While many areas of the hospitality industry saw reduced revenues as the coronavirus pandemic continued to wreak disruption, one segment of the industry learned how to thrive. The segment? Country clubs. The secret to their success? Innovation.
This industry has weathered the COVID-19 storm by prioritizing safety and creating new ways for their members to experience value. In the wake of social distancing and other health and safety rules, many clubs opted to offer curbside pickup service of foods to help members who were experiencing grocery shortages. Contactless options and clear signage delineating safe distancing were the keys to helping members feel safe and cared for by their club.
Moving forward, there are many ways marketing strategies for golf and country clubs can incorporate simple, cost-effective tools and technologies to help drive membership and increase revenues. Let’s take a look at some of our favorites.
Two Smart Marketing Strategies for Your Golf or Country Club
Using creativity and out of the box thinking is critical for golf or country clubs looking to increase membership numbers and differentiate themselves from the pack. The following three marketing tactics can help your club do just that, helping you grow your membership even during the aftermath of the pandemic.
Grab Attention with Events and Signage
We already mentioned that signage can play an important role in getting the attention of your membership to showcase new and exciting features or offerings as well as helping to maintain club rules and regulations. However, you can up the ante by pairing smart signage with event hosting to draw in new, potential members. Consider hosting a charity event at your club that even non-members can attend. Your regular members will appreciate that you are supporting an important cause and you will have the opportunity to show off your club’s best features to nonmembers.
Banners, signage, and other marketing collateral can highlight the event and keep it running smoothly. Investing in a wide format or production printer can help your club print necessary brochures, flyers, and even swag like shirts and towels on the fly.
Organize Member Data to Build a Strong Mailing List
Email marketing provides $55 of value for every dollar spent, giving it a very high return on investment (ROI). However, if emails are personalized, they are opened 26% more often. If they are segmented according to various recipient demographics or behaviors, they can earn 100.95% greater clickthrough rates, leading to revenue increases of up to 760%.
For your club, you may want to organize member information according to:
All of this information can help you effectively target your most enthusiastic members — and understand which members need a little nudge to become more active in club activities. To effectively organize the vast quantity of data your club needs, you may want to consider investing in document management software (DMS). A robust DMS can help you easily organize invoices, tee times, personal information, and more to be easily searchable, shareable with authorized personnel, and archivable for when you need it next.
With this information comes the power to custom-segment your email marketing campaigns for better ROI and a greater chance of growing revenue.
Blue Technologies Has Everything You Need for Powerful Marketing
At Blue Technologies, we have partnered with leaders in the print and imaging industry to bring you leading-edge, cost-effective tools and technologies to help take your golf or country club’s marketing to the next level.
From state-of-the-art wide format printers and production printers to powerful document management solutions, we have everything your club needs to create new, innovative, and compelling marketing strategies that produce real results.
Put your club ahead of the competition by creating new, innovative marketing. Contact a Blue Technologies consultant and learn how our cost-effective tools and technologies can help you grow your membership — and your revenue.