Floris Wouters, Marketing Manager at The Dutch, a European Tour Destinations venue and private members club located an hour outside Amsterdam, known for its highly engaged membership and business network, believes a multi-channel communications approach is essential.
“An effective communications strategy is crucial to fostering genuinely engaged and loyal members,” Floris says.
“In the club’s early years, most communication came directly from our golf pros. Today, as an established organisation, we take a multi-channel approach to communicate with members and keep them engaged across platforms.
“We have a relatively young average member age, which opens opportunities to explore a variety of communication channels. Through consistent, well-targeted communication – personalised whenever possible – we keep members informed about events, club news and exclusive offers, while fostering a sense of belonging and appreciation.”
Floris also notes that it’s essential to communicate through members’ preferred channels to ensure good and effective communication.
“With so much competition for their attention, our team constantly considers how to communicate most effectively. This approach ensures our messages resonate and fosters a strong connection within the community.
“At The Dutch, we keep members informed via our member app, a monthly newsletter, social media and a biannual magazine, ensuring that updates are timely, engaging and tailored to their interests.
“This approach transforms communication into a powerful tool that builds loyalty, strengthens our community and enhances the overall member experience.
“We’re also experimenting with digital custom experiences to create unique, personalised content that enhances even more our members’ connection to the club community.”
Floris adds: “Listening to what members want is also a vital part of communication. Translating their input into tailored solutions and communicating these clearly also goes a long way.
“For example, recently, with the support of the Dutch Golf Federation and through data and feedback from our members, we’ve developed unique, flexible memberships, which are proving very popular.
Floris also believes that communicating effectively with prospective members is just as important as with current ones.
“Until a few years ago, our website provided minimal information and we rarely posted on social media,” he says. “Now, we’ve opened up more because we felt it’s important for people to see what’s happening at The Dutch.
“By sharing updates, we give people a sense of what it’s like at the club and spark interest in joining.
“We aim to share insights and updates that showcase the unique character and ethos of our club, all while respecting the privacy and comfort of our members, as we are mindful of the boundaries and sensitivities within our communication.
“That said, every communication presents the club as a place where people genuinely aspire to belong.
Floris and his team have also been exploring other external channels, such as targeted campaigns, to expand the club’s reach and attract potential new members.
“While individuals choose to join a club and pay for that privilege, their engagement shouldn’t be taken for granted.
“In today’s digital world, the clubs which make an impact are those that approach their communications thoughtfully, listen to their members and deliver high-quality, relevant content. This approach builds a loyal community that feels like home, where members are truly connected.”
*Statista