The economy is still in shambles. Tens of thousands of people still don’t have jobs. We are 
fighting wars on two fronts (and soldiers are still dying.) And, my country club just sent me a very serious letter announcing that the Board will now allow denim to be worn one night a week, only, as a “test.
Now tell me, which sentence does not belong in that paragraph?
This tongue and cheek opening paragraph shows how out of touch my (not to be named) country club is with its members. And, that’s a real problem. We’ve watched membership steadily decline over the last 18 months as families realized that this luxury is simply that. For some, it’s been a simple decision because the main bread winner in the family lost his/her job and the cost is unaffordable now. For others, they just realized that some smart belt tightening was in order to safely survive these choppy economic times. But, overall, this club (like many) is really pressing to increase lost $$$ and that means the need for more members.
I can only speak for myself. But, I don’t think anyone really give two sh**s about how the club is slightly changing its dress code to allow us one day (or evening as is the case here) of jeans heaven. No, this subject comes across as pretty superficial, considering the times we are in. Instead, what would be 100 times more appealing and would hit the mark so much harder, is if the communications focused on how the club was/is finding new ways to make costs easier to swallow. Or, perhaps if it presented new ideas/thoughts/suggestions/strategies on what the plan is to find new members. A third (also smart) point or message would be to focus on REAL benefits that the club is now offering… uh… that we actually care about.
My guess is that our older members feel that this issue (denim) is a big one. Some of them had some real issues when the club severed the mandatory jacket and ties rule. OK, I respect that. But, this club has been focused for years on recruiting new, younger families who should now make up the bulk of its membership. Do younger families really care about denim versus so many other issues that now weigh on their minds every day? I seriously doubt it.
As my headline reads, communications all begins by understanding your audience really well. That means, you need to first find out what is on their mind, what issues they want to hear about from you and what will make them feel better about you. After you understand this, think about how you can then communicate a specific stimulus to get a desired response. It’s really all about psychology. And, it isn’t that difficult to do if the first step is always followed.
We refer to this as Communications 101 in the public relations world. Now, where is that denim jacket I used to own, because I’m off to the club for dinner…
Now tell me, which sentence does not belong in that paragraph?
This tongue and cheek opening paragraph shows how out of touch my (not to be named) country club is with its members. And, that’s a real problem. We’ve watched membership steadily decline over the last 18 months as families realized that this luxury is simply that. For some, it’s been a simple decision because the main bread winner in the family lost his/her job and the cost is unaffordable now. For others, they just realized that some smart belt tightening was in order to safely survive these choppy economic times. But, overall, this club (like many) is really pressing to increase lost $$$ and that means the need for more members.
I can only speak for myself. But, I don’t think anyone really give two sh**s about how the club is slightly changing its dress code to allow us one day (or evening as is the case here) of jeans heaven. No, this subject comes across as pretty superficial, considering the times we are in. Instead, what would be 100 times more appealing and would hit the mark so much harder, is if the communications focused on how the club was/is finding new ways to make costs easier to swallow. Or, perhaps if it presented new ideas/thoughts/suggestions/strategies on what the plan is to find new members. A third (also smart) point or message would be to focus on REAL benefits that the club is now offering… uh… that we actually care about.
My guess is that our older members feel that this issue (denim) is a big one. Some of them had some real issues when the club severed the mandatory jacket and ties rule. OK, I respect that. But, this club has been focused for years on recruiting new, younger families who should now make up the bulk of its membership. Do younger families really care about denim versus so many other issues that now weigh on their minds every day? I seriously doubt it.
As my headline reads, communications all begins by understanding your audience really well. That means, you need to first find out what is on their mind, what issues they want to hear about from you and what will make them feel better about you. After you understand this, think about how you can then communicate a specific stimulus to get a desired response. It’s really all about psychology. And, it isn’t that difficult to do if the first step is always followed.
We refer to this as Communications 101 in the public relations world. Now, where is that denim jacket I used to own, because I’m off to the club for dinner…
What’s that you say?…your country club is out of touch?
That really sucks….I’ll tell you what! As soon as I find a job, pay off this credit card debt and school loans, piece my savings back together, start a college fund for the baby, and get a car less than 10 years old we can go over there and knock some heads together! Maybe, while we are there, we can thump a few members on the head as well!
Judge Smails: It's easy to grin when your ship comes in and you've got the stock market beat. But the man worthwhile is the man who can smile when his shorts are too tight in the seat.
Posted by: ngallow | March 19, 2010 at 12:34 PM
Ed, after some thought I fear I made a mistake. Just because I read your blog doesn't mean I'm a typical reader. Likewise...just because you sympathize with current economic conditions doesn't mean the majority of club members do. Your message and the message of your club, as ridiculous as it may seem to a few, may actually be relevant to the majority...or the few that the message was intended for.
Posted by: ngallow | March 20, 2010 at 07:08 AM
Fair enough, NGallow.
But, about 10 members od said club read my post and told me tey pretty much agree with my thesis.
As I wrote, older, more formal members do care. It tends to be what they actually care most about (ironically). That only makes up 20 percent of the membership though.
The club's future is all about younger families. And, I just have a strong feeling they are more interested in real benefits versus one day a week denim special offering.
Posted by: Ed Moed | March 20, 2010 at 10:07 AM