First, Happy New Year. I hope everyone is excited about the coming year and eager to achieve their objectives and key results (i.e., OKRs for the management types reading this).
I wanted to started out the new year, and share some trends for 2025. Why? Because every year various organizations, strategists, and futurists put out their predictions for new marketing trends in the coming year, and for 2025, it's no different. By reviewing these think pieces, and I wanted to provide some insight into the ones I thought could be most helpful and applicable this community of golf marketers.
However, what I found surprised me. Some of the predicted marketing trends for 2025 are tactics that the club marketing industry has been doing for awhile.
What are these trends - and why should YOU double-down on these for 2025?
C'mon, its 2025. Let's grow!
In this week's newsletter:β
β π What Top Brands Can Learn from Club Marketers
β βοΈ Give Us Some Feedback
β π Looking Ahead to Next Week
These are "trends" for 2025?
As I reviewed the Digital Marketing Institute's predictions for 2025, two trends jumped out at me - not because they were revolutionary, but because they perfectly describe what many of us have been doing for years:
1) The rise of employee-generated content (EGC)
2) Collaborating with customers instead of influencers
Let's break down why these "trends" should make golf marketers feel ahead of the curve, and how we can double down on our natural advantages in these areas.
Employee-Generated Content: We Wrote the Book on This
When I read that "employee advocacy is more than a buzzword" and that it's "a powerful strategy to leverage your company's individual voices," I couldn't help but think about every golf course who has naturally been doing this for decades.
Why We're Already Winning
Think about your club's communications. Your golf professionals aren't just employees - they're personalities that members know, trust, and seek out for advice. When they share:
- Weekly swing tips
- Tournament results
- Junior program updates
- Course conditions
- Pro shop merchandise highlights
They're creating what corporate marketers now call "employee-generated content." The difference? Your pros have been doing this naturally, building authentic relationships rather than following a corporate strategy playbook.
What Corporate Brands Are Just Learning
The Digital Marketing Institute reports that 94% of consumers are more likely to be loyal to transparent brands. Corporate marketers are just discovering that putting real employees front and center builds trust. Meanwhile, your members already know:
- The superintendent's name and trust their course updates
- The chef's specialties and value their culinary insights
- The tennis pro's teaching style and appreciate their program announcements
- The fitness instructor's expertise and follow their wellness tips
Customer Collaboration: Our Core Business Model
The second "trend" that made me smile was the move toward collaborating with customers instead of influencers. The Digital Marketing Institute highlights how brands are "taking a community-first approach" and "nurturing relationships with loyal customers."
Welcome to the club business model, corporate America!
Why We're Natural Leaders Here
While beauty brands make headlines for hosting exclusive retreats for their community members, consider what your club does every day:
- Member-guest tournaments that create natural content and stories
- Club championships that celebrate member achievements
- Committee meetings that directly shape club operations
- Social events that build genuine community
- Multi-generational programming that creates lasting connections
This isn't a marketing strategy - it's the foundation of club life.
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Doubling Down for 2025: Making Good Even Better
For clubs already excelling in these areas, here's how to strengthen your advantage:
Enhance Your EGC Strategy
1) Empower More Voices
- Create content opportunities for staff beyond just golf pros
- Showcase maintenance team insights about course care
- Share behind-the-scenes looks at event preparation
- Feature fitness staff wellness tips
2) Improve Content Quality
- Invest in basic video equipment for staff
- Provide simple training on content creation
- Create templates for consistent branding
- Establish clear guidelines while maintaining authenticity
Strengthen Member Collaboration
1) Formalize Success Stories
- Create a system for capturing member achievements
- Develop a regular cadence for member spotlights
- Document tournament and event successes
- Share member milestones beyond just golf
2) Build Community Platforms
- Enhance your member communication channels
- Create spaces for member-to-member connection
- Facilitate content sharing among members
- Celebrate member contributions
For Clubs Just Getting Started
π Looking Ahead to Next Week: I'll share a basic foundation and strategies in next week's newsletter - stay tuned!
The Bottom Line
While corporate brands are just discovering the power of employee-generated content and customer collaboration, golf clubs have been practicing these approaches for generations. The key for 2025 isn't to adopt these trends - it's to recognize our natural advantages and build upon them intentionally.
As other industries work to manufacture the authentic connections we've always had, let's double down on what we do best: creating genuine relationships between our staff and members, and fostering real community engagement.
Your club already has the foundation for what marketers are calling the future of brand engagement. The question isn't whether to adopt these trends - it's how to make your natural advantages even stronger in 2025.
Tell me...(Email me at hello@growgolf.co)
How is your club planning to enhance its employee and member content strategy this year?
Share your thoughts and I'll share them anonymously next week. Let's learn from each other!
In the meantime, Content of the Week on Friday. See you then.
-Rich Calabrese
ICYMI
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