As an avid golfer I often ponder ways that golf courses could market to their customers in a way that would provide both parties something of value to better entice golfers to choose to play or purchase from their facility. I, like most golfers, feel the biggest problem in the golf world is the cost associated (i.e. clubs, balls, greens fees, memberships, carts, apparel, etc…) It is no secret that many golf courses and stores spend a great deal of money on advertising, but the fact of the matter is that their advertising efforts are not as effective as they could be.
When courses advertise they generally put a promotion on their website, an affiliate website, or place ads in various local prints (coupon books, newspapers, etc…). There is nothing wrong with using these forms of advertising, but in reality they are not direct, they are tough to track, and generally are not very cost or time effective. On many occasions golf play/purchases are an impulse decision (not planned out weeks/months in advance) so customers who may not be avid golfers or loyal to a particular course will need to find a reason to go play.
I am lucky enough to have a membership to courses in the local area, but like many golfers I enjoy playing new courses and buying new golf gear/apparel. Myself, like many other golfers do not choose to play new courses or purchase new items unless I feel I am getting a good deal. In most cases neither I nor my golfing friends ever play new courses or purchase new items unless we have found a deal somewhere, and the reason for this: the excess cost associated. The fact is most people do not want to spend money they don’t HAVE to, but WILL spend money when they feel they are receiving something of value. In order for golf courses to gain both new and loyal business, they have to provide their customers with something of value; this is where Text Message (SMS) Marketing can become extremely effective for golf courses.
SMS Marketing can allow courses to directly market promotions to their customers. By using SMS Marketing, golf courses can send promotions directly to their customer’s phones to entice them to make an impulse decision (i.e. book a tee time, buy apparel, buy equipment, etc…). The great thing about Text Message (SMS) Marketing is that it can easily be tracked and results are almost instantaneous. It is a fact that 91% of all SMS messages are opened within four minutes, and 16% of all customers who receive an SMS promotion will make a purchase as a result.
Below is an example scenario of how Text Message (SMS) Marketing can help your golf course:
- It’s Friday morning and there aren’t many tee times scheduled for the day.
- You send an SMS promotion to your customers: “TODAY ONLY: 2 for 1 greens fees and cart!”
- Your customers receive the promotion and book a tee time with a partner as a result when they had no desire to play prior to receiving the promotional text.