The Engaged Club: Recent Episodes
Jim Hope & Roger Kingkade
“For Clubs that want to make meaningful connections that make members, guests, and customers ‘want to be here!’”
Jim Hope, CCM CCE (COO of the Derrick Golf & Winter Club in Edmonton, Alberta, Canada) and Roger Kingkade (Co-Founder & CMO - Offcourse Golf) team up to bring your insights and expertise to help you elevate your club's member and guest experience.
With Jim's 35+ years in clubs and the hospitality business and Roger's two decades in traditional broadcast media and digital marketing, you're in good company.
For the past twenty-five years James Cronk has been passionately committed to helping organizations get their people, and their customers, powered on. Whether as a theatre producer, golf professional, or small business owner, his success as a manager and leader is evident in the recognitions bestowed upon himself and his teams.
This is a lively conversation between the three of us discussing exceptional service and the right mindset to have for retaining staff.
Brice MacDermott is the GM of Windermere Golf & Country Club in Edmonton, Alberta. We checked in with him to recap the CSCM National Conference education sessions and how he'll apply the learnings going forward at his club. And yeah, we had a little bit of fun catching Jim up on what he missed out on.
We chat with Suzanne about the upcoming conference in Montreal; what attendees can expect as far as programming and safety go.
Three and Jackie have a new book called "People First" hitting shelves on October 5th. This conversation is a dive into the 5 practical steps that organizations, especially clubs, must take to create a place where employees want to be.Delivers a great employee experience in your workplace is the secret sauce to great member experiences. Enjoy this episode and share it with anybody you think should hear it.
"People First: The 5 Steps to Pure Human Connection and a Thriving Organization" is available in hardcover and e-book format on October 5th.
Get it on amazon.com or amazon.ca
You can learn more about Three and Jackie Carpenter at www.ThreeandJackie.com
Have you ever had a member come into your office with a complaint or a grievance, expecting you to handle it right away? Have you ever needed to influence or motivate a staff member to do something your way?
This episode centres around a situation Jim and Roger were in recently where Jim used strong interpersonal skills he learned at the CSCM National Conference 20 years ago to solve a major problem.
Let us know what you think of this episode. Comment here or shoot us an email at hello@engagedclub.com
Forget everything you know about Millennials. The fact is, clubs that operate with the stereotype of millennials and Gen Z in mind are missing out on an opportunity to attract a valuable demographic.
This episode is a conversation with Matt Weinberger of NextGenGolf about the recent Millennial Golf Industry Survey (conducted by GGA Partners). We talk about who Millennials are, why they are an important group, what important considerations they make before joining a club, and how clubs can maximize their opportunities to attract this demographic.
You can download a printable version of the Millennial Golf Industry Survey here.
Kevin Carroll talks to Jim and Roger about the opportunities and the pitfalls clubs face when they are in-between managers. This episode deals with problems that can be dealt with by an interim GM that has nothing to lose.
If you're considering a position at another club, or looking for some advice on how to correct issues at your own club, this conversation has some powerful takeaways.
Ryan Tracy is back to talk about some interesting findings from his ClubStudy surveys. You might be surprised to find out how club managers view their boards when it comes to being innovative or themselves when it comes to their own confidence and conviction.
In this episode, we discuss some of the latest ClubStudy survey findings. To learn more about ClubStudy, visit clubstudy.ca
Barry Forth came back to the family business of running a golf course after years orchestrating tournaments like the Canadian Open and the Shaw Charity Classic.
He is now the GM of Copetown Woods, a public golf facility in Copetown, ON. The "secret sauce" at Copetown Woods has everything to do with the culture they've created for their staff and their customers.
In this episode, Barry shares stories of experimentation and innovation. Whether you're a private club manager or a public facility owner, there's something in this episode for you to steal.
Our guest on this episode is Kurt Kuebler - Partner, KKW. Kurt is a leader in executive search and club governance. In this conversation, we talk about:
- Why being fired isn't the black mark on the resume many think it is.
- How to broach uncomfortable topics during the interview process.
- What managers need to focus on to be successful in 2021 and beyond.
- What separates an elite "Unicorn" club manager from the rest of the pack.
- and more...
Please enjoy this episode. If you have any comments for us, please send them to hello@engagedclub.com
The backbone of successful branding and marketing assets is great imagery. Look at the websites of the world's leading brands and you'll see a substantial investment in photography.
However, photography is often overlooked or undervalued in the club business.
Our special guest on this episode is Evan Schiller, Golf Course Photographer. Evan's extensive portfolio includes a number of the greatest golf courses on Earth Pebble Beach, Bandon Dunes, St. Andrews, Cabot, Olympic Club, and many, many more.
In this episode, you'll learn:
- The important role photography plays for members and prospects.
- When to have the conversation about hiring a photographer.
- How to work with a photographer.
- How the initial cost can be recovered many times over.
- ... so much more.
This episode references a number of Evan's works, so we made it available on video at www.engagedclub.com
Special thanks to Evan Schiller. His website is www.evanschillerphotography.com
Rickly Lee Potts is equal parts energy, enthusiasm, positivity, determination. And he's our special guest on this episode.
We discuss the tools and processes Ricky uses to attract and sign-up new members for the Fountaingrove Club in Santa Rosa, California. We also talk about the impact your personality has on club members and staff. And a little bit about craft beer as well.
Enjoy this conversation. If you have any questions about the tools or processes referred to in this episode and how you might use them at your club, contact Roger Kingkade at roger@engagedclub.com
It's about time we had Robert Sereci on the Engaged Club Podcast.
Robert, Jim, and Roger have a "no pulled punches" discussion about some hot topics in club management.
Imagine landing a job that promises to be ordinary, predictable, and un-exciting.
Shortly after you start, you uncover a crime, step into a role greater than you expected, contend with a pandemic, and facilitate the closing of the club.
That's exactly what happened to Liz McDowell when she stepped through the door at York Downs Golf & Country Club.
This extended interview is a story about stepping up when your needed, finding the confidence within yourself to face new challenges, and leading with empathy and courage in difficult times.
Enjoy!
Jim and Roger welcome to the podcast Doug Junor - Club Innovation Conference presenter and Managing Directer of 4Rev.io
Doug has been working with a number of enterprise companies on Digital Transformationstrategies and culture for a number of years. His wealth of experience helps companies of all sizes understand how to adapt to the changing world around them and future-proof their organizations by embracing and developing their own innovative processes.
This episode is a deep dive into what it takes to establish an innovative mindset and culture at a club and how you can deliver more to members and staff by embracing these concepts.
Jim and Roger discuss the value of education and constant improvement for aspiring club leaders and 4 easy ways to sharpen your skills and knowledge.
Jim walks you through a helpful exercise to end your year; analyzing your Strengths, Needs, Attributes, and Passion.
Jim shares his thoughts on how clubs should properly execute a 360 review program and how you personally should take the feedback.
Jim goes deep talking about performance reviews; mistakes to avoid and how to make sure that you, as a manager, get a fair shake from the board when it comes time for your own performance review.
Jim shares some insight on the making "business decisions" for the long-term health of the club.
Jim shares stories - good, bad, and ugly - of what can happen when you hire members' businesses to do work around the club.
This may be a touchy subject. At the very least, it's a tough predicament for some managers. Jim shares some advice on whether or not your club should hire a member's child.
Jim and Roger talk about some of their favourite things they've seen while visiting other clubs. All of these ideas have the potential to wow members and guests and create a memorable experience.
Roger and Jim talk about the importance of member engagement programs during the second wave of the pandemic. Here's a simple, takeaway program you can employ at your club for the holidays that brings the community together and serves your members.
Roger and Jim talk about convenience and the importance of pursuing more convenient ways for your members and customers to interact and engage with your club or facility.
