Content Marketing for Private Clubs

Content Marketing for Private Clubs: Why Private Clubs Must Resort to Creating Content Like Media Companies

Creating compelling content that engages and entertains consumers has stayed a top priority for businesses for years. That’s why every business, including private clubs, must treat their brand like a media firm and develop interesting content that keeps consumers engaged. But with tastes and trends constantly changing, it can be difficult to determine the definition of content. This is a key question for clubs and hotels, which use valuable time and resources to create the kinds of content that can retain current customers and reach prospective guests. Hospitalitynet.org shared why hotel brands should create content that captures consumers’ attention; we’ve edited to be club specific.

Arriving at Content for Millennials, Mobile Users, and Modern Members

Today, content is viewed as a means to connections. It’s all about helping consumers feel connected to a brand, a lifestyle, a status, and other like-minded members. It’s about expressing the ways a brand reflects a member’s interests and views through its offerings, experiences, value, and convenience. And now more than ever, all of a club’s content must be designed to connect on both broad and personal levels.

But with so many forms of content competing for people’s attention, how can a club make its content stand out? By developing content marketing, that’s engaging and entertaining.

Some club management companies like ClubCorp are achieving these goals through traditional media like Private Clubs Magazine filled with interesting articles. And Marriott International is opting to use new media sources, such as its Digital Content Studio filled with feature films, along with Snapchat campaigns and blogs.

Keys to Developing Content Marketing for Private Clubs Like a Media Company

Media companies know that content must be compelling, continual, and consistent to connect with consumers. All this takes is creativity and surprisingly little expense or effort. The best content comes across as authentic and natural, so try to film on the property and convey the experience at each destination. Consider these savvy sources of content for your hospitality marketing:

•   Post candid club snapshots on Instagram.

•   Produce “insider” videos of club operations, with mobile devices.

•   Film interviews with staff members who can offer great golf, dining, wine, etiquette or fashion tips.

•   List must-attend events recommended menu items or cocktails to attract and inform your members and prospects.

•   Livestream live entertainment and events using Periscope or Facebook Live.

•   Profile each hotel department to offer behind-the-scenes secrets.

•   Spotlight favorite staff members to make them familiar to members.

•   Ask followers for feedback on the kinds of content they want to see.

Social Media Tips for Private Clubs

When it comes to private members clubs, it’s safe to say that prospective members seek a club experience just as exciting and engaging as the amenities you’re offering. For this reason, my team and I have always been drawn to unique clubs for their ornate charm and intimate member experience.

As early adopters of social media and a targeted leisure and club following, We've been able to witness what it takes to rock social media for a one-of-a-kind, club. Not only is it important to stay on top of trends in the industry – it’s equally as important to listen to your members and guests on these channels.

Below are a few tips for curating and managing a killer social media strategy for your private club:

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Internal Club Branding

We spend weeks, sometimes months, developing our “marketing strategies.” Examining and monitoring our members and incoming prospects. Who are the new members we’ve brought in over the last 12 months and where are they coming from? How are they enjoying the club? What is their usage? Are they bringing in the guests that could potentially become new members themselves? These internal reports are invaluable to the growth of our prospect list and retention of our membership.

However, there is an area that is almost always forgotten in the planning phase of our new year strategy or the restructuring of the previous year’s concept: training staff to understand and reflect our message and brand.

The truth is, branding starts from the inside out. Do your employees believe in your product and the services that you offer? Are they standing 100% behind you in the mission of your brand? Are they living your brand? It is important that your employees are informed and involved in the new initiatives and strategies that take place within your club.

I recently attended a presentation for sales and marketing professionals where the participants were asked to raise their hands if they thought their business would not be around in the next 15 years. Nearly half the room raised their hands! Fifty percent of those business’ brand managers didn’t believe their own message. Now you can imagine that this can only trickle down through the staff culture. If your staff is unable or unwilling to support your marketing efforts, it can have detrimental results. How do you begin an internal branding campaign within your company?

  • Step 1: Synchronize Your Brand Personality, Values and Corporate Culture
    Your marketing team should be working closely with your Human Resources team to ensure that the common values of your company internally and externally are in sync. At your upcoming staff meetings, play quiz games about the history of your club, upcoming events and who the new members are.
  • Step 2: Get Your Employees Behind Your Brand
    Align your criteria for recruiting and rewarding employees with the criteria of the brand value. Look for the right skills and aptitudes that will represent your brand promise effectively. Sometimes the best incentives are recognition. When I was a member relations director at ClubCorp we had a recognition program called “STAR Card.” The Members were encouraged to recognize the staff with these cards when they went above and beyond. Rewards were given to those employees based on a point system for each card they received.
  • Step 3: Reinforce and Repeatedly Explain Brand Values and Behaviors
    Use your internal communication to reinforce and explain the values and behaviors that reflect your brand promise. Your employee newsletter should be similar to your member newsletter, recognize those who are excelling, new hires, new members, promote upcoming events and then quiz random employees about the content in their newsletters. Continuously do this until it becomes second nature.

If you thought the process of involving your staff was not important, take into account that your employees meet, greet, and assist your members in many different ways. They are the face of your brand. Engage your staff right from the start and encourage individual input. Use your staff as a focus group – after all who knows your clientele better than they do? By doing this, you will not only get support from your staff but you will be given insight and ideas that you otherwise may not have considered.

Swim Team and Lessons

Nothing makes marketing your upcoming event easier than ordering from Private Club Marketing. Save time and money by not spending hours looking for the right image(s) to convey your next event. Use the Request Form below to tell us your:

  • Event Title
  • Event Date & Time
  • Price
  • Marketing Verbiage
  • RSVP

We'll input the verbiage into the marketing for you and email you a proof to approve within a day or so. If there are changes, just let us know and we'll update and send back.

Each template marketing piece will be sized for…

  • 24″ x 36″ Poster
  • 8.5″ x 11″ Flier
  • 600px Web Flier – perfect for emailing and posting on your website

Need it Printed? Please let us know how many Poster and Fliers you will need (we do allow you to print in-house or through a preferred printer of your Club's choice.) | Print pricing |