Is your marketing SMART?

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Many golf clubs still only dip their toe in the water when it comes to marketing. It may be due to lack of resource or expertise, but often it is because they don’t understand what marketing can deliver for them.

Some of this comes from simply not being clear with objectives. I’m sure many of you already do this but you would be amazed how many clubs don’t.

I’m sure you may have heard the following said around your club:

“We need more members”

It’s a common view but do you ever consider how many? Which member types? By when?

An effective way to start planning is to make your objectives SMART

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Timely

 

NOT SO SMART

SMART

Specific

We want more members

We want 30 more new members

Measurable

We will know when we’ve got enough

Compared to the same time frame last year

Achievable

All established golfers and 7-day members

Who are new to golf across a variety of membership categories

Realistic

All paying full price

Range of offers such as

  • Lessons included in membership
  • Age related tiered pricing

Timely

ASAP

6 months

 

This gives you a base to work from. You know what you want, you have a success measure built in, you have an agreed offer and a set time.

Simple to implement and will enable you to be clearer about what your marketing is doing for you. You may be surprised at the results.

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