Earlier today, I arrived at my tennis club - Five Seasons Sports Club. When I pulled my car into the parking lot, I noticed something was different. There were more cars in the parking lot than I’ve ever seen before. My first speculation was that there was most likely an event being hosted at Five Seasons, but that was not the case.
I looked closer at all of the cars surrounding me. I noticed that they were all Jeeps and they were all from the same dealership.
I asked one of my good friends who is an employee there why all those cars are in the parking lot. He told me that Five Seasons has agreed to lease their parking lot for the Jeep dealership to use because of their surplus of cars. I first assumed that they were doing this for the money, but then realized an even more profitable benefit.
Five Seasons establishes itself as a “family sports club”, which means it relies on long-term clients that make the decision to buy a membership because they feel it’s best for the whole family. If potential clients come to Five Seasons to tour the sports club, they will see all of the cars in the parking lot and get a sense that the club has popularity among family-based clients.
So this makes me wonder, do we buy products, memberships, and etc. because of their popularity?