Golf Consulting: Marketing Your Golf Facility
August 31, 2011 2 Comments
There are a lot of people who want to own a golf club and for many different reasons. Some for kudos; some for the association; for friends, family and or business reasons or simply just for fun.
However, whatever the reasoning behind your investment into golf, why throw good money away if you don’t make a decent go of it as a business – and one of the keys to its success is then marketing. Golfers taking the time out of their day to come and pay to play your facility will enjoy the experience far greater provided your business is one that has taken the time to undertake a few simple marketing practices.
· Research the market – know what business you are getting into, it’s current situation and understand what, at core, your offering is.
· Understand its segmented customers – customers are the lifeblood of your new facility. Take time to understand them, what makes them come back and be open enough to understand what new opportunities may exist.
· Develop its competitive strategies – know your competition as well as you can and develop ways and means to work with this for the benefit of your facility. Know what the competition does, how well and at what price. Also have an understanding on the areas competitor’s falls down and look to consider a focus in these areas if you know it will benefit your business.
· Develop its unique offer – and work hard to ensure that you have a unique offer! Unique offers can take many forms – price, audience, theme, membership, corporates – you decide what will work best for your facility given location, level of facility and price points sought.
· Price the offer appropriately – one of the most important pieces of marketing research involves pricing. Many clubs price to high and then get crushed by 2-4-1 offers that are currently very hot (and well used by golfers) so be sure not to fall into this trap. Do consider though offering a price point that is sensible across all areas of your business including food and beverage.
· Choose the correct routes to market – whatever market you set your heart on – work to understand how people in that market receive their news and information. Work to plug your facility into this targeted network through online, printed advertising, flyering or by whatever means you need to use to get your message across to your market.
· Communicated that offer effectively – less is more – especially in advertising, marketing and promotion. Focus on simple offers that entice customers not confuse them. Offer incentives – as repeat business is easier to deliver than new business every time.
· Manage the physical environment correctly – what environment they come into is key – much as it would be in a restaurant. If it’s empty with no atmosphere – you will struggle to consistently drive footfall. Make it interesting, with some background noise and warm and welcoming. This will be the pre or post round ambience that they appreciate and enjoy spending time in. It then becomes an easier sell to get them to stay there for longer.
· Manage the service and customer contact element – the correct staff and the service element will be key. Get the ambience right and train, engage and empower your staff accordingly and these close, reliable and friendly touch points will be sure to get whatever marketing messages you need them to deliver to each and every one of your members and guests.
· Manage customer satisfaction – as with all things – it’s about quality for the price. Manage, meet and exceed customer expectations on the course, with food, customer service and everything you possibly can to make sure that they have the best possible experience. It will then be likely that they tell their friends which only works to driving yet more traffic to your facility!
· Don’t be tempted to busk or take short cuts on any of this important marketing work – take time to consider and work up, ideally with marketing experts from within the industry and formulate a proper marketing plan before you contemplate executing anything!
For further information, email me via the Contact section.