Golf Course Marketing - 5 Ways to Drive Rounds and Revenues to Your Course

By Matt Kessler

We've heard the saying, "build it and they will come". But in today's competitive market, a little marketing can go a long way to encourage customers to buy a little more quickly. Not only do golf course owners and operators want golfers to come, they want them to return time and time again and even refer others. Today's savvy golf course owners are utilizing their investment in a golf management software program combined with a bit of marketing innovation to generate more exposure and increase rounds and revenues. Below are five new ways your course can up the ante with marketing:

1. Third-Party Tee Time Marketing: Extend your reach to potential customers and increase exposure of your course by tapping into email databases and visitors of third-party tee time marketing sites. Pay only on performance, meaning you only pay the third-party site when your course is selling tee times. It's an ideal arrangement to alleviate out-of-pocket expenses.
2. Custom Website Design: Enhance your online presence with a professional site and drive sales with an online event calendar and an online tee time booking engine. Choose a golf software solution that enables non-technical staff members to create and publish online news, promotions, events and sales with content management tools, ensuring your site is always up-to-date, informative and brings golfers back time and time again to see the latest news and specials at your course.
3. Database and Email Marketing: Present customers with relevant and targeted offers, while communicating more easily and often. Drive additional rounds through membership and loyalty programs communicated through your emails. Take advantage of your golf software database to store customer data and photos, manage customer types, pull reports and send targeted email blasts to specific customer groups based on their interests and preferences.
4. Online Marketing: Advertise online on relevant, golf-related sites to build SEO and drive a captive audience of golfers to your online booking engine. Tap into other Websites' existing customer base and extend your reach into their loyal visitors with compelling, relevant and timely online advertisements.
5. Yield Management: Be in more control of your tee times using a robust golf management software solution to sell your excess tee times online, track your results and improve yield by choosing discount and distressed tee times. Provide all rate types and booking windows online and integrate online tee time bookings with your golf software to save staff time on reservations and customer calls. The more convenient and accessible it is for golfers to book tee times, the more often they'll do it.

With all marketing efforts, the goal is to make potential customers aware of your course and inspired to experience what you have to offer. But the marketing doesn't stop there. Once a golfer has visited your course, the goal is to turn him or her into a repeat customer through special offers, loyalty programs and consistent communication to keep your course top of mind anytime golfers are looking to hit the green.

Matt Kessler is the Director of Sales for ActiveGolf, a division of Active Network, Inc.
ActiveGolf is the leading provider of golf software technology and golf course marketing for over a thousand golf courses and resorts nationwide.

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