heartland golf marketing

Hunkering Down

HGM is preparing for the fall/winter months in Iowa.  We're heading out to local courses and trying to get our message established so when Spring hits, we're flying high.  More to come.

Golfing in CA

I've played 5 rounds out here in California on the trip that I'm on currently.  Let's just say that Empire Lakes golf course is "challenging" and I started the day with 2 lost balls!  It's been oppressively hot out here and I've played 2 rounds when the temp was 110 degrees in the shade.

We get great and diverse courses in Iowa for a great value.  Many of the "canyon" courses out here are pretty similar...but they usually have VERY nice fairways since the grass has been planted over former rocky hills and was done so from scratch.  (It also never gets snowed on).

Hit 'em straight and long!

Central Iowa Golf Is Hurting: Here's Why and What To Do About It

There was a sports front page article in the Des Moines Register yesterday highlighting the current tenuous state of Central Iowa golf courses.  Courses are experiencing flat or declining revenues, declining attendance, and price pressure. The piece provides a few reasons for the tough times.

1. Fixed costs have increased including wages and petroleum based fertilizers, etc.
2. High property taxes hurt courses because they're taxed as commercial property vs. recreational.
3. Municipal courses (owned by cities, i.e. subsidized by having less tax burden) green fees are low and getting lower to keep the crowds coming.  Private courses don't have the luxury of operating this way.  Sound familiar?
4. The high cost of gas to get to the course in the first place.
5. The war in Iraq.
6. More parents are "Dedicating themselves to their kids," by spending a day at the soccer or softball field.
7. Legalized gambling.
8. Too much supply.  Too many courses.  Aggressive overbuilding of "hole inventory".  Courses and developers have been using the 1990's website rule for business decision making, "Build it and they will come". 

Analysis
I believe that numbers 1-7 are somewhat true but not enough to make the measurable impact the industry is feeling. 

Number 8 is a BIG factor. The bottom line is that there are virtually limitless choices for golfers at all typical golf price points within typical driving distance around the metro.  In fact, the number of available holes for golfers within a 20-mile radius of Des Moines grew by 30% in the last decade.

The factor that is not mentioned, discussed, nor implied is the purple elephant in the room.  It's the largest single factor that impedes growth and repeat business. 

Golf courses make almost no effort whatsoever to market themselves, create brand identity, or create an experience for golfers that is ANY different than other courses in their competitive landscape.  Golf courses leave the entire branding function to the courses beauty and layout itself.

I have only golfed at about 10 courses since I've moved to Iowa.   One has asked for my email address.  None have created any experience or purveyed a brand.  If I asked you to name a brand of coffee that has created an experience and maintained a premium price for something that costs almost nothing to make...you could name at least one immediately. I should be able to do the same for Iowa golf courses...without having to resort to the $300+ per round facilities.

Recommendations
Golf courses need to get past the helpless, brand-less, malaise they're in now.  They need an injection of creative marketing (beyond the logo golf ball) and branding so their courses are synonymous with the kind of experience that creates raving evangelists that want to grow your business for you.  This is especially true when there is NO stand out, no leader, and a "that's just the way it is" attitude out there.   

1. Engage in meaningful email marketing.  Segment your audience and target them with offers that make sense.
2. Host customer appreciation days at the club house.
3. Leverage "course greeter liaisons" a la Walmart to welcome players and build the experience. 
4. Invite families to play together and space tee times to allow for slower play. Think Disney.
5. Blog.  I would absolutely subscribe to a blog written by a golf course that gave me offers, course condition updates, and opinions.  Extend the conversation beyond the 19th hole. 
6. Leverage SMS marketing (text message).  Would I choose a course that used my exact marketing preferences and sent me offers at key times just for me?  Yes.  I know many others that agree with me.
7. Develop unique factors that separate you from the competition.  I'm still looking for "self serve honor system for non-alcoholic beverages" at key points around the course.  I'm also looking for the "buy drinks from the cart on a tab that I can settle after the round".  This speeds up play and frees people up to spend more.  I promise it works.  Just about every course out there believes that price is the key in the buying decision. Honestly, I've never asked once how much the round would cost in advance of stepping up to pay in Iowa.  Generally, we know that it's going to be between $30-$50 to ride for 18 during prime time.  A few bucks does not the decision make.

