TODAY’S GOLF COURSE MARKETING HASN’T CHANGED IN DECADES PART 1

TODAY’S GOLF COURSE MARKETING HASN’T CHANGED IN DECADES PART 1

TODAY’S GOLF COURSE MARKETING HASN’T CHANGED IN DECADES PART 1

Golf properties frequently fall into patterns when it comes to golf course marketing. Sadly, most golf properties have a handful of ideas and a few “go to” mediums of delivery when it comes to attracting new golfers. Discounted tee times, free lunch, free range balls, etc. delivered via e-mails, newspaper ads, cart signage, etc. are the staples of the industry.

The tragedy of this limited knowledge of golf course marketing is you can easily fall victim to numerous external circumstances like new or improved competition, the economy, etc. and suddenly the golf property is now in serious trouble and possibly on the verge of bankruptcy; all, because the education and knowledge of golf course marketing was very limited.

Think of it as going into battle against one hundred enemies only having a handful of arrows in your quiver. In this scenario, when faced with the real threat of possible failure and the fight or flight response sets in, it is understandable why most golf marketers choose to flee (even if only internally) and “hope” things get better i.e. good weather, get all of the outings in, etc. opposed to reaching into their quiver for new arrows.

The key to avoiding this pit fall is to experiment with numerous mediums and campaigns for marketing your golf facility. Let’s take for example we want to prepare a marketing plan for 2014. In this example we will use a golf club in the north that probably is closed during January and February. Unless you are MMC®(www.golfmmc.com) you probably won’t be bring in new golfers so you’ll want to start setting yourself up for March onward. You could start with a little educational marketing to your existing lists with some bi-monthly (blasting your email list more than twice a month is suicide unless you have something extremely important to share with your golfers) tips on improving their game with indoor exercises and drills.

Educational marketing (also Branding) is a highly effective way to connect with your
golfers without always trying to sell them something. At this time you are just planting seeds and if what you are sharing with them has value they will share it with their friends and it will start creating a buzz about your golf property.

The key point I want to make here is always have a variety of marketing ideas and mediums in your quiver in case one ( campaign or medium) performs poorly you can immediately move on to another.

For more free tips on growing the game, your golf facility and your golf career visit us @ www.golfmmc.com or call 904-448-5727.