High-end private clubs have a habit of playing it safe, but Soho House & Co has embraced digital marketing with the enthusiasm of a startup — helped along by forward thinking leadership from investors like Ron Burkle and Founder Nick Jones. Its digital footprint includes...
How dynamic is your current membership/marketing team? Many private clubs are learning that outsourcing marketing responsibilities can be a good idea.
To decide whether you should outsource your entire marketing strategy, part of your efforts, or none at all, you need to really understand your club and its capabilities.
High-end clubs are “afraid” of digital and social marketing because opening up information about their club to a much wider audience flies in the face of the exclusive nature of private clubs, according to Zack Bates, CEO at Private Club Marketing. Marketing is still a “nascent”...
This always puzzled us as to why some clubs send out their Employee Holiday Fund requests at the same time as their Annual Dues Increase letters. Our hourly staff works their tails off all year only to be overshadowed by the oncoming dues increase. As many members know there is an annual 2-4% increase, it still is not a fun reality to face. I believe this may dampen members willingness to give. We asked clubs how they overcame this annual hurdle and what steps they took to safeguard their employees.
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...
Just thinking about writing a social media policy makes us cringe. It's one of those tasks that membership and club managers know should be a priority but will find any excuse to avoid. And yet for all the procrastinating, it's not that difficult a task....