SUCCESSFULLY MARKETING YOUR GOLF COURSE

SUCCESSFULLY MARKETING YOUR GOLF COURSE

Introduction Market Research Putting Research Into Action The Marketing Budget Important Marketing Narratives for the Golf Course Owner Appendix Acknowledgements

National Golf Course Owners Association

SUCCESSFULLY MARKETING YOUR GOLF COURSE

A Marketing Manual for the Golf Course Owner

Prepared by Kathy O'Neal Vice President of Membership and Market Research Club Corporation of America

Published by: National Golf Course Owners Association 291 Seven Farms Drive? Charleston, SC 29492 Phone: 843-881-9956? Fax: 843-881-9958 Email: info@ ? Website:

?2008 National Golf Course Owners Association

All rights reserved

S U C C E S S F U L LY M A R K E T I N G Y O U R G O L F C O U R S E

Table of Contents

Introduction........................................................................... 1

Market Research ..................................................................... 5 Basic Research Information ....................................................... 7 Economic Data ................................................................... 7 Site Analysis ...................................................................... 8 Demographics .................................................................... 9 Competitive Study ............................................................. 10 Interviews and/or Focus Groups ............................................. 12

Putting Research Into Action .....................................................15 Properly Positioning the Golf Course ........................................... 16 Designing the Marketing Program ............................................... 17 Advertising ......................................................................... 17 Newspaper ...................................................................... 18 Yellow Pages .................................................................... 19 Direct Mail and Database Marketing......................................... 20 Golf Planners, Guide Books and Golf Passbooks ........................... 22 Destination Marketing ......................................................... 23 Radio ............................................................................. 23 Cable Television ................................................................ 24 Outdoor Advertising............................................................ 25 Internet Marketing ............................................................. 26 Public Relations ................................................................ 28 Other Advertising Tools........................................................ 31

The Marketing Budget..............................................................33

Important Marketing Narratives for the Golf Course Owner ...............37 Sample Marketing Plan for a Public Fee Course by the Edelman Public Relations Agency ................................... 38 Marketing and Customer Service on Top ....................................... 44 Public Fee Course, Private Country Club, or Both? A Developer's Dilemma ........................................................ 49

Marketing/Promotions Ideas for Golf Course Owners .......................... 52

Appendix..............................................................................57

Acknowledgements .................................................................69

About the Author ...................................................................71

S U C C E S S F U L LY M A R K E T I N G Y O U R G O L F C O U R S E

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