Jim shares ideas and lessons learned about bringing a new hire into an established management team.
Roger and Jim discuss some of the pitfalls many clubs find when it comes to digital marketing strategy and the importance of setting up simple, but profitable systems and planning well in advance.
When it's time to nominate members for the board, does your club do a quick walk through the clubhouse to see who's available? Or is there a firm process in place to make sure you get the best people for the job.
Jim breaks down a process that should help construct a well-rounded board of directors.
"Would you like fries with that" is worth millions of dollars every year to McDonalds. It's also a great way to make the Big Mac experience better.
In this episode, Roger and Jim talk about the importance of upsells and why your club should look for upsell opportunities today.
Roger shares some thoughts on what makes an effective contact us page? The contact us page is one of the most important pages on the club's website. It's where visitors go when they want to find somebody to talk to and this generally means moving from the stage where they're "trying to learn more" to wanting to make a transaction.
At this point, it's important to make sure you've laid the groundwork for a relationship. This episode should help.
Jim and Roger talk about the psychological impact the second wave is having or could have on your health and the health and well-being of your staff. We offer insight from our perspective on the things we've done to help ourselves through the pandemic.
Jim and Roger talk about the many ways an all-access pass for the Club Innovation Conference presented by Sysco Canada will benefit your club. With 50 speakers covering 5 educational tracks, there's something to empower and ignite virtually everybody at your club.
One all-access pass is a ticket for your entire staff. Don't miss the Earlybird window which closes November 7th.
We discussed the idea of 'Active Listening' in episode 218. In this episode, we go deeper into how you can hone this critical leadership skill.
Tyrrell Hatton wasn't looking to start a debate when he won a European Tour even wearing a hoodie. But he did.
In this episode, Roger and Jim discuss dress codes and whether they should evolve for the sake of relevance.
Jim and Roger discuss leadership traits that make for liked and respected leaders. Here's a breakdown of the list. (Thanks to Robert Sereci of Medinah Country Club for the inspiration for this episode.)
Respected leaders have (most of) these qualities
- They set a high standard for themselves and others
- The believe in themselves
- They are active listeners
- They are authentic
- They are great problem solvers
- They never meet there needs at someone else’s expense
- They admit when they are wrong (They do a daily debrief)
- They are mentors, not a preachers
- They smile and laugh
- They don’t take themselves too seriously
- They give lots of “real” praise
- They learn the personal stuff about their team
Liked leaders have these qualities
- They smile and laugh
- They don’t take themselves too seriously
- Give lots of “real” praise
- They learn the personal stuff about their team
Roger offers a membership marketing strategy that seems counter-intuitive, but it makes the most sense. Marketing messages should appeal to the smallest group that can satisfy the clubs need for new members. Rather than trying to promise a little value for anybody that might join a club, promise greater value to the smaller group of people that are specifically looking for a club like yours.
Jim tells a story about a small investment his club made in an employee that opened up new possibilities for her and produced a real, measurable ROI for the club in the long run. This is a conversation about the value of investing in the staff you hire.
Roger shares 5 tools that will help with many aspects of operating your club from communications to marketing to board meetings.
Slack - Free plan includes 10,000 searchable messages and plenty of app integrations.
Leadpages - Build landing pages to collect leads from your website. 14-day free trial. Prices start at $25/month.
Loom - Quickly record free videos to share. Pro plan starts at $8/month
Canva - Design great images and graphics for your website and newsletters in minutes. The Free version is excellent. Pro plan starts around $10/month.
Otter - Generate rich notes for meetings, interviews, lectures, and other important voice conversations with Otter, your AI-powered assistant. Generous free plan. Paid plans start under $10.
Jim's Bonus Tool: Servio - Create surveys of any kind. Get started for free.
Jim shares some of the questions from an employee survey conducted at his club. We discuss the importance of collecting this information and how to respond to it.
Jim and Roger play a little game called "Would you, Because, Even If." We ask a difficult question and kick around some answers. The purpose is to get challenge yourself to weigh long-term considerations against short-term pain.
With many clubs operating in a limited capacity, some members may not be enjoying or even using the club as much as they did before the pandemic. Jim and Roger talk about the members that have gone silent. They're still there, but are in danger of slipping through the cracks. What can be done to re-engage them?
Covid19 has created a unique opportunity for clubs with memberships or value-add packages to sell. Jim and Roger discuss two key statistics that should make you think ahead to your marketing plan for 2021.
Canadian club managers will be interested in this Reuters article about personal savings.
American club managers may be more interested in this link to CNBC discussing the same situation.
Email marketing... it's one of the most profitable and easiest ways to connect with your members, guests, and prospects. The hard part is getting the emails into the club's database.
In this episode, Roger gives you two easy ways to ramp up your email lead collecting, provide more value for your customers, and shows you how to create new opportunities for sales and marketing.
Jim follows up episode #208 (How To Give Constructive Criticism the Right Way) with the other side of the coin; How to Receive Constructive Criticism the Right Way.
Jim lays out some helpful points for giving constructive criticism to a staff member. We all want our team to grow and thrive around us. Great leaders critique their staff in helpful, positive way. This is a good recipe.
Time is running out to get Earlybird access for the Club Innovation Conference. Don't miss out. Hammer this link and fill in the form so your club can save hundreds of dollars on All-Access passes.
TikTok has over 700 million active monthly users and the app is growing in popularity among. In the past year an a half, the number of adults in the US using TicTok grew by 5.5 times. And while you might think TikTok is just for teens, only 50% of TikTok users are under age 34.
The app is the most downloaded in the App Store and it's addictive as hell.
There are a bunch of reasons to use TikTok at your club. Roger and Jim scratch the surface in this episode.
Jim takes shares some of the feedback and sentiments from members that have returned to the club with a new level of appreciation as the impact of Covid19 lessens.
This episode will be helpful whether you're transitioning out of the busy season or into it... or somewhere in the middle.
If you're looking back on the season, take stock of opportunities you might have capitalized on better. Did you engage your audience on social media as well as you could have? Did your club use the website to serve your members as they deserve to be served?
Looking forward to the season, what are some areas where you'd like to see your club elevate the experience for your guests and members? Should this be the year you expand the cocktail program in the lounge or start hosting group lessons on Facebook Live?
One direct way to approach this is in the hiring process. Look for skills or "superpowers" in prospective hires that can help fill these gaps.
Jim and Roger discuss a list of silver linings from the corona virus crisis. From the way meet with boards to the way we treat ourselves and each other, there are some practices we'd like to hang onto when the world gets "back to normal."
If you're looking for some new incentives to get members to join at the end of the season, Roger has some ideas. Plus, be careful about "play for free" promotions. Make sure the prospect knows the value of the core product your club offers.
Special guest Jay Ashton from Sysco Canada (presenting sponsor of the Club Innovation Conference) talks to us about the innovative things Sysco has been doing to showcase and support their customers and club through the pandemic.
Check out Sysco Canada's digital resources for more.
And find their podcasts and kitchen shows in these places.
iTunes : https://podcasts.apple.com/us/podcast/sysco-podcast-canadas-only-foodservice-podcast-show/id1472888854
Spotify : https://open.spotify.com/show/5NYP9a2pq2FDdhUQBUxCC5?si=PSZP19akTzivK-_tVFexjg
SVK show: https://www.facebook.com/SyscoCanada/videos/?ref=page_internal
Our guest on the podcast this week is Ryan Tracy of ClubStudy. Ryan has been sending out surveys to club managers and collating data on a host of club management topics including budgeting, special programs, and COVID19 policies. We talk to him about his latest survey and the value participating in his program brings to club.
