What Should You Include In Your Marketing Plan?
Having a clear plan is key to running a successful marketing campaign for your club. Part of creating that plan is knowing what areas you need to be sure about.
With that in mind, we have put together a list of the areas we believe you should include in your marketing plan.
Objective of your campaign
Being clear about what you are hoping to achieve from your marketing campaign is an essential part of your strategy. You may be trying to raise the awareness and profile of your club, recruit a certain number of new members or raise a certain amount of visitor green fee revenue. Regardless of your objective, it is important that you are clear about the aims and goals of your marketing campaign. It will have a major impact on every other part of your marketing plan.
By trying to reach golfers in general, golf clubs are already targeting a very niche sector of the population. However, when it comes to creating your marketing plan it is important you have a clear idea of exactly who you are trying to target within that sector.
Below are few ideas of how to break down the golfing population in order to create your ideal target audience.
When it comes to membership, most golf clubs are looking to attract younger members in order to help preserve the future of the club. However for events such as open competitions, you may be trying to attract a completely different age range. The age range you select to target will have an effect on areas such as the look and tone of your adverts and what marketing method you choose to most effectively reach that demographic. Having a clear picture of the age range you are looking to target is therefore essential.
Many golf clubs are starting to realise the need to address the imbalance within their membership. However, this will have an impact on your marketing plan. Your previous tried and trusted methods may no longer be effective in order to reach or attract certain genders.
Generally golf clubs have either tended to promote themselves in their local area. However the dawn of the internet and social media means that golf clubs now have the ability to reach a much wider section of the golfing market. It is therefore now essential that golf clubs pick a wide enough area to reach as many potential customers as possible, but not so wide that it affects the effectiveness and success of your marketing campaign.
The financial pressure on golf courses is greater than it has been for a number of years. Despite this, the need to attract new members or maintain other revenue streams makes marketing a necessary expense. It is therefore essential that golf clubs have a clear idea of what their marketing budget is and how to use that budget in the most efficient way.
As part of your plan, it is important to not only know when the best time to start your campaign is but also the most effective length of time to run that campaign for. For example, you may wish to promote your membership packages for the full golfing season. However, it may be a more efficient use of your marketing budget to focus heavily on the end of the previous season or the start of the new season instead of thinly spreading your budget over the whole year.
Selecting the correct marketing method is often the last and most crucial part of your marketing strategy. It is the part of your marketing plan that will have the greatest effect of how successful or not your campaign is.
We are well aware that each individual club will have their own needs and wants when it comes to selecting a marketing method. With in mind we have put together a list of the pro’s and con’s of the three main marketing methods used by golf club: Print, Social Media Posts and Paid Social Media Advertising
In our opinion (spoiler alert), the best option is to use Paid Social Media Advertising. Our experience has shown that it gives golf clubs the ability to have full control over areas such as targeting, timescale and budget, whilst still successfully achieving the aims and objectives of the marketing campaign.
Never heard of Paid Social Media Advertising? Check out our blog below or even better let us help you deliver outstanding results for your club by using it.
How Caddie Marketing can help you
Interested in learning more about using Paid Social Media Advertising? 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