase your content creation or targeted ads on those platforms. Or if only a small number were referred by friends, consider developing a referral reward programme, or a discount for new customers. 

Question to ask: 

8. Volunteer interests 

Some members want more than just participation, they want to get involved. By finding out who’s interested in volunteering, you can create opportunities that increase engagement and community spirit, plus can keep your overhead costs down! 

Once you know who’s interested in volunteering, you can approach them for roles that match their skills or interests.  

Example: For members who express interest in volunteering, invite them to help out at events, welcome new members, and spread the word about the club.  

Questions to ask: 

How can LoveAdmin help your data collection and marketing efforts?  

With LoveAdmin’s tools, you can easily collect, organise, and use all the above insights to send targeted messages that are relevant and valuable to each member. Whether it’s targeting audiences by goals, experience levels, or event interests, LoveAdmin helps you communicate in a way that feels personal and truly relevant. 

Here’s an example of a form you can build using us!

Plus, with our email builder, you can create engaging content with images, gifs, video links, attachments, and more – helping your messages to stand out. 

These insights aren’t just about gathering information, they’re about understanding your customers’ journey, goals, and preferences, so you can speak to their needs at every turn. With these details, you’ll be able to send them highly personalised, relevant messages that increase engagement and loyalty. This leads to happier members who are more likely to stay with you, purchase more, and recommend your club to others.  

Want to find out how LoveAdmin can also help with the collecting customer data, Get started today.