A Lasting First Impression

As we all prepare for the January rush and the start of a new year, it’s important to reset and think about how your club will stand out from the rest. With just seconds to capture interest in this digital age, what do you want to convey? And more importantly, have you made a lasting impression to not only attract, but retain your members throughout the year and beyond?

At Club One, we constantly seek out ways to create a memorable brand experience through various in-club, online and community touch points that build customer loyalty. Below are a few easy-to-implement tactics to help ensure that your club’s first brand impression is a lasting one.

It starts with Google.
According to Comscore, 82 percent of local internet searches result in a visit, call or purchase. This means that your online reviews and website often deliver the first brand impression. Do your due diligence to make sure all search listings are correct, and profiles and reviews are refreshed. Lean on the expertise of a SEO and SEM specialist for optimization and placement. And, to help build consumer trust, consider sharing testimonials or club experiences through video on your website.

A warm welcome.
Beyond a friendly smile, eye contact and a warm greeting, you have an opportunity to personalize a new member’s welcome. How you answer and interact with a prospect or new member sets the tone for the level of service they can expect from your club, long-term. Welcome calls from the general manager and hand-written thank you notes, personalized to each individual member, connects them to why they joined your club in the first place. But don’t just stop there — check in often with personalized interactions throughout membership.

Build brand loyalty out of the gate.
Put your brand in their hands. It could be a logoed gym bag, iPhone cover or personalized VIP guest memberships for their friends — as long as it makes new members proud to be associated with your brand. Put careful thought and consideration into exactly what this might be, and if done right, your new members are often your most loyal, excited enthusiasts, who immediately begin to share their experiences online and in line at the grocery store.

Get involved in the community.
Brand presence within the community reinforces a powerful message that you’re committed to something greater than what is inside your club walls. Aligning with community partners and organizations who share the same value proposition further extends your brand connection and loyalty. Become a leader in the community, and you’ll be ready to welcome the community into your club.

Be open and listen.
Open lines of communication in order to build relationships and increase levels of customer service. It’s important to make all members feel heard. And many times, it’s as simple as asking members how they’re doing and if they’re satisfied.