THE MEMBERSHIP COMMITTEE
Our latest thoughts on membership marketing, club trends, tools, tips, and the occasional rant.
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.
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.
When it comes to private club marketing, the concept of Millennials is just too limiting. It’s time to embrace a more accurate picture.
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.
Great stories don’t happen by accident. They are extremely formulaic – just like music.
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.
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?
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.
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.
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.
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.
Too often, private clubs confuse ‘offers’ with ‘incentives’ or ‘discounts’ and don’t understand the proper sequence required for an offer to be effective.
What is it that gets people to join a Club? It’s a question that we might just be one step closer to answering.
Our thoughts from a recent Q&A with BoardRoom Magazine regarding private club membership dues.