Business executives use country clubs to entertain clients and conduct presentations, while families utilize them to unwind. Corporate people and families use country clubs to host special events for their friends and families. As a club owner, you must advertise your country club memberships all year to ensure that your club has a healthy enrolment, allowing you to make a profit and further grow your club.
Invite Business and Networking Associations
Members of local business and networking groups may be a key target market for your country club, so reach out to them to promote your various membership options. Invite them to visit the club to get a feel for what you have to offer, or allow them to organize a business meeting or event there. You can also schedule a networking event for business people members of local chambers of commerce, real estate associations, or even Toastmasters. Allow attendees to see the facilities and sample the amenities before offering a discounted membership to the organization or group members.
Create a Direct Mail Campaign
Many other forms of paid advertising can’t help you target your country club’s intended market as well as a direct mail campaign can. To help you determine the most distinguishing traits of your typical members, consult your target market profile. You can send a postcard or sales letter to a segment depending on criteria such as whether they rent or own their houses, age, gender, marital status, income level, education level, and hobbies and interests via direct mail. You can develop a mailing list and deliver your direct mail piece with the help of your local post office. Engage the services of a graphic designer and copywriter to help you build a direct mail piece that raises awareness of your country club and persuades readers to join. Increase the potential success of your campaign by planning a series of direct mail efforts.
Launch a PR Campaign
Because public relations campaigns are often centered on significant events and activities, you can use this strategy to include public relations into your country club’s membership marketing tactics. If you’ve recently constructed a new pool for your facility, are starting to give professional golf or tennis lessons, or have partnered with a local wedding planner, work with a publicist to let the public know. The publicist can create a press release to send to relevant media, such as journalists, bloggers, and radio personalities, to urge them to cover your country club or interview you. In either case, the exposure your country club receives in online and print publications might help you grow your membership.
Implement Cause Marketing
Cause marketing activities integrated into your country club’s membership marketing plan can help you boost enrollment, differentiate yourself from the competition, and give back to the community. According to a 2008 Cone Cause Evolution Study, 79 percent of Americans would switch brands if a new brand was linked with a meaningful cause and the prices and quality of the brands were comparable. You might donate a percentage of your country club sales to a local eco-conscious group if members of your community are concerned about living “green.” You might have a silent auction to collect funds for a local youth golf team, or you can provide your facility for free to a local nonprofit for an upcoming event to raise funds money for the organization.
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