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1. Member mobile activities and consumer habits are no different than your own – member smartphone usage mirrors your own mobile behavior, especially when you are not at the club (work).

2. Rethink the way you are collecting and managing your member data - create a centralized resource in an easy-to-use environment where your members can manage their profile and club preferences, and that in turn will provide you the most accurate and relevant information about them.

3. Understand what is currently NOT working in your existing marketing & communications landscape – examples include; capturing club interest data, communication lag-times, low response rate, identifying demographics, too much or irrelevant content.

4. Mobile app vs. mobile website - realize there is a big difference! A mobile app is native to an IOS or Android operating system that is easily downloaded from an app store or marketplace. It’s a cleaner, condensed user interface that is easier to navigate, faster and more effective in communications with additional features like push notifications & beacon enabled location based services; which a mobile website cannot provide.

5. Choose an app that conforms to your club brand values that is easy to use and manage – determine what functionality you want to offer your membership today and a couple of years from now i.e. push notifications, location based beacon technology, mobile payments, event & activities registration, club dining and tee-time reservations, mobile food ordering, member roster, automated door access, member check-in, etc.

6. Implement a "facebook like culture" among your membership – your member app should be an extension of your Club's brand by making it a utility in your member’s everyday lives. Make it a social experience for your members to see what's happening at the club with news feeds, inter-app messaging or simply knowing who's attending what event.

7. Define member interest tables for target marketing that will increase club traffic & revenue – general demographic information, club within a club interests or any other special identifying matrixes.

8. Capture transactional data that will categorize member behavior & spending analytics – “past performance predicts future behavior” - a member's club usage can help you create loyalty programs for the more frequent member, generate incentives for the member at risk, or identify new club events and activities that will cater to your entire membership.

9. Determine the most effective and preferred type of communication with your membership – subsections of your membership may have different preferences (email vs. text messages, push notifications, etc.). Normally, smaller packets of information are easier to process and deliver personalized and more relevant content.

10. Educate your membership on the benefits of using the mobile app – "help me, help you"! How, what and why as a member an app will benefit them by increasing the level of service and communication within the club and its staff.


Top 10 Topics of Conversations you should be having at your Club right now:

1. Here's Why Your Business Needs Its Own Mobile App - November 17th, 2014 By Melanie Haselmayr

2. Benefits of a Mobile App – Why You Should Invest - February 16, 2017 By Promatics

3. App Download and Usage Statistics 2017 - October 16, 2017 By Artyom Dogtiev

4. Responsive Web Design vs. Mobile Apps – Which Is Right for Your Business? - September 20, 2016 By Cheryl Dykstra

5. A Four-Fold Strategy to Achieve Success with Mobile App Marketing - September 07, 2017 By Priya Viswanathan

6. How Mobile Technology Is Changing the Hospitality Industry? - September 29, 2016 By Varsha Kumari

7. 28+ Powerful Facebook Stats Your Brand Can’t Ignore in 2017 - September 11, 2017 By Maddy Osman

8. What's the Difference Between Push Notifications & Email? - June 26, 2017 By Megan Marrs

9. SMS vs. Push notification vs. Email: When should your app use what? - February 9, 2015 By Jamie Tolentino

10. Mobile Usage Facts and Figures 2017 - January 8, 2017 By Jackie Goldstein

Like many others, I experienced what is now known as “Irmageddon.” I was fortunate that I live north of Naples and Hurricane Irma downgraded to a Category 2 before her arrival to Venice, FL (my hometown). However, many of my industry friends and clients were impacted both personally and professionally when Irma unleashed her wrath on our beautiful state. It is during these natural disasters that we all realize the importance of communications, whether it’s with our families who live away or with our members. It is also important to focus on the business impact during a natural disaster. Before Hurricane Irma, skies were blue, birds were chirping, and we were going about our normal, daily routines. We woke up to the news, had warm showers, and could blow dry our hair. We went to the club, and members were dining, golfing, and playing tennis. Some members were up north perhaps on Cape Cod drinking a Cape Coddah (said in Boston Accent) and discussing plans on how they will head south soon for the winter. All was good right? Yep, until “Irmageddon” hit.

All the fun came to a screeching halt! Those members who were once sipping cocktails, enjoying life - they turned into Irmageddonians! An Irmageddonian is not always someone who lived through the Hurricane; it can be someone who experienced it from afar, and has been impacted by it. This kind of Irmageddonian can actually be the more panicked out of the two. They have not personally witnessed the damage, their minds are racing, and they immediately think their house is now at the bottom of the ocean (even when they live in Central Florida). You will know when your membership has turned into 90% Irmageddonian when you experience the following:

1.) A million emails from the away members requesting a status on the situation immediately. It does not register that you do not have access to email because you do not have the internet. Let’s face it, even if you had the internet, you have no power to get online. See you understand this, but the Irmageddonian who is in full panic mode, does not.

2.) They expect an immediate explanation why Irma hit their beautiful community, and they want it NOW. They want to know what the club staff is doing about it? It does not matter to an Irmageddonian that you had to chainsaw your way out of your driveway to get to the club and assess the damage. It does not matter that you risked your life to get there as quickly as you could with downed trees, live wires, flooding, etc. The Irmageddonian believes you somehow should have been able to achieve this minutes following a major disaster.

3.) An Irmageddonian will also call even though they can’t get through to the club (because again you have just gone through one of the biggest hurricanes that hit the region in ages) but they will continue to call. There will be panic, and the panic will grow because they hear NOTHING back…only CRICKETS.

4.) The Irmageddonians are now forming a larger group of panicked members. The pitchforks out…oh they are coming…they are heading up the hill and heading straight for you…look out! Oh, the horror, the horror of it all!

Ok. Did I scare you? I was obviously overly dramatic in #4 but, if you find yourself in this situation, there are ways to avoid it in the future.

Here’s what we do to avoid 1-4 the next time if you find you have been going through exactly what I outlined above. I share this with you because not only am I an “Irmageddon” Survivor but I’ve been helping my clubs through it as well.

In my 17 years providing member communication and club management solutions, I’ve held a few hands through a few hurricanes and found the following is the recipe for success:


Top 5 Ways to Communicate with Your Membership During a Hurricane:

1.) Engage your Technology Partner: Before the Hurricane, engage your technology provider (the company who provides you with the ability to email and/or website hosting). You share with them that you will need a “go to” person that you can utilize to get the message out to your membership.

2.) Prepare Communications: Have a draft ready for what you need to communicate (yes you may be writing it by candlelight during the storm but get it done). This communication should be a reassurance to the membership that you and your staff are safe and will be assessing the situation. Set a reasonable expectation on when the membership can expect another status from you.

3.) Club Website – Any communication that goes out via email should be posted on the club website (again rely on your technology provider to do this on your behalf).

4.) Member App – If the club has a member app you can send push notifications via the App as another way to keep members informed. Anyone with access to the app (your technology provider) can do this on your behalf if you do not have internet access.

5.) Social Media – If you use FB, Twitter, Instagram, etc. update with all the same information. Again, utilize a third party for this method. If you do not have these communication vehicles, this is a wonderful opportunity to create a twitter or facebook account, just to keep members informed.

I hope we don’t ever have to experience another “Irmageddon”, but if we do, I hope some of this information helps you to prepare for the next time!

Stay Safe!

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