“Marketing Speak” as defined by Wikipedia.org, is a related label for wording styles used to promote a product or service to a wide audience by seeking to create the impression that the vendors of the service possess a high level of sophistication, skill, and technical knowledge. Such language is often used in marketing press releases, advertising copy, and prepared statements read by executives and politicians. Marketing speak is characterized by its heavy use of buzzwords, neologisms and terms appropriated from specialized technical fields which are eventually rendered almost meaningless through heavy repeated use in inappropriate contexts.
I wanted to touch on this subject because I often hear and see golf marketing campaigns that are targeting the core and casual golfer speak in a language the average golfer or layman doesn’t understand. Most core golfers have an educational level of college or have attended an institution of higher learning and therefor, have a degree in some field while the average golfer (the masses), tend to only have an educational level of high school or maybe some college.
When you are dependent golfers and therefor marketing to the general public, you are addressing the masses. You want the biggest bang for your buck. You want to be the number one golf course in your area and to engage every golfer, from the average Joe golfers to the elite golfers. It is essential that you design your golf marketing campaigns so they don’t eliminate the majority of your market. You can do this by using the language that is more common in the everyday workplace.
The idea is to engage the golfer at every level through your golf marketing campaigns and get them to visit your golf course, at which point you can both decide if your golf course is where he/she wants to call home and you can decide if he/she fits your member profile. You don’t want to eliminate neither the core golfers nor the casual golfers. It is very important not to use a lot of jargon and complicated terms when marketing your golf course. The key thing is that you speak to the golfer when you are trying to engage both the casual golfers and core golfers do not try to impress them by speaking above them.
Communicate your information in layman’s terms through your golf marketing 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.