You can learn more at www.clubstudy.ca
Roger challenges Jim (and any club managers that attend his presentations) with the idea that a club has just three main functions. Hospitality, Innovation, and Marketing.
We are beyond excited to announce the Club Innovation Conference presented by Sysco Canada – January 12-14, 2021.
In the weeks to come, we'll update you on speakers we add and events we create that surround the conference. For now, we're thrilled to be able to share with you what we've been planning all summer long and we look forward to sharing this virtual event with you.
Ryan Tracy is a friend of the podcast and a club manager in Ontario. He took the initiative of sending out a survey to fellow club managers to get a sense of their reaction to COVID19. In this episode, Jim and Roger discuss some of the findings.
Thanks to Ryan Tracy for providing this work.
Marketing isn't always important. There are times when it's hard to keep the product in stock or when you just don't get a break because it's so busy. Golf is experiencing that right now during the COVID pandemic. Marketing golf right now isn't as important, or so it seems. However, now is the time to be laying the foundation for meaningful, impactful marketing down the road.
Create great experiences today. Remind your customers and members of them later.
Roger shares an idea for an inexpensive way to turn the driving range into an unexpected, fun experience and generate some revenue for the club. This concept has appeal for both private facilities and clubs that are open to the public.
A conversation Jim shared with a friend and prominent chef has him reimagining staff roles to adapt to the changing times in the club industry.
Jim and Roger talk about the realistic approach to your 2021 budget projections and the opportunities you have at hand given the current economy.
Roger gets fired up talking about the prosperous season most golf clubs are having and the opportunity that many club managers and operators may not recognize. This episode explores the opportunity to own your customers and grow your business and warns about what's on the horizon when things get back to normal.
If you want help implementing an action plan at your club, connect with Roger at roger@totalclubunity.com
This is a question that burns in the minds of many club managers and membership marketing directors. Jim and Roger discuss putting the price of your membership on the club's website.
Roger shares a great tip for writing more impactful and meaningful newsletters to your members.
Roger shares a strategy clubs can use to find more membership candidates using Facebook ads.
Jim shares some recent experiences managing the various member expectations and comfort levels as he and his team welcome members back to the club.
Roger and Jim share ideas for promoting memberships in the middle and toward the end of the season.
Jim's club ran a survey to learn how members feel about the importance of the club in their lives, the financial position of the club, and the long-term sustainability of the operation. The results may surprise you.
Roger shares 3 easy ways clubs can use mobile apps to make the member or guest visit a little easier.
Scott Hippe from Edmonton Petroleum Golf & Country Club joins us to talk about he and his boards response to learning a staff member had tested positive for Covid-19.
Roger offers some tips on how to prepare for a website relaunch including the biggest mistake most clubs make when revamping their online presence.
"We need to make sure we're taking care of our people." Jim talks about the importance of the club taking meaningful, compassionate action to provide much needed and appreciated service for staff.
We are pleased to welcome guest Tiffany Mack Fitzgerald – Founder of Black Girls Golf – to The Engaged Club to discuss #blacklivesmatter, confronting racism, being introspective when it comes to inherent biases, and her work creating Black Girls Golf; a golf-centric community for women of color.
Jim and Roger continue the conversation with Kevin MacDonald on the value of coaching for leaders.
Jim and Roger discuss the value of having a coach in your work life, the types of people that work with coaches, and why peak performers surround themselves with coaches. Thanks to our special guest Kevin MacDonald from Clarity Success Coaching and The Extraordinary Leader program for joining this conversation.
Many clubs developed programs like grocery service, meals to go, and online stores to serve their members during Covid-19 closures. These may have been "stop gap" measures, but it's possible that many members came to love them. Roger and Jim talk about examining these programs and services before deciding to cancel them.
Jim shares his habits and tips for keeping your email inbox under control. The conversation gets a little candid when we find out Roger has a completely different approach than Jim.
Push Notifications are a great way to engage your club's app users and members to take action. Roger shares three tips for sending great push notifications that will be appreciated by members and customers.
Roger tells Jim about a big marketing opportunity that will make members feel so good about their club community after Covid-19.
Jim and Roger talk about the day Jim's club reopened to golfers again. Were our worst fears realized? Were members upset with the limited offering of service? A great discussion on how members value their club communities.
Many clubs built online stores to help move some product during COVID-19. Roger gives some ideas about marketing those online stores to increase engagement with members and sell most goods.
Roger and Jim discuss two key differences in club to member communications; alerts and bulletins. Alerts are immediate. They require action or awareness. Bulletins are more casual. They serve the member or customer in their own time. Find out which one to use and when.
Jim talks about the way communications has evolved as clubs cope with COVID-19 restrictions.
Jim talks about the trend of GMs getting together to discuss operational matters during Covid-19 and the potential for this as a common practice in the future.
Jim takes us through the planned experience his club has in mind when it reopens to golfers.
Roger tells Jim about the important things to keep in mind when working out the payment and check-in process for golfers once golf courses reopen after COVID-19.
We welcome Kendra Koss, President of Earl Grey Golf Club, and Richard Arnold, General Manager, to The Engaged Club for a discussion about how their roles have shifted during the Covid-19 disruption and the innovative ways they've found to serve their members while the club can't be open.
Roger offers a number of good reasons to open an online store for your club not just to cope with the pandemic, but well beyond.
Our special guest this week is Trevor Noonan, CCM CCE - COO of The Toronto Club and President of the Canadian Society of Club Managers.
Chris Gironda from Scarboro Golf and Country Club talks to Jim and Roger about how grocery pick up came to be a thing at his club. Chris mentions the personal touches and the feedback he's gotten from members.
We're inspired by the initiative that Chef Chris Gironda is taking with his team at Scarboro Golf & Country Club. They found a way to serve their members a taste of their club without being able to open the doors. Kudos to all of you that are finding unique ways to serve your members during this episode.
If you go looking for bad news, you're going to find bad news. This Covid-19 pandemic certainly teaches us that.
It's the same at the club. When we fixate on the problems, when we look for deficiencies or shortcomings in some of our staff members, we'll surely find them.
In this episode, Jim encourages you to seek the good in all people and embrace the uniqueness of your individual staff.
This is a crucial episode if you've had to make the difficult decision to lay off staff because of the Covid-19 outbreak. Those staff members are often people your members care about, and you probably do too. Keep them close by remaining in contact and being sure they have the supports they need to get through this downturn.
Now that our clubs are largely in a holding pattern, how should we maintain the connection with our members and communicate with them in meaningful ways?
Roger and Jim discuss ideas for keeping the community together even if you can't gather together.
Yes... this is a long episode. Extraordinarily long for extraordinary times. In the last episode, Roger briefly explained Jim's absence and why he was recording alone. In this episode, Jim and Roger discuss the importance of making decisions, why speed is more important that perfection, and how to anchor yourself so you know you're acting with the best intentions.
How do you communicate to your members and staff during times of crisis and disruption? Covid-19 is testing a number of club managers and their boards. Getting the messaging right doesn't have to be a struggle.
This is a different episode. We hope to resume normal podcasting soon.
Marketing is difficult. Marketing is necessary. In many cases, marketing is the key ingredient for a number one company.
In this episode, Roger encourages club managers to steal ideas and tactics from popular companies with ubiquitous brands like Nike, Apple, and Starbucks.
Jim and Roger discuss the somewhat abstract question, "what is the goal of a club?"
We encourage you to take the long way home and ponder the same question.
A follow-up to episode #154 about determining your leadership style. Jim and Roger discuss the composition of a servant leader.
There are many ways to lead and many types of leaders. What type of leader are you?
It doesn't matter if you're new to a leadership role or have many years at the helm. It doesn't matter what level you're at in the club. If you're in a position to lead, it's important to take stock of your strengths, know you're style, and understand how other may relate to you.
