The Relevant C’s

Rick CoyneMember Engagement, Private Club Marketing Ideas, Recruitment, RetentionLeave a Comment

Community, Culture, Creativity & Communications Over the past two decades, PCMA has continued to research and cultivate sustainable membership solutions.  In 2013, they introduced Club 360, a diagnostic process to enhance the club’s relevance and market share.  In 2014, they followed in that same path introducing success stories where every department began to engage in redefining its role in driving … Read More

Mastering Member Engagement

Brandon TownsMember Engagement, Private Club Marketing Ideas, RetentionLeave a Comment

Private club industry professionals continue to search for answers to the million-dollar question, “How can we improve member engagement?” Whether it’s increasing a la carte expenditure at the club, attending more social events or, the all-important, referring and sponsoring friends and family into the club, you know that motivating members to act can be a challenge, to say the least. Throwing … Read More

Membership Green

Rick CoyneMember Engagement, Private Club Marketing Ideas, RetentionLeave a Comment

It’s crazy how compartmentalized and specialized that clubs have become.  Going Green!  For sure it’s a great concept and long overdue.  It’s also one that requires science, commitment, investment and teamwork. Every department is touched in one way or another.  In California, Governor Brown announced a mandatory 25% reduction in water usage more or less forcing that “going green” issue on … Read More

Consequences of Implementing a Discount Marketing Program

Brandon TownsPrivate Club Marketing Ideas, RecruitmentLeave a Comment

The art of discounting is to increase sales in a limited amount time by slashing prices. This technique is common in the retail industry and often associated with a used car lot. However, in the private club industry, discount marketing strategy doesn’t work. Sure you could possibly welcome a number of new members in a short period of time, but … Read More

Making Your Private Club Relevant

Rick CoyneMember Engagement, Private Club Marketing Ideas, Recruitment, Retention2 Comments

One endeavor all private clubs embark on is the continuous goal of making the private club relevant to their members. By definition, relevancy means pertinent, germane, appropriate, significant and/or important and having social significance.  We continue to hear the word more today as clubs begin to relate relevance to the programming we offer to our members. Clubs exist as a result of … Read More

Youth: Driver of the Private Club Industry

Brandon TownsCreative Marketing, Member Engagement, Private Club Marketing Ideas, RetentionLeave a Comment

“Because I’m in charge,” was the explanation my daughter exclaimed when I asked why I had to wear the tiara. Without argument (and because I was behind closed doors), I placed Cinderella’s crown on my head and sat cross-legged allowing her to continue using me as a prop in her fantasy. I quickly realized how this little blond princess has … Read More