Anymore, how often do you get a birthday card from a family member? Not to sound depressing to everyone, but I think I got three birthday cards last year on my birthday. However, I got 10 e-mails from family. There is nothing like going to the mail box on your birthday and getting those cards in the mail and looking for the $20 bill that grandma sent you.
Can you imagine the power of retention by sending your members a card for their birthday and a $10 gift card to use towards any service in the club? I would be ecstatic to get a card from my gym! Now, what will happen next is clubs will automate this procedure. Do not automate it! Position this a task at the beginning of the month to have the front desk staff fill out envelopes for the birthdays that month. Most clubs should have time for their front desk to do this.
Don’t forget to include a couple VIP guest passes as well for your birthday members to give to their friends and family. They will be excited about the gift and they’ll be bragging to their friends and family that you sent them a $10 gift card for their birthday!
Eric Vyborny
Fitness Marketing Contributor