Jim Hope breaks down different leadership styles in this episode.
Do you find yourself answering the same questions time and again, year after year? Do you have board and committee members that are new, and they ask the same questions that the new board and committee members asked last year?
Repetition can be irritating. More importantly, it can waste a lot of time.
In this episode, Jim explains a simple way of organizing the answers to frequently asked questions about common club processes.
Jim and Roger talk about the Board Meeting Bingo article Michael Crandal, CNG (Certified Nice Guy) wrote for Boardroom magazine.
Content marketing is a term that's been around for years and it's starting to crop up more and more as a strategy clubs might explore to make better connections with their members and customers.
Roger has three key considerations for you if you're interested in learning more about developing a content marketing strategy.
WHAT'S YOUR PROBLEM?!
A club manager from a seasonal club asked us a question about hiring and retaining quality staff. Jim and Roger talk about the challenges with this scenario and offer opinions on how club managers and memberships can get creative in addressing staff retention.
Fresh from the beaches of Mexico, Jim "Fabu" Hope not only has a great tan, he's got some advice that should be easy for you to take.
It's the debut of a feature called "What's Your Problem?!"
You ask us a question about anything related to management or marketing that you may be struggling with or wondering about and we'll address it on the podcast. (Personal information is kept private.)
Our first submission is from a semi-private golf course manager who wonders if it's worth investing time in maintaining a Facebook page for the golf course.
Jim and Roger talk about increasing sales at your club by helping members and customers find what they need rather than what the club has to sell.
We discuss lessons learned from Horst Schulze's book "Excellence Wins: A No-Nonsense Guide to Becoming the Best in a World of Compromise"
Roger shares three important things to keep in mind when sending any kind of communication to your members or customers.
The objective of our communications - those e-blasts, newsletters, social posts, mobile push notifications, etc - is to connect with our members and remind them how special their membership in our club is. To get the most of these opportunities, our messages have to be presented the right way at the right time... and they have to matter to the reader.
Reimagining the club for new experiences is a challenging exercise. Jim and Roger talk about the value in thinking outside the box and creating new and unique opportunities for members and the surrounding community to enjoy even more than your club may typically have on offer.
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Here's the shopping list from Amazon.com that Roger promised:
(Note: These are not affiliate links. The Engaged Club does not get anything in return for providing these links, nor do we endorse these specific products.)
- A Fire Pit to create a magical ambiance.
- A warm and windproof blanket with a fuzzy lining.
- Some hot chocolate? (Roger like Land 'O Lakes)
- Mood music optional with a bluetooth speaker.
Of course, you can add anything else to the mix that you feel might elevate the occasion. Let us know how you do!
Jim share some tips on finding your next job that he's learned as both a GM and a job hunter.
Roger and Jim discuss the difference between customer retention and customer loyalty. Many businesses and clubs implement customer retention systems expecting they'll create more loyalty. Unfortunately, points based discount programs don't breed loyalty as many operators would like them too.
Jim and Roger also clarify the difference between loyalty and retention with a story about how Roger became a loyal customer of certain restaurant after they nearly failed to retain him.
Surveying your members and customers is one of the best ways to understand what's working and what needs improvement. In this episode, Jim and Roger talk about ways to make sure you're getting useful information from your surveys, that your not getting too much data that can be confusing or cumbersome, and that you make sure the people you're surveying are in the right frame of mind to help you grow as a club and as a manager.
The relationship between club and vendor is ever-evolving. Clubs want vendors that provide value for the operation as well as enrich the experience for the members.
And vendors want customers that will do great things with their products and services.
This is a unique episode; Jim shares a few stories about his experience with certain vendors as well as an event The Derrick Club held for their vendors, casting them as partners in the club community. Jim and Roger also offer their personal insights from opposite sides of the club/vendor equation.
Roger spotlights five marketing trends that are on the upswing in 2020. Each one of these marketing tactics are available to clubs of all types and sizes. Each of these marketing tactics is also a low-cost way to drive customers and leads to your business.
You'll notice in this episode that Jim has a laugh asking Roger about website links that read "Click Here." This has to do with website user experience, accessibility, and SEO. For more details (and to fully understand why Jim is laughing so hard) check out episode #128 - 5 Things to Stop Doing on Your Club's Website in 2020.
Jim and Roger share their thoughts on a recent piece in the Fall issue of Club Manager Quarterly from the CSCM.
Roger and Jim talk about the importance of having a strong brand in 2021. There are a number of challenges facing the club business from changing demographics to economic realities.
Things that used to work may not be working anymore. This illustrates the pitfalls in competing on attributes and features; things like golf course conditions, special menus, or price.
For a club to have staying power, it has to have a strong brand. If you can't confidently say your club's brand is strong and prominent in the minds of your members, this episode is for you.
Other episodes referenced in this one:
The 3 Pillars of Brand: Awareness, Association, Advocacy (Affinity)
Jim and Roger break down five soft skills great team players possess. Each of these traits is an undeniable asset in a team player and all are things we can improve on with time and purposeful work.
The morning routine is the foundation of the day. Starting the day purposefully leads to better personal productivity and value.
Jim and Roger have spent a lot of time contemplating and structuring their morning routines. In this episode, you'll hear how Roger starts his day by nurturing his body and his mind before he sets out to do anything else. Jim uses a journaling tool to take inventory of himself and his day before setting out to make his club better today than it was tomorrow.
Creating and developing a vibrant and relevant brand identity is a vital aspect of successful club operation. The most successful organizations in the world carefully determine what their brand should be and use their brand to propel the company.
The same is true for clubs.
In this episode, Roger and Jim scratch the surface of what brand is and what it looks like to our members and public.
We're big fans of Donald Miller and his company StoryBrand. He's a great marketer and a great storyteller and, frankly, a great guy!
One thing he consistently does is give to his community of listeners and followers. Case in point, the productivity tool we discuss in this episode of the podcast.
Listen to learn more about the StoryBrand Productivity Schedule and download the Productivity Schedule PDF yourself from storybrand.com
If you struggle with productivity or feel at the end of the day like you didn't get enough done, we believe this will help you.
Loyalty programs are a hot topic in clubs with a lot of daily green fee play or other types of daily usage. Loyalty programs can work wonders for a club when they're executed properly.
One common issue Roger uncovers when talking with club managers that are interested in a particular benefit or outcome that isn't necessarily the product of a loyalty program. This episode offers an alternative that many retailers are embracing that would work at the club as well.
Jim and Roger wrap up the 21 Traits of Great Leaders with numbers 15 through 21. This episode contains a discussion on the importance of being a good mentor and finding a good mentor.
Jim continues with the second of a three-part series of episodes discussing the 21 traits that make a great leader.
Jim brings up a list of 21 leadership qualities he found in a Forbes article and adds his own thoughts about how it applies to club management.
Roger outlines 5 bad habits to break in 2020 and gives you suggestions to do the right thing with your website in the new year.
Roger shares an idea that will help your wedding business grow by bringing more organic search traffic and referral through people already working in your local wedding industry.
This is one of those strategies that costs a little up front, but pays dividends for a long time after.
Jim looks back at episode #123 with Greg Lundmark of the Glencoe Club in Calgary, AB to elaborate on a pearl of wisdom.
Greg told a story of a time he was manager at the Calgary Winter Club and a board member took him aside to give him some advice. "You don't have to win every fight." Jim shares his thoughts on this advice and what it might look like in practice for you.
For most of our podcast listeners in Canada, the offseason underway. Now is a time for conferences and holidays and before you know it, it'll be March again and time to implement new ideas for the new season.
Don't let the time slip away. In this episode, we discuss getting a jump on next season by exploring objectives setting expectations for yourself and your team.
