2. • 61% of customers who visit a mobile • In 2012, the U.S. saw a 55% increase in
unfriendly site are likely to go to a smartphone subscriptions to make for 98
competitor’s site. – (IABALM 2012) million smartphone subscribers,
representing 42% of all U.S. mobile users. -
(comScore 2012)
• 64% of mobile phone time is spent on apps.
– (Nielsen 2012)
• 71% of Core golfers are on Facebook,
LinkedIn or Twitter, compared to 56% of the
national adult population. – (NGF)
• Smartphones are already the majority
technology used by Core golfers, at 61%, and
that percentage is growing rapidly. – (NGF)
3. First off, what is an app?
A mobile application is basically a program that can be
installed on your mobile device (smartphone or tablet).
Why are apps important?
Native Functionality - Since an app is code that is written
specifically for a mobile device, this gives an app more capabilities and it has a
profoundly different effect on how people use them.
A few examples of this would be Push Notifications, Facebook integration,
and Photo Sharing.
Branding and Psychology – When someone downloads your branded app on
their phone, you have just purchased valuable real estate on their device.
Each time they use their phone, your course name and logo is right there
in front of them, and they have one-click access to the features of your
app.
For any business looking to increase exposure and brand loyalty, a custom
app is a powerful way to more deeply engage with your customers.
4. U.S. Mobile Apps vs. Web Consumption
(Minutes per Day)
Credit: @MDGadvertising Sources: Comscore, Alexa, Flurry
5. Keys to a successful mobile app strategy
Branded – Is it branded specifically for you golf club? You
wouldn’t want to share a website with 100 other courses
would you?
Enhance the Golfer Experience – Is your app a compelling,
useful, and fun toy that your customers want to use?
Truly Social – Does your app take advantage to leverage the
social aspect of golf to increase exposure for your club?
Dynamic – Is your app designed dynamically so that you can
actively engage and communicate with your app users?
And Lastly - USE IT!!!
Common app misconception
“Our app is free, and you’ll actually share in our ad revenue!” – There are
multiple app companies out there offering free apps, claiming that it is paid
for by in-app advertising. A couple key points:
There is not money in app advertising on such a small scale. (Ad
pennies, not ad dollars).
Their motivation is not to drive golf-related revenue to your club, they
want your customer base to increase the # of consumers in ad base.
Many are not branded for the golf club.
6. CASE STUDY – MOBILE APP
NORTHLANDS GOLF COURSE
BOOKED $56K
BACKGROUND
Northlands opened for 18-hole public play in 1997 and has since earned the reputation of
being Metro Vancouver’s premiere public course. Awarded “Best New Course” by Golf
IN ROUNDS IN
Digest in 1998, Northlands was designed by Les Furber of Golf Design Services, one of
Canada’s most prolific golf course designers and a specialist in mountainside construction.
90 DAYS WITH
In May 2012, Northlands set a new standard and launched a mobile app for its course. In
the three short months since its introduction, there have been 1,643 downloads of the app
as well as 269 tee times, 888 rounds, and $56,235 in tee time revenue booked through
A MOBILE APP
the app (and this is growing rapidly). In short, Northlands has seen tremendous results
with the new mobile app in a very short amount of time.
VANCOUVER COURSE SETS A NEW STANDARD BY LAUNCHING A MOBILE APP Keys to Success from Curtis Johnston, Golf Administrative
Supervisor & Marketing Coordinator, Northlands Golf Course
WHY DID YOU DECIDE TO OFFER A MOBILE APP FOR YOUR COURSE?
Golf is a competitive industry and we’re trying to stay ahead of the curve. The business
has changed in the past ten to fifteen years and now it’s important to find new ways to
attract golfers. We want to get people through our doors and offering a mobile app for
our course—where you can book rounds and get GPS coordinates—is a huge perk for
our customers. It also is a great way for us to get additional exposure and spread word of
mouth about our course.
WHY DID YOU CHOOSE ACTIVE NETWORK’S MOBILE APP SOLUTION?
We had talked about the idea of a mobile app last year and didn’t know how to go about it.
