Friday, March 6, 2015

You need members, but ignore your former ones?

I wonder how many former members would come back if you simply asked? Many clubs never take the time to do this, yet complain about needing members? Discounting and Pro shop credit is lazy when the low hanging fruit is right in front of you. 
This letter took about twenty minutes to write and I don’t work in the business. What does yours look like and how successful were the meetings you had as a result of the outreach?
Mr. James Smith
123 ABC Road
Johnsonville, USA 11111
March 15, 2015
Dear Mr. Smith,
I understand you used to be a member of Forest Woods Country Club for ___ years. The reason I am reaching out to you is two-fold:
1)  We want you back at the club! We have added a couple of new membership categories since you left in 20xx. Our restaurant has been totally renovated from the ground up. We have renovated the locker room with new carpet and amenities. We have added many weekly and monthly programs like an expanded men’s league, couples getaway nights with child care and dinner, affordable group lessons focusing on the various skills you need to improve, a junior league, and “play with the Pro days”. We’ve also entered into an agreement with one of the best gyms in town, that as a member, you can take advantage of right away.
2)  We want your feedback. I know we have room for improvement Mr. Smith, every club does. I’ve found that many members don’t quit playing the game, they simply play somewhere else. I am not sure why you left, but I would love to have your honest opinion on why and what we could do better going forward. Was it our pricing or service? The value for your dollar? Were you frustrated with the way things were done or handled at the club? Even if we can’t get you back, I would really appreciate any help you can give us in improving the club overall. I’ve found that our best ideas and improvements come from simply listening…and I know in the past, after speaking to many former members, that wasn’t our strong suit.
In May of 20xx, I took over the General Managers role at the club and in all honesty, have had the time of my life working at Forest Woods Country Club. I’ve worked at XYZ, ABC, and 123 in the past, but have never received a warmer welcome. My family has fallen in love with the area and the people. I’ve hired a few key staff positions since you were a member, that I feel bring energy, dedication, and expertise to the club.
I’ve enclosed a certificate for a complimentary (food/round/month) at the club. To take advantage of this, all I ask is we meet in person either at the club or over lunch. If you don’t think there is any way to win you back, I would still like to get a few minutes of your time to go over any feedback or suggestions you might have. I’ve found that if one person has a frustration, so do others, but if we don’t ask, we can’t get better.
You may reach me at 111-1111 or I look forward to speaking with you soon.
John Townsend
General Manager
Forest Woods Country Club

Saturday, February 7, 2015

Making your Invitational Tournament better

Invitational tournaments are a great way to showcase your club, add a little revenue, and in some cases, drive membership. Some are sold out every year. Others seem to struggle to fill even half the field. The difference? It’s a combination of many things: consistency, planning, communication, and memorability seem to top the list.
If your club has struggled with attendance the last few years or maybe just needs to drive a little more revenue from the event, the following compilation of ideas may be just the spark you need to make the tournament better:
1.  Communicate. Communicate. Communicate. – Within 90 days, go ahead and send your first announcement out. Many players plan vacations and family obligations at least this far in advance, if you don’t, something else may take the weekend they could have played. Send another reminder at 60 days, 30 days, and then once per week until the event starts. This should be done via email. If you have a Facebook and Twitter page, same thing goes.
2.  Compare your player list with other clubs nearby that also hold invitationals. If you work together, you will probably catch players that may not have otherwise played.
3.  Reward – Give $20 off for players who recruit first timers. This is cheap marketing.
4.  Have multiple divisions and a goal to pay 1/3 of the field. Make sure the divisions and tees are explained before the event starts. Nothing worse than having scratch players compete against those who received strokes or forty- year olds having to compete against college kids from the championship tees.
5.  Consider having a club manufacturer set up a tent for a demo day on the range. This may aid in selling merchandise later and will raise the profile and feel of the event.
6.  As tee gifts go, think about giving things that have long-term marketing value. T-shirts and good quality hats can be worn for years. Balls are lost in days. Another consideration is to simply give each player a credit of $20-25 in your pro shop. Many will end up picking logo’d items they will happily wear for years.
7.  Get a sponsor – I’ve seen one club do this consistently every year. $500, $1,000? A title sponsor, like a car dealership or popular eatery elevates the ‘feel’ of the event. It also brings in money that takes little labor from your staff. Win-win.
8.  Serve breakfast and lunch. I know, I know, it raises the price and you think your pricing is what keeps people from playing in your event. It doesn’t. Cheap events that aren’t memorable keep people away. A good meal and a little camaraderie always makes for a better event.
9.  Solicit members juniors to caddy for the weekend (13-18 years old is a good range). A nominal charge more than cart fee is a treat that many don’t ever experience. Bonus if the caddies wear club bibs.
10.  As course set-up goes, more will come back if they are able to shoot a decent number with a few more forgiving pins vs. tucked pins and high rough.
11.  Solicit members to help as spotters on holes where players frequently lose balls or have slowdowns. I played in an invitational a few years ago that did this and can still recall how the members kept thanking me for playing in their event. This says ‘cohesive membership’.
12.  Announce players names via a P.A. System. This adds flair and memorability.
13.  Make the tournament an ‘Open house’ for competitors for the weekend. I know one club that does this and many competitors take their whole family for dinner or a day at the pool. This is a great way to showcase the club and drive membership.
14.  If space allows, offering lockers to competitors for the weekend is a nice touch. Again, anything that gives the players a member-for-the-weekend feel helps in recruitment for a possible membership.
15.  Create a membership special for the weekend only.
16.  Give every player ‘pro shop bucks’ (or come up with another creative name) for soft goods like shirts, pants, pullovers, etc. Make the ‘bucks’ look like money and offer discounts like $15 off every $50 spent. People will feel like they have to spend it if they have it in their hands vs. a random sale in the pro shop.
17.  Update tee times, weather changes, scores, and special announcements via your social media pages. Nothing worse than having every player call individually for the next days tee times or for weather delays.
18,  Designate a staff member to take pictures during the event. These should be posted to your social media sites immediately after play. I bet a box of Pro V’s your website hits and social media visits will be at their highest during this week.
19.  If you have a list of players from last year, your club should stay in touch with them at least quarterly throughout the year with newsletters. It takes 6-10 exposures before a guest becomes a member. Every touch counts.
20.  Send personal hand-written thank you notes to the playing competitors at the conclusion of the tournament. It takes about a minute or so to write but will leave a powerful impression. Bonus points if you offer a discounted or complimentary ‘replay’ round with the note.