We're pleased to welcome CSCM President's Award Recipient Greg Lundmark to the podcast.
Greg shares his insights from his approach to board matters, his relationship with his members and staff, and remembering what's important in life.
The Blue Light Special at K-Mart is a special deal for shoppers already in the store. Retailers know that it's easier to sell more to an existing customer than it is to get somebody into the store in the first place. So it's important to maximize opportunities once they have a shopper on the premises.
The same goes for your club when prospecting for new members. Rather than starting from scratch, why not bring the message to existing members and invite them to "buy into" the club some more by helping bring their friends and colleagues into the membership?
On the heels of episode #120 about recognizing the signs that it might be time to leave the club you manage, Jim offers some advice and insights into what can be done when you feel a rift between yourself and some or all of your board of directors.
Like Kenny Rogers said, you've got to know when to fold 'em. In this episode, Jim and Roger discuss the sometimes dreadful feeling of realizing it's time for a big change. In this episode, you'll learn how to spot the signs that your time at your current club may be coming to an end and how you can be proactive about the process.
Roger outlines a simple rule of thumb that instantly makes your Facebook posts more engaging and more shareable, which is the ultimate goal on Facebook. In this episode, you'll learn how to create Facebook posts that are in sync with your customer or member's mindset when they're scrolling through their newsfeed.
Bonus... this tip works on all social media platforms.
Jim and Roger discuss two different member profiles; club "users" and club "supporters." What's the difference, which is better, and should you encourage one type over the other?
Drawing on a pearl of wisdom from the CSCM Conference in London, Ontario, Jim and Roger talk about rejuvenation in clubs as it pertains to events and experiences. It's good to uphold traditions at the club, but we should not be bound by them at the expense of doing greater things.
In episode #115, Bill Stepec from Ontario Racquet Club briefly mentioned "The Buyer's Journey." In this episode, Roger and Jim break down the Buyer's Journey (aka the Customer Journey) and explain how it might apply to bringing new members into your club.
Our guest on this episode is Bill Stepec, Director of Marketing at the Ontario Racquet Club. We connected at the 2019 CSCM conference in London, Ontario where it quickly became clear that Bill is passionate about finding new ways to find new members for his amazing club.
Our guest on this episode is Joe Krenn, GM & COO of Farmington Country Club.
Joe spoke at the 2019 CSCM conference in London, Ontario about innovation and rejuvenation in clubs. We chat on the podcast about some of the key takeaways from his talk.
Recorded live at the 2019 Canadian Society of Club Managers Conference in London, Ontario.
We interview Chris Gironda of Scarboro Golf & Country Club about why it's important for him to post so many pictures of amazing food on social media and how that makes the club's members feel. We also touch on the critical role leaders play in the development of their staff.
Roger and Jim discuss the opportunity many clubs, particularly daily fee courses, have with search engine marketing like Google or Bing ads.
Jim discusses the hard work his board put into crafting his club's core values and how the work with they vision statement of the club to address how they operate.
Many websites don't use the power of Google Analytics to make better decisions about marketing and operations. Jim and Roger discuss 6 major benefits of having Google Analytics on your website and how to get started.
Jim and Roger spend some time exploring the question "How often should I update my club website's homepage. Roger identifies 5 ways to tell for sure if you're due for a homepage update or more.
The second part of Jim's analysis of the 10 core competencies of club management as laid out by the CSCM and the CMAA.
Jim examines the 10 Core Competencies of Club Management according to the CSCM and CMAA and prioritizes them in order of importance
Roger talks about "Content Repurposing." Most of your marketing efforts - your email newsletters and Facebook posts, for example - can be reused and repurposed on other marketing channels. Roger describes how to do this including a case study from the club Jim manages.
Jim goes deeper on the "Artistic" aspect of being a great club manager. He describes ways to break through the "stage freight" of approaching people you don't know well and become the warm and welcoming personality your members appreciate.
Suzanne Godbehere is the CEO of the Canadian Society of Club Managers. She's our guest on this episode to discuss the upcoming CSCM conference and talk about the value of attending no matter what stage your club management career is at.
Jim and Roger discuss how various digital marketing tools - think websites, email marketing, mobile apps, SEO, social media, etc. - work together to complement and support your club's objectives.
Roger introduces the concept of a landing page and why it's critical to set on up on your website to get more qualified leads and direct your target audience to conversion.
Jim opens up about the soft skills that make a club manager successful and how some managers must challenge themselves to become more extroverted to relate better to the membership of their clubs.
Jim breaks down the core competencies that every club manager must have in order to successfully run and grow a club. This is the first of a two part series on the Art and Science of club management.
Jim and Roger talk about 8 influential books they've read along the way that will make you a better club manager. Amazon links are listed below. (These are not affiliate links.)
Here's the list from Amazon.com
The Nordstrom Way - Spector & Reeves
How to win friends and influence people - Dale Carnegie
Raving Fans - Ken Blanchard
Influence - Robert Cialdini
Setting the Table - Danny Meyer
Made to Stick - Chip & Dan Heath
Good to Great - Jim Collins
Sticky Branding - Jeremy Miller
Here's the list from Amazon.ca
The Nordstrom Way - Spector & Reeves
How to win friends and influence people - Dale Carnegie
Raving Fans - Ken Blanchard
Influence - Robert Cialdini
Setting the Table - Danny Meyer
Made to Stick - Chip & Dan Heath
Good to Great - Jim Collins
"We've always done it this way." Is this what a manager says when they are afraid to stick their neck out? Is it the mark of an uncreative leader? Is it the security of a leader who wants to shift the blame?
Many of us are stuck in old ways either because they are comfortable, because there's no urgency for change, or because we are too insecure to examine why we do things the way we do.
This episode discusses the detriment of "we've always done it this way."
Jim discusses how the staff at his club came together to do an off-the-wall event that shocked, amazed, and delighted their members. Expect the Unexpected was a huge hit and Jim describes what into it.
Roger has three marketing tactics for you to try at your club that won't break the bank. Stay tuned to the end for a special surprise.
Jim and Roger discuss the troublesome situation many GMs find themselves in at one point or another - or many times! - in their careers. How should you deal with a problem director on your board and what can you do well in advance to prevent major problems when a director turns troublesome?
Jim and Roger discuss the importance of using pictures to communicate more effectively and a simple Instagram strategy you can implement at your club starting today.
Jim digs a little deeper into proper governance and how a great governance model leads to a solid agenda for board meetings and a well-governed club. If you have a question about how to implement a governance vision at your club, reach out to us at hello@engagedclub.com
Roger remembers back to writing letters to his grandmother as a child and the lesson she taught that apply to your club's email marketing today.
Jim and Roger discuss more emerging technology that could be a welcome addition to the experience at your club.
Turning idle resources or wasted inventory into a profitable product can do wonders for your balance sheet. In this episode, Roger and Jim discuss a tactic one of Roger's client's uses to generate an extra few thousand dollars in revenue per month.
Frank Benzakour joins us once again to talk about his book "12 Keys to Hospitality Excellence" and the importance of innovation and embracing change as a club and as a club manager.
We're pleased to welcome F.H. Benzakour to The Engaged Club podcast to discuss his book "12 Golden Keys To Hospitality Excellence." The book is touted as twelve inspiring strategies that can revise a dying country club into a “pièce de résistance” of hospitality excellence.
Humans are visual creatures and first impressions are made in fraction of a second. Big companies spend big money making sure they engage the eyeballs of their customers.
The same should be true for your club. Brand value is conveyed first by what we see. Be meticulous about the impression you give to your prospective members and customers.
For a club to be well-served by its board, the board must be well-rounded. A well-rounded board starts with a well-built nominating committee. Jim breaks down the importance and the process of creating a committee that looks at the club's needs when nominating prospect for the board.
