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.

Target audience

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.

Age

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.

Gender

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.

Location

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.

Budget

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.

Timescale

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.

Marketing method

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

caddiemarketing.co.uk/2021/01/04/selecting-the-best-marketing-method-for-your-campaign/

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.

caddiemarketing.co.uk/2021/02/17/what-is-paid-social-media-advertising/

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

Reach Your Target Market Using Digital Marketing

The ability to reach your target audience is a crucial part of any successful marketing campaign. Whether you are just looking to target golfers in general or trying to attract a more specific demographic, digital marketing is by far the most effective way to do so. We have explained below how to reach your target market using digital marketing and given a few examples of types of targeting options available.

How does it work?

Using a digital marketing method known as Paid Social Media Advertising will allow you to run targeted campaigns in exchange for an amount of ad spend.

As part of creating the ad, you will be asked to enter specific targeting information (for example, women, aged 20-55 who have an interest in golf and live with 10 miles of your club). The social media platform will then use their algorithm to ensure that your adverts appear to people who match the type of people you would like to target. This will greatly increase the chance of success for your marketing campaign. It is also a much more efficient use of your marketing budget, especially compared to more traditional marketing techniques such as print.

An real life example of the type of results that can be achieved using Paid Social Media Advertising

What is Paid Social Media Advertising?

Paid Social Media Advertising is one of the most effective ways for golf clubs to promote themselves and allows you to fully utilise a platform such as Facebook as a marketing tool. As the name suggests, it differs from your standard social media post as it requires an amount of ad spend to use. However, you are in full control of how much you decide to spend and the benefits for your club are enormous.

Check out our recent blog on Paid Social Media Advertising for more information.

caddiemarketing.co.uk/2021/02/17/what-is-paid-social-media-advertising/ 

Who can I target?

There is an extensive list of targeting options that are available for you to use by choosing Paid Social Media Advertising. We have listed a few of the more appropriate options for golf clubs:

  • Location
  • Age
  • Gender
  • Income
  • Marital Status
  • Family Status
  • Interests/Hobbies

For full list of all the targeting options, click the link below

wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic 

How Caddie Marketing can help

Looking to reach your target market using Digital 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.

By using our Targeted Advertising Campaign service, we effectively promote your Club’s offers across social media platforms to a carefully-defined audience of golfers using proven marketing techniques. This provides you with a stream of valuable leads, helping you to maximise revenue, and enable investment and longer-term stability.

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 services we offer and how we can help your golf club, please contact us by heading to caddiemarketing.co.uk/contact/

Using Digital Marketing to Attract Local Visitor Golfers

With travel restrictions likely to stop overseas golfers from travelling, many golf clubs are now faced with the challenge of replacing that lost revenue by trying to attract visiting golfers closer to home.

We have outlined how to effectively use digital marketing to attract more local visitor golfers to your club.

Define your current customer

Before you start trying to attract new customers, it is important to get a clear idea of the type of visitors your club is already attracting. Using technology such as your online booking system or your clubs email database, is an excellent way to gather information such as location, age and gender of your visitors. You can then use this valuable information to create an effective marketing campaign designed to target a similar or a brand new type of potential customer.

Audit your club’s communications

The most important thing when it comes to attracting visitors to your club is the experience you can offer. It is therefore essential that your club’s communications build an excitement and anticipation of what to expect. Below are a few ideas to ensure the look and feel of communications is correct:

  • Ensure any communications have a welcoming, warm and positive tone – “We can’t wait to welcome you”
  • Don’t overload your communications with what people can’t do
  • Use high quality photography and video of your course
  • Promote other areas of your visitor experience – facilities, welcome, food and drink offering etc)
  • Promote your club’s unique selling point – history, location, unique element of your experience

Use your social media effectively

Social media is a tremendous tool for golf clubs to use to attract visitors. It has given the opportunity to showcase their visitor experience with golfers all around the world. It also gives the opportunity to network with other businesses who deal with visiting golfers, for example tour operators and accommodation providers.

