Promote the value of your visitor experience 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 visitor green fees 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 visitor experience 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 visitor green fee.
Create your own narrative
You know why your club is great, but how do you convince a potential customer why your visitor green fee 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 visitor experience
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 your visitor experience. 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 visitor experience. 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 visitor green fee promotion is to show potential golfers 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 green fee. When you promote the value, you show that your club offers them something worth paying for.
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
- Condition of the course
- History of your course
- Well known golfers/celebrities who have played your course
- Prestigious events hosted by your course
- Quality hire and rental equipment
- Practice Facilities
It may also be worth speaking to new or existing visitors to gain a better understanding of the reasons why they chose to play your course 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 play your course. 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 visitors are essential to your club. 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 visitor experience.
We strongly advise that you consider asking your visitors to share their testimony about playing your course. Make sure you select different types of people in order to show different perspectives. Below are some membership types you may wish to interview
Turning these interviews into a graphic or even better a video will allow you to share them on your social media channels, on tour website and even use it as part of your adverts and other marketing material.
By allowing prospective customers to hear directly from other golfers about their reason for playing your course and their experience at your club, they hear a relatable story that can also resonate with their golfing journey to booking a tee time. It will also help them to gain an appreciation of the true value of your visitor experience.
How Caddie Marketing can help you
Looking to promote the value of your visitor experience? 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/