Jim and Roger discuss some interesting tech that some clubs use to make their processes more efficient, from drones that assess the golf course to scanners that make staff accountability easier to manage.
Roger and Jim discuss a common mistake when selling a membership and attempting to close a new prospect. Remember to sell the experience, not the features of your club.
The first months after a member joins your club is a great opportunity to turn them into a referral partner. They're high on the decision, they're excited about the upgrade to their lifestyle, and it probably won't be difficult to get them to tell their friends about it.
Roger introduces an easy idea you can use immediately to leverage new members for quality member prospects.
Jim and Roger discuss the importance of keeping members engaged for the overall health of the business of your club. They discuss tactics to expanding the impact the club has on the member's life and ways of reconnecting with a member that might be on the brink of leaving.
So many of us in our daily work lives and even our home lives will put of something we could easily take action on today. "I'll take a look at that in the off-season" or "that's something we'll look at down the road." These are common excuses.
Most decisions don't require much time or effort to make. Jim and Roger challenge you in this episode to obey the Nike law and JUST DO IT!
It's the sequel to the 10 Traits of Remarkable Employees. Jim and Roger discuss attributes that make for exceptional team members at your club.
Many of the managers that listen to the Engaged Club often listen to select episodes with their team.
In this episode, Jim presents an article he read about the 10 Traits of Exceptional Employees. This is part 1 of a 2 part podcast.
Many clubs use mobile apps to get better engagement from their members and customers, to increase sales and event attendance, and to drive revenue.
In this episode, Roger shares three ways you can set up a geofence at your club to automatically promote club to every app user.
Jim and Roger discuss the benefits and the purpose of a mastermind group and how they can help you grow into a top-tier club manager.
SEO stands for Search Engine Optimization. It has everything to do with how your club's website ranks in search engines like Google, Yahoo, and Bing.
There are hundreds of factors that go into search engine page rankings (how close you are to the number one spot on Google) and one of the best places to start is with On Page SEO.
In this episode, Roger gives a high-level description of On Page SEO and outlines a simple best practice you can execute on immediately.
Jim shares a program he discovered from a mentor many years ago. The "Need Less Program" is property of Coach U Inc. and is an excellent exercise in self-discovery.
The "Need Less Program" is best done with a facilitator. You can access it on the Coach U Inc. website.
More and more clubs are using custom mobile apps to keep their members engaged and their customers coming back. Mobile apps have a variety of valuable features. One of the most important features is Push Notifications.
Push Notifications are instant messages you send to your app user's phones. In this episode, Roger offers 4 things to keep in mind when sending a push notification.
In this short but sweet episode, Roger shares one common mistake many clubs make with their email marketing and how to fix it. If you're sending two-column emails, try switching to a one-column template and see better results.
Jim made a big mistake at the second club he managed. When his president and executive board pointed it out, he changed his ways for the better.
Jim explains why spending time getting to know your key staff members not only builds stronger relationships, but also a stronger club that serves your members better.
How many times per week or month should you be emailing your list? It's a question many marketers inside and outside the golf business ask.
In this episode, Roger presents a perspective on this question that should line up with what each club is capable of. There's some important advice in this short podcast. Be sure to listen to the end for Roger's offer of one-on-one assistance with your email marketing struggles.
When we recorded episode #14, we addressed the myth that he with the biggest database wins. The truth is a large, unengaged database can hurt your email marketing efforts.
Roger breaks down why you should delete contacts from your list on a regular basis, how to do it the right way, and what you should expect to see in return for all your list pruning.
It's a sequel to Episode #68.
Jim Hope breaks down and unpacks the 8 elements of employee engagement so you can ensure that your employees are treated fairly and given the conditions they need - and you need - for your club to thrive.
Great leaders elevate those they lead. Unambitious or otherwise disengaged staff lead to unhappy members.
In this episode, Jim lays out the keys to engaging your employees to deliver exceptional service and hospitality at your club.
The topic for this episode comes from our email inbox.
"Hey guys. We've got an opportunity to purchase a bunch of videos and pictures that are golf-themed that we can use on our Facebook page. It seems like a good value. Is it a good idea to buy a package like this?"
Roger has a very definitive answer to this that will save you a lot of frustration in the long run. Be sure to check out Episode #16: How to Plan a Year of Social Media in One Day.
Strategic planning can be a daunting process. There's a lot of work involved and there's a lot at stake for your club.
Jim Hope has been through the strategic planning process numerous times and has some great advice about how it should be done right and how to keep your strategic plan alive at your club.
The first step to email marketing success is getting people to open your email. A lot of that has to do with how you entice them with the "outside of the envelope."
Roger has some quick and easy tips to help get your email read by more of your recipients.
A lot of club managers and staff feel overwhelmed when it comes to marketing the club. Resources are limited. There's never enough time. And every week there seems to be a new podcast or magazine article saying "you have to be doing this!!!"
Roger shares his insight and encourages you to take a step back, choose one tactic, and get really good at it before moving to another one.
Staff meetings can be painfully boring and tedious exercises. It's so easy to just go through the motions and tick all the boxes and put the staff meeting behind you.
Jim Hope gives 8 tips to help you turn your staff meetings into interactive and engaging sessions that will build a cohesive and motivated team at your club.
The start of the season comes with a push to sell memberships and many clubs rely on prospective members to find them.
In this episode, Roger and Jim share the story of a 9-year-old girl who executed one of the more brilliant sales tactics in recent Canadian history. It's a great lesson in how to sell to the people that already want your product.
Our pal Jon Fisher is back for another episode, this time bringing some insight about getting staff buy-in.
As club managers, we have high expectations about our member experience and we should have high expectations for our staff to deliver. Jon offers some advice on how to get your team on board and what to do if they just won't.
Roger presents an easy way to understand "brand" at a high level. It's what they say about you when you're not around.
Brand is the lasting impression your club leaves with your members and guest. It's how your club will be remembered by the experience your club provides.
The successful club of tomorrow understands and invests heavily in branding.
Jim has an idea for another way to serve his club's members information about their club. He's thinking of launching a weekly podcast.
In this episode, Jim and Roger talk about the benefits of creating a club podcast and Roger gives some pointers on how to go about doing it.
In Episode #55, Roger floated the idea of an "Experimentation Budget" that every club should employ. The experimentation budget is an envelope of money designed to empower managers and staff to try new things throughout the year to grow the club.
In this episode, Roger offers a simple framework for brainstorming ideas and deciding which experiments you can put in play at your club.
Please share your feedback on this episode at www.engagedclub.com or by email at hello@engagedclub.com
Jim Hope likes to ask the question "Why can't it be extraordinary?"
When you hear this story of an experience Jon Fisher's staff created to host club managers and presidents from around Alberta, you'll be floored. It's a testament to what's possible when it comes to making memorable moments for your members.
The Engaged Club is pleased to welcome special guest Jon Fisher to the podcast for the first of a few episodes.
Jon is a master of hospitality. He is deeply interested in member and guest experience and drives his staff to go the extra mile, to be authentic, and to take risks. He also happens to be one of the most creative club managers you may ever meet.
In this episode, Jon shares with Jim and Roger the definition of hospitality and how it differs from service.
In this episode, Roger proposes an interesting and innovative idea that all clubs should consider when they set their annual budgets. The club that invests in disruption, innovation, and agility is the club that will lead the market.
We're very curious to hear what you think of Roger's "Experimentation Budget" concept. Please comment on this post or email hello@engagedclub.com
Jim Hope's "9 Traits of Remarkable Service."
Trait #9 - Make the Last Seconds Count.
