By Stephen Ready^*

Branding Your Club's Green Initiatives

The volatile economic climate of the last decade certainly hasn’t paved a yellow brick road for the private club industry. As a result, today’s clubs are faced with difficult decisions about how and where to cut expenses in order to maintain a healthy operating budget and sustainable business. More often than not, clubs are finding it challenging to cut costs without decreasing overall membership value.

However, many of these same clubs are taking a more optimistic and proactive stance to address the need to ‘make the numbers work,’ and, rather than simply cost-cutting wherever they can, are re-focusing their attention on increasing internal marketing efforts to better understand their member demographics, preferences, and overall view of where the “right cuts” should be made.

Members see value in their club’s ‘green’ efforts

What most clubs are finding is that today’s members, much like the majority of consumers at large, are paying more attention to ‘local’ and ‘social’ issues, and are investing more time and interest in their individual responsibilities on both fronts.

With this trend comes a pretty significant change in how today’s club members perceive the club’s overall value proposition, and this is necessitating that clubs adapt their messaging and learn how to not only be ‘green’, but also learn how to communicate this to their members.

While ‘green’ initiatives certainly have economic implications, it’s important to also understand that members are interested in their club’s brand message and what it stands for. In other words, acting upon ‘green’ industry trends is just the beginning; communicating your decision to make these changes is an important next step in raising member awareness and satisfaction levels.

For example, according to a recent National Restaurant Survey, the number one industry trend for 2010 was locally-grown produce. Has your club sought out locally-grown produce to reduce operational costs, and are you staying abreast to the social and club-specific benefits of moving in this direction? If so, these initiatives should receive priority real estate in your club communications as they show part of the meaning behind your club brand. It shows the membership that not only is their club locally and socially responsible, but that your club is sensitive to their expectations and preferences.

Don’t just do it. Communicate it.

Consider your member communications to be the springboard for driving brand and ‘green’ awareness. Your communications should be equal part member-activation driven and equal part brand driven—the latter to increase affinity and brand loyalty. Consider developing a ‘green’ initiative program at your club and then use your print newsletter or eNewsletter to communicate your goals, progress and successes. Articles from your course superintendent on new equipment and infrastructure that supports energy efficiency or water conservation will show your members that you care.

Research in the hospitality industry has shown that guests choose to give their business to facilities that are openly aware of sustainability issues. Guest satisfaction is likewise highest among those who choose to do business with eco-friendly establishments. Brand marketing is therefore one of the most important things that a club can do to rise above its competition. As today’s members face increasing demands at the office and at home, clubs must find new ways to reposition their brand in ways that really trigger an emotional connection. The clubs that use their communication strategies to build relationships and create dialogue will be the clubs that come out on top in this down economy.

Getting ahead of the competition

Clubs are perhaps becoming less surprised to learn that their biggest competition is the chain steakhouse down the street. By using your communications to promote eco-friendly menu items, or other ‘green’ advantages, you build an emotional connection that the local chain restaurants cannot match. Eco-conscious consumers like to know where their food comes from. What are you doing to differentiate yourself from your competition? Are you using organic ingredients? When effectively communicated, these seemingly insignificant factors can really enhance your brand’s perceived value and in turn, positively impact your revenue and retention goals.

Using technology as part of your ‘green’ movement

More than ever, clubs are relying on technology to help facilitate this ‘green’ movement and dialogue. If your club is considering transitioning to a completely online communication program as part of its ‘green’ initiative, be sure to raise awareness around why you’re making the adjustment. Technology has made it easier than ever for clubs to reduce their paper trail on the environment. Likewise, eCommunication allows you to better understand member preferences so that you can deliver more targeted content and really fulfill your value proposition.

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Credits

Originally posted by StephenReady on 03 Mar 2011.
All contributors: StephenReady,

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