Max Passino Deboer, Director of Marketing & Membership for The Club at Mediterra in Naples, Fla., shares her thoughts on the best ways for a newcomer to get started in the membership marketing and sales field. She says it’s important to study the organization’s governing documents and to find a mentor to help prioritize tasks.
“Ask Max” is a regular feature of C+RB’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.
(Have a question you want to “Ask Max”? Send it to [email protected])
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”!
I am brand new to membership marketing and sales. It feels like there is so much to learn. Where do I begin?
Dear Lost in Space,
I hear you! I went from the hotel business to the club business (eons ago) and felt like a fish out of water. First thing first, know your governing documents. They tell the story of how you operate and hopefully, who you are.
Make sure you have a mission and vision statement, along with a culture statement. If you don’t have these things, work with your General Manager to have your Board develop them. It will be a great exercise that gets everyone thinking the same about the club’s future.
Now…find a mentor. A good mentor will help you navigate and prioritize your responsibilities and efforts. I chose one, and I chose well. (You know who you are, SP.)
Finally, join an organization nearest you that will help. Hopefully you have a peer group of membership directors in your area. If not, create one! Even if it’s just a handful of people in the group to start, it’s worthwhile. I belong to the Membership Directors Association of Southwest Florida, and this group is invaluable to me!
Work smarter, not harder,