We have put together a few ideas to help you attract visitors using the club’s social media:

Post the right type of content

Social media channels such as Facebook, Instagram and Twitter continue to get busier and busier year on year. You are competing with other golf clubs and businesses. You are also contending with people’s personal posts of new puppies, babies and weddings. It is therefore essential to produce eye-catching content that showcases your visitor experience. Below are a few hints and tips to ensure you do so:

Avoid posting member specific communications on your public Facebook page

Many clubs also fall into the trap of posting internal communications such as medal results and daily course updates etc on their social media pages. These types of posts are not likely to attract golfers to play your course. They can also make your page look messy. Consider using a tool such as a Private Facebook Group to communicate any internal communications with your membership using social media.

(Check out our blog on Private Facebook Groups to learn how to set up and manage them properly – caddiemarketing.co.uk/2021/01/18/stay-connected-with-your-membership-using-a-private-facebook-group/)


Produce high quality content

Using high quality photography and video to showcase your visitor experience is essential. With that in mind we strongly advise hiring a professional to create them for you. It may also be worth working with other clubs in your area or with your local golf tourism organisation to spread the cost.

Using online content creation tools such as Canva and Lumen5 is another way to create eye catching and engaging content.

Promote the value of your visitor experience

Being able to show that a round at your club is a more attractive option than your competitors is essential. Using social media to promote the value of your visitor experience is highly effective way of achieving this. Alongside producing the type of content we have mentioned above, Visitor testimonials are excellent way to prove the value of your experience. They are also able to share the experience of playing your course in a way that it is highly relatable to your target market. Consider creating a simple graphic or even better a video (videos tend to get higher engagement on social media) to share your best visitor testimonials.

Use Paid Social Media Advertising


Paid Social Media Advertising is an extremely effective tool when it comes to successfully promoting your golf club. Using a tool such as Facebook Ads will allow you to use Facebook to specifically target golfers within your local area. This will ensure that your visitor green fee deals are seen by exactly the type of audience you would like to see them.

Although there is a cost involved in running Paid Social Media Advertising does offer your club a number of benefits you are in full control of how much you decide to invest. The amount of ad spend will have an effect on the number of people your ad will reach. If you decided to invest a similar amount to the cost of a print advert, it is very likely that your ad would be seen by a significantly higher number of people. Paid Social Media Advertising also gives you a large amount of data which will allow you to accurately calculate the ROI for your ad.

Using Paid Social Media does require a significant amount of time, expertise and experience. In order to fully enjoy the enormous benefits they offer your club, we strongly advise your work with a digital marketing agency such as ourselves. It is truly a very worthwhile investment.

How Caddie Marketing can help you


Looking to attract more local visitors using Digital 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/  

How we can help you use your time more effectively

The role of a Golf Club Manager is a consistently evolving one. The demands on their time are ever increasing. This means that the ability to invest sufficient time in areas such as marketing can be challenging.

We are already helping Golf Club Managers use their time more effectively by working with them to ensure the club’s marketing is properly managed. Find out how we could help you below.

Let us take Marketing off your desk

Running a successful marketing campaign is not a simple task. It involves large amounts of time, expertise and experience. We are very aware that not every Golf Club Manager has these available to them. 

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 and our proven marketing techniques to ensure that your promotion reaches and appeals to your target market of golfers.

By working with us, you can be assured that your marketing campaigns are in the hands of experienced professional who have your club’s best interests at heart.

…And leave you with one simple task!

By effectively promoting your Club’s Membership, Visitor and Group offers to a carefully-defined audience of golfers we are able to provide you with a stream of valuable leads.

By working together, it allows you to focus on simply work through the list of leads and convert them into revenue for your club. A much more effective use of your limited time.

How Caddie Marketing can help you


Looking to use your time more effectively? 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.

To find out more about how we can help your club, head to caddiemarketing.co.uk/how-we-help or get in touch by heading to caddiemarketing.co.uk/contact

Why your club should be using Paid Social Media Advertising

Paid Social Media Advertising is one of the most effective and powerful marketing tools in the world. Despite this, it is seriously underutilised by golf clubs. Our research has shown that less than 3% of golf clubs in Scotland are currently using Paid Social Media Advertising. Below we have put together a list of the benefits your club could enjoy by promoting your club using Paid Social Media Advertising.

