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Similar to The Future of Membership Sales and Retention - Creative Golf Marketing and the Club Management Association of America
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The Future of Membership Sales and Retention - Creative Golf Marketing and the Club Management Association of America
- 1. What Is The Future Of The PrivateClub Industry? For MembershipRecruitment and Retention? SteveGraves President AJRedetzke Vice-President
- 2. WHAT DO YOU WANT TO KNOW ABOUT?! We want to provide you with what you want/need to be more successful at your private clubs. Have questions? Ask us using the chat/questions function and we will answer them throughout our presentation.
- 3. Business As Usual? You Have Been Given An Enormous Opportunity.
- 4. Buyer’s or Seller’s Market? ItWill Be WhateverYou Make It! Now Is NotTheTimeTo Panic! Don’t Let History Repeat Itself! September 11, 2001 & October 2008
- 5. Opportunity or Disaster? Private Clubs Have ConceptsThat Allow Them to Strategize From A Position Of Strength. Large Open Campuses Outside Recreational Activities (golf, tennis, swimming, bocce, pickle ball, etc.) All Are Perfect “Social Distancing” Activities Ballrooms Will Become Dining Rooms Many Local Restaurants Will Fail
- 6. Business As Usual? Club “WithoutWalls” Concept Will Continue Private Club Relationship Will Come IntoThe Homes OfThe Members Take Out Will Become Permanent TeeTime Systems Will Become Mandatory (social distancing mechanism/strategy) Ballrooms Will Become Dining Rooms
- 7. What is Your Club Culture? Your Culture Will BeYour Differentiator.
- 8. What is Your Club Culture? CULTURE……… ”A way of life shared by a group of people” Wikipedia “A fish stinks from the head down” Steve Graves Behavior Beliefs Values Expectations Attitudes Goals
- 9. What is Your Club Culture? CULTURE……… ”Culture doesn’t always equate to excellence!” It permeates both staff and member expectations. Believe It Teach It AdhereTo It
- 10. Membership Growth Strategies? “Show MeYour Friends And I Will ShowYouYour Future” “Show MeYour Members And IWill ShowYouYour Club’s Future” Veering away from membership referral endangers the culture of a private club Many private clubs that used tactics other than “membership referral” are going to find that they have created a culture that does not bode well for the future of their club.
- 11. Membership Growth Strategies? Private Club Leaders Have BeenTaught An Expensive AndValuable Lesson About: “Vulnerability” Too Much Risk When Membership Is Below Maximum Levels! A LessonThat Must Never Be Repeated
- 12. Membership Growth Strategies? How DoYour MembersThink? How DoYou AllowYour MembersToThink? “Owners” or “Customers?” “We BelongTo _________Country Club and ___________ Country Club BelongsTo Us” Being A Member Of A Private Club Is Both A Privilege And A Responsibility!
- 13. Membership Recruitment & Retention Club Leadership Mindset Prospective Member Mindset “You Pay Us Initiation Fee & Dues…” “…We’ll ProvideYouValue” “You Provide MeValue…” “…I’ll PayYou Initiation Fee & Dues” It Is Not The Chicken & The Egg!
- 14. Marketing Your Club TimeTo UpYour Game! Must Become More Sophisticated! Websites (no more history, no more club rules, no more cell phone policy, no more dress codes) Social Media (storytelling, brand, image) Collaterals (storytelling, brand, image, pricing, membership classifications)
- 15. Seasonality Play A Role? Seasonality Will Potentially Not Be Our Friend! Will Play A Role InYour Marketing Tactics! Must Be Prepared For Consumer Objections!
- 16. Seasonality Play A Role? College Football Being Pushed Back Fall Weekends Will Have More Golf Than Ever Before! PGATournaments Being Pushed Back To Summer The Masters Being Played In November.
- 17. Membership Retention: A Nebulous Issue – Membership Retention has become a “talking point issue” at every private club. Consequently, the solutions tend to also be discussed in general terms rather than with precision and targeted efforts. NOW, and MORE THAN EVER, Membership Retention must become an “action plan issue” at every private club.
- 18. Membership Retention? Culture Will BeThe Differentiator! Every Decision And EffortYou Make Must Be DesignedTo…….. MakeYour Members’ Lives Better! It Is Personal – Relationships!
- 19. Genesis Of The Membership Director WillThis Position Change? Yes, It Absolutely Must Happiness Is Contagious Membership Relations Intimately Much More Knowledgeable And InteractiveWith Membership
- 20. Genesis Of The Membership Director The key to retaining your members is knowing what they need, what they value and what they think of your club. Once you have data to paint a good picture, you can begin adapting your strategies so they’re relevant and provide better solutions. Use Short, Quick,Targeted Surveys Use Focus Groups to EnhanceYour Survey Results UseYour Survey to KnowYour Members by Segments Follow the Data ofActivity/Usage/Spending Software
- 21. Genesis Of The Membership Director Membership Directors should devote as much OR MORE time to retention and relationships than recruitment. Private clubs constantly concentrate the most attention to high-users of the club and ignore the most valuable member possible, the non-user. The “non-user” has enormous potential in new revenue and new referral opportunities. Use the Software Programs atYour Fingertips Concentrate on “At-Risk” Members GiveThemWhatThey Ask For The Easiest Person to Get Money From is Someone Already GivingYou Money
- 22. Genesis Of The Membership Director ClubsWithout Walls ConceptAgain Think OfThe Dynamics Of Successful Private Clubs During “The Stay At Home” Downtime (some were dynamic and some were non-existent) The Relationship WithThe MembershipWill Now, And Forever, Be AtThe Club And AtThe Member’s Homes
- 23. The Future Is Very Bright! You Have Been Given An Enormous Opportunity.