Course Marketing Plans and Planning Ahead
frustrated with the lack of play/revenue being
generated at your club?
incensed by competitors heavily discounting their
greens fees and membership initiation fees?
searching for ways to drive new players/members to
desirous of getting your marketing plan organized
to Hire a Marketing Consultant
If so, go to my FREE MARKETING CONSULTATION
page, fill out the brief survey, and e-mail it to me. This survey will provide me the very basics about your Club
and your situation. Then
we can set up a convenient time for your FREE marketing
consultation. Itís easy, takes less than 90 seconds to fill the survey
out, and it will help me answer your immediate marketing questions.
And, after nearly 30 years in the golf course marketing
business, if I canít
answer your specific questions, Iíll bet I know someone who can.
Iíll be glad to introduce you.
Course Marketing: More
Than Just Advertising
There is a common misunderstanding that golf course
marketing is advertising.
The fact is: advertising
is a part of marketing, but marketing isnít advertising.
Marketing is doing the research necessary to offer a product to
an audience that will likely respond favorably: market research,
competitor analysis (not just rate comparisons), course positioning,
pricing, demographic growth analysis, economic growth analysis,
consumer and facility demand analysisí, supply (of golf holes)
versus demand, market age and household income analysis, ethnicity
research, etc. (That
sounds more complicated than it really is, I know.)
Marketing includes all those activities that are
performed in order to offer your golf course and facilities to your
target customers (memberships or public-access play). How would you
know who your target audience is if you do not understand your unique
includes all those research activities that contribute to the
development, pricing, communication and promotion of your golf course.
ĎPromotioní is the marketing element used to
communicate your courses message and unique selling point (USP) to
prospective customers (target markets), and influencing those
potential golfers to play your course repeatedly or join your member
ranks. It is this promotional side of marketing that includes, yes!,
advertising. Therefore, advertising should be viewed as only a
part of marketing.
In the proverbial nutshell:
Marketing is getting prepared by planning ahead, using market
data to identify target customers, and inviting your new prospects to
PALADIN Golf Marketing
119 Oak Ave
/ P.O. Box 727
Anna Maria, FL 34216 Ė
0727 Phone 813.545.4600
A proud member of Golf Course Business Consultants, Inc.