Promote the value of your membership rather than the price
In today’s crowded golf club marketplace, it can be extremely difficult to stand out from the other clubs in your area. This has led to many clubs to compete on the price of their membership by offering race to the bottom deals. This has had negative affect on the profitability of the industry. We strongly believe that this doesn’t need to be the case. Instead, it is our opinion that it is still possible for golf clubs to promote the value of their membership rather than the price.
With that in mind, we have put together some simple digital marketing techniques to help you attract new members without devaluing your club’s membership.
Create your own narrative
You know why your club is great, but how do you convince a potential customer why your membership package will be more valuable to them than similar offerings from your competition? Creating and controlling your club’s public narrative through the use of digital communication is an excellent way to achieve this. Below are a few simple ideas to help you do:
Ensure the look of your website and social media content matches and portrays the value of your membership
Your website or your social media channels are likely to be the first interaction that people have with your club. It is therefore important that all of the content on these platforms are working to promote the value of being a member of your club. We strongly advise investing in high quality photography and video or using online social media tools such as Canva or Lumen 5 to help you stand out from your competitors and give your content a high quality look and feel. It may also be worth having a professional web designer look at your website to ensure it looks and functions as good as possible.
We also suggest that you move any internal communications away from your club’s public social media channels. Information about course updates and medal results will do little to attract golfers or promote the value of your membership. Instead, we suggest setting up Private Facebook Groups to communicate these types of communications directly with your membership.
Promote what sets your golf club apart from your competitors
An essential part of any membership promotion is to show potential new members that your club offers them something your competitors can’t. By promoting by price, you are saying to golfers that they only thing that sets you apart is the price of your membership. When you promote the value, you show that your club offers them something worth paying for.
Many golf clubs use the condition of the course (best greens in Scotland, true links turf, tree lined fairways etc) as their main selling point. These terms are overused, often generally expected by golfers. A membership offer should include all areas of the club. Below are some of the areas you could choose to promote in order to show the value of your membership:
- Availability of tee times
- Your club’s food and beverage
- Clubhouse Facilities
- Access to Competitions
- Reciprocal agreements with well known courses
- Membership benefits
- Discount at local gyms, spas, restaurants etc
- Benefits for family members
- Practice Facilities
- Your Pro
- Your Member Experience
It may also be worth speaking to new or existing members to gain a better understanding of the reasons why they chose your club instead of your competitors.
Ensure any communications has a welcoming, warm and positive tone
It is obviously essential to ensure that the language and tone of any your communications are positive and welcoming. You should also want to it show that you value someone choosing to be a member of your club. We have put a couple of good examples below
“We believe it’s our privilege that you have chosen us, not the other way around.” – Blairgowrie Golf Club
“More than a golf club it’s a lifestyle choice where it’s our privilege to serve.” – Archerfield Links
Your current members are essential to your club. They are the ones who will invest large sums of their own money into your product every year. Having them explain their decision and why they chose you over the competition, delivers the highest level of authenticity to your marketing message and the value of your membership.
We strongly advise that you consider interviewing some of your members and allow them to share their testimony about being a member of your club. Make sure you select different types of members in order to show different perspectives. Below are some membership types you may wish to interview:
- New Members – allows potential customers to gain an understanding of the welcome they received and how they have been integrated into the club
- Existing Members – shows the long term value of being a member of your club
- Existing Members who are part of specific Demographics you are looking to attract (age, gender etc) – they can speak the language of that demographic
Turning these interviews into a graphic or even better a video will allow you to share them on your social media channels, on the membership page of your website and even use it as part of your adverts and other marketing material.
By allowing prospective customers to hear directly from your members about their reason for joining and their experience at your club, they hear a relatable story that can also resonate with their golfing journey to becoming a member. It will also help them to gain an appreciation of the true value of being a member of your club.
By involving your members in your marketing you’re also telling them that you want them to be part of the club’s future and part of helping your club attract new members. This is something that most members will be happy to do and can have positive influence on your membership retention.
How Caddie Marketing can help you
Looking to promote the value of your club’s membership? We would love to hear from you!
At Caddie Marketing, not only are we experts in digital marketing, we also have a deep understanding of the golf industry and the challenges it faces. We have brought these two sectors together seamlessly to provide excellent results for our clients.
Terms such as ‘lead generation’, ‘conversions’, ‘Ads Manager’ and ‘target audience’ might seem to you like a whole new language. You are not alone. Our experience shows that the golf industry is only just beginning to get acquainted with the benefits of digital marketing.
As part of the service we offer, we will take over the whole process of marketing your promotions from beginning to end. Our team will use their expertise to ensure that your promotion reaches and appeals to your target market of golfers. All that will be left for you to do is work through the list of genuinely interested leads and convert them into revenue for your club. We’ll even show you how to do that!
We pride ourselves on providing the best results and excellent ROI for our clients. Using the expertise we have built up, we have taken relatively small amounts of ad spend and turned them into significant revenue. We are confident in our ability to do the same for you.
Head here to find out more: caddiemarketing.co.uk/contact/