? Entering the era of billiards entertainment. Billiards halls in this city are expanding at the rate of 4-5 per week during the peak period. Most billiard halls here have their own members. A successful billiard hall usually has more than 300 active members, who usually visit the billiard hall at least once a month. And some billiard halls have more than 2000 members.
Many customers, repeated consumption and discounts are the basic conditions for billiards hall to implement membership system. The implementation of the membership system has just made the billiards hall in Beijing prosperous. Cisco Huaxing Company, which has been providing management system for Beijing billiard halls for a long time, has found that most of these successful billiard halls have the following successful experiences through the research on these billiard halls.
First, early management, membership card sales first. At present, most billiard halls will sell membership cards in the form of stored value cards and discount cards, and the models are similar, such as gold cards, silver cards and ordinary membership cards. Different cards enjoy different discounts or concessions, using credit card consumption and points concessions. In short, merchants give customers various forms of promotional offers in the form of issuing membership cards and bundling service prices. The advantage of this form is that it reduces the cost of sales and the communication time of individual customers, brings steady growth in sales and profits in the early stage of opening, brings very good cash flow to the enterprise, and retains a certain number of stable customer groups in a certain period of time. This way will bring high popularity and funds to the newly opened billiard hall, and initially establish customer contact, but this is only the first step of the long March. Because all billiard halls are on sale, customers are used to discounts, and discounts no longer have a great stimulating effect on their consumption. When the operators of the whole industry adopt the same mode, that is, membership marketing, the effect of this means is limited, but it is a means you can't do.
Second, according to the regional radiation customer base, accurately grasp the marketing strategy. For the billiard hall, the location of the area is of course an important consideration, but once you choose a business place, it is very important to implement flexible and accurate marketing strategies for your area. If your billiard hall is located near a residential area, it is obviously not enough to give discounts to office workers in residential areas. You should also introduce time-slot preferential policies to attract these people. If your billiard hall is located near the school, then the price concessions are obviously attractive to students who are idle but lack of money. For a concrete example, the fancy billiards club in Beijing is located near Kerry Center in the high-end business district. They combine billiards with bars, aiming at high and medium consumption of business people there. While operating billiards, we also pay attention to business negotiation and leisure functions, provide snacks and western food, and flexibly combine various strategies to meet different needs. They divided the premium membership cards into four types, namely 1 1,000 yuan and 2,000 yuan pool time cards, giving free travel, overtime and other consumption discounts within a certain period of time. Membership cards of 2000 yuan and 50000 yuan are all stored-value cards, which not only offer discounts on playing ball and spending, but also provide free value-added services, that is, assistant coaches accompany them to play billiards. This strategy undoubtedly suits them and has brought commercial success.
Third, treat members as wealth, not just the object of making money, but friends. Regular customers will bring you individual guests, because it often takes more than two people to play ball. After you have members, you should cherish the resources of these members and input their information into the system as detailed as possible. Name, gender, contact number are necessary, as well as date of birth, mailing address, occupation, monthly salary, preferences, email address, QQ, MSN, etc. Also collect as comprehensively as possible. You must avoid turning your membership card into a discount card. The best way is to make good use of the billiard hall management system and membership information. Let your billiard hall management system remind you to send a birthday greeting message or mail a birthday card to customers when their birthdays arrive; Send holiday wishes to all your customers on major festivals; Or send a customer thank-you letter or thank-you letter to new members after they join. You should also use your management system to record the amount of money your members spend each time, and give them different grades of value-added services according to the amount of money spent, such as keeping clubs for free and maintaining them. High-end stadiums can also provide personal coaches for VIP members. Another small detail is that when your members come to spend money, remember to ask your sales staff to greet them warmly like friends: "Come to play ball?"
Fourth, pay attention to the deep-seated needs and desires of members and strive for rich and diverse service means. If the membership system only stays on discounts, points and gifts, it is not only easy to be imitated by others, but also because of the single means and lack of change, customers will easily get tired of these methods after the initial novelty has passed, leading to a decline in membership loyalty. Billiards hall has been priced and renovated, but its specialization and service will continue. So if you want to keep your members, you should provide them with services and forms that can fully meet their needs. This not only tests the innovation and execution ability of your billiard hall, but also tests your understanding of customers. The understanding of customers is not that you simply judge what customers need with your mind, but that you summarize and discover through interaction and communication with customers. A well-run billiard hall is not only a place to play ball, but also a club. They can organize their members, often hold competitions, give points to the competitions, and reward those with high scores. Most people who often play billiards are young people with strong social needs. They can not only learn from each other in the club, but also meet the needs of their friends. The high-end billiard hall club attracts many masters, including many professional players. Being a member of these clubs can also become a status symbol, which is also a satisfaction to consumers' deep psychological needs. The services provided to members should be constantly renovated. If souvenirs are provided, then training courses will be held. If others learn to run classes, they will organize colorful membership activities that integrate entertainment and fitness.
