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Why Your Club Needs a Bikini Car Wash

Recently this question popped up on my phone: It came from Dan Schmitz, a friend and colleague of mine in the private club industry who also sits on the membership committee at his local New Jersey club. He was heading to his committee meeting that evening to discuss strategy. I thought about it briefly and then typed…

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Membership Is Not a Logical Purchase

Think about the last pair of shoes you bought. Did you buy those shoes because they had more leather per square inch than the competitor? Or did you buy them because there were exactly 48 stitches per shoe, vastly superior to the other brands? Doubtful. More likely, you bought them because they looked great on…

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Membership is Not a Sprint

When it comes to private club membership, sales is not a sprint. Most people will agree with that simple and trite statement. You’ve probably heard it before from a board member or even a general manager. The problem is, the advice that comes next is often wrong too. The classic follow up to “it’s not a…

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2016 Marketing and Branding Predictions

2015 Review and 2016 Marketing Predictions

As a new year quickly approaches it’s time to recap the year that was, as well as make some bold predictions for 2016. Let’s face it folks, marketing is not an inexpensive proposition. Whether it’s time or money or both, it’s important to maximize the resources you have available and generate a reasonable return on that investment. The goal of this…

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5 Ways to Avoid Paralysis by Analysis

As the head of a design and marketing firm I’ve often run into the client that just can’t make up their mind. One day they love my design and vision for a campaign, and the next they’re sending me an email with changes and updates. You’ve probably experienced this in your business too, and maybe even…

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