Best Practices for Private Club Membership and Marketing Sustainability

(Marketing, Sustainability) Permanent link

06_10_15_175wPrivate club membership and marketing has come a long way in the last ten years, however it’s amazing to see that a number of leadership teams remain hesitant to fully recognize the membership professional position and job responsibilities as a requirement for operational sustainability. Private clubs still prefer to hang their hats on the famous quote from The Field of Dreams, “If you build it they will come.” Read more...

Market Analysis: Understanding and Responding to Your Club’s Market

(Marketing) Permanent link

04_21_15_175wToo often, private clubs operate in vacuums. Even those that demonstrate the vision and foresight to develop long-term plans often do so while focusing only on their members, their facilities and those existing problems they can correct/address. Truth is, while all these pro-active planning efforts are important, they must be undertaken alongside consideration of what other clubs are doing in a particular market. Read more...

Membership Development and the Private Club

(Marketing, Membership) Permanent link

12_4_14_175wMany private clubs still have not sufficiently updated their approach to new member development. This typically results from a misunderstanding of just what they can and should do to promote membership. We often hear frustrated managers and board members suggest that they have no ability to market memberships because of their  501(c) 7 status.  more...

Bring Your In-Club Communication Into the Digital Age

(Interpersonal Skills, Marketing, Membership) Permanent link

 03_06_14_175wHow you communicate to your members is changing. Having built the environment and reputation as a place to “get-away-from-it-all,” clubs are faced with finding appropriate upgrades to the ways they communicate. Most clubs are expanding their websites, incorporating e-newsletters, exploring mobile sites and apps and stepping into social media. These new communication efforts are more accepted by members now than ever before. It’s a great start, but in-club communication is often overlooked and under-valued. more...

What’s Brand Got to Do with It?

(Marketing) Permanent link

11_21_13_175wOh, the confusion over the word “brand.” Say it, and some conjure logos or packaging or even merely the ubiquity of a particular company, its product or service.  Dispensing with the business school diatribe (or of pointing out that the Disney brand experience is about more than getting to meet Snow White), author and “marketing guru” Seth Godin defines brand as: more...

Content Marketing for Private Clubs

(Marketing) Permanent link

09_10_13_175wContent marketing is becoming fundamental to marketing success at every level.  Basically, content marketing is the art of communicating with your members and prospects without “selling.”  It involves creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience.  We describe it most simply as online story telling.  more...

Think Different: What Apple Can Teach Clubs

(Marketing) Permanent link

1_1_2013_175wIn 1997, Apple adopted the “Think Different” marketing campaign. At the time, Apple had a tarnished brand, slumping sales, and they were being dwarfed by Microsoft. The theme, “Think Different,” resonated not only as a marketing campaign, but as a cultural shift within the struggling company. more...

 

This information is provided for informational purposes only. The contents are presented with no warranty, either expressed or implied by the Club Managers Association of America. No legal responsibility is assumed for the outcome of decisions, commitments or obligations made on the basis of this information. If your club is faced with a question concerning legal issues, you should contact the club’s legal counsel for the specific application of the law to your situation.