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Marketing Basics for Golf Clubs

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Marketing Basics for Golf Clubs
Golf SA Forum, 2011

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Marketing Basics for Golf Clubs

  1. 1. Marketing BasicsA Quick 9-Holes Golf SA Club Forum April 2011
  2. 2. HOLE 1Create an effective Website Par 4
  3. 3. Hole 1 – Tips Trust your website development, hosting and maintenance to specialists Install Google Analytics to monitor your traffic Take the search engine test – type in “Your Name Golf Club” or a golf related search phrase like “golf courses in my town” and make sure your site is listed at the top List your website on all club printed materials, including your scorecards List your website on course signage and on the front door
  4. 4. HOLE 2Email Databases & Marketing Par 5
  5. 5. Hole 2 – Tips If you currently keep your email database in a traditional address book like Outlook, Hotmail etc, switch to an automated system that automatically handles remove and change email requests. Manually managing a traditional email system is a time consuming job. Dip your toes in the water with an online program like MAIL CHIMP (www.mailchimp.com) which offers up to 12000 emails a month free of charge
  6. 6. HOLE 3Internet Marketing Plan Par 4
  7. 7. Hole 3 – Score Assign a budget „Cross link‟ with other websites Advertise on other website Generate income through your own site Establish a regular schedule for updates
  8. 8. HOLE 4Customer Loyalty Programs Par 4
  9. 9. Hole 4 - Tips Offer the benefits and discounts to your loyal, regular players in appreciation of their regular patronage. Check out the big online database selling „stores‟ such as Scoopon (www.scoopon.com.au) and Cudo (www.cudo.com.au) but make sure you are able to utilize the customer database for future correspondence and ongoing loyalty offers
  10. 10. HOLE 5Programs for Businesses Par 3
  11. 11. Hole 5 - Tips Offer business related services (on course tabs, wi-fi, meeting rooms) Specifically advertise „Business Groups Welcome‟ Business card draws – build your contact database Utilise your business group database to market your „Come & Try‟ golf clinics or create special events especially for business groups
  12. 12. HOLE 6Public Relations & Media Par 5
  13. 13. Hole 6 - Tips Build your media database Link with Councils, Tourist Centres, Information Centres Do your research on local websites, bloggers and other „new media‟ outlets
  14. 14. HOLE 7Search Engine Optimisation Par 4
  15. 15. Hole 7 - Tips Try the optimisation search for yourself: Go to Google (www.google.com.au) and type in the name of your course (ABC Golf Club). Make sure your website appears at the top of the list or at the very least on the first page. Now type in a common search phrase for your course (e.g. golf courses in my town). Again make sure that your site is displayed prominently in the search results. If you are not seeing the results you expect – contact your website administrator
  16. 16. HOLE 8Monitor your existing advertising Par 4
  17. 17. Hole 8 - Tips Make sure advertising has a call to action Make sure staff monitor responses Give priority to your member retention strategies over external advertising Build your database under all circumstances Ask for editorial to supplement advertising
  18. 18. HOLE 9Image make over Par 4
  19. 19. Hole 9 – Tips Ask for an external opinion Make over your logo and have it available on request Touch up your signage. Pay attention to your photography
  20. 20. Cost savers – who are your members?  Photographers  Graphic Designers  Signwriters  Web designers  Journalists  PR consultants  Students
  21. 21. Your Score?

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