Don't Freak Out As The Economy Slows!

I have had somewhat of a Blog dry spell....not because I ran out of things to write about, but because I was unable to access the account to make a new posting.

I'm over that little stumbling block and back on the blogsational case now and I must stay....very upbeat about this year.

One of the magazines that I enjoy reading is the Netregistry Nett Magazine. Its a great read with interesting articles about business in an online sense and is particularly useful, I think, for small and medium sized business. One of the articles in the January 2009 issue that caught my eye was a very simple common sense approach to the economy and business. It was written by a Sally Mills, CEO or the recruitment firm LaVolta - the articles headline was "Don't freak out as the economy slows". I think as a nation, Australia and Australian's are relatively positive. We are upbeat and despite obvious international influences, and usually a time lag in their effects, there are simple strategies that we can all do in our business, no matter what their size to help the economy and the people who are a part of it.

Unfortunately, the Classic DONT'S That MOST Do are things like:

1. cut on marketing;
2. cut on employment and
3. cut on training!

When a business cuts too much out of their marketing budget, or doesn't channel what they do have into areas that provide real value....they risk getting lost in the market place.

When a business cuts on employment, rather than trying to utilise current resources more efficiently, the pressures on a shrinking economy are increased.

When a business cuts on training, it can have a detrimental impact upon the customer experience.

Sometimes it may be all 3! The point being, downward spirals can be difficult to claw your way out of - so try not to go there in the beginning!

In the current economic climate, customers are looking for value in every opportunity. I believe that the biggest draw card in Clubs today is sensational food for a sensational price. This has always been the case, however, today, not only do Clubs have sensational food, but state of the art menus, chef's, dining experience, range from cafe/casual dining to sensational world class a la carte restaurants and function facilities.

Clubs are ALL about the Members. Of course! However, something to think about is the promotion of Club facilities to more than just Members....for their long term sustainability, Club dining facilities has to be about paying customers. Paying customers are members, visitors and guests to the Club. ALL OF THESE PEOPLE WANT VALUE!

Remember......the key to value is in the way that it is delivered & promoted. To offer value doesn't mean reinventing the wheel, and giving away more than is currently offered, its about delivering value to entice a new customer to try your facilities, enjoy their time with you and potentially become a new member. That is, its all about telling people what your Club already offers and most importantly, inviting them to try it too!

Strategically, I would be looking at marketing campaigns which considered the following:

- delivering value to customers that improves their day to day life;
- improving your Clubs website and the customer's experience of it;
- review your clubs online marketing strategies;
- focus on internal training activities and employment;
- look to market your club more cost effectively.

www.clubsational.com.au can assist your Club in all of these areas.