Marketing Your Facility Marketing Your Facility Increase Your Customer Base
What is Marketing? What is Marketing? Understanding your product or service Creating messages to support your product or service Identifying your target audience Identifying the communications vehicles to reach your target audience Delivering your message to that audience
Overview Marketing Your Facility How to reach/know your customer Marketing tools that are available Value of creating programs and/or events Public Relations support
Opportunities Are Great Opportunities Are Great Interest in the game is at an all-time high - Golf s TV Ratings have seen a 15% increase from 1996 this far exceeds any other sport, with the exception of auto racing - Increase in fans and avid fans - Unprecedented media coverage (Tiger, Annika, Suzy Whaley)
More Good News More Good News The PGA of America is leading the charge in growing the game The industry has embraced The PGA of America s national plan, Play Golf America The PGA of America is going to aggressively help promote what you are doing to increase your customer base
Goals/Objectives Increase your customer base at your facility Increase rounds Generate more revenue for your business BIG PICTURE RESULT? More people playing more golf
Ways to Market Your Facility Ways to Market Your Facility Know your current customers and prospective customers Create programs/events Promote programs Use of PGA Logo - The PGA of America is a strong brand. Take advantage!
Know Your Current Customers & Prospective Customers Who are they? How old are they? What s their skill level? Male or female? What do they do for a living and how much do they earn? How much golf do they play now? More or less? Why? etc. Knowing your current customers will help you determine what type of programs to develop to retain these players, while also identifying prospective customers How can you get this information?
How to Know Your Customer How to Know Your Customer Surveys Ask the right questions Collect names for database (email, address, etc.) All extremely valuable to develop strong database.
How To Know Your Customer How To Know Your Customer Group Discussions Meet them at the 18th hole Buy them a drink / lunch Talk to your customers
Creating the Right Programs / Events Objective in Developing Programs / Events - Promote golf as fun, affordable and easy to access - Feature programs which overcome barriers such as issues of time, family values, finding partners to play with and skill level - Develop programs that match your customer s needs Remember: All programs you develop can fall under the national Play Golf America umbrella. Post your programs on the site!
Types of Programs/Events to Consider Couples Families Women College Students Leagues Beginners Lessons & Clinics Business Gimmick/Marketing
Other Strong Programs In Which to Take Advantage Free Lessons Month in May - Register by mid-february to get your name/ facility listed in Golf Digest. Link Up 2 Golf National Park & Recreation Programs Golf: For Business & Life
pgalinks.com Best Practices Idea Book - can find inexpensive ways to market your facility Find out how to create marketing programs at different types of facilities (public, private, resort) Find out how to keep customers and get new ones
Promote Programs Promote Programs Direct Marketing Public Relations Advertising Pga.com Playgolfamerica.com PGA Logo PGA Member Logo
Direct Marketing Direct Marketing Email Blasts/Direct Mail Once have results from surveys, meetings, you can communicate! Email Blasts - incentives, discounts, new programs Direct Mail - incentives, discounts, new programs
What is the Value of Public Relations? It s free advertising Creates third-person credibility with potential customers
How to Target the Media How to Target the Media Create a database of local media -print (newspaper and magazine) -broadcast (television and sports talk radio)
Media Overview Media Overview Print -good photo opportunities -appeal to audience -more relaxed informal interview
Media Overview Media Overview Television -action visuals -unique, interesting story -live or taped interview
Types of Television Programming Types of Television Programming Morning Shows Lunch Programs Daily News Broadcasts -sports - weather
Media Overview Media Overview Radio -appeal to station s audience -call in or in-studio live interview
How to Cultivate Media How to Cultivate Media Develop relationships -introduce yourself to the media -host a media outing at your facility -host a media day -invite them to play your course (pro-am spots) Consistent (and relevant) contact -press releases -tips on potential stories
Publicity Opportunities Publicity Opportunities Feature Stories -unique players (age, disabled, celebrity, etc) -trends (equipment, fashion, course design, etc) -Play Golf America -PGA Free Lessons Month (invite the media to get a free lesson)
Publicity Opportunities Publicity Opportunities Resource -local angle on national golf stories -instruction -trends (equipment, fashion, course design, etc.) -Play Golf America -Free Lessons Month
Publicity Opportunities Publicity Opportunities News Briefs -upcoming events -new hires -event results -player feats -Play Golf America -Free Lessons Month
Is It Newsworthy? Is It Newsworthy? Develop Story Angles -what makes this interesting? -is it a feature story or a news brief? Target Media Outlets -is this of general interest to everyone? -should I give an exclusive?
