Social Media Marketing For Country Clubs
Country clubs are changing and targeting younger consumers as a means to filling out membership quotas. This is a trend we’ve seen in several industries, including travel. I’ve blogged about how the Marriott hotel group has been revamping their SpringHill Suites line to accommodate a younger, more trendy crowd. For country clubs, specifically, this makes sense. Younger members likely have more free time. Most younger members are single and doing fairly well financially. So their disposable time is often greater than that of an older member (unless you’re retired).
This means more frequent trips to the links and more frequent trips to the bank for country club operators.
As part of this transition, many country clubs are changing how they approach marketing. Traditional media buys of print, radio and television will not reach this younger audience as efficiently. In response, many clubs are entertaining creative social media and mobile marketing campaigns. Leveraging blogs, Twitter and Facebook to drive eTrafficLane to promotions and member deals. Groupon has been another option for country clubs and resorts as they offer an enticing way to get into an elite club for less. Gives consumers the feeling that they are winning something.
As more and more industries look to target this younger, hipper, young professional crowd, the marketing mix will transition to more of a digital/social/mobile mix. Companies will be looking for niche marketing companies that can provide the capabilities necessary to get the message out. There will be plenty of competition for these advertising dollars too. Since the club and resort business is largely based on loyalty; the companies that can deliver real marketing value and ROI to club owners will be in position to earn more Work From Home as the strategy evolves. This will put the onus on the marketing people at these clubs to get up to speed on today’s marketing best practices as they relate to social and digital marketing. Otherwise risk getting burnt.
