Too many GM’s, Golf Pros and Owners put too much emphasis on the upfront investment and locked-in monthly fees and neglect the potential “backend” golf revenue.
They feel they have to force and demand the golf member to commit to spending x in food and beverage each month when it would be far easier (and more palatable for the golf member) to condition the golfer to spend more in all of the profit centers.
Consumers fall into spending habits and it is extremely difficult to change these entrenched habits. It is far easier to condition these habits at the point of sale through a well thought out tour of the golf property.
In the days of the past it was easy for other golf course members to almost shame their co-members into only eating out at the course. Simply saying (without saying), if out about in town and they run into a fellow member, “hey Fred you really should be supporting the course” instead of this establishment”.
Believe it or not, today it is far easier to get the new golf member to commit his/her loyalty to the course by simply appealing to their psychological needs.
People have an innate desire to be loved, feel important, contribute, feel secure, experience variety and grow.
Create programs for your golf members where they can capitalize on these feelings, e.g., a variety of different daily specials in the restaurant for the entire month and at the same time offer the best sellers every day for consistency.
Create programs where your golfers can see themselves growing within the social circles of the golf course as well as improving their golf game on the golf course.
Design programs where the golf members can feel they are contributing to the growth of the golf course, the game, the golfing community, etc.
Find ways to capitalize on backend revenue through your golf marketing campaigns and you will grow your golf course, the game and your golf career.
For more free tips on growing the game, increasing rounds through golf course marketing, golf marketing, golf course campaigns, golf campaigns, professional golf membership sales and advancing your golf career visit us today @ www.golfmarketingmmc.com or call 904-217-3762.