Marketing Pitfalls For Golf Clubs To Avoid
Golf clubs must navigate a unique set of marketing challenges; restricted budgets, limited resources and the growing need to reach a bigger and younger audience. Understanding what strategies work and when to invest in marketing for your business is vital to a club’s success. With a good knowledge of what can help and what can hurt, you can save a lot of time, energy and money. Here are some common marketing mistakes that golf clubs should avoid.
Not Identifying a Marketing Plan
Many golf clubs don’t make use of a proper marketing plan, seeing a structured plan as a “big business” practice. They instead choose to market their products and services on an intuitive, sometimes seat-of-the-pants basis. Even a simple plan can make a big difference:
- It forces you to identify the target market. The club’s best customers, and hopefully the ideal customer, should be in the target market.
- You get a higher return on investment (ROI). Every pound will work harder when it is focused.
- It forces you to think about both short and long-term marketing strategies. Focusing only on the short term can be devastating to the future of the company.
- It provides a basis on which to evaluate your club against its industry or market in terms of strengths, weaknesses, opportunities, and threats.
- You can eliminate waste by building efficiency. Limited resources can be allocated to create the greatest return.
- It will help you to minimise risk, mistakes, and failures.
Being Unclear About What Makes Your Club Different
Your club is different from any other out there. You know what makes it unique and special, but do your customers? Differentiating yourself from the hundreds of other golf courses around is essential to effectively marketing your business. Start by identifying or creating a unique selling proposition that you can leverage in your marketing material. This is your chance to show your audience what it is that makes your club different, and tell them why they should choose you!
Marketing to Everyone
Quality over quantity is especially important to golf clubs, especially those with limited marketing budgets. Casting too wide of a net for customers is one of the most common ways small courses waste their marketing dollars. While it may be true that golf in general appeals to a broad audience, when it comes to marketing you need to narrow down your target to a recognisable group so you can use messaging and marketing approaches that reach them directly. If you don’t, you’ll end up spending money trying to reach customers that won’t convert. A well thought out and structured digital media campaign can help you identify and target very specific audiences based on who is most likely to end up booking.
Ignoring the Competition
Setting yourself apart from the competition is important, however there is a lot you can learn by keeping an eye on your biggest competitors. There are many tools available for competitor research, but a free and easy place to start is by conducting a Google search. See where they are advertising. Who are they trying to reach? What features are they trying to highlight? Check out their social media profiles and look at how often they post and what content is popular. Once you have some research on-hand, conduct an analysis for each major competitor and then your own business to uncover some new marketing opportunities.
Not properly utilising Social Media
Social media is an undeniably part of any good marketing plan in the age of digital marketing. It has quickly become one of the most affordable and effective tools for small businesses to focus their marketing budget and see high returns. Millennials and older generations alike use social media for recommendations, suggestions and reviews from friends. Using well timed and informative posts can not only help create awareness with your followers, but it’s a chance for link building and calls to action. A properly planned and content rich social profile is invaluable to golf club’s
Refusing to Try New Marketing Activities
Most golf club managers are over-scheduled, often juggling multiple priorities at the same time. It can be easy to fall into the same routine when it comes to your club’s marketing. New opportunities are being created this minute, and by ignoring the changes you run a very real risk of becoming complacent. Spend some time occasionally to see what opportunities are available to you, and identify any you may be missing out on. Don’t be afraid to step outside your normal comfort zone and experiment with some alternatives to your normal marketing strategies.
How Caddie Marketing can help you
Looking for guidance with your club’s marketing? 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 like a whole new language… you are not alone. Our experience shows that the golf industry still needs acquainting 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 pride ourselves on providing the best results and excellent ROI for our clients. 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!
If you are interested in finding out more about the service we offer and how we can help your golf club, please contact us by heading to caddiemarketing.co.uk/contact/