HAWTHORN will do everything possible to achieve its goal of a premiership and a membership base of 50,000 within the next five years, says chief executive Ian Robson.

Robson told Melbourne radio station SEN on Tuesday that the Hawks are setting high standards after a year that saw a record membership figure of 41,686.

The club has also broken its all-time attendance record with 987,382 supporters welcomed through the turnstiles.

Set to break the million mark at Saturday night's preliminary final against St Kilda, the club’s previous record, set in 2001 (909,950) has been smashed.

And Robson believes the Hawks will be tough to beat.

"Every year you set yourself a target and you want to win enough games to play finals, and then you put yourself in a position to win finals and get into a grand final," he said.

"Today, on Tuesday in the week of the preliminary final, we've given ourselves on and off-field an exciting opportunity, and that's what this Saturday night against St Kilda represents.

"We'd like to think with any luck we'll get across the line, but it stacks up as being a great contest.

"Whether or not the team that's unsuccessful is deemed as a failure, I guess that's for other judges to make their determination on.

"What we're saying is that sometimes we're very shy in saying the very thing we all set out to do each and every year, and that's to win a premiership."

Robson was asked how much star forward Lance Franklin has contributed to the Hawks' boost in membership, and he acknowledged a link.

He added that the club will focus on a host of players in the coming years, rather than just promote the Coleman Medallist.

"There's no doubt a goalkicking machine that has kicked over 100 goals [in a season] captures the imagination of fans and supporters alike, because as much as there's a focus on the defensive side of the game, you win football games because you kick more goals than the opposition," he said.

"It's easy in that sense to just focus on Lance and all that he's achieved, but we're really focusing with a membership and marketing sense, a whole range of the young and exciting players we've got without forgetting the veterans and leaders of the club like Sam Mitchell, Shane Crawford and Luke Hodge.

"We wouldn't say any one player is worth a certain number of members, or jumpers, but we know the sales across the membership have really reflected the resurgence of interest in the club, which we're very grateful for."

The Hawks have sold around 19,000 jumpers this year – significantly up on last season's 7000.

"There's a lot of 23s (Lance Franklin's number) going around, but there's also been a lot of 33s for Cyril Rioli and I even saw when we played Brisbane in Brisbane early in the year a couple of 44s for Cameron Stokes," he said.

"Everybody's imagination can be captured and brought to life by a range of different players.

"The alternative strip we introduced this year really focuses on the new logo, and it's captured people's imagination and the sales have just been delightful for us to enjoy.

"Again, they're riding on the crest of the wave of a side playing some good, attractive and winning footy."