Marketing Techniques

There are many ways of marketing, however we have covered the 4 essential methods:

1. Advertising

Every business can benefit from advertising. Every business can also waste a great deal of time and money going about it in the wrong way. See how advertising might help your golf club; how to get value for money by properly managing the advertising process and how to make sure you are reaching your target audience.

2. Direct Marketing

Direct marketing is one of the most popular marketing techniques which have its place in any good golf club marketing plan. It has traditionally consisted of mailings to members or visitors but more and more is being replaced by regular email communication.

The success of any direct marketing campaign depends on how well it is planned and targeted. It relies on access to good data whether the golf clubs’ own or acquired through a third party. Please see our section on building and managing your own database.

Direct marketing is very cost effective as it allows a golf club to:

•Focus on a small sector of their existing customer base
•Measure the success of the campaign through the responses
•Test market the campaign

Full details can be found in 'Further Information' under Direct Marketing.

3. Public Relations (PR)

Public relations is probably one of the most underutilised tools in golf club marketing. Mention PR and people immediately think of high fee agencies, glossy brochures and huge entertaining expenses.

The fact is that golf club members and their staff often create the best PR for your business and it is unlikely that the average golf club would need to employ a PR agency.

Understanding that word of mouth marketing is the most powerful weapon in any business, good editorial coverage whether its in the local media or specialist golf media, can be priceless and can be relatively easy to secure if you know where to start and how to go about it.

The benefits of independent editorial are instant credibility within the market place which in turn will get people talking about you and hopefully visiting your golf course. The added bonus is that members always love it when their golf course is in the media (assuming it’s for the right reasons).

Full details of how to make PR work for you are in the Public Relations (PR) section.

4. Email and e-marketing

E-marketing is very cost-effective and it's also instant so you don't have to do a large amount of forward planning to get your message out to your chosen audience.

For email and e-marketing to be effective, you need a good website from which you can manage your e-marketing activity and a good database which is up-to-date and has enough information to enable you to segment your audience based on a variety of factors e.g. gender, playing habits, location, age, preferences etc.

Your website should build your database for you, by having data capture points for visitors and members.

Full details are in the e-marketing section.

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