Many club leaders underestimate the importance of brand management with the belief that a logo, website and email constitute a brand. The fact is your brand is everything you do–and fail to do. A strong brand establishes a position to own in the marketplace and
A scan of any metropolitan area will usually reveal a cluster of private clubs offering many of the same amenities and benefits—top-rated golf, racquet sports, fitness, swimming, social programming, events, dining and more—in addition to individual details on location, history and culture. While each club should be leveraging
Milwaukee Athletic Club in Wisconsin saw a 65 percent increase in new members . . . The Old Club in Michigan saw a 30 percent increase in new enrollments . . . The Women’s Athletic Club in Chicago was able to focus on and attract
Content Marketing was unknown in 1956 when wily Sam Phillips, the Memphis-based musical producer who launched Elvis Presley on his path to stardom two years earlier, realized he was hosting something worthy of attention … four Hall of Famers singing together. Many private clubs may be
The private club industry has undergone an extended period of consolidation. In an environment such as this, it is tempting to shift the focus away from visions of growth to more practical concerns for survival. But to do so might be a costly error. Many
Affluent consumers frequently demand customization and personalization—sometimes identified as the new luxury experience—with products and services tailored to their individual needs. From Millennials and Boomers to fitness fanatics and those who simply want to relax, clubs have always catered to their members’ needs. Today, marketing
National consumer trends play a key role in recognizing and responding to changing club member needs. By understanding how the habits, preferences and lifestyles of the current and next generation of members—as well as shifting economic and demographic landscapes—affect membership marketing, club leaders will be
Monterey Peninsula Country Club (MPCC) doesn’t require the hard sell. Its location—nestled against the craggy mid-Californian coast and cypress forests of Monterey, California—combined with its legendary golf, its spectacular facilities and its customized service, all work seamlessly to secure the club’s place among the elite
Simple Business Goal: Providing and marketing a high-quality club product that members value, join and use so revenues exceed expenses and club success is achieved. The balancing act is determining what to provide and at what quality level so members value and buy into the
Clubs put significant time and effort into their member electronic communications, “e-communications,” but are members looking forward to receiving them? Improperly executed, club e-communications can get lost in a member’s inbox. However, when constructed and delivered effectively, they can be a member’s go-to resource for