Follow lots of people/blogs, and like their posts…and they’ll like your stuff, follow you back and wa la(!) instant ‘brand’ awareness.
Earth to common sense: following 10,000 people to get 7,000 or whatever your magic number is…makes you fake popular.
You want to build a ‘brand’ (you, your course, your firm): CREATE GREAT CONTENT.
That’s the hard work.
If everyone is clicking just like you, guess what? You’re all white noise.
Full transparency…I don’t have a membership to Pinehurst, yet I love the place so much, I advertise for them everyday when I’m driving. When I’m parked, it’s made for some great, unexpected conversation about one of my favorite destinations.
Why doesn’t your pro shop have these when you (intuitively) know 25-40% of your members will proudly display these…and to boot, pay for them(!)?
Great clubs understand, every junior member is a future full member.
Having little conversations in the pro shop, bringing them a Shirley Temple or better: calling a special drink by their name, and basically, treating them like their parents goes a long way to ensuring they stay for a lifetime.
My next-door neighbor’s daughter works at one of the better club’s in town as the restaurant manger. Her attention to detail as it relates to the member experience is unmatched in the club world.
Knowing her Father well, she was taught from a young age the importance of remembering names. It is something this blog focuses on continually, because frankly, many people weren’t taught the magic of it.
I asked Sarah how she trains employees to remember names, even when they are new:
- “It’s unacceptable to address or even ask for a member’s number”. They aren’t numbers, they are people. She believes it is imperative to remember names quickly because of the inherent competitive advantage it places the club ahead of the other restaurants members pass on the way to the club. A simple technique for a new employee is, “Hello, my name is _______________ and I know I have served you before… I am trying hard to remember everyone at the club. Could you give me your name once again and I’ll be right back with your drink order”. This is 1,000 times better than, “what can I get you to drink…great, what’s that number again”.
- “Have pictures of members in your computer data base. Another simple solution. What about pictures after the Saturday or Sunday morning games of the members in the 19th hole…with tagged pictures on Facebook? I would actually have staff look at these to cement the member names in their minds.
- Always have a senior employee present. I have actually seen Sarah point out members many times to new hires as they are walking in. “That’s Mr. and Mrs. So and So, she usually gets Tea with two lemons, he likes Diet Coke”. Having a seasoned employee around to point out and teach new hires who and what (the member likes) is valuable.
- Strike up simple, but genuine conversations. “How was your round today Mr. Smith, it was certainly a beautiful day for golf?
- Use the members name several times throughout their time in the dining room. Repetition takes effort, not skill. This the quickest way to remember names quickly.
My club, Holston Hills CC in Knoxville, TN just hired a new Executive Chef. With a newly remodeled kitchen and dining facility still in progress, the roll-out of the new menu has been limited — and for good reason, when 94% of Country Club restaurants lose money on Food & Beverage. It’s not the (collective) club Restaurant’s fault when only 300-500 potential customers are all the club can serve despite great service and a high-quality product.
Last night my family decided to go to the club for their once-per-week (Friday) dinner. The menu is limited…and I love it. Two appetizers – $5. A feature drink. Three main courses & two dessert items. And these selections change every week – another fantastic idea. Simple.
I would like to convey a few things about my experience that you could use or keep in mind at your club:
- When we arrived, we didn’t have to park 1/2 a mile away like we do on a busy Friday night at Outback.
- Reservations were a snap. No pager to carry around. No one butchering my last name when our table was ready. No bustling waiting area where everyone is texting annoying bird noises, watching (loud) videos, or talking on their phones like no one else exists.
- When we arrived, they had nice table cards with the club logo and our names – great touch.
- Of course, no chain in town can match the advantage of knowing who my family is when we walk in. We were greeted by Eric and Curtis, by name. It matters.
- Service was prompt and attentive, not smothering, throughout the entire meal.
- When our restaurant Manager, Jamie came by to say hello, he took the time to introduce himself to my son and shook his hand (he’s twelve years old). This meant a lot to me. Do you think this would ever happen at PF Changs or Red Lobster?
- Because the kitchen isn’t pushing out meals every three minutes, our meal didn’t sit in the service window/area for six minutes. It came out hot off the grill.
