Marketing and Assessment
Golf Marketing is Advertising, Right?
There is a common misunderstanding that marketing is advertising. The fact is: advertising is a part of marketing, but marketing isn’t advertising. Marketing is doing the research necessary to offer a product to an audience that will likely respond favorably: market research, competitor analysis (not just rate comparisons), course positioning, pricing, demographic growth analysis, economic growth analysis, consumer and facility demand analysis, supply (of golf holes) versus demand, market growth/decline of supply (golf holes), per capita play rates, play rates by type of golf facility, golfer participation, frequency of play per golfer, market age and household income analysis, etc.
Marketing includes all those activities that are performed in order to offer your golf course and facilities to your target customers. How would you know who your target audience is if you do not understand your unique market? Marketing includes all those research activities that contribute to the development, pricing, communication and promotion of your golf course. “If you don’t know where you are going then any road will take you there.”
Promotion is the marketing element used to communicate your courses message and offering to prospective customers (target markets), and influencing those potential golfers to play your course repeatedly. It is this promotional side of marketing that includes, yes!, advertising. Therefore, advertising should be viewed as only a part of marketing. In the proverbial nutshell: Marketing is planning ahead. You can’t determine where you need to get to if you don’t know where you are.
Every one of my client’s is unique because they exist in a unique market place. The basic research is the same, but you have to apply the interpretation(s) of the research to the market place.
Jack Brennan started PALADIN Golf Marketing in Tampa, FL in 1984 to assist owners and operators with effective marketing and sales practices for their golf courses. For a FREE marketing consultation contact PALADIN Golf Marketing.
For more insights – see my Golf Industry – Boom or Bust? – Time to Think Outside the Box – Click Here
This is a white paper on some observations for this coming year’s trends.
Contact GCBC for a Free Consultation on Marketing and Assessment
Paladin Golf Marketing
119 Oak Ave / P.O. Box 727
Anna Maria, FL 34216-0727
Contact Jack Brennan at 813-545-4600
or e-mail him directly by Clicking Here