Our customer's experience with us doesn't end until our last possible interaction with them is complete. Roger and Jim share some stories about spotting opportunities to extend our customer experience to the last possible moment and making a memorable impact that brings people back to us.
Jim Hope's "9 Traits of Remarkable Service."
Trait #8 - Create That Wow Experience
What could you do in serving your customer that would leave such an impact, people hundreds of miles away talk about it years later?
Jim tells a story of a stressful dinner out that turned into an incredible special occasion experience.
Jim Hope's "9 Traits of Remarkable Service."
Trait #6 - Own and Fix the Problem
How many times have you been out and you raise an issue with your server only to have him pass the issue off on somebody else? How much more satisfying is it when your server helps resolve a problem rather than letting you "talk to a manager?"
The problem may not be your fault, but it is your opportunity.
Jim Hope's "9 Traits of Remarkable Service."
Trait #5
Sometimes it makes sense to bend the rules a little. The result can often be seen as VIP treatment for our members and customer. After all, who doesn't like to hear "I'm not supposed to do this, but for you'll make an exception."
But be careful!
Bend the rules sometimes, but know when to do it.
Jim Hope's "9 Traits of Remarkable Service."
Trait #4
We are confronted with "Moments of Truth" every day. These are the little things we notice and fix that make our clubs and our workplaces better for our members, our guests, our staff, and ourselves. When you're faced with a "Moment of Truth," what will you do about it?
WARNING: This episode could change the way you see your club - and your environment - on a minute-by-minute basis.
Jim Hope's "9 Traits of Remarkable Service."
Trait #3
When we serve, we owe it to our customers and to ourselves to listen intently. Our customer's questions and interactions with us are intended to lead to a desired outcome. When we listen effectively and honestly, we clarify their expectation and gain a deeper understanding of how we can exceed it.
Jim Hope lays out Trait #2 in the "9 Traits of Remarkable Service."
Have you ever been served by somebody who wasn't really present in the moment with you? What about the opposite?
Give the customer your undivided attention and elevate their experience every time.
Jim Hope's "9 Traits of Remarkable Service."
Trait #7 - Redefine Routine Activities
Our work is often a series of routines. Enthusiastic, giving servers inject personality and panache in routine activities and make the mundane stand out. The challenge is to remember that what we do several times each day is often experienced just once by our customer and it can be the opportunity for us to deliver the experience of a lifetime.
Jim tells a story of a shuttle driver at Bandon Dunes redefining the experience of letting guests know what's on the menu at the club.
Jim kicks off the first episode in a nine-part series "The 9 Traits of Remarkable Service."
Trait #1 is all about that moment when you or your staff member first encounter your customer. A warm welcome acknowledges that you know they're there and sets everybody up for a successful interaction.
See acast.com/privacy for privacy and opt-out information.
The most successful clubs, like the most successful businesses, invest a lot of time, energy, and money in branding. Branding is one of the most important investments a club can undertake, particularly in a day and age where people seek deeper and more meaningful connections and experiences.
In this episode, Roger and Jim scratch the surface of what a club's brand is and what it means to its members and prospective members.
When it comes to hiring new staff, we want to make sure we're finding exceptional people that will compliment our club's service team. This is hard to do with mundane questions that we've all been asked a hundred times.
Jim lays out some interesting and fun questions that will help you make exceptional hires next time you have a role to fill.
Word of mouth is one of the most powerful marketing tools available to you, but how do you ensure you're getting good word of mouth? In short, invest in customer service.
Customer service is marketing. The great stories our guests and members tell about our clubs are often about times they felt like they got special treatment or received something exceptional, something remarkable.
Great customer service doesn't happen by chance. It's something we can all invest in to grow our club business.
Jay Karen, the CEO of the NGCOA, published an insightful piece on the impact of bartered tee times on golf courses. He puts the new GOLFPASS under the microscope to illustrate the impact of such discounted prices on the overall value of golf as a product.
You can read his article here, and it's well worth it.
This episode of The Engaged Club is our thoughts on Jay's article and tee time re-sellers in general.
Your email list is your marketing asset with the most profit potential. It's like they say; "The Money is in the List."
To get the most out of your email list, you must first set yourself up for success.
Roger breaks down some fundamental basics of email marketing. Are you skipping any of these steps?
Remarkable service isn't a fluke.
Remarkable service is cultural and it starts at the top. It's in the hire, it's in staff morale, and it's in the brand of your club.
Jim and Roger share and dissect stories of remarkable service that elevates the experience.
Having an up-to-date website that is fully responsive and easy and delightful to use is more important now than ever.
In this episode, Roger explains why this is and what you should do about it right now,
As managers, we want our directors to feel involved in the success of the club, but we have to manage that relationship carefully.
Jim goes into detail in what might be one of the most difficult aspects of managing a club; helping directors understand their optimal level of involvement for your team and your club to thrive.
Customer loyalty is important to every club and Loyalty Programs seem like just the thing to increase the chances of earning repeat business from casual customers.
In this episode, Roger breaks down what makes loyalty programs work and why most clubs should take a step back before implementing one.
Jim Hope give some great insight into how performance reviews - or work plans - should go in the context of the salary and bonus compensation package most managers have.
Many clubs give their managers some rather "creative" compensation structures in their contracts. This doesn't mean there should be room for surprises at the end of the year when it comes to the performance review.
This is a great episode for managers and boards who want to set up a successful review and bonus payout process.
The Superbowl is well-known for outstanding commercials from some of the biggest and best-known brands in the world. There's a lot we can learn from how these companies and brands reach out to their audience during the Big Game.
In this episode, Roger explains three lessons from Superbowl advertisers that you can put in the game at your club.
For years now we've been asking about Millennials and how we can get them to participate and join our clubs. Some people even blame them for "the demise of golf."
Will we make the same mistake with Generation Z?
In every James Bond movie the villain has Bond dead to rights at least once. But Bond always gets away.
This happens in the club world as well. So many time a decision to advance our club or do something great for our members is at our fingertips, but we let it slip away.
Just like the villain in the James Bond movies... you've got to pull the trigger.
The term "Membership" has evolved to mean many things in the club business. In the strongest clubs, it means community; "People like us do things like this."
In other clubs, a membership is merely access to certain club amenities.
In this episode, Roger suggests that you should aim to defend the integrity of your membership by not selling your club's amenities, like golf, as a commodity.
This episode is a bit controversial and your input is welcome and appreciated.
Jim’s 12 Rules of Club Management:
Rule 11 – Do Work Plans, Not Performance Reviews. Goal-setting and regular check-ups with your staff are important for maintaining a strong club. Jim offers a great way to get better buy-in by creating a process with your staff to help them achieve their goals and the club's mission and vision.
Rule 12 – Do a SNAP Analysis every year. Do a check-up on yourself as well. Annual self-assessment will help you improve yourself and deliver more for your club.
Jim’s 12 Rules of Club Management:
Rule 9 – Positive Challenges Need Trust. As a manager, you'll want to challenge your staff to make sure they're giving their best and honoring their commitment to the club. It's vital that your staff trust you and know that you're challenging them in a way that will help them grow and improve.
Rule 10 – Be Consistent with the Rules. There's a lot of grey area when it comes to running a club. But if you're inconsistent in the way you apply club policies and rules with your members and staff, you might find yourself in some difficult positions.
Jim’s 12 Rules of Club Management:
Rule 7 – It's Not Your Club. The club you run belongs to your members and your desires or ideas might not always align with their wishes or priorities. Jim shares a story about an initiative he once had, but couldn't get past the board.
Rule 8 – Tell the Truth, the Whole Truth, and Nothing but the Truth. "I don't know, but I'm going to find out" is almost always a better policy than an answer that might not be right.
