marketing
GSM uses a large and diversified range of marketing tools to target directly related audiences without breaking the budget.
external advertising
newspapers
Periodically advertising special deals in prominent sections of local municipal newspapers. Advertising in golf specific publications is unlikely to attract new players to the course.
email newsletters
On a regular basis newsletters are sent out utilising the existing database of ‘GSM’ including both members and non members.
Through 1st tee registrations we encourage golfers to register their e-mail address with the incentive that by lodging their details they are automatically entered into the draw for a monthly prize. Another method of collecting this information is when customers make a significant purchases they are asked for their details to allow post purchase follow up. (We have access to in excess of 2500 addresses).
internet links
Internet links from the Golf club, ‘GSM’ and On Course Golf website. Associations with organisations such as www.iseekgolf.com and www.golflink.com.au also work well with specific events.
SMS messaging
SMS Messaging is a successful direct method of advertising (currently have access to over 5000 numbers on file). Numbers are gathered at the time of taking tee bookings and from 1st tee registrations.
direct mailing
Letterbox drops, e-mail newsletters and course news to database.
catalogues
Catalogues for clearance sales and Christmas are distributed via e-mail, direct mailing and counter distribution and these publications will also include promotion of ‘learn to play’ programs and other initiatives.
within the facility
counter and noticeboard flyers
Constant communications to inform users of upcoming events, special deals and other relevant information. We also utilise other retail outlets, such as the Golf Clearance Outlet to promote events that may appeal to their customers.
calendar
An effective method of publicising the course and its business using photographed features of the course with the cost being recouped through sponsorship from golf equipment suppliers. An excellent PR exercise with Member clubs and business user groups.
“a” frames and fixed signage
Moveable signage is an excellent way to communicate information on services provided because they are able to be located in traffic areas and relevant locations within the golf course to the information being conveyed. Eg Golf deals on the 1st tee.
demonstration days
These days allow golfers to demo new ranges of golf clubs with the dual purpose of gaining retail sales and introducing new golfers to the facility. Well supported by equipment manufacturers because it gives them the opportunity of marketing their product direct to the end user.
point of sale offers
Point of Sale offers a strong retail weapon in projecting value for money offers to the customers while maintaining margins at a higher level than straight percentage discounts. Buying a set of clubs and receiving a free golf bag and putter or buying a driver and receiving a dozen golf balls are deals that at times cost less than offering % discounts and can be used to move product that is slow moving or obsolete.
ladies fashion days
These days are aimed at the ladies and incorporate golf, lunch and a fashion parade product presentation of ladies golf attire, accessories and equipment.
counter and noticeboard flyers
Constant communications to inform users of upcoming events, special deals and other relevant information. We also utilise other retail outlets, such as the Golf Clearance Outlet to promote events that may appeal to their customers. Eg Golf Clearance Outlets currently sell in excess of 250 Beginner sets each month therefore our beginner programs are advertised extensively in their stores.