Press Release Writing Press Release Writing Keep it simple and to the point -why? -what? -when? -where? -how Send via email
Case Study Case Study Portland Youth Golf Association -What is the story and key message points? o Portland Youth Golf Association is helping young people to learn golf as well as life skills (honesty, integrity) o Trying to raise money to build a learning center so to become a First Tee Chapter o Received a grant from The PGA of America that will help -Is it newsworthy? YES because: o Program is helping kids! o Golf teaches honesty, integrity, discipline. Kids can learn in a different setting. o Great photo opportunity! o Robert Clark is passionate! o He needs money -- good way to get word out.
Case Study Case Study Once you ve decided it s newsworthy: -Write your news release answering your who, what, why, when and how questions. Incorporate key messages. -Send release to the media database you ve already established (unless you think it s a story that s better suited for print only, tv only, etc). -Call and follow up on your story pitch - invite them out to your event.
Case Study Case Study RESULT?
pgalinks.com - News Bureau Section Creating Media Lists Sample Press Releases Interview Tips
Advertising Print -newspapers (sports section, lifestyle section) -magazines (local/regional golf publications Television -cable -local Radio -sports talk, lifestyle (easy listening, talk radio) -event sponsoring traffic reports
Where to Place an Ad Where to Place an Ad Set Goals Know Thy Customer (demographics) Print - Good place to promote events, programs and pricing. Radio - Good place to promote call to action call now for your tee time! TV - Good place to promote branding of your facility TV ads are more expensive to produce; can t revise TV ads to promote new programs, pricing, etc.
How to Place an Ad How to Place an Ad Narrow the Field Review Materials Test Your Options Barter (offer golf in exchange for space) Co-Op (pool resources w/other facilities)
How to Create an Ad How to Create an Ad Develop Your Message Tailor to the Medium Ask for Help
PGA.com Informs the public about you!
playgolfamerica.com Post your programs on this site! Any and all of them! THE place for consumers to go to find programs in their area that suit them Your participation is critical to the success of Play Golf America campaign For more information, see Paul Metzler and Nancy Oliver after this presentation
PGA Member Logo PGA Member Logo The PGA of America brand is one of the most recognized and valued logos in the world of sports. Use it on clothes, in your office, outside at your facility, on tee markers, etc. It means credibility and tells the public that the person at that facility is a highly trained, highly educated professional.
Program Examples Program Examples Couples -Scramble Events -After Hours/After Work - Coordinate a get together for couples after work. Include cocktails, dinner. -Wine Tastings On the Tee
Example of Marketing a Program for Couples Get the Word Out to Solicit Participants -Direct mail to members/customers -email blasts to members/customers -YMCA -churches -affinity groups -create a discount for couples to recruit other customers Contact the Media Advertising
Program Example Program Example Business Happy Hour Outing Invite businesses to host employees after work for golf clinics followed by cocktails.
Example of Marketing a Happy Hour Outing Get the Word Out to Solicit Participants -direct mail to members/customers -email blasts to members/customers -direct mail to a targeted list of businesses in the area -offer to speak at Rotary/Chamber of Commerce Meetings -affinity groups Contact the Media -business editors / trade - angle - golf is a valuable business tool -sports anchors/ news anchors Advertising
Recommended Reading Recommended Reading Guerilla Marketing Guerilla PR Email Marketing: Using Email to Reach Your Target Audience and Build Customer Relationships
The One That Markets Successfully Gets The Business!