Now that golf season is in full swing and golfers have descended upon your facility it is time to talk about how to retain them. From a retention standpoint this could mean getting golfers to re-book and to play more golf or also to use all parts of your facility - dining, lessons, retail etc.
This week we will focus on the golf course and golf course marketing ideas to
get your current golfers to play more golf.
1. Institute a Replay Rate. Keeping golfers at your facility longer on one day increases their green fee spend and also their incremental spending on carts, food and beverage and retail.
- Before golfers tee off in the morning on days that afternoon tee times are available have the golf shop staff offer them a replay rate for another round booked on the same day. This could be 9 or 18 holes.
- When golfers finish their round have someone from your team (this will vary depending on the type of facility) be responsible for engaging the golfer before they leave to offer them another 9 or 18 hole round. The longer you keep golfers on you property the more money they will spend.
Typical discounts range from applying a twilight or sunset rate early to up to 50% off the first round. This approach uses up excess inventory that is available on the same day.
2. Offer a Promo Code or Discount for golf played in the next few days.
- As above this can be done before or after the round but is again used to fill up excess inventory. So if your tee sheet is empty first thing in the morning for the next two days offer your current golfers a chance to play again in these empty time slots at a discounted rate. Look at your tee sheet each morning for the next 2 or 3 days to forecast the future play and determine if a special offer is needed a day or two in advance.
- If you have a mobile app for your golf course, and/or use social media you can push out the same message to your followers. Push notifications are a great way to drive incremental revenue on short notice if you have available tee times. Doing this at the golf course level as well ensures that those who do not use your technology are also being sold to.
Spend the week thinking about these and other golfer retention strategies.
For more on golf course marketing ideas visit our
Resources page and read
our
Biz Blog.
