Best Practice: Creating Additional USTA Membership Booth Traffic at a Professional Event

Best Practice: Creating Additional USTA Membership Booth Traffic at a Professional Event

Definition and Example:
Having Door Prizes at the USTA Membership Appreciation Day.  One does not have to be present to win.  Winning numbers are posted at the booth to check for the next couple of days.

Significance:
This creates an opportunity for USTA members from Membership Appreciation Day (MAD) to stop by the booth and check out their raffle number. While they are there, it is very easy to convince them to add on to their membership.

Benefits:
Membership retention.  The more we add on, the more we have them locked in for years.

Procedure:
Each member entering the USTA Membership Appreciation Day (MAD) receives a ticket.  Half is given in to receive their MAD gift and they keep half.  When the ½ is given in for the MAD gift it is put into a bowl.  Drawings take place every ½ hour.  The tickets in the bowl are cumulative for the drawings.  Those put in the first ½ hour are still available for the last drawing.  Since people don’t stay away the hospitality area that long, they are very likely to come back to the membership booth to check if they won—since one did not have to be present to win.  Winners should be posted on the Section website subsequent to the tournament.

People Involved:
At check-in for MAD, you will need an extra person or two to give out the tickets and explain what it is all about.

Timing:
Involves MAD and however many days after at the booth that you still want to keep the numbers available.

Cost:
Only the cost of a few premiums and a roll of tickets.  We offered a winning ticket the choice of any of the membership premium gifts that we were giving out at the booth.

Contacts:
Sherry Beckman, Director of Marketing and Communications, USA Tennis Florida

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