Modern Club Marketing. Trevor Coughlan Director, Marketing

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Rolf Moody
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1 Modern Club Marketing Trevor Coughlan Director, Marketing

2 Golf Tourism Ireland January 2015 With golf club memberships in decline and participation in golf low across Ireland, the sport will have to do more to adapt to lifestyles of modern consumers and offer less expensive and time-consuming ways to participate in the game. This will ensure the economic viability of clubs and courses, and drive future domestic golf tourism. However, in introducing any changes to the format of play, golf clubs and courses will have to ensure that they do not alienate their current player base. David Falls, Research Mintel

5 The World Is Changing How We ve Changed How We Market To A New World

7 Population Age Ireland Population Breakdown % 27% 22% 22% Total Population

8 81%

10 Interval Between Waking Up & Checking Smartphone Immediately 10 Within 5 Minutes 33 Within 15 Minutes 52 Within 30 Minutes 69 Within an Hour 86 Within 2-3 Hours 93 Longer than 3 Hours Percentage of UK Smartphone Owners

11 While Watching TV 55% Browse The Web 29% Talk On The Phone 26% Text Or Message

12 Microsoft found that since the year 2000 (or about when the mobile revolution began) the average attention span dropped from 12 seconds to eight seconds.

13 00:00:09 SECONDS

15 Tim Finchem, PGA TOUR Commissioner An estimated 6.3 [million] millennials play and they are playing often, an average of nearly 15 rounds per year.

20 Your Website 1. Make It Easy To Find 2. Make It Mobile Friendly 3. Make It Actionable

23 What Is A Mobile Friendly Site? A mobile site is essentially a copy of your website Website detects the user device and directs them to the appropriate version of the site Relies on two sets of content to update

28 What Is Responsive Design? Site detects type of device & screen size, then restructures content automatically One set of content that translates to each device It s recommend by Google

33 Information Gathering How Modern Buyers Conduct Research

45 Buyer Personas

46 MY TARGET AUDIENCE IS MALES AND FEMALES AGED ZERO AND UP

Buyer Personas A representation of the ideal member @ your club.

47 Buyer Personas A representation of the ideal your club. Ensures you re targeting the right people Can have more than one persona

49 Buyer Personas Traditional: Males & Females aged zero and up. Modern: Golf trips are big business in Ireland, but most American golfers don t realize just how easy it is to book even a short trip to Ireland to play golf. With five major U.S. airports offering direct flights into Dublin, the U.S. market may be somewhat untapped.

50 Buyer Persona year old Male Golfers Business Professionals with $1,500 - $3,000 disposable income to spend on a short trip Must live close to international airport offering direct flights into Dublin/Shannon NY, BOS, PHL, WAS, CHI Family is a priority so timeliness is a must Primary interests are business & sports Consume media from their mobile device Use Cases Geography & Medium Online advertising with Wall Street Journal, Financial Times, Forbes, Facebook, LinkedIn When Avoid major holidays to ensure weekend away from family is possible Keywords What language do they use to communicate? How will they find you? How can you stand out to them? Content How can you strike a chord with them?

54 Case Study Plymouth Country Club

55 Plymouth Country Club - Case Study Goals Generate new Membership interest Tactics Fall Membership Drive Keyword Research Buyer Persona Analysis Landing Page Creation Content Creation Social Publishing

57 Buyer Persona Fred Income: $100,000 - $300, Years old. Lives on the South Shore. Fred is an very busy working professional. He works Monday Friday and does most of his golfing on weekends. He s also married with kids and needs to make time for them. He would like more time for golf but doesn t know how to fit it into his schedule. If he had somewhere to play when he leaves work he would do so. He doesn t want to make a full membership commitment as he doubts he will use it enough. Fred reads sports & business blogs in his free time. He is on Twitter, LinkedIn and FaceBook.

61 Clubs Are Adapting

62 Pete Bevacqua, CEO of the PGA of America Leaders are rising to create programs that invite more diverse audiences. We are creating more championships in other countries that inspire new audiences to pick up the game. Golf course owners are working smarter to manage resources like water and labor more efficiently. We are innovating at a rapid pace, and using technology and data as never before to make smart decisions.

63 Pete Bevacqua, CEO of the PGA of America Leaders are rising to create programs that invite more diverse audiences.

74 Being able to get 45 minutes of work in on the weekend could be the difference between a member spending the day at the club with his family, and not coming at all.

80 Tennis, Pool & Shooting Facilities. Lessons are complimentary. Lessons last no longer than 20 minutes.

83 Thank You

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