Digital Beverage Marketing

How has this idea enhanced your club's operation, etc.?

Each month our MPCC Communications department sends out a digital Membership Newsletter. To contribute, our Food and Beverage Department creates digital content to promote new items within our dining outlets. This could range from our seasonal cocktails and featured wines to new “kiddie mocktails” sold on our pool deck.

These visually appealing promotions are a great way to showcase our beverage program. We have found them to be very effective in highlighting the new and exciting beverages being featured in our dining rooms. These promotions also allow us to display the talents of our bartenders who utilize their creativity to create these unique cocktails. They take a lot of pride in coming up with new and interesting ideas and enjoy seeing their work displayed in member promotions. We challenge our staff to participate in promoting these new beverages through incentive competitions. This results in a noticeable increase to our beverage sales, and overall morale boost of the dining room atmosphere!

How was this idea implemented, and what have been the club members' reactions?

The promotional content is also posted on all forms of the club’s social media to reach those members who want a quick club update. Promoting these new items creates excitement while increasing both sales and membership satisfaction. Our MPCC members look forward to the new content and continue to keep up with what is going on at the Club. We often find that when servers are describing some of these specialty items at tables, members mention that they saw them on the Club’s Instagram page which sparked their interest prior to them dining with us. The power of social media has shown us that we can ignite a flame in the eyes of our membership and keep them coming back for more, every day!