Jim's 12 Rules of Club Management:
Rule 5 - Bring it Every Day or Go Home. Your members and your team have reasonable expectations. It's important to bring it every single day to make sure those expectations are met.
Rule 6 - Don't Take it Personally. It's important to care about the experience you members have at the club, but never take things personally.
12 Rules of Club Management:
Rule 3 - It has to Have a Social Component. Your club may attract members with your terrific amenities, but the long term health of a club is dependent upon the social fabric you create within. Jim tells a great story about a golf event held at his club and the responses you might get from your members in similar situations.
Rule 4 - Don't avoid the Challenging Conversations. It's natural to dread uncomfortable conversations, but they're sometimes necessary to get to desirable outcomes. Jim recounts a few stories of challenging conversations and the opportunities they gave him to create a better relationship with one member and to reinforce the great work his turf team does with another.
The start of a series of podcasts on Jim Hope's "Rules of Club Management." These are must listen episodes that will benefit you and your club for years to come.
In this episode, Jim lays out and discusses Rules #1 and #2: Identifying your Weaknesses and Integrity is Everything.
Are you the type of club manager that approaches new technology with skepticism, weighing the cost and considering the budget?
When it comes to tech like apps, software, devices, and even equipment for our kitchens or retail spaces, it's better to explore the value it brings to the member or customer. Your customers have adopted a lot of technology and related habits. Leverage these tendencies to grow your club - and your budget - at every turn.
Change can be scary and uncomfortable, but change is necessary for growth, prosperity, and success. We all know this, yet some club managers and owners refuse to accept it.
Listen as Jim and Roger discuss why change is so important and how you can change your thinking to embrace change.
How frustrating is it when a member of your club tells you about a purchase they made at the local Big Box Golf Store? Big Box Golf Stores can't provide the same value your Pro Shop does, yet they're still eating your lunch.
In this episode, I do my best to breakdown what's happening in your customer or your members mind and help understand a strategy to reclaim some of your business from the Big Box Golf Stores.
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"You can't please all of the people all of the time," or so they say. It can be difficult and frustrating to manage member expectations when it comes to the various aspects of operating your club's Food & Beverage program. You may have to deal with everything from complaints about prices, removal of menu items, and the occasional "why can't our club be like..." question.
In this episode, Jim Hope lays out some practical advice on how to handle member expectations and how to find your North Star in your F&B department.
Every club has its power centers and individuals who believe the club should head in a certain direction. Navigating the politics of your club is a real challenge and the path is loaded with landmines.
Jim lays out some simple rules about how to handle the politics in your club, how to stay neutral, and how to make sure that even in a highly-charged environment your board and your employees are protected from the "loud voices."
We've talked about the importance of building a quality email list and making sure the leads you collect are likely to engage. In this episode, Roger breaks down how to do that beginning with how you ask for the email address to the crucial step that many clubs DON'T do.
You've just started as manager at a new club. You've got a mandate from the board. How quickly should you go about implementing it.
Jim breaks down the considerations for moving ahead with any kind of change, big or small.
Jim brings up an interesting question that many club managers, marketing directors, and board members might wrestle with from time to time.
Does an Online Ad Campaign Make My Club Look Cheap or Desperate?
Listen in as Roger and Jim discuss why online campaigns might be the perfect way to showcase what your club has to offer to your ideal customer.
As club managers it can be difficult to get your staff members to really buy in whole-heartedly to the culture of your club. That buy-in is important to make sure your members get the experience they deserve with each interaction.
Jim offers some great points on engaging your employees and making them feel like an important part of the club's culture.
A proper social media marketing strategy can make a big difference for your club's brand and bottom line. The problem is, too many club managers find social media marketing time consuming and they don't know if it's actually working. There's a tremendous opportunity for clubs to tell their story on platforms like Facebook and Instagram. And doing it well isn't nearly as difficult or overwhelming as it may seem on the surface.
Roger illustrates a social media planning session you can hold at your club that creates an entire year's roadmap for your social media marketing.
When you realize that your club's marketing could use improvement and that your club depends on it, you might feel overwhelmed.
Where should you start when it's time to fix your club marketing? Who should be involved in the process?
Roger has some helpful and soothing advice in this episode of The Engaged Club including "you don't have to boil the ocean."
It's not the size of your database that counts, it's the quality of the contacts.
There's an axiom that "he with the biggest database wins." This is surely a myth. Any club can go online today and buy a database with tens of thousands of contacts. The database would be large, but the contacts wouldn't be very high quality.
In this episode, Roger explains how to generate high quality leads and how to treat your contact database for better results.
It's not the size of the database that counts. it's the quality of the contacts.
Heading into a new job can be daunting. There's uncertainty about expectations and you might catch yourself guessing what your members, your board, and your staff are looking for from you.
In this episode, Jim Hope lays out a solid action plan for starting out in a new management position at any club. He'll walk you through your first week and your first 100 days on the job so you'll have everything you need to thrive in your new posting.
It's a hot topic whenever Club Managers get together; Governance.
Jim does a thorough job breaking down the purpose and makeup of effective governance. He also gives you a tool kit to "check the temperature" at your club and how to persuade and empower your boards and committees to govern your club for the benefit of current and future members and the overall health of the club you manage.
At Offcourse Golf, we get a lot of requests to integrate Facebook with the websites we build.
It's not something we recommend.
In this episode, Roger explains his perspective on why clubs might want to remove their Facebook page feeds from their website altogether.
Many club managers give it their "all." They're at the club for every meal service, every function, every event. These managers put the club before their family, their personal life, even their own health.
Jim passes on some wisdom that every we should all contemplate for our own well-being and for the benefit of the club's we run.
Should your club advertise on radio, television, and newspaper - the so-called 'Legacy Media.; Advertising is a big part of a club's marketing plan, but not all ads have equal impact.
Roger breaks down the pros and cons of buying legacy media advertisements and how they fit into your overall marketing strategy.
It's an age old axiom: "The Customer is Always Right."
But are they?
Jim gives a great answer to the question and explains what he means with a few great stories as examples that will make you rethink they way you approach customers and members that throw you a curveball, even if it's your most predictable, longstanding member.
Jim has a question: Why is it important for private clubs to embrace technology?
If you look around the club, you'll no doubt see that your members, individually and collectively, embrace technology in various ways. In this episode, we explore how embracing and adopting emerging technology is both a service to your members and a way of involving them in telling the story of your club.
Most clubs know they should have some presence on Facebook and other social media, but doing it well and regularly can be a challenge.
Roger and Jim talk about how to simplify the process and focus on the important aspects of audience engagement to take your club's Facebook game to the next level.
Email marketing is a powerful tool that every club should be using to keep members informed and engaged and to keep guests and customers coming back for more.
Many club managers and operators look at the open rate on their emails as a sign of success.
Roger suggests tracking some more meaningful stats and gives you some ideas for improving your overall metrics.
The strength of a team comes straight from the top. How can we expect our frontline workers to deliver top-calibre service and experiences if we make them feel directly involved in our business and celebrate their achievements?
Jim shares a story from a recent experience at a big box store that you can put in play at your club immediately.
Your customers' first impression of your club or golf course is often your website. What does it say about your club if the website is out-of-date or just doesn't work properly?
Roger and Jim discuss the importance of keeping your club's website up to date.
Most clubs do the big things right. The paint is fresh, the windows are clean, the grass is cut. But what about the small stuff? Especially the small stuff that gets noticed.
Jim Hope shares a great story from one of his first jobs that reinforces the importances of looking after the little details and how to develop the same sense of importance in your team members.
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Welcome to the Engaged Club!
We're Roger Kingkade and Jim Hope and we want to share our expertise in club management and digital marketing with you.
This is our launch point!
See acast.com/privacy for privacy and opt-out information.