A step-by-step guide to getting the most out of your MeMbership stand

So where do we start? The list of commonly asked questions opposite are covered in this guide. If you find that you are in need of any further support, feel free to get in touch with Jay Norton, Membership Marketing Manager at HQ who will be able to offer help and advice.

He can be contacted by email - jay.norton@camra.org.uk or call 01727 867 201

some commonly asked questions:

Every festival is different. Unique spaces with their own challenges. Making them vibrant and attractive with the materials we can supply, means together we can create a sense of identity across all our fantastic festivals and events.

In this guide you will find everything you need to get the best out of your festival's membership stand. As well as commonly asked questions about how best to promote membership.

Together we will grow CAMRA beyond anything we could have imagined.

Don't forget, without members, there is no CAMRA.

A step-by-step guide to getting the most out of your MeMbership stand

• Where do I order my membership promotional material and stands/pull-ups from?

• Where should I try to position my Membership Stand at a beer festival?

• Should Membership Stands be separate from the books and products stand?

• Should I offer an incentive to increase the amount of members that I sign up?

• What incentives and promotions work?

• Should I promote membership at the stand or 'hall walk'?

Once your beer festival has been confirmed and the budget has been approved, you will be sent a membership stand dressing pack. Within this pack you will find a ‘Publicity Order Form’ that allows you to order more material should you require it.

You will also be automatically sent the ‘triplicate membership forms’ which are required to sign up new members and a basic membership stand dressing pack.

For pull-ups, pop-up displays and other materials, please contact your beer Festival Organiser who will liaise with our logistics team.

the basic Membership stand dress pack The following items are enclosed in the basic membership stand dress pack.

What’s available to use?Over the past few months we have produced a whole host of materials from pop-up display walls to pop-up counters.

We have everything needed to make the most out of the space made available for your membership stand.

Where should i try and position my Membership stand at a beer festival?One of the best locations for a membership stand is just inside the front door of the festival hall so that every visitor walks past at least twice whilst they are at the festival.

Being close to seating areas is another favourite that has worked for many festivals.

Ideally, Membership Stands shouldn't be located next to the bars or in areas where people queue for food and drink. These queues would stop those interested in joining from getting to the stand.

should i offer an incentive to increase the amount of members that i sign up?Incentives are a fantastic way of encouraging people to sign up to CAMRA, and in particular Direct Debit!

Here is a list of incentives that have been successful at other beer festivals in the past:

Free pint when they join

A draw for books and merchandise - see what deal CAMRA HQ can do for you! Why not run a draw for prizes that have been donated by a local brewer?

Free bottled-conditioned beer donated by a local brewery (consider including this as part of a sponsorship package)

Free go at a pub game / tombola

Free brewery tour donated from a local brewery (consider this as part of a sponsorship package)

Free meal for two at a local pub donated by the licensee in return for some promotion on the stand

Free beer vouchers for local pubs. These can help boost the membership offer and drive trade to good real ale pubs.

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2m

0.8m

3m

3m

should Membership stands be separate from the books and merchandise stand? ideally Yes!Make sure that it is obvious that you can join CAMRA on the stand with posters, banner or other signage. See if you can get a mention in the festival programme as well.

This area should not be cluttered with leaflets from other companies or lots of CAMRA magazines. Try to assign these a set display area.

Also, try to keep people from leaving pint glasses on the stand.Pop-up 3m x 3m

Pull-up 2m x 0.8m

Pop-up Counter 1.8m x 1.3m

1.3m

1.8m

20 x Balloons mixed Black & Gold

1 x Pack of Bunting

4 x Join CAMRA here posters

4 x Empty belly posters (for promotions)

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should i promote membership from behind the stand or hall walk?

both if possible!

Discuss where the Membership Stand is going to be located with the Festival Organiser

Order display stands and pop-up materials from the CAMRA Logistics Team

Organise incentive items from local breweries or CAMRA HQ

All materials delivered 2 weeks prior to festival starting

Advertise stand in festival programme

Promote membership offer in festival programme

Check List: before the Festival

Check list: at the FestivalLocate Membership Stand in a prominent place

Incentives ready for use

Membership forms received and ready to use

Dress Membership Stand using materials from publicity pack

Display posters for joining and promotion of incentive offers

Take photo of Membership Stand

Volunteer Membership Stand staff in smart casual attire

Ensure all staff are well versed in member recruitment and its processes

Ensure all completed forms are put away in a secure place

after the Festival• Collect all completed forms

to send back to Head Office for entry on to the membership system.

• Make a tally of how many new / joint and renewing members you have signed up and make a note for comparison with future events. That way, you can track year-on-year how well your stand is performing and analyse what’s worked and what’s not and feed back to Jay Norton at HQ

Good Luck!Hopefully, you will find that this advice and the new material available will help you attract potential members to your stand. If you have any other advice that you think would help someone who is running a Membership Stand at a beer festival then please email comments to jay.norton@camra.org.uk.

Cheers

Keith Spencer National Director

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The stand should be managed at all times so that we do not miss the opportunity to sign-up any members, but it is always a good idea to get out on to the beer festival floor and promote membership or even better, your exclusive festival membership promotion! Simple flyers can really help when you are going around and these usually cost next to nothing. It is hoped that in the near future simple leaflet templates will be available on the CAMRA website for beer festival Membership Stands to use.

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The Consumer’s Champion

www.camra.org.uk