• Members rated ‘Interest in Porsche/Porsche Marque’ as playing the strongest role in their decision to join PCV. Next highest decision maker in joining PCV was ‘Sharing an interest with like-minded people’.
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• ‘Club Nights’ and ‘Social Lunch Runs’ showed the greatest level of attendance over a 3-5 year period.
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• Annual Dinners, Social Coffee Runs and PCV Grand Tours were club events with relatively high awareness but low attendance.
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• Attendance intent for future Club Events was strongest for ‘Social Lunch Runs’ & ‘Club Nights’, this was followed by ‘Social Coffee Runs’ and ‘Cars and Coffee’.
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• Members in general did not prioritise ‘Family Days’ and ‘Children’s Activities’, and ‘Activities for Teenagers’ were not of interest to the majority of members.
. .
Executive Summary
• On Club Nights, members in general would be very interested in ‘Technical Porsche Content’ and equally as interested in nights that enable ‘Social Interaction between members’.
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• Overall, 86% of members felt that they derived value for money for their membership.
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• The majority of members would be interested in becoming more involved in the Club.
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• Cars and Coffee, Social Coffee Runs and Social Lunch runs.
• Inactive members can be enticed to attend more Club events through:
• Having a greater incidence of working full time/part time.
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• Having a greater incidence of school aged children;
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• Having less years association with PCV;
• Preference between shorter (<250kms) and longer (<250 kms) run distances: Members generally did not have a clear preference.
Inactive members can be profiles as:
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• Preference between shorter (<6 hours) versus longer (>6 hours) event durations: Members generally did not have a clear preference.
• Preference between Overnight events and single day events: Members generally did not have a clear preference, however those members having a preference for Single Day events had a stronger conviction than those with a preference for Overnight.
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• The single greatest reason deterring members from attending PCV Events is ‘Clash of Time/Date’. The second reason deterring members is ‘Event was showing as ‘Full when went to register’.
• Preference between weekday events and weekend events: Members generally did not have a clear preference, however those members having a preference for weekend events had a stronger conviction than those with a preference for weekday events.
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• Emails from the Club about upcoming events, is the main means members remain informed about Club events.
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ISSUE 4, 2021
47
