Sales promotions in registered clubs: management andpatron perspectives

This exploratory study investigated the perceived value of sales promotions for managers and members of six registered clubs on the Far North Coast of New South Wales (NSW), Australia. The study focused on non-gaming machine related sales promotions and explored their influence on members' decision making process in relation to length of stay, expenditure and frequency of club visitation. A mixed methods approach was used comprising semi-structured interviews with six club managers, and questionnaires administered to 120 members of six clubs. It was found that most members felt encouraged to spend more money, stay longer and visit the venue more often because of promotional activities on offer. This was especially the case for interactive promotional activities. Sales promotions were perceived by club managers to be effective tool for increasing patronage, membership and revenue. A model of the role of sales promotions based on study findings is also presented.