Basic marketing 101 is who is your target market which includes all of their demographic characteristics.
Real basic questions are what is the product or service that you are trying to sell to the prospective customer? Does the Buick Club know what the real product or service that they are promoting?? The one that customer is willing to pay for? I am not sure.
Are sales going up or down? (ie, more or less members, NET #) Rate of increase or decline? This is a critical determinant because if sales go down then the product / service is not what the customer wants and or there is a better product in the market place. This could also be influenced by economic conditions and individual situations. The aggregate of the individual experiences becomes the demographic classes.
Is there an elastic or inelastic demand for the product/service based on price? The best example of this for the car makers is as long as the price of gasoline is less than about US$4.00/gallon customers want trucks & sport utility vehicles. If it goes above US$4.00 smaller cars become desirable. For years, gasoline producers thought that they could charge any price for fuel and consumers would buy it. Maybe a little less as the price went up but still sell lots of it regardless of the price. The first time gas went over US$4.00 and the fuel sales hit the wall was an awakening for many industries besides the automakers and fuel companies.
As the current $50.00 year annual dues being high, low, or just the right amount, many of you might want to go look at the data. The stock market is up for the last year but wages have remained stagnant for almost a decade according to the information that I have seen. Discretionary income has been squeezed.
Also, is the product that you are selling a necessity or a luxury. I define necessity as food, clothing, shelter, and some form of transportation. Basic economics that that I took in 4th grade through graduate school. Everything else is a luxury. Luxury items are paid out of discretionary income. I would put the club dues as a luxury item.
For many of us, we are fortunate to have the means to pay the $50.00. That is not the case with the majority of the population. If you want some of the data on income/savings/etc let me know or do some searches on income, savings, # of persons paying taxes, on welfare or some other government payments.
If you re-read my editorial that is why I am so pro-park by year with every car in each year sitting next to another including the Buick in tough shape brought by a person of modest means next to the judged show car with which the owner has copious amount of money to make each nut & bolt correct. (ps: I worked in the GM assembly plants and no cars came out "perfect") I was also a service rep and inspected a lot of those cars that came out of the factory and talked to 1,000's of customers about their cars.
To be successful we need to become more welcoming and less elitist about having the perfect car.
Like what has been attributed to Einstein, "Insanity is continuing to do the same thing expecting a different result"