Sunday, November 16, 2014

...On Pro Shops

Your Pro Shop is for marketing – period. 
Every member should have a logo’d bag. Every member should have a wardrobe of logo’d apparel. They should drink from club logo’d pilsner glasses and carry their luggage in nice leather bags with the club logo prominently displayed. 
You already spend next to nothing on marketing anyway. Let your members be your walking billboards. Just make sure the price is right. It’s not the money you make on each piece, but the consistent image and reminder you are putting out to people that aren’t yet members.


Wednesday, November 5, 2014

...on Private Carts

You want a billboard to potential members that says, ‘the inmates run the asylum’?
Keep allowing private carts.
The members that will fight for them are the very ones keeping new members that would actually spend money at the club from joining.

Wednesday, April 16, 2014

Can your Membership Director beat the purse salesman?

After buying a purse at the mall – my wife received this in the mail!?!?!
I have been a member of three clubs now.  Guess how many of these I received after joining?  The answer rhymes with Hero, but has nothing in common with it.

Sunday, March 23, 2014

Food for thought #11

If you are asking your members to spend a minimum, and then serving them your minimum  (frozen food), don’t be surprised when they only spend it.
Thin, hollow chicken (as shown above) doesn’t say Country Club.

IMG_1055This is how your chicken strips should look (shown above).

Monday, February 17, 2014

5 incredibly easy ways to market your club better (next week)

Still in need of members?  Do you want to create a little buzz?  Then copy these five (easy) steps below:

1.  Add a two minute weekly golf (video) tip from your pro.  Think simple.  One thought.  Post it on your social media sites.  Create a youtube channel to house them all.  Bonus points if your local news station picks up the segment.

2.  Post a lunch special daily on your social media sites, in the bathroom, and in your carts.  I don't care if it is .50 off or only includes a drink, ‘specials’ are a call to action.  Bonus points if you include a picture.  Have fun with these from time to time with things like, “first member to mention ad gets a free appetizer with meal purchase (and then post who won, of course) or “free drinks for groups of four” (include a picture of the group).  

3.  Create a member of the month.  Make a parking spot with a sign.  Let the rest of the membership know about them and their family by featuring them in your club newsletter and social media sites.  Bonus points if you can give them something of value like $100 food credit for the month, (4) cart passes, or guest passes.

4. Have your GM or Head Pro eat lunch with one your bottom twelve spenders, once per month.  They are your most vulnerable member.  One a month - you can do it!

5. Have your GM or Head Pro eat lunch with one your top twelve spenders, once per month (ideally the day after #4).  They are your happiest member and should be able give you great ideas moving forward + they probably know friends that should be members.