The Definitive Guide to Membership Marketing by Aluisy Gabriel & Aluisy Gabriel

Author:Aluisy, Gabriel & Aluisy, Gabriel [Aluisy, Gabriel]
Language: eng
Format: epub
Publisher: Shake Press
Published: 2017-03-30T16:00:00+00:00

Collateral Materials

The most often used form of traditional marketing is collateral materials. These are business cards, brochures and other printed materials that the club has produced. Some clubs use their own newsletters or magazines as a form of soft advertising to the public and that is a great use of it.

What’s important to consider with these types of materials is consistency. Everything that the club distributes needs to have a common aesthetic theme, a consistent color palette, font usage and paper type. When you lack consistency, it undermines your club’s brand in a subtle yet very powerful psychological way.

I like to use the example of a steak dinner when I describe the importance of consistency. If you were to walk into a club’s restaurant and order a beautiful USDA Prime New York strip cooked at a medium temperature and it came back rare you’d be disappointed. You would probably send it back, be a little irked, but as long as it came back good the second time you’d give it another shot. However, if the next time you went to the restaurant and ordered that medium steak only to find it came out well done, you wouldn’t know what to expect. You’d probably never order it again. You’d assume the kitchen didn’t know how to cook a proper steak. It’s that lack of consistency that causes a lack of expectation that erodes your trust. On the other hand, if you were to walk into your club’s dining room night after night, order the same steak, and have it perfectly cooked each time, you’d be a diner. You’d have an expectation that is continually met and it would form a psychological trust factor for the chef and the restaurant.

That’s why consistency is so important and something that should never be overlooked. The best brands, be it Coca Cola, Apple, Rolex rely on consistency in their message and their aesthetic. If you see the Coca Cola red you could probably recognize it without even the logo there. That’s how consistent they’ve been.

If your club is marketing without a brand standards manual, put this book down right now and get to work on one with a competent designer. This is not a job that should be left up to a staff member; you’ll need to hire a professional. Your brand standards guide should include at a minimum acceptable and unacceptable logo usages, brand colors with corresponding CMYK, RGB and Pantone® (if applicable) values, as well as specific typefaces (fonts) that should be used. More detailed guides will show things like email signatures, letterheads, PowerPoint slide templates, paper types and other standard items that should stay consistent. This guide can grow as your needs arise. It should be given to anyone who creates something for your club whether that’s a member, staff or outside designers and printers.

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