Golf courses are hurting for demand. We’ve gone from 29 million golfers to 21 million since the last market downturn.
We’re losing between 100 and 200 golf courses per year, and data suggests there’s still another 9-15 years left of the same to reach market equilibrium.
I’ve run some numbers on how free golf lessons should be deployed at country clubs to bring in new business.
It’s a long term approach versus the “car salesman” quick win approach we’re used to.
We’re talking about the average annualized and lifetime value of your customers. How to get them out to your facility, and getting only a small number of them to convert into paying customers.
The numbers work…like crazy.I’m pretty sure you’ll agree that the estimates and assumption I’m using are extremely conservative. A 5% conversion rate is very low for public facilities, but for private clubs may be very high (of course average customer values are also much higher).
In this example, after paying your Marketer/Teacher a flat $30,000 salary, the club will have generated $320,160 in future Total Gross Revenues (10x marketing spend).
Of course, your instructor will have plenty of time to teach avid golfers on the side for a fee. In fact, this program becomes a feeder system for your staff instructors charging their regular hourly fees.
The club has developed an enormous differentiator vs. the local set of golf facilities. Marketed well, the club will be able to attract the lion’s share of newcomers to the game in the area, indoctrinate them into the club, and develop a culture of giving/generosity/hospitality while they’re at it.
Guests feel more welcome over time because there are no hard sells or sale pitches. All staff members participate in marketing the club, and inviting new people out to try golf becomes ingrained in company culture.
Combined with the KPI Golf Membership Sales specific programming, clubs can further capitalize on the power of word of mouth, positive company culture, and membership referrals.
Reach out if you’d like to learn more: kpigolf.com
--- Send in a voice message: https://podcasters.spotify.com/pod/show/golf-essentials/messageBiz Take-Away - Producing Content that Doesn't Suck
1-Hour Practice Blueprint - Some Range and Some Short Game
Lesson from the PGA Tour - Finding the Vulnerabilities in your Game
Inside a Marketing Consultation - How to Build a "Content Machine" for Your Brand
Quick Life Update
Golf Kicks Your Ass Sometimes - Discussion on Handling Bad Rounds Optimally
For Kids with Tour Aspirations - Learn to BOMB Your Driver
Try Squeezing the Hell Out of Your Putter
How to Maximize Your Marketing Mailing Lists
Golf Instruction is the Ultimate Gateway Drug in a Considered Buying Process
Get Your 1/2 Wedge Shot Yardages ASAP
Stable Putting - Backswing vs. Follow Through
Balance - How to Get Better at Golf Quicker
Witnessing New Member Excitement and Referral Opportunity First Hand
Your Chance to Talk Golf With Me Directly - Ask Anything You Want
Paired Up In Amelia Island - A Fix for Those Short & Right Glancing Blows
Why Gary Vee's Killer Advice Doesn't Translate to Golf This Time
The Challenges of Scaling and Hiring for my Small Business
Interview with a Golf Course GM: How Access to Real-Time Performance Data Brings Huge Impact to Operations
New Clubs, New Season...How to Get UP to Speed
Create your
podcast in
minutes
It is Free
Coach Carvalho Podcast
From Corner2Corner Podcast
Golf Podcast: next on the tee
The Dan Le Batard Show with Stugotz
The MeatEater Podcast