Implementation

IMPLEMENTING YOUR PLAN AND MEASURING ITS SUCCESS

Topics covered in this section include:

- Putting processes in place

- Review your data

- Measuring the success of e-marketing

The first stage to implementing any plan is to make sure all of the processes in place. This is particularly true of e-marketing which relies heavily on having the right technology in place for its success.

Putting the processes in place
When planning the implementation of any e-marketing you will need to ensure that all of the necessary processes are place. These include email technology your website and database software. There are many companies offering email marketing systems and also website development. Refer to our website development section for a check list of what your website should offer.

Having decided on and installed the technology and software, it is also important that your staff is fully trained on how to use it. Remember, e-marketing activity is very quick and within minutes of sending out emails you will start to get a response. If your staff is not familiar with the system and ready to respond, it will just start to overwhelm your business and could leave a poor customer impression. Encourage staff involvement at an early stage and also make sure you are getting their feedback.

Review your dataYou may have just started data collection within your club but whatever stage you are at it is important to review your data before beginning any e-marketing. Make sure it is legally compliant, as clean as possible with spelling mistakes, wrong field removed and that any duplicated data is removed. Make someone with the golf club or your marketing team responsible for your database ongoing.

When storing data make sure you are conforming to the Data Protection Act and see our section on building databases and data protection.

Measuring the success of e-marketing
As discussed under the section on developing a marketing plan, measuring the success or otherwise of all your activity is crucial. You need to know what is and is not working so that you can constantly improve on your marketing campaigns.

You must at least be measuring all the activity on your website. Your website developer will be able to help you but the minimum you need to know is:

•How many people are visiting?
•When?
•What is the number of returning visitors?
•Which search engines they are finding the site through?
•What pages they are looking at?
•How long they are staying on your site?
•Where they are from?
•How many are registering for further information?

You can set up your own monitoring of your site through www.google.co.uk/analytics which is free to use and requires your web developer to include some additional 'code' in your site.

Measuring the success of any campaigns is also easier on the web than in traditional marketing. You can easily check the number of e-coupons which have been redeemed or downloaded. Or, for example, whether an advert in a magazine pushing people to your website resulted in any increased activity on your site. This will also allow you to check the responsiveness of the magazine’s audience.

As well as monitoring the responses it is also important to keep a record of the data so can check back at the end of the year to see what has and has not worked.

 
  • England Golf Partnership
  • England Golf Trust
  • Sport England
  • Woodhall Spa
  • Get into Golf
  • GolfMark