As long as you know your customers well enough, your membership business model is not afraid of being imitated, because you can constantly come up with new ideas according to the needs of members, and you will always be one step ahead of others. This step can stabilize your members and attract new members to join.
Fifth, you can get what you give up. Facing more and more members, it is necessary to provide tailor-made services and promotion activities for different customer groups, in which daily management and communication work require a lot of investment, so effective cost control must be carried out. In the billiard hall, members who play four times a week are much more likely to continue to pay than members who only play once a week. For the billiard hall, not all customers who come to the billiard hall for consumption are the same. Remember, the wealth that individuals and inactive members can bring you is very limited. 80% of your turnover comes from the 20% most active and loyal members. They will not only bring you a steady income, but also bring you individuals and new members, and will automatically help you promote your billiard hall. It is the most valuable and profitable way to make good use of your own membership database and use the billiard hall management system to automatically screen out the 20% members who spend the most and are the most diligent, and provide personalized services for these people. Willing to invest manpower and material resources to manage this part of the members. Although this will bring you an increase in cost, the benefits are obvious. Putting limited marketing expenses into these people to stimulate their consumption desire to the greatest extent will bring you more than 80% turnover. At the same time, there is another problem that needs the attention of the billiard hall owner. If your billiard hall is in the urban-rural fringe, migrant workers may account for a certain proportion, and their mobility may bring waste of resources.
Sixth, be good at paying attention to and guiding the actual consumption of customers. If members use stored-value cards, after spending a large sum of money at one time, it will cover up the actual expenditure of customers' single consumption and reduce customers' sensitivity to consumer prices. Billiards hall itself is relatively cheap, and ordinary billiard halls can play up to tens of dollars at a time. If you want to make money by adding products, such as drinks, snacks and snacks, you should try to make customers less sensitive to the amount of money they spend each time. However, inactive members should not be allowed to keep a large amount of consumption, because if they don't come often, their price sensitivity will directly lead to the reduction of customers' actual consumption. If they don't actually consume after storing the value, the possibility of renewing their insurance will be greatly reduced in the future. For a simple example, Zhang San and Li Si have saved 50 yuan and 500 yuan respectively, so it is more likely that Zhang San often goes to the billiards hall. Because Zhang Sancun may spend 50 yuan soon, he will continue to save money for Cary, and he will feel that he will not lose money after spending it; However, after Li Si's initial novelty, his spending money will gradually fade away, and his motivation to go to the billiard hall will gradually weaken. Therefore, it is not that a customer has saved all the money in the card and everything will be fine. You should also pay attention to customers' consumption. Don't stay in the "one hammer" business, pay attention to guiding customers' consumption. Therefore, it is necessary to minimize the pressure of one-time payment by customers, adopt various forms of membership payment, increase the frequency of payment, and make customers feel that they have paid their due value.
Seventh, establish a horizontal alliance. Membership service should be multi-faceted and multi-angle. After a person goes to the billiard hall to play ball, it may be time to eat unconsciously. He needs to find a restaurant nearby. If you are a boyfriend or girlfriend who plays ball for the purpose of falling in love, you may need to be romantic and buy a bunch of roses after playing ball. Then he may find a flower shop nearby or hope to stay together and go to the movies. If the billiard hall can be combined with the regional business circle it radiates, it will implement horizontal alliance and cooperation, such as cooperation with supermarkets, restaurants, flower shops, cinemas and so on. , to establish a platform for members, * * * to draw up a reward scheme for integral gifts, which can comprehensively calculate the accumulated points of members in various businesses. In this way, for businesses, other people's members have become your members, from single profit to two-way profit; For members, from low feedback to high feedback, consumption is also easier, which is much more attractive than simply discounting or offering prizes.
Therefore, in the operation of billiard hall, it is important to implement membership system and have a useful billiard hall management system to help you improve the quality of membership management and save the cost of membership management, but this is only the beginning of success. If you want to gain long-term loyalty and permanent benefits from customers, only by deeply understanding the needs of members, and constantly developing new service forms according to these needs, and striving to make customers consume and bring value to them, can you last forever.