Focus on the Details that Matter


All too often while working with country clubs from across the country, we find that the club’s marketing collaterals are outdated or of poor quality. These materials represent your club and can make or break a prospective member’s first impression. The old adage, you only have one chance to make a first impression rings very true. Remember the marketing collaterals given out to prospective candidates help to establish brand perception during the initial stages of the joining process.


The first rule is to always know your target audience.  If your goal is to attract younger families then make sure your content and imagery is aligned with that goal.  The primary objective of creating marketing collaterals is to create a positive brand perception by telling a compelling story to your target audience.  You want prospective candidates to be impressed with the imagery.  You want them to visualize themselves (and their family) utilizing the club and enjoying the activities and club amenities that are represented throughout the marketing piece. 


Brief, and to the point descriptive text of how members enjoy various areas and venues of the club are very important.  High quality pictures and images are paramount to creating stunning brochures that grab the attention of prospective candidates and inspire them to take action.  We can’t overemphasize the importance of quality imagery.


While professional photography is highly recommended, high quality pictures can be taken with the evolution of smartphone cameras, and the technological advances that have greatly improved the quality of smartphone cameras.


The Information

Is the information you provide easy to understand; is there a flow to the documents; is all the information correct, i.e. initiation fees, membership categories, dues, minimums and assessments? These documents have to tell a story, who you are, what the club has to offer, how much it costs and what are the guidelines and process for them to become a member of the club.


The Package

You would never serve your finest meals on poor china or Xerox the scorecards for the golf course. The same holds true for the information you provide to a possible new member. What you have to say is so important that the package it comes in should be professional and appealing.


Representation

Your club will be represented by what you provide for them to take home. Make sure that what they review about the club is correct, informative and attractive. Every club must decide which format and content works best for them. But make sure your club is represented properly.


Print Vs. Digital – It’s Not a Battle

Digital can be fast-moving and flexible in a way that print simply can’t; on the other hand, there’s an actual tangible object with print, something you can’t just dismiss with a click — it’s simply more personal. For example: when was the last time you received an actual “thank you” note from a business that you regularly visit? How does that extra effort in engagement affect your perception of a company? In an effort to cut costs, many clubs rely too heavily on digital communications and make themselves part of the daily noise that inundates our email and social media accounts.


Creating strategic marketing collaterals will help you build brand awareness, connect with prospects, and ultimately convert them into lifelong members.