THE MEMBERSHIP COMMITTEE
Our latest thoughts on membership marketing, club trends, tools, tips, and the occasional rant.
“The clubs of today are completely different from what you’d see in the past”
What is the value of a member to your club? If you don’t know the answer to this question, you may be surprised to learn just how important each and every member is to your club’s overall financial health.
We’re spending more than ever on togetherness, entertainment and fitness. We hunger less for prestige, more for experiences and relationships. Is your marketing strategy tuned appropriately?
Great stories don’t happen by accident. They are extremely formulaic – just like music.
A brand is much more than just a logo. While identity elements like logos, fonts and color schemes are important, most private clubs don’t focus enough on the other two critical components of branding: positioning and messaging.
One of London’s premiere private clubs run by none other than Michelin-starred chef Anton Mosimann
Too often, private clubs confuse ‘offers’ with ‘incentives’ or ‘discounts’ and don’t understand the proper sequence required for an offer to be effective.
If you try to bribe your members, they’ll think less of you. If you try to get your members to bribe their friends, they’ll think less of you.
"I could play every day…I love the sport so much"
Who says hotel companies can't dabble in cruising, too?
Take a look at the profiles below; if any of these characters sound familiar I suggest you update your LinkedIn profile immediately
Designed a century ago as ‘Newport of the West,’ Pebble Beach and its 17-Mile Drive continue to attract the rich; home to golf tournaments and the Concours d’Elegance
Our thoughts from a recent Q&A with BoardRoom Magazine regarding private club membership dues.
Frankly, most private club websites do a pretty crappy job of membership marketing. Here are some basic tips to improve the membership marketing performance of your club website.
The new members-only establishment will open this year
When it comes to private club marketing, the concept of Millennials is just too limiting. It’s time to embrace a more accurate picture.
After decades of growth, the golf industry is stuck in the rough
If you’ve ever seen a commercial for Cialis or Viagra, then you’ve seen a perfect example of the articulation of movement from the "Before” state to the desired “After” state.
Clubs tend to think the more features, benefits, amenities, awards, distinctions, etc. they can pack into their brand messaging, the better. Today's high performing brands know differently.
If you’re like the majority of private clubs today, you might have an aging membership or any number of other factors that have rendered the referral well dry, and tapped out most of the viable member referred candidates for membership.
West Coasters: the wait is over
There is no more important time from a private club marketing perspective than a new member’s first 90 days. Whatever you decide to do for your new member onboarding program, the key is creating an experience that resonates outside the club too.
Privacy, security, uncrowded skiing, and pristine terrain…sound like a dream?
What is it that gets people to join a Club? It’s a question that we might just be one step closer to answering.
What do Vineyard Golf Club, Glen Oaks Club and Porcupine Creek have in common?