Are your latest promotions or membership drives not hitting the mark? Many clubs fall into the trap of confusing advertising with marketing, assuming that both have the same purpose and goals. While advertising and marketing often work hand-in-hand, they each serve specific functions—and understanding that distinction can mean the difference between a one-time visit and a loyal, engaged customer.
Marketing is all about identifying, satisfying, and keeping customers. At its core, marketing helps you understand who your customers are and what they truly want from your venue. It’s the strategic process that guides your decisions, from designing your menu to creating memorable events and engaging entertainment experiences.
Think of marketing as your behind-the-scenes work: market research, trend analysis, competitor tracking, strategy development, branding and budgeting. Done right, it helps you tell a story that resonates with your target audiences. It’s a planned, thoughtful process that starts well before any ad is ever launched.
Advertising is the last step in the marketing process—it’s how you share your message. While marketing builds the foundation, advertising is what you do to broadcast your brand and communicate your message to your market.
Advertising’s goal is to drive immediate actions, like booking a table, signing up for an event or participating in a rewards program. In other words, advertising won’t work without a solid marketing strategy behind it. If your latest event or promotion isn’t getting results, it’s more than likely it is not the ad itself that’s at fault. You need to ask whether you’ve identified the right target markets, crafted a message that resonates, and priced it correctly for that audience. You also need to check that the usability and support, the things that make the product or service work, are in place and relevant to your markets.
Remember, no amount of advertising will ever make a bad meal taste good. You have to fix the meal first—then let your advertising share the news.
Let’s Build the Right Foundation
Struggling to hit the mark with your rewards program, promotions, events, or membership drives? At DWS Hospitality Specialists, we don’t just help you spread the word—we help you build the story, ensuring every ad resonates with a rock-solid marketing strategy behind it. Let’s get your message right from the start.
About the Author
Linda is a respected hospitality industry marketing specialist and creative consultant, having worked with many major Pub and Club groups across Australia for nearly two decades. Linda is a regular speaker and presenter at industry conferences and workshops, and at loyalty and player development seminars in the USA.
Throughout her career, Linda has acquired in-depth knowledge of Casino, Hotel and Club marketing, and was instrumental in designing and developing the first ever Club loyalty program, in addition to creating a VIP Host Management program.
