From time to time I get involved with reviewing the marketing plan for a golf course, golf business or a Golfer. To say the challenges they have are many would be a gross understatement in light of the economy golf faces. The golf industry will have to rely heavily on marketing to survive. Promoting what Golf offers to the consumers has to be done. How it is done is what is at issue in the golf industry today.
I see all kinds of attempts by golf businesses trying to market Golf, or their golf products, using methods that make no sense. I also see a number of golf businesses doing nothing as far as making any attempt to market their business outside the narrow golf channels. It is no wonder so many non-golfers do not see golf as something of interest to them.
It seems the marketing of Golf outside of traditional Golf media sources, like the internet, is not of interest to may old school golf businesses. A few are starting to stick their toe in the vastness of the social networking arena but usually pull back quickly due to the uncertainties of this new way of marketing.
Most golf businesses, golf clubs and golf professionals will take one of three directions toward doing any marketing online. They either attempt to do their own internet marketing, move to hiring large marketing firm who are proven in traditional marketing methods but have little experience in the Golf arena, or sit on their hands and wonder why they are not developing any new business. Any of these directions lead to dissatisfaction, hard feelings towards the internet and a lot of wasted money.
Social Media for Golf
There are effective ways of using social media in the golf industry. What it takes is someone who knows what the golf consumer’s wants and needs are…someone who plays golf and someone with more than a passion for selling something. I will agree it takes more than knowing what end of the golf club to swing and how to develop a slick web-site to accomplish anything using social media.
To face off the challenges of today’s weak golf economy a newer, faster and more social way of marketing has to be put in place. A business needs to put as much dedication to overseeing their social media as they do their operations. Sometimes the smart thing is to hire a Social Media Director to make sure the business is focused in its social networking.
How a golf business goes about marketing its services or products is very important. In today’s economy social media is working best. So use it. Let me know how I can help.
You’re right Scott, the key is social. Finding out what your customers want, need and expect is more important than a slick web site or discount coupon. It’s as easy as asking them.