Promote The Value Of Your Visitor Experience Rather Than The Price Of Your Green Fee
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 fee by offering race to the bottom deals.
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 green fee rather than the price. Read on to find out how.
What is the danger to my club of promoting my green fee based on price?
Although these reduced rates may help a club to fill empty slots of their tee sheet and bring in an amount of revenue, they can actually end up negatively affecting the club in a number of other ways. We have listed some of the more common ones below:
Undervaluing your visitor experience
Golf clubs invest significant amounts of money every year to ensure that their club provides the highest quality experience to everyone who visits and plays there. Ensuring the course is in excellent condition, maintaining facilities such as the clubhouse and hiring the best staff all have a major impact on the type of experience provided. However, by selling your green fees cheap, you are seriously undervaluing the time and effort taken by other members of staff to make sure the quality of the visitor experience is consistently high.
Negatively affect the club’s public perception
For many golfers, the price of the green fee is an indicator of the quality of the club and the experience provided. This is particularly true for those who have never played your course before and therefore a limited ability to judge the true standard of your visitor experience. There have been plenty of examples of people choosing not to book a round at a high quality course because the green fee rate was cheap. Be careful not to fall into that trap
Devalue your club’s membership
Green fees are usually a way for golf clubs to help subsidise the price of their membership. Before joining many golfers will compare the cost of the membership to the number of rounds as a visitor it would take to match that price. If your visitor green fee is too low you may actually negatively affect the value of that membership. Even worse, you may actually encourage members who don’t play very often that it is actually more cost effective to simply pay and play rather than invest in a membership.
How to promote the value of your visitor experience?
You know that your visitor experience is something that golfers will enjoy, but how do you convince a potential customer why booking a round will be more valuable to them than similar offerings from your competition? Creating an interest and controlling the public perception of your visitor experience 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 showcase the quality of your visitor experience. We strongly advise investing in high quality photography and video or using online social media tools such as Canva 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 green fee. 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 customers that your club offers them something your competitors can’t. By promoting by price, you are saying to golfers that the 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 visitor experience:
- Quality of your course
- Availability of tee times
- Your club’s food and beverage
- Clubhouse Facilities
- Practice Facilities
- Your Visitor Experience
It may also be getting feedback from visitor golfers to gain a better understanding of the reasons why they chose your club instead of your competitors.
By allowing prospective customers to hear directly from other golfers about their reason for booking 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 green fee. Consider sharing some of the best on your website and social media channels.
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: www.caddiemarketing.co.uk/contact