- About mid-way through out meal, Chef Patrick came out to say hello and asked how our meal was. This was genuine by the way, not forced. My Father, who used to own and manage restaurants for years used to make a point of doing this – and he always had a big following of customers that yelp or tripadvisor couldn’t beat off with a stick.
- At the club, it’s nice (sorry, I’m getting old) to have presentable folks take care of you. Pressed clothing. Friendly. No nose rings, lip piercings, eye-brow piercings, tattoos, gum-chewing, or having to ask several times what they said because of a tongue-piercing (this actually happened over a business lunch at a nice restaurant in downtown Knoxville a week earlier).
- The music was soothing, no pumped up Lady GaGa, Bruno Mars, or Justin Bieber that we had to yell over.
- My view? Looking out over a 1927 Donald Ross masterpiece beats a parking lot view any day.
- Finally,we didn’t feel rushed to leave because the Restaurant needed to turn our table over another 5-6 times.
All of these points are worth a 15-20% premium.
How you Market this is up to you:
- A view looking out of the window of your club split-screened with a parking lot at Applebees?
- Pictures of members that everyone knows enjoying the food (other members will ask how their experience was)?
- A picture of the table cards with members names?
- Pictures of the food being cooked on an open fire in the Kitchen or plated?
- A few pictures of the staff members everyone loves welcoming members to come?
- Maybe a comment or two from actual members that night raving about their experience?
These are ideas the chains simply can’t do, and won’t do.
Every birthday I get inundated with offers from restaurants I don’t pay $600 per month to be a member of…but nothing from my club?
Since few people eat alone on their birthdays, what is the real harm in giving your member a free lunch on his birthday? What if it becomes a tradition…for twenty years?
“I would love to meet you at such and such restaurant, but I enjoy going to the club on my birthday”.
A $6-7 (your cost) meal to make a person feel special…why, you could even take a picture of the member eating and share it on Facebook where 500 other people will see it.
Quit thinking of ideas like “free birthday lunch” as a drain. It’s marketing. It’s member retention. It’s a nice thing to do. And really, when 12 other offers are jamming your members mail box, but they hear nothing from the club — that’s pure laziness.
Do you ever look at your Facebook page and wonder why the content you post doesn’t get many views or likes?
If you look closely at what does get the most likes/views, you’ll see a common thread: It’s people.
Facebook is and should be viewed as the FREE Digital Billboard for your club. The difference in it and an actual billboard on the road is, you have to drive the traffic.
Step one: Get your likes up. If 2x your current membership or less is currently following your page, you’re doing it wrong. You should have a minimum of 4x your membership.
But how could I get that many people to like us?
Do you host weddings? Have a club representative take pictures along with the professionals. Every bride will want every picture imaginable on their magical day.
Do you host outside events? Tell everyone to like your page while doing announcements, have a random drawing for someone out of the group to win pro shop credit, a dinner…something of value. You’ll have all of the participants names already so pick one, make sure they ‘liked’ you…the club wins. Now you have an additional 70-100 people you didn’t have seeing your content.
Step two: Post better content. Don’t post a food special alone (a picture or flyer). Post a special of Sally eating the club sandwich with the 9 hole ladies. Food + members + a group within the club = more attention.
Posting pictures of the 6th hole is great…better: tag people that are playing the 6th hole on a beautiful sunny day.
Posting pictures of your pros is great. Asking people to participate in the wine and dine is even better…but take it up a notch by showing pictures of people participating in the wine and dine.
Short videos, especially on instruction, by your golf professionals are very, very popular.
What about a quick video of your chef preparing a simple dish?
All pretty easy to do.
Step three: Post more often. If your Facebook strategy is ‘when we think about it’, it’s no wonder your likes and view are low. Y0u should post something every day. If the person in charge of your page can’t or doesn’t, find someone else that will and understands the importance of this medium. Remember: This is a billboard for the club and it costs nothing but time.
Step four: Interact with the people that post. The quicker and kinder the responses the better.
Step five: Every now and again have a contest that only Facebook followers can win. Free lunch. Pro shop credit. “Re-post this to have a chance to win…”. Be creative, this will drive traffic to the club.
I love when clubs think ahead by giving guests (and members) something unique and memorable.
Bag Tags are pretty common at high-end public courses, rare at Private Clubs. Even more rare: Bag Tags machine engraved vs. el cheapo label maker.
This is my favorite: