Opportunity for Golf Courses
During these unprecedented times of the pandemic we are currently in, things have not been all bad for golf. In some instances there has been some great opportunities for golf course owners and operators. Across North America golf courses were one of the first recreational activities to open. When they did open, the people came. Avid golfers, occasional golfers and new golfers all flocked to any golf course they could get a tee time at (which was challenging). The courses were reporting early numbers of rounds of golf that hadn’t been seen since pre-2005. Many occasional and new golfers hadn’t played the game for years, but they were coming out now. At some point the threat of COVID-19 will slow down, but may never completely go away. Instead of the ‘new normal’ let’s think of it as the ‘better now’ opportunity.
With the large amount of occasional and new golfers participating in the game right now, this is your chance to really grow your database. This is an opportunity that we have not had a long time. You can make it mandatory that all golfers playing provide their name and an email address. They are already getting used to providing contact information when making a reservation for dinner, getting a haircut or staying in a hotel, why shouldn’t this be mandatory at the golf course as well? And not just for one player in a group – for all four! We’ve been stressing this with all the golf courses we work with. It is so important and now is the time.
Building your database is a fast, free and cheap way get new customers into your sales funnel. We have one group we work with who has managed to acquire 96% of the email address from golfers playing their courses this year. Impressive, yes, but everyone should be reporting numbers like that. Once the pandemic slows down and things go back to normal (I hate that word), you can be better now, you will have an opportunity to connect and retain those occasional and new golfers and market to them with enticing promotions to come back or to keep playing next year.
Now that you have grown your database, you need to increase your email marketing efforts. Email marketing, when done right, can represent your best sales and communication tool. The blog.hubspot.com reports that for every $1 you spend on email marketing you see a $38 return. A few other stats from HubSpot:
- 99% of consumers check their email everyday
- 80% of business professionals believe that email marketing increases customer retention
- 59% of marketers say email returns their largest ROI
Need help with your email marketing and database collection? Give Jeff a call at 604-506-2226. We’ve written a number of blogs in the past on email marketing, you can read some of them below:
- Email Marketing is Alive and Well
- Email Marketing Tips
- Email Marketing Case Study
- Email Marketing for Sales
We, Jeff and Tara Ciecko of CK Golf write two blogs, one is our 19th Hole Blog where we share personal experiences and the other an Industry Blog where we comment on general business and internet marketing best practices, sales strategies and give golf industry related opinions. We have recently started a Zoom call video series of Golf Industry Conversations. We have owned CK Golf for 12 years and provide business services to the golf and other industries. As of July 31, 2016 our life and our business became ‘location independent’. Our 19th Hole Blog is about the places we visit and the things we do. If you have any questions or comments, or happen to be in the same location as us please reach out and contact us anytime.