Of course, we can cure your short-term issues, but we also help private clubs better understand their market and reposition for lasting success. Let us help you get started.
In order for your marketing to be successful and sustainable, your club's membership structure must be sound and precise. You must also have a complete and thorough understanding of your target market and a clear picture of your members' "DNA". Proper due diligence ensures your marketing efforts are focused on your specific target audience.
The one-size-fits-all discount program disregards the different needs of each club. Private clubs are not equal and should have plans designed based on their brand and target market. Price slashing techniques only limit your club’s cash flow and capital which makes matters worse.
Not all members or potential members are the same. Some may be more intrigued by a visually-appealing targeted mail piece, others may prefer digital communication such as email or social media, yet some consumers are interested in receiving an invitation from a friend. Why limit yourself to attracting only one type of consumer?
Keeping a pulse on member perspective and usage patterns is critical to providing individualized value and improving the connection members have with the club. This cannot be achieved without asking the right questions and implementing a customized plan to meet the needs of your diverse membership. Understanding what makes each member tick allows a club to provide engaging events and communications improving member connection and retention.
Providing the ideal menu of programming that keeps members coming back is just as essential as the selections of entrees for dinner. There’s no one brand of wine that suits everyone’s taste. You can say the same for event planning and programming. One of the most important things a club can do is to satisfy and engage every member and keep them (and their friends) coming back for more.
With the implementation of the right marketing program, any club can welcome a number of new members; the real challenge is retaining those members. This doesn’t happen by accident. It occurs through engaging club activities and events, and ultimately, the overall perception of the lifestyle the club provides. This is not a quick fix; it’s a cultural shift.