There are plenty more options for courses to engage in that would separate themselves from the crowd. But like many businesses, golf courses don't hire marketing/branding employees or leverage agencies or consultancies...rather they put these responsibilities on the course manager or owner.  While this man or woman may be excellent at running a golf course, they probably don't have the time or inclination to move beyond "coupons in the paper".

Courses must shift their mindsets and become competitive and agile.  They must develop a road map to uniquely separate themselves from the over supply in the market. Remember, there are plenty of places to get coffee...but only a few that create an experience.  It's up to you.

Are you ready for help golf course owner/manager?

Tiger's Dominance and Sabbatini's Deference

So Sabbatini wanted a showdown vs. Tiger and he got it.  He was promptly dispatched by 8 strokes however.  Even with Tiger's wayward drives, he still had a putter and iron game that defied gravity.  He had a bogey free round too...as in entirely bogey free over 4 days.  Unreal.

It seems pretty amazing that Tiger would struggle so badly in the Open Championship and then return to greatness at a course that was "major" difficult.  Or is it?  I think Tiger just peaked 1 week later than he planned on it.  That's golf right?  There's an intangible mojo that can drive your results into the "oh my God" category when just the week before you were missing puts by an inch either side all day long.

I can't wait to see how Tiger and the rest of the field fare at the PGA this week.
I'll be watching.

Until then, go out and play a discounted round at your favorite course.  Cheers!

Paddie Melts...Sergio Dissolves

Wow.  All I can say is wow.  The first 9 holes of the Open appeared to be as mild as English Breakfast Tea and a Scone.  Then major madness hit.

Golf coverage is odd isn't it?  Someone you've never heard of...nor seen one shot of...will magically appear on TV when he makes a run at the end of a round.  Romero who?

It was quite painful to see Sergio blow up and I was really pulling for him.  I mean his putt barely lipped out for the win.  Unreal.

It wasn't a "come unglued" meltdown like Van de Velde...or even like Paddies.  I mean the guy put two in the Bern!!!

Harrington's situation was very meltish looking but he came out on top.

I can't wait for next year!

Fantastic News: 2 Local Courses Have Said YES to HGM

I have great news...2 local Iowa golf courses (names released soon) have join the Heartland Golf Marketing Family!  Tom has been the feet on the street...chatting it up with golf course managers.  Apparently, the SMS message (text message) marketing has been a TOP interest driver for the courses.  I would not have guessed that.  Stay tuned for more. 

Golfers:  Click the upper right SIGN UP NOW banner if you'd like to get great discounts at great Iowa courses.

Link Round Up

At least Monty is self deprecating and humorous about his run ins with crowds, reporters, etc. 

This is an awesome "instant lesson" that I'm going to try out on the course soon.  (No time for range...after all, I'm a 21 handicapper!

John Daly just assumed a share of the lead as I'm typing this...imagine if Daly could pull one out this year!

Phil is 6 for 6 in fairways hit...is this possible?

Golf Courses! Here's an introductory presentation

Please take a look at what HGM is doing to improve revenues and brand value for little or no risk.  Please let us know if we've sparked your interest! 

Mickelson Melts

I was watching Philly Mick at the Scottish Open.  It hurt to watch him give that one away.  Is it really so emasculating to use a long iron or 3 wood sometimes?  I know it's all or nothing for him...but I'd really believe that if it didn't bother him so much to lose that way.

We shall see what Carnoustie holds for him.

Here's a GREAT article that will improve your game!

I came across a great little piece by Dave Pelz, golf's equivalent of a 6 Sigma Black Belt, on simple "between the ears changes" that amateurs can make to be more like pros.  He uses laser "shot-link" technology to study how different skill levels approach shots, and where they end up.

This is about the best little training guide I've seen.  Most hackers will scoff that it doesn't discuss "swing angles" or something more complex.  What Pelz is trying to say is that without practice (90% of us) you won't really change your swing so make some changes in the simplest things...like how you approach each shot and you can see some improvement.  I am happy to report that I do many of these things...and they've resulted in scores in the 90's and sometimes 80's on my best days.

Forget mechanics you hack job!  Think!