KPMG Golf Benchmark Report
KPMG recently released their report on the participation in Golf. Their report (based on 2018 results) gives extensive detail on the health of golf in nearly 50 European countries including Scotland. We have selected a few of the issues highlighted in the report and how we can help your club deal with similar issues.
Lady golfers remain under represented
Demographics such as female or junior golfers have been sought after by golf clubs for many years. Despite this there is still a massive imbalance within Scottish golfing population and at many golf clubs.
Only 12% of golfers in Scotland are female (or identify as such). This compares to 25% across the whole of Europe. Clubs have shown interest in growing this number. But is the perception of golf as a sport, and the culture of golf clubs, still unattractive to that demographic?
We can help you ensure that your marketing campaigns reach exactly the type of person you would like to attract. Our Facebook Ads can be targeted at potential customers based on identifiers such as gender, age, location and interests.
Scotland’s golf membership market is very competitive
The Scottish golf market is one of the most competitive in Europe. Scotland boasts the fourth highest number of golf courses per capita, and on average, there are only around 322 golfers per Scottish golf course. This means that golf clubs, especially in busy, urban areas, have to work harder to attract golfers to their club than their European counterparts.
We have helped our clients successfully overcome this issue. By creating targeted and eye catching promotions, we have allowed them to stand out from even the busiest crowd and attract golfers to their club.
Number of golfers continues a steady decline
Despite being The Home of Golf, and even though the participation rate remains one of the highest in Europe, the number of golfers in Scotland continues to shrink year on year. However, the need for golf clubs to generate revenue and attract new members does not. Golf clubs now face a much tougher task in both attracting and retaining golfers than they did even a few years ago.
Through the use of digital marketing, we are able to create a list of genuinely interested leads for our clients. All that will be left for them to do is work through that list and convert them into revenue for their club. We’ll even show them how to do that!
To read the full KPMG Golf Benchmark report for yourself, head to www.golfbenchmark.com/