Because random messaging lacks the ability to truly captivate an audience, Danielle Duran, Owner and Designer of Club Design Studio, says a strategic plan of action is preferred—one where your members can be truly enamored by and involved in your club’s communications. To get there, remember the three E’s approach: Engage, Entertain and Evaluate.
By Danielle Duran, Owner and Designer of Club Design Studio
The approach a club takes to communicate is imperative not only for its growth and prosperity but for building a genuine relationship with members and prospective members. We can all agree—communications are vital, and as their nature is to solidify our connection with our audience. Over the last few years, the role communications likely play in your club has grown exponentially, warranting a more robust strategy, especially when standing out in today’s digital clutter. When was the last time you updated yours?
In last month’s C+RB Communications Webinar Series, we discussed the “Do’s & Don’ts of Member Communications,” pointing out everyday communications faux pas and highlighting best practices. Winging your communications lead the stack of things not to do. We’re all guilty of it. We excitedly send out e-blasts and create posts when a sudden idea strikes, never considering our strategy. While this approach is mighty functional, it leaves room for rookie mistakes, such as forgetting to promote a committee-driven event or leaving out essential information. Ultimately, the random nature of firing at will becomes an obstacle when shaping your branding message and cultivating a community.
Because random messaging lacks the ability to truly captivate an audience, a strategic plan of action is preferred—one where your members can be truly enamored by and involved in your club’s communications. To get there, remember the three E’s approach: Engage, Entertain and Evaluate.
Creating compelling content is the path to genuinely engaging content. Preplanning communications around events and activities is an easy way to ensure that content always emphasizes the club’s culture, values, and lifestyle—building consistency in your branding and nurturing an enthusiastic audience. In addition, humanizing your communications allows members to connect with your content and brand, increasing the likelihood that they’ll engage with your club and follow through with the things you ask them to do.
Your engagement strategy is your best friend when building up your pipeline, selling out an event, and ensuring a longer lifetime value for members. For truly phenomenal results, think of communications as a way to connect, gain and retain members.
The next step to reeling in your members is to build in a hook. For example, how often do you delete boring emails or scroll past videos that don’t capture your attention right away? Like other brands in members’ inboxes and on their feeds, you’re competing for attention, so your content needs to entertain and communicate effectively.
Now trending in the world of member communications is the inclusion of short-form videos synched with viral audio. Yes, I’m talking about TikTok and Instagram Reels. Before you roll your eyes, consider the numbers. Instagram and TikTok have a whopping 1.4 and 1.5 billion monthly active users, respectively.
The success of short-form content allows viewers to digest information quickly and repeatedly—educating while hooking their attention with a bit of razzle-dazzle. Now, consider the potential value of capturing your next generation of members, effectively expanding their overall lifetime value while solving the issue of communicating across multiple generations. For clubs that do not have social media as an option, aim to add video snippets or photo slideshows directly into your emails.
Whichever path you choose, keep in mind that the point of short-form is to entertain while you inform, showcasing the fun and vibrant lifestyle your club offers.
The final “E” is often overlooked; however, necessary to understand the behavior of your engagement, conclude best practices, and assess the quality of your communications.
Not all strategies yield good results for the number of resources you’ve invested, which is why evaluating them is fundamental. Take a look at your e-mail open rates and click rates. Determine inferences of best times to send and which e-mails and subject lines behaved best. Do the same with your social media stats with the intent of creating an analysis of your audience. When you try something new and it bombs, don’t forget to course correct.
Try utilizing this simple three E’s approach—Engage, Entertain and Evaluate—so your club stands out and you create lasting relationships with your members.
You’ll see some fantastic results.