Max Passino Deboer, Director of Marketing & Membership for The Club at Mediterra in Naples, Fla., suggests adding a third “S” to the KISS method … as in, Short. Also, what role does Membership-Marketing play in retention? It’s not just the job of Operations, after all.
“Ask Max” is a regular feature of Club + Resort Business’s monthly Membership + Marketing column, where Max Passino Deboer, Director of Marketing & Membership for The Club at Mediterra in Naples, Fla., answers questions sent in by readers.
The Club at Mediterra is a Distinguished Elite, Platinum Club inside the community of Mediterra, which has been named Community of the Year in Naples 12 times in 16 years.
Max is a veteran hospitality leader with a 15-year hotel career followed by an almost 20-year club career, the last 13 at Mediterra. Max is a proud member of the Membership Directors Association of Southwest Florida, whose program for exchanging ideas and information is unmatched.
Max’s passion is being helpful, so… let’s “Ask Max”!
Dear Max,
I oversee communication, but it feels like no one reads what I put out. I send informative e-mails, manage the website, and create event promotions, but members ask me questions as if they have never seen these things. How can I communicate more effectively?
#leadahorsetowater
Dear Leader,
Oh, what a world we live in when it comes to communication. Quite often the generation that makes up our memberships did not grow up with technology, so it will likely never feel comfortable. More than that, as a society, we are on information overload. One Communication 101 rule still applies and that is repeated impressions. One impression will not get much notice, but two or more, will get seen IF it is kept short. You have heard of KISS (keep it simple stupid). Well now that is spelled KISSS (keep it simple and short stupid).
So, websites, e-mails, newsletters … all should be kept as brief as possible.
• Think blurbs not paragraphs
• Blogs not letters
• Utilize the “read more” option
• Lots of white space so it looks like fewer words
• Use bullets to fool readers into thinking there are fewer words.
• Try using member preferences. Create lists of tennis players, golfers, fitness enthusiasts, whatever the case may be, and use them to communicate information members want in small, bite-size nuggets.
When I fix the “no one reads anymore” culture we live in now, I will maybe be a billionaire, or maybe books will become obsolete, and everything will be a video.
Oh, use videos.
But until then, KISSS …
-:-:-:-
Dear Max,
My job description includes ‘retention,’ but I honestly don’t know what that means. How can I be responsible for retention? Isn’t that operations’ responsibility?
#whydoIhavetodoeverything
Dear Retainer,
Just like operations has a huge role in sales (if your operation has issues, it’s hard to attract new members), it has a huge role in retention, that is true. But so do you. Here’s how. First, focus on the first 90 days … service after the sale. I don’t know if that’s science or common sense, but a new member will either fall in love or not within the first 90 days. How are you making those first three months special?
Try these tips:
1. Ambassadors. Do you have an Ambassador Committee willing to engage with the new member, answer questions, socialize with them, introduce them to others? Having a buddy from the start is crucial in making new members feel comfortable, welcomed and engaged.
2. Special Communications: Do you send new members little communications just for them? Remind them about an event or amenity they will especially like; a social group they might find interesting; a quick check (poll?) on how things are going? Let them know you care and are still there.
3. New Member Events: Have monthly (one annual reception is not enough) events just for new members. Make them interactive so everyone gets an opportunity to meet as many folks as possible.
There are more ideas and creative ways to welcome and engage new members and if you have some, pass them along to be shared with others but there is one more way that the Membership & Marketing Director can strongly influence retention and that is culture setting.
One of the primary ways cultures of retention are set are best business practices.
Business practices include operations but they also include Governance: Bylaws, Membership Plans, Governance Guidelines and Policies. How your club is governed directly affects the member experience and maintains equitability. Policies keep members comfortable and sets standards for conduct, dress, guest access, etc. The Membership & Marketing Director should be a valued thought partner in the creation of governance documents and enforcement. This not only becomes your culture but your reputation and therein lies retention.
Seek ’em and keep ’em,
Max
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