It’s 2021 and in Marketing 101 it clearly states private country clubs need videos. Or at least if I was writing the course for Marketing 101 for 2021 it would certainly say video marketing for private country clubs is a MUST.
So, why aren’t more Private Country Clubs using Videos?
Well, it seems somethings never change and private country clubs are one of them. In my study of private country clubs that goes back to early 2004, when I started wondering why country clubs struggle to recruit and retain members, I found country clubs marketing departments lack the understanding of the power video marketing has in their market. That is still the same today.
3 Reasons Why
There are still three preceptions the owners and managers of private country clubs still have about video marketing.
- Don’t understand how video marketing works.
- Don’t understand the value of quality produced videos
- Don’t understand that videos are the first things potential members look for when they are shopping for a private country club.
As you can see…lack of understanding of video marketing is the common thread of the problem private country clubs have for using video marketing as a recruiting tool.
Back In The Day
Back in 2004 and before, it was understandable for the ownership and management of private country clubs to not know the value of videos. Back then only around 6% of the overall population viewed videos on a regular basis.
Now, 16 years later, everyone has a smartphone and watch videos, of some type, most of the day. Compound the fact that over 80% of the world’s population was in “shelter in place” at home for months, even more people were stuck with only having videos to watch.
Yes, and many of those people shut-in for the pandemic are potential private country club members.
Private Country Clubs Should Be Saying
More so than ever before, people are searching for SAFE places to go to relax and …YES…socialize.
All of these people who are potential or existing members of private country clubs…the clubs the truly understand the meaning of private and country club…see private country clubs as a place that will keep them safe through strict mandates. Or at least that is what all of these people are hoping private country clubs are doing..or will do for them.
But, how can they know if a private country club is doing anything to keep everyone safe and protected from contracting COVID-19?
Well..videos would work…but..oh yaw…the private country clubs don’t want to use videos because they don’t understand them.
Even though most private country clubs are run as non-profits they are still a business. And EVERY business has to market what it is they do and don’t do.
Videos are now the most popular way to deliver the messages every private country club needs to be delivering to not just potential members, but to their membership as well.
But, it not just any kind of video they need to be delivering.
Quality First
Quality produced videos are now the consumer’s preferred method of delivery of a business’ message. Over 98% of private country club consumers are watching videos right now.
If the video is not quality produced…meaning the audio is clear, the visual is clear and the message is organized…then consumers are moving on to a private country club that cares about who they want to see the message.
If a private club is wanting to appear upscale then the video needs to be upscale.
So, what is it going to take to get private country clubs to break out of the lack of understanding rut they are in about video marketing and move into the era of digital marketing?
Solution
Maybe they need to talk to SyncLab Media. The two founders of that video marketing and consulting firm have also been in and around the golf industry for a combined total of 65 years. And they have traveled out to many private country clubs around the country to review their operations as consumers. Who else would know what a consumer of private country clubs wants and needs than a consumer of private country clubs?
Would be worth giving the folks at SyncLab Media a call to learn more about how video marketing can help market private country clubs.
Let me know how I can help.
