by Hannah Eanes, CMP, Director of Member Relations, Professional Club Marketing Association
I recently had the opportunity to sit in on a case study presentation spotlighting the rebranding project of Detroit Athletic Club, summarized by Laura Lescz and Ted… In listening to their examples and perspectives two interesting talking points regarding effectively communicating what makes a club unique stood out to me.
They recommended thinking about, “So What…?”
Your beautifully designed membership brochure goes on and on….we have a saltwater pool….our wellness center features state of the art technologies, we have a golf simulator….we grow our own vegetables on property….we have a dog park. But, so what if you have those things? Your prospective member already knows those things from the research they have done themselves before connecting with you. What they are really looking to learn from you, the club’s membership marketing professional, is how those things are going to personally make their life better?
Some examples of personalization and creating context around your service offerings follow:
“I appreciate you sharing your health circumstances with me and you can feel confident in knowing that by joining this club, through our wellness programming, you will have convenient and private access to certified professional staff, treatments and therapies while you recover.”
“This club is positioned to support the dynamic dietary needs of our membership and your gluten-free requirements can certainly be accommodated. The culinary and F&B teams consistently demonstrate this priority through….”
They also recommended thinking about, “Who Are You Helping Your Members Become?”
When analyzing your members and prospects, it’s important to ask questions that help you determine their true priorities. By identifying what they genuinely want, whether it’s to be a great parent, a great golfer, to grow their business, to reach their goal weight, whatever….You can be a hero and capture their loyalty by confirming to them a path, through club membership, towards reaching that goal.
Some examples of personalization and creating context around the lifestyle your club affords follows:
“It sounds like you really value spending time together as a family and I would love to share some of the special events you will be able to surprise your kids with in the upcoming year…”
“I love hearing that you’d like to be more active together as a couple and we have some great programs that will conveniently achieve just that…”
It’s not enough anymore to simply offer up a listing of your programs and amenities as part of your sales pitch during discussions with potential members or when curating content for your digital outlets and collateral. At the end of the day, to stand out in today’s crowded marketplace, you must tell your members and prospective members precisely how the club will make their lives better and how the club will make them better versions of themselves.