Having worked with several different golf clubs I have found a common theme, they do not market from the inside out. As a marketing professional, it is my job to create a plan that connects the target customers to the golf club to generate enquiries, but from there the team must work as a strong unit to close the booking and give the customer the best experience possible.
I market from the outside in but the team on the ground need to be a strong brand and market from the inside out….word of mouth is the most powerful marketing tool out there!
It is time to stop take a breath and think about what you are doing to increase revenue for your business.
Are you currently struggling to find new members or players? Are you currently slashing your green fee rates and eliminating joining fees in a panic?
This will only give you a short term gain and dilute your brand to the point of no return. Now is the time to make a change, before it is to late and there is no way back from that ridiculously price green fee – you are pouring your brand down the drain. All potential customers will be annoyed with the cheap offers visitors are receiving and will perceive your product as being substandard with it being so cheap. Members, customers will start talking…..oh the golf club must be in trouble have you seen how cheap the green fees are? Good marketing strategy? I don’t think so.
Why do people play golf? Join a club?
To escape every day life, to enjoy themselves through an experience.
You have to ensure that you make the experience so memorable that it brings them back time and time again, create loyalty. Every part of your operation is the brand, it is a team effort to create that experience.
- It is easier to retain a customer than gain a new one
- Add value instead of reducing your price
- Create an environment that speaks volumes
Now as a marketing geek, yes you need to attract these people in the first place so your digital shop window i.e your website and social media, needs a bit of a facelift to entice them to your great facilities and we need to have a sales & marketing plan in place so the whole team know what the offers are and what the targets are. Set brand standards from the minute they look at your site to the minute they dine in your facilities, keep it simple, fresh, clean and be the best you can be. Not every golf club has 5* facilities across the board but everyone should have 5* service – that is all anybody really wants.
Be the best you can be and give them a club that members are proud of, visitors return time again and you are the talk of the town (for all the right reasons).
So have I convinced you to think outside your tee box?
Interested in learning how we can help implement these changes to your club and work together to increase your revenue?