One of the most significant private club challenges today is effective communication with the younger generation. At Strategic Club Solutions, we are consistently seeing a need for diverse preferences in our clubs’ survey data. Unlike previous generations, where newsletters and bulletin boards were the norm, today’s young members seek convenience, immediacy, and a digital-first approach.
The question then arises: How do clubs communicate effectively with a generation inundated with options? Individuals in their twenties, often labeled as the smartphone generation, predominantly consume information through digital means. They are more likely to engage with content that comes to them, rather than seeking it out. This is crucial for clubs aiming to attract and retain younger members.
With the average American exposed to 4,000-10,000 ads per day, clubs must stand out of the noise. Using innovative strategies like neuromarketing is key. For instance, incorporating storytelling elements and leveraging social proof, such as peer testimonials, can significantly increase engagement among younger members. Adjusting the format also makes a big difference. Simply using video increases engagement. Social video generates 1200% more shares than text and image content combined. And, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Best practices include a multifaceted approach. Personalization is key—as it’s most likely to be received positively. However, beyond the medium, it’s also the message. Younger generations are looking for meaningful engagement. They value transparency and authenticity over polished corporate messaging. Clubs should consider hosting interactive sessions like office hours, or town hall meetings, where members can engage directly with leadership, including the General Manager or Board Members. Informal settings like coffee or lunch with club officials can also foster a sense of community and belonging.
Click here to read our 10 most critical “must not dos” when attracting a younger generation through communication.
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