When we were introduced to ACTIVE Network’s app it was simple and easy and had every
feature we wanted. We didn’t have to design and build anything, the framework was already
there. There were even a few features that we didn’t think of, like the Facebook integration,
leaderboard for tournaments, and the F&B menu for the 9th hole kiosk.
HOW HAVE YOU PROMOTED THE MOBILE APP?
We have promoted the mobile app everywhere. It’s on our voicemail/call hold recording,
there’s a banner with a QR code in our pro shop, we have postcards all over the place,
we put it in our Facebook and Twitter feeds, it’s in newspaper ads, in our e-newsletters,
our starters and cashiers talk to customers about it, etc. We really try to advertise it
everywhere we can. We also did a VIP sponsorship of Smoke Out Vancouver, a high-end
cigar event, which gave us major exposure for the app.
1.800.209.7130 | Golf@ACTIVEnetwork.com | ACTIVEgolfsolutions.com
7. CASE STUDY – MOBILE APP
NORTHLANDS GOLF COURSE
WHAT ARE THE MAIN BENEFITS OF USING THE MOBILE APP? NORTHLANDS GOLF COURSE STAYS AHEAD OF THE MOBILE TREND
The mobile app is another toy to offer customers. It’s an all-in-one tool that saves both
them and us time. Customers don’t have to call us or sit down at a computer to book “Smartphones are expected to be the highest selling consumer electronic device in 2012.”
rounds. They can do it all through their mobile devices. - Morgan Stanley 2012
Another way to look at it is that we’re with them all the time now. When they look at their “From 2010 to 2011, the number of golfers who own and regularly use a smartphone rose
phone, they see Northlands (and we all check our phones every available minute!). It’s by half, from 41 percent to 61 percent.” - National Golf Foundation 2012
more exposure for our course and another way for customers to connect with us. Plus, I
cannot say enough how important the Facebook integration is. For customers to put us in “64% of mobile phone time is spent on apps.” - Nielsen 2012
their News Feed is priceless.
“Over 62% of smartphone owners have downloaded apps on their devices within the last
WHAT’S THE FEEDBACK ON THE APP BEEN LIKE FROM YOUR GOLFERS? 30 days.” - Nielsen 2012
It’s virtually unanimous that everyone who downloads the app, loves it. The free GPS and
three-tap booking are the most popular features, but our regular customers also really “In 2011, 19% of golfers used GPS apps regularly; 25% used apps that measure yardages at
love the leaderboard function. golf courses, 16% used apps to manage their game, and 9% used apps to book tee times.”
- National Golf Foundation 2012
“
We just started to use the push notifications last week and we’ve had a great response
from customers. After our first notification, we got a phone call to book the deal less than
a minute after we sent it out! We’ve had almost instantaneous responses each time and The mobile app from ACTIVE Network has been the missing
it’s working much better than the Facebook and Twitter promotions we run. piece we needed to take Northlands to the next level of customer
ARE F&B REVENUES INCREASING?
service and connecting with our golfers. The ease in which our
When customers reach the 8th hole, they get pop-up of the F&B menu at the 9th hole kiosk. customers can book a tee time from anywhere via their phone is
At this point, people aren’t pre-ordering as much as they are deciding what they want in invaluable. The on-course GPS feature has improved our pace
advance. It’s more for pace of play—we can move groups through the kiosk faster with less
of play and the immediate social media accessibility has and will
wait time. So our revenue isn’t increasing but our lines are decreasing.
continue to improve our bottom line.
ON A SCALE OF 1 TO 10, HOW EASY WAS THE MOBILE APP TO IMPLEMENT? Gary Nedergard, Section Manager, Golf Facilities, Northlands Golf Course
(1 DIFFICULT, 10 INCREDIBLY EASY)
Implementing the app was a 10. It was simplicity from start to finish—from signing the
contract to launching the app. It took zero training for our team and we were able to get it
going immediately.
WHAT HAS CUSTOMER SUPPORT BEEN LIKE?
We haven’t had to call customer support about the mobile app. We’ve handled it all Find out how a mobile app can help your golf course drive more revenue:
ourselves and there haven’t been any problems! ACTIVEgolfsolutions.com/mobile-app
1.800.209.7130 | Golf@ACTIVEnetwork.com | ACTIVEgolfsolutions.com
