For 30 years (1980 joined) I belonged to Bally's Gym. Never given a free training, a free water bottle, a thank you, always just the bill every July. Thirty years and nothing but a bill. Their rented facility is starting to deteriate too and no money being put into upgarding the facility.
I took a free 1 day pass to World Gym and what a difference. The free weights were actually on the rack where they were suppose to be. They had antiseptic spray bottles everywhere and cloths to wipe down the machines (bally's did not despite my many suggestions). The lock room was cleaner and the staff much friendlier.
Guess which gym I go to now? You are correct - World Gym.
Here is the marketing lesson - not 1 letter, phone call, post card, NOTHING by Bally's to keep a 30 year member a member. Or asked to come back. NOTHING. They seem to be more interested in the NEW member, the "shiny" new object, that new sale.
Don't you make the same mistake. Yes, we all need new sales but don't forget about the past one's either. In my case (insurance) my current customers. They are worth more money than the "shiny" new one coimng down the road.
Have a great New Year everyone - may your goals for 2011 include staying connected with your "old" customers!