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View from the industry
“A website is the most
important marketing tool
a club can have”
In a recent interview with Golf Business News.com, Kevin Kean (pictured) of leading
American golf marketing company Golf Marketing Commander suggested that the
biggest obstacle facing British clubs is that they are are “not proactive enough and are
not business minded”. Here he qualifies those comments, and reveals how he feels his
company – recently set up in Manchester – can help.
G
olf Marketing Commander is an American company, based in Florida; but we But most clubs do not do this. Many golf clubs have very poor websites that actually
have opened a UK office last November, because we are convinced we can do nothing for them from a marketing perspective. Where we can help is by designing a
help the fortunes of British golf clubs. Andrew Wood, company founder and website that will enable them to capture data in up to five different ways. By doing this
CEO, is British and so am I, so we understand the needs of British clubs and they will very quickly build a database of highly qualified, targeted prospects that can
how they differ to our US counterparts. The marketing principles however remain the be emailed on a regular basis with different offers or communication. The software
same and can easily be applied over here. allows the club to segment this database so that only the people that will be interested
There are, of course, significant differences between the US business model and that in a specific promotion will actually receive the email.
of the UK when it comes to golf clubs. Once designed, this form of marketing costs the club nothing. An entire year’s worth
In the States the majority of clubs are run as businesses to make profit. Ours are not. of promotional campaigns can be loaded into the back end of their GMC website,
US clubs are structured to enable effective decision making, with either a GM or Golf forming the basis of their marketing efforts. We strongly believe that the club’s website
Director who ultimately has the final say. Only the proprietary-run clubs over here are and the internet should form the main hub of their marketing, working in conjunction
based on this model as the owner wants to see a return on his investment. But these with their offline campaigns to provide them with accurate feedback on which
are very much in the minority to the semi private clubs that are run by the members, for campaigns are working, which are producing the most phone calls and ultimately,
the members. This usually consists of a 12-man committee which all but stifles any which are bringing the greatest ROI. Without knowing this it becomes guesswork. Why
forward thinking or change that could ultimately benefit the club. spend £1k on an advert that actually brings no phone calls? Because we’ve always done
Unfortunately, this means that many British clubs are missing opportunities in a it? Because our competitors do it? Unfortunately this is the reasoning that prevails at
number of key areas. The majority are very poor at collecting any form of data. many clubs.
Therefore they are not communicating effectively with potential customers. Those that By using our technology, clubs can now allocate their marketing funds to the areas
do set aside a marketing budget to advertise their golf club are so focused on trying to that are actually going to produce them the greatest return. All clubs have a full
find new business – be that membership, society golf, corporate golf or non-golf related marketing consultation prior to working with us so we know as much as possible before
activities such as conferences – they forget the key to low cost effective marketing is to any work agreement is signed. We view it very much as a two-way working relationship
market themselves to those on their database who are already interested in their club where the golf club has a major input into the design of their site. We do not simply
through past association with it. provide a set template that is applied to all clubs as no two clubs are the same.
The main way we look to help golf clubs is through better use of their online We are in an era now of declining club memberships, with many clubs struggling to
presence. The internet enables golf clubs to reach a much bigger audience and all at no hit the right balance of catering to their members while making best use of their facility
cost. Once the website is designed, everybody can access it. financially. Yet few clubs are really setting about reversing those trend. We firmly
A club’s website is the single most important marketing tool a club can have. It believe we can.
should be first and foremost a data collection machine, but above all, something that • Golf Marketing Commander has more than 250 partners worldwide, including Loch Ness
showcases what the club can offer. Flash shows, testimonials, free downloads, GC, St Andrews Golf Tours, Stonelees Golf Centre and The Kendleshire in the UK. For more
interesting and most importantly, updated content. information visit www.golfmarketingcommander.co.uk
12 JULY 2008 - SGB GOLF
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