According to marketingpower.com, brand preference is one of the indicators of the strength of a brand in the hearts and minds of customers/golfers. It represents which brands are preferred under assumptions of equality in price and availability. It is extremely…
According to marketingpower.com, there are two common measures of growth. Year-on-year percentage growth (annual growth %) uses the prior year as a base for expressing percentage change from one year to the next. Over longer periods of time, compound annual…
According to about.com, media release is a material prepared with the aim of being published in the press or other media. It is important that a media release is newsworthy and well written. They may include photographs and other suitable…
I have been keeping a learning log for about thirty (30) years. Every seminar I go to, I take extensive notes. Every book I read, I highlight paragraphs, sections and sentences that I need to retain and/or can apply to some…
The differential advantage is the benefits a golf course has over its competitors. This may be a golf course's unique selling proposition or some advantage the golf course has through its operations, such as a lower-barrier-to-entry, or the service that…
A balanced scorecard is a comprehensive, thorough overview of a golf course's performance across the entire company with a strong focus on vision, strategy and return on investment. Every golf course should have a balanced scorecard to ensure every department is…
Empathy statements are the statements made by professional golf sales people to show they understand how a guest/golfer feels. Empathy statements can play a huge role in connecting you with the prospective golf member and help you lock-up the relationship.…
Activity quotas are a way to monitor the golf professional salesperson’s attempts at engaging the golfer. This is a system designed to make sure your brand is being presented to the golfers within your community on a regular basis. Some…
A perceived risk is a functional or psychosocial risk a golfer feels he/she is taking when purchasing a golf product and/or golf service. One of the challenges a golf membership director has when selling golf memberships, anyone selling something pertaining to…
Motivational research has been capturing my interest for the past twenty-five years because I am so curious as to why consumers purchase certain products over their competing products, and as a golf marketer, I have this curiosity as to why…