At a time when uncertainty rules—when reopenings remain difficult and member concerns regarding coming back are top-of-mind—reinforcing what makes you and your club the best choice is as critical as any message you might send.
In fact, competitive differentiation and leveraging the possibility to create new revenue streams are part of your keys to survival.
“In short, to maintain our financial strength—which is critical now and post-pandemic—we need to re-imagine our businesses,” says Bill McBride, founder, president, and CEO of Active Wellness and BMC3 Consulting. “Now is a time to truly understand what you are and what you are not. It is time to amplify what you are great at and known for.”
Bolstering Your Brand
How you’re perceived is a big part of supporting your brand and image. Managing your reputation—especially when members are seeking reassurance as they return—is a core part of that effort.
“I’m a big believer in digital marketing and working very hard to manage brand position and reputation,” says McBride. “The quality of the operation prior to the crisis is paramount to success going forward.”