Use your budget more efficiently

Marketing has historically been very expensive. Using Paid Social Media Advertising is a much cheaper option. It can allow you to invest exactly the same ad spend for one print advertising campaign and allocate it into a number of different campaigns. For example, one of our clients recently was able to promote two different membership packages and their society day package for the price of one print ad campaign. This is clearly a much more efficient use of your budget and could have enormous benefits in terms of revenue generation and ROI.

Reach your target market

By using Paid Social Media Advertising, you are not restricted to advertising to those who read a specific publication or those who like your club’s social media page. Using Facebook Ads for example, gives you the opportunity to reach anyone with a Facebook account. Even better, you can also target the exact type of person you want to see your ad. You can choose to target people based on a wide variety of identifiers including age, gender, location and their interests and hobbies.

Measure the success of your promotions

Paid Social Media Advertising makes it very easy for you to see the performance of your campaign. You will be able to see information about the number of people who have seen your ad and the number of people who have clicked on it. You will also be able to see the demographic and location of the people who have engaged with your ad. All of this information will allow you to make decisions about how you run ads in the future. It will also help you to work out your ROI, something that is not possible by using print media.

Take full control of your promotions

In the past, you were forced to give control over to whichever publication you chose to advertise in. When you use Paid Social Media Advertising, you are in control. You decide how much you want to spend. You decide who you want to see your ad. You decide how long to run your ad for. Whether you choose to run the ads yourselves or work with a digital marketing agency, the focus will be on running successful campaigns for your club.

Word of Caution

Don’t think that using Paid Social Media Advertising is as simple as posting on your club’s social media platform. To run a successful campaign requires a large amount of time, expertise and experience. In order to ensure you are able to take advantage of all the benefits offered by Paid Social Media Advertising, we strongly advise that you work with a digital marketing agency such as ourselves.

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/ 

Why Digital Marketing is better for your golf club than Print Marketing

For many years the only way for golf clubs to reach a large number of potential customers was through the use of print media. The emergence of digital marketing means that this is no longer the case. Despite this, golf clubs are still willing to invest significant amounts of money in a service that has numerous limitations and no clear return for the club itself.

We have outlined the reasons why we strongly believe every golf club should be utilising digital marketing to promote themselves.


Use your budget more efficiently

The average cost of a golf magazine advert is between £500-£1000. We know that for many golf clubs that is a substantial chunk of their budget. Locking that into a single campaign with no guarantee of a return for the club is a potentially risky option.

Advertising using digital marketing is a much cheaper option. This means you could invest exactly the same ad spend and allocate it into a number of different campaigns. For example, one of our clients recently used a similar amount of ad spend to promote two different membership packages and their society day package. This is clearly a much more efficient use of your budget and could have enormous benefits in terms of revenue generation and ROI.


Reach your target market

Many golf magazines have readership numbers in the tens of thousands. There is no doubt that this seems like a very impressive number. However, you are actually limiting yourself to a very niche section of the population. One of the other major limitations of using print media to promote your club is that there is no way to ensure your advert will be seen by your target market. Even advertising in a golf magazine only means your advert will be seen by people interested in golf. It does not guarantee that they are the correct demographic or based in a desired location.

By using digital marketing, you are not restricted to advertising to those who read a specific publication. Using Facebook Ads for example, gives you the opportunity to reach anyone with a Facebook account. Even better, you can also target the exact type of person you want to see your ad. You can choose to target people based on a wide variety of identifiers including age, gender, location and their interests and hobbies. 


Measure the success of your promotions

There is no clear way to measure how successful your ad has been when you use print media. They will be able to tell you how many magazines they sold. However, there is no way of them to know or measure how many people looked at your ad in particular.

Digital marketing makes it very easy for you to see the performance of your campaign. You will be able to see information about the number of people who have seen your ad and the number of people who have clicked on it. You will also be able to see the demographic and location of the people who have engaged with your ad. All of this information will allow you to make decisions about how you run ads in the future. It will also help you to work out your ROI, something that is not possible by using print media.


