Golf courses are big business, and golf course marketers know this, according to a study from the UK marketing and advertising consultancy IGA.
The firm says that the average golf course will rake in more than £3m a year from golf course events.
But, it warns, golf course promotion can be a daunting task.
Here’s how to get started.
Marketing golf courses: The first step is to get your marketing strategy right.
“The key to a successful golf course campaign is to have a clear target audience that is familiar with the location and features of the course,” said Andrew Baddeley, managing director of IGA’s golf marketing team.
You can then tailor your messaging to that target audience and then engage them by answering questions or answering their questions.
“It’s also important to ensure that you communicate to the right audience,” he said.
A successful golf courses marketing campaign can also include using the social media platform Facebook, Instagram, Snapchat, Pinterest and LinkedIn to reach out to golfers, golfers themselves and their families. “
Some courses, such as the courses at St James’ Gardens, have more than 50 golf courses on them and many of them offer free lessons, so the idea is that there is a more casual, accessible and friendly customer.”
A successful golf courses marketing campaign can also include using the social media platform Facebook, Instagram, Snapchat, Pinterest and LinkedIn to reach out to golfers, golfers themselves and their families.
It also helps to use the golf course’s website, which is accessible from the golf resort, and use social media to spread the word.
“Golf courses in Britain have a strong following and their facilities and services attract more people than other places in the world,” said Baddefy.
“People travel to and from the resort to visit and they also visit a number of golf courses and events throughout the year, so we need to be able to deliver the best possible golf experience to the golfers and their family.”
Marketing golf course social media sites: “A golf course website can be as simple as a few lines of text that you can embed on social media, which can then be shared by golfers,” said IGA marketing manager Adam Rigg.
“This allows people to follow up on the golf club’s social media feeds, get updates about events and receive information about courses nearby.
It is a great way of sharing information and getting people to take a look at a golf course before making a purchase.”
Golf course marketing campaigns are also designed to appeal to children.
“A lot of people are drawn to the idea of golf,” said Rigg, “so we want to ensure the appeal of the golf experience is very high.”
Baddecy says it’s important that golf course promotions don’t end in a golf ball or a golf shot, but that the message is clear: “It has to be a rewarding experience.”
For example, if a golf club offers free golf lessons or an extended lesson on the weekend, it’s a great opportunity for golfers to meet other golfers at a different golf course, play with their friends or go on a family outing.
“As golf courses are open and people have access to a range more golf courses, you want to make sure that you are providing the best experience for golf players,” said he.
“We want to appeal more to people who want to play golf as much as anyone else, so it’s all about delivering the best golf experience.”
Here are some tips to get going: Start with an easy target audience.
“When marketing golf courses it’s best to have someone you can reach out with a simple message that they can easily relate to, which will make them feel at home and more likely to come back,” said Toni Hickey, senior marketing manager for IGA golf marketing.
“Then you can use social and digital marketing techniques to drive people to the resort.”
In some cases, golf courses may even offer a golf simulator or golf club.
“If golf is something that’s popular in the area, then you can also try offering free lessons for golfing purposes,” said Hickey.
“But make sure it’s something that people can access and have a good time with, so they feel like they’re getting something special out of it.”
You need to reach golfers across a range.
“There are a lot of golfers who are very different to one another in terms of interests and social characteristics,” said Rob Mardle, marketing manager at The Golf Course.
“You can make the case that this is a good opportunity for the golf player who’s different from them in a few different ways.”
You can also target golfers from different backgrounds, such that it’s easy for them to understand the value of a golf lesson.
You may want to have golfers come and visit you at the golf property and take a short tour around the grounds, for example.
“”You may want people to come and come to the venue