February 24, 2020  
 
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Marketing a Beach and Cabana Club

At Gaebler, we've seen what great marketing can do for a small business. But if you own a beach and cabana club, exceptional marketing may well be the determining factor in your long-term survival and success.

Although innovation is important, consistency is critical when you market a beach and cabana club. Industry leaders faithfully adhere to a set of foundational marketing principles.

Concerned about customer loyalty? Producing high quality products isn't enough to lure customers back to your business. With cost concerns becoming more important to buyers, value messaging is rising to the fore as a strategic marketing priority.

Expand Your Advertising Options

Take a look around the industry. Chances are, you'll see companies using a vast array of advertising vehicles to communicate brand messages. When it comes to beach and cabana clubs, it is mission critical to identify the advertising vehicles that are most likely to meet the specific marketing goals your business is facing right now. These days, beach and cabana clubs are achieving impressive success rates with online advertising strategies. Online advertising has the advantage of delivering cost-effective messaging to a highly segmented customer base. In general, if your competitors know more about promoting their business online than you, you may lose market share.

Loss Leaders

Smart beach and cabana clubs understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of beach and cabana clubs, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. With adequate preparation, a loss leader promotion can be publicized through all of your company's marketing channels, including the company website.

Cost Tracking

The economy is a constant concern for people who own a beach and cabana club. You can't afford to waste money on inferior marketing resources. Since every dollar counts, it pays to buy mailing lists from trusted vendors. Companies that rely on accurate mailing lists reduce time spent chasing down stale leads.

But mailing lists aren't the only way you can reduce costs. Most accounting software solutions have features that allow you to track costs in multiple expense categories and receive alerts when expenses suddenly swing outside of normal parameters.

Additional Marketing Advice and Related Articles

Want to learn more? Start with these recommended resources.

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Conversation Board

The beach and cabana club industry is evolving, and new marketing tactics should be tested on a regular basis. We welcome your comments and feedback about marketing techniques in this space.


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