Take full control of your promotions

The reality of advertising using print media is that you are giving control of your campaign over to a company whose primary interest is to sell their product and the ad space within them. Whether your ad is successful is of little consequence to them. They will decide on how much you need to spend. They will decide when the magazines are produced and where they are distributed. They will decide what other adverts they put next to your ad. 

When you use digital marketing, you are in control. You decide how much you want to spend. You decide who you want to see your ad. You decide how long to run your ad for. Whether you choose to run the ads yourselves or work with a digital marketing agency, the focus will be on running successful campaigns for your club, not making sure every space on a page is filled.

How Caddie Marketing can help you

Looking to make the switch from print to digital 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 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/

Selecting the Best Marketing Method for Your Campaign

As we start a new year,  many golf clubs will be turning their attention towards running marketing campaigns for their 2021 membership packages. Selecting the best marketing method is an enormous factor in their success. With that in mind we have put together a guide to the three most common types of marketing used by golf clubs, Print, Facebook Posts and Facebook Ads, to help you decide which is most suitable for your club.

Print

For a number of years, print marketing has been the most common choice for golf clubs when it came to promoting their membership options. Putting an advert in a publication that is likely to be read by the type of people you are trying to attract appears to be a sensible decision. However, the reality is very different. Print is by far the most expensive option in this guide. Most adverts cost between £500-£1000. With no way to measure the success of your specific ad, it is impossible for golf clubs to work out if this is money well spent. Another issue with using print is the lack of control golf clubs have when it comes to their promotion. The publication will decide on how much you need to spend. They will decide when the magazines are produced and where they are distributed. They will decide what other adverts they put next to your ad. The reality of advertising using print media is that you are giving control of your campaign over to a company whose primary interest is to sell their product and the ad space within them. Whether your ad is successful is of little consequence to them.

Facebook Posts

The emergence of social media networks, in particular Facebook, has offered golf clubs a new way to promote their membership packages. Posting on Facebook offers golf clubs a free and easy to use in house marketing platform that has the potential to reach significant numbers of golfers. This seems like a very appealing option. However, the reality is that using Facebook posts as a marketing tool comes with a number of limitations. Despite the large numbers of people using Facebook, a standard Facebook post will only appear on the news feed of around 6% of the people who like your page – only around 100-200 people for most golf clubs. You also have no control about who Facebook will select to show your post to. You could end up promoting your membership packages to people who are already members of your club. As with print, you also have no way to measure how successfully your post is working as a marketing tool or target specific locations or demographics

Facebook Ads

Facebook Ads are paid adverts that are created using Facebook’s Ad Manager and allow you to fully utilise Facebook as a marketing tool. They are by far the least commonly used option of the three. Facebook Ads will appear on people’s Facebook news feed just as Facebook Posts. However, Facebook Ads are not limited to just people who like your page. They are able to reach anyone with a Facebook account. Even better, you can choose the exact target audience that will see the advert. Facebook Ads allow you to target people based on an extensive number of demographics and interests, such as age, gender and location. 

Although there is a cost involved in running Facebook Ads, you are in full control of how much you decide to invest. The amount of ad spend will have an effect on the number of people your ad will reach. If you decided to invest a similar amount to the cost of a print advert, it is very likely that your ad would be seen by a significantly higher number of people. Facebook Ads also give you a large amount of data which will allow you to accurately calculate the ROI for your ad. Of the three options, they definitely require the most time and technical knowledge of tools such Facebook Ad Manager. However, the enormous benefits they offer you make spending the time to educate yourself or choosing to work with a digital marketing agency a very worthwhile investment.

2020 Facts and Figures

2020 has certainly be a very different year. Despite all the turmoil in the world, we are so proud of the results that we have delivered for our clients. Here’s to an even more successful (and hopefully more normal) 2021.

Interested in finding out how we can deliver these types of results for your golf club?

Get in touch by heading to caddiemarketing.co.uk/contact