Why Digital Marketing is better for your golf club than Print Marketing
For many years the only way for golf clubs to reach a large number of potential customers was through the use of print media. The emergence of digital marketing means that this is no longer the case. Despite this, golf clubs are still willing to invest significant amounts of money in a service that has numerous limitations and no clear return for the club itself.
We have outlined the reasons why we strongly believe every golf club should be utilising digital marketing to promote themselves.
Use your budget more efficiently
The average cost of a golf magazine advert is between £500-£1000. We know that for many golf clubs that is a substantial chunk of their budget. Locking that into a single campaign with no guarantee of a return for the club is a potentially risky option.
Advertising using digital marketing is a much cheaper option. This means you could invest exactly the same ad spend and allocate it into a number of different campaigns. For example, one of our clients recently used a similar amount of ad spend to promote two different membership packages and their society day package. This is clearly a much more efficient use of your budget and could have enormous benefits in terms of revenue generation and ROI.
Reach your target market
Many golf magazines have readership numbers in the tens of thousands. There is no doubt that this seems like a very impressive number. However, you are actually limiting yourself to a very niche section of the population. One of the other major limitations of using print media to promote your club is that there is no way to ensure your advert will be seen by your target market. Even advertising in a golf magazine only means your advert will be seen by people interested in golf. It does not guarantee that they are the correct demographic or based in a desired location.
By using digital marketing, you are not restricted to advertising to those who read a specific publication. Using Facebook Ads for example, gives you the opportunity to reach anyone with a Facebook account. Even better, you can also target the exact type of person you want to see your ad. You can choose to target people based on a wide variety of identifiers including age, gender, location and their interests and hobbies.
Measure the success of your promotions
There is no clear way to measure how successful your ad has been when you use print media. They will be able to tell you how many magazines they sold. However, there is no way of them to know or measure how many people looked at your ad in particular.
Digital marketing makes it very easy for you to see the performance of your campaign. You will be able to see information about the number of people who have seen your ad and the number of people who have clicked on it. You will also be able to see the demographic and location of the people who have engaged with your ad. All of this information will allow you to make decisions about how you run ads in the future. It will also help you to work out your ROI, something that is not possible by using print media.
Take full control of your promotions
The reality of advertising using print media is that you are giving control of your campaign over to a company whose primary interest is to sell their product and the ad space within them. Whether your ad is successful is of little consequence to them. They will decide on how much you need to spend. They will decide when the magazines are produced and where they are distributed. They will decide what other adverts they put next to your ad.
When you use digital marketing, you are in control. You decide how much you want to spend. You decide who you want to see your ad. You decide how long to run your ad for. Whether you choose to run the ads yourselves or work with a digital marketing agency, the focus will be on running successful campaigns for your club, not making sure every space on a page is filled.