Melissa Hansen, Director of Membership and Marketing at The Club at Olde Cypress in Naples, Fla., leads off the annual Membership-Marketing webinar series. She notes that prospective members spend 50-70% of the decision-making process BEFORE reaching out to the club. This means your online presence is more important than ever.
Club + Resort Business kicked off the annual Membership-Marketing webinar series with Melissa Hansen presenting “The Membership Playbook: Cutting-Edge Strategies for Today’s Clubs.” Hansen, the Director of Membership and Marketing at The Club at Olde Cypress in Naples, Fla., noted that prospective members spend 50-70% of the decision-making process BEFORE reaching out to the club. This means your online presence is more important than ever.
Today’s buyers are looking for convenience and want information now. They are also socially connected (think Facebook, Instagram, X, TikTok, etc.), so consider where your club wants to be and how it wants to be seen.
Hansen shared the benefits of gated content, as well. Sure, you can share membership levels online with the click of a button, but if prospective members want to see the details, they’ll be willing to share their contact information with the club.
Today’s clubs are not only competing with other clubs, but they’re also competing with experiences. From ax throwing to chartering a yacht for a “Below Deck” trip, people can find the entertainment they’re looking for. What are you doing to attract that person?
Once a member joins the club, much of the work is just beginning. What can your club do to integrate them and keep them happily engaged? They want to meet other members, of course, but being introduced to the staff is important, too. They want a personalized experience, but need clear guidance on how to stay informed (think about a new-member microsite).
In closing, Hansen shared five actionable tips to complete right away. Click HERE to view her presentation on demand and sign up for the next three webinars:
October 8: The Importance of Branding Your Club and Making It Stand Out
October 15: Bring Them in the Door and Keep Them Coming Back
October 22: Creative Event Planning: Unleash Your Event’s Full Potential
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