Greetings from sunny Scottsdale π
First thing first, If you've been to the WM Open before, please send me some tips and advice. I've never been to this tournament and I'm looking to head out early tomorrow before an afternoon flight.
Well - After yesterday's MNML Golf announcement, I want to use this week's newsletter to highlight a few things that this community can take away from how MNML operates.
What I love about what they do is that they stand for something.
They have set standards and values to how they want their products to function, how they operate as a business, and how they choose to interact with their community.
There are some critical learnings that all of us that work at golf courses and golf clubs can learn from this. And frankly, some of these questions are tough not just to think about, but how to execute it.
Let's kick off this conversation...
Leading with Values, Not Just Amenities
In today's rapidly evolving golf landscape, innovative brands like MNML Golf can help rethink how we think about engaging with golfers in the traditional sense. Their approach may offer valuable lessons for clubs, courses, and businesses looking to enhance their marketing and member/customer engagement strategies.
The most successful clubs today aren't just selling golf β they're selling beliefs and belonging. MNML Golf has shown that leading with your values creates deeper connections than focusing on features alone.
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βConsider:
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How clearly do you communicate your club's philosophy?
- How often do you do this?
- Are your marketing materials telling your story, or just listing amenities?β
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- Does your messaging reflect why your club exists, not just what it offers?
GG POV: Read that last question again. It's a tough one to answer. What kind of course or club are you? If you don't know, today is a great day to figure that out.
Building True Communities
Member acquisition is important, but community building is crucial. MNML Golf's approach demonstrates that fostering genuine connections creates lasting value. Here's a few ways to do it best, but know, many people in the Grow Golf community do a terrific job at this.
- Share member stories and experiences in your communications
- Create and nurture traditions that members can pass down
- Use social media to facilitate connections, not just broadcast information
- Support member-led initiatives and special interest groups
- Celebrate personal milestones and achievements
The Power of Personal Touch in a Digital Age
While many businesses are automating everything (no, don't want to talk to an AI chatbot), MNML Golf ensures customers can always speak with real people for customization and support. They've proven this approach builds loyalty and word-of-mouth marketing.
For clubs, this might mean:
- Reviewing your member service touchpoints
- Training staff to create memorable personal interactions
- Finding opportunities for customized experiences
- Enabling staff to make in-the-moment decisions that benefit members
GG POV: How often do you speak to members? Probably every day! But is it just the frequent fliers or do you have insight into cold members that could use a friendly call to be warmed up and activated again?
Authentic Positioning
Your club doesn't need to appeal to everyone. MNML Golf succeeds by focusing on golfers who share their values and vision. This might mean you have to:
- Define your ideal member more precisely
- Create marketing messages that resonate with THAT target audience
- Being comfortable that your club isn't for everyone
- Developing a distinct voice that reflects your true identity
Food for Thought
As you evaluate your club's strategy, consider starting with these questions:
- What are your club's core values, and how clearly are they communicated?
- How can you better facilitate meaningful connections among members?
- Where can you add more personal touches to the member experience?
- What role does your club play in the broader community?
If you don't know the answers to these, ask around. Your colleagues, your staff, and your members. Don't be afraid to have these conversations, because what you may find out may change (or confirm!) the way you sell your club.
While it's been a busy week here at Grow Golf, we're not stopping. I'm very excited about what's to come in the weeks ahead. If this week's newsletter was helpful and made you think more about your work, I'd love it if you pass this newsletter on to your colleagues.
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See you next week. In the meantime, get out there and Grow Golf.
-Rich
ICYMI
Miss a week? Here's a list of Grow Golf's most recent newsletters:
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