The problem we face in the digital age is creating a personal bond which generates trust for your customer or member. So how do we go about bridging this virtual gap through the online world?
Thursday 27th of July 2017 11:53
Marketing has several stems, both digital and physical. Networking is still, and always will be, the strongest way to connect as a personal relationship can be established between the two parties, be that a Golf Club to a member or a customer to a salesman. The problem we face in the digital age is creating a personal bond which generates trust for your customer or member. So how do we go about bridging this virtual gap through the online world?
Golf Clubs can use social media effectively in two ways, Informational and Interactional.
Course Conditions – Pictures of freshly cut greens or blue skies if the weather is nice. Information about holes being moved on the greens. Any development with the course.
Closures – Rain and thunderstorms. Take a picture of the current conditions as this will help engagement and to illustrate any closures to customers who may feel inconvenienced.
Events – Share promotional graphics or create events online to invite members too. If more people interact with the event online, the more publicity you generate.
Competition Winners – Pictures of the winners with cups (even wooden spoons) will always generate interest. People can be proud of a club that is proud of their members.
Player Highlights (Hole in Ones, PB’s Etc.) – Share pictures of members taken at your club from their own social media feeds. Give credit where credit is due. Improved players and excellent shots on video.
Photos of Members – For a professional marketing look ask a photographer to attend events or busy Tee days. (Always seek permission before taking pictures) Ask people to tag themselves in your photos online.
Asking questions to Members – What do you want for ‘YOUR’ golf club/course. A golf club would be nothing without its members. Make them feel appreciated by asking them for their input, even if this is just which local Beers they would like at the bar or which brands they want to see in the Pro shop.
Competitions – Run online competitions. This is a great way of building an online audience of potential new members for your golf club. By asking people to like and share a photo or post, your online presence will be noticed. You don’t need to give anything huge away, maybe a box of new Balls or a round of Golf for two would be enough incentive for members to tell their friends to get involved.
The need to interact online is important as it stops clubs falling into the trap of being an information only online presence. Engage with your members, ask questions. ‘How did your round go today?’ to members you know played at your club that day or Post ‘Looking forward to seeing @JoeBloggs again after last weeks’ Birdie on the 9th!’ Use information you would normally use in conversation to start online communication that is personable.
By mixing both informational and interactional posts on social media, Golf clubs can still convey required information but also build an audience who interact with the Golf Club as a Brand as opposed to a business, building loyalty and lasting relationships with members.
For more information or to discuss your Clubs Marketing call Tom or email [email protected]