October 30, 2020  
 
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Marketing a Business and Professional Club

It's becoming more and more difficult for business and professional clubs to rise above the clamor of the marketplace. Innovative marketing strategies may be your best bet for out-promoting -- and outperforming -- the competition.

A high-quality marketing plan connects your company to your customers. Without it, you'll quickly find your business and professional club stuck in limbo.

So what separates the best business and professional clubs from other businesses in the industry? Most of the time it's not the quality of their product offerings -- it's their ability to communicate granular marketing messages to their customer base.

Social Media Monitoring

Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. These days, business and professional clubs are especially vulnerable to negative exposure through social media. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.

Marketing Consultants

As a small business owner, it's tempting to think that you have what it takes to market your brand effectively. Maybe you do. But in our experience, there is no substitute for enlisting the services of a qualified marketing consultant. By hiring a consultant or marketing firm, you will improve your business and professional club' most important brand characteristics. Without the presence of an experienced professional, it's easy to miss opportunities in the marketplace and focus your efforts on outdated tactics. As we continue to experience changes in the business and professional club arena, exposing your strategy to the influence of capable marketing professional should be a top priority.

Promotional Calendars

Sloppy marketing programs have no place in growing business and professional clubs. Instead of offering special promotions on the spur of the moment, we recommend creating a promotional calendar for the fiscal year. Although you can adjust the calendar as needed, advanced planning makes it easier to connect your company's marketing tactics to sales objectives, inventory levels, staffing, and other areas of the business. Consumer mailing lists from a respected provider can add value to your calendar by incorporating geographic and demographic consumer data into your promotional schedule.

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It's hard to cover all there is to know about marketing business and professional clubs in a single article. If you have any additional comments or questions, please let us know. We welcome all comments, tips and questions!


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