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Marketing Basics
A Quick 9-Holes
Golf SA Club Forum April 2011
HOLE 1Create an effective Website
Par 4
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
HOLE 2Email Databases & Marketing
Par 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
HOLE 3Internet Marketing Plan
Par 4
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
HOLE 4Customer Loyalty Programs
Par 4
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
HOLE 5Programs for Businesses
Par 3
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
HOLE 6Public Relations & Media
Par 5
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
HOLE 7Search Engine Optimisation
Par 4
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
HOLE 8Monitor your existing
advertising
Par 4
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
HOLE 9Image make over
Par 4
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
Cost savers – who are your members?
Photographers
Graphic Designers
Signwriters
Web designers
Journalists
PR consultants
Students
Your Score?