from Vietnam Golf Magazine
August 2015
Today’s golf market, as with most industries in Vietnam and around the world is highly competitive. Each course must distinguish itself from the others to maintain it’s current players as well as pull in new golfers. In this issue, we’ll highlight a few key points to help bring new golfers to the course.
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| Vietnam Golf Magazine August 2015 |
Online - Websites: A necessary part of each club’s effort is their presence on the internet. Websites are tools that influence every part of the marketing effort. On a basic level, a website attracts prospective golfers and introduces them to the quality of the property and its staff. Almost every club has some presence on the internet. It’s the first introduction to the club most people have, so make sure it delivers a top-notch message.
Online - Booking System: So the golfer’s made their way onto the club’s website and they like what they see. How easy will it be for them to book a tee time? Whether through the website or a smartphone App, it should be easy for both members and non-members to make and confirm a booking. A process that is too difficult or time consuming will leave the golfer frustrated and looking elsewhere to go. The process should be both quick and simple to follow.
Online - Matching Interests: A unique feature some clubs are beginning to address is making it easy for golfers to hook-up with others sharing similar interests. With this type of social feature, golfers can post their interests and search for others with compatible interests, somewhat like a Facebook feature for golf. This is particularly helpful for single golfers who want to become part of a friendly golfing community.
In a country like Vietnam where inbound golfers speak a variety of languages, a more informed booking system will also be able to assist golfers in linking up with others who speak a common language. If the golfer’s first experiences at the club are enhanced with shared interests, language and values, they’re likely to return for future rounds.
Loyalty Program - Bonus for Referral: Incentivize use of the club and facilities by implementing a customer loyalty program to attract new golfers. Though many programs involve rewards for the amount they spend at the club, expand the program to also provide rewards for those who recommend the course to other players. When the recommended golfers become regular patrons at the club, the person who referred them could receive some form of bonus.
Loyalty Program - Preferred Tee Times: One aim of a successful loyalty program is how to draw golfers from other courses in the region, and turn them into regular players at your course. This can be achieved by offering benefits and perks to the best customers, such as providing access to the best tee times before the general public has access.
These preferred tee times can have multiple levels, whereas the the first level may have the ability to book a time two weeks in advance. The second level may have three weeks advance booking, while the top loyalty level may have a full month. These multiple reward levels will encourage customers to continue reaching for the top in order to gain access to the most desirable tee times.
Customer Relationship - Club Ambassadors: A common trait with successful sales organisations is the value of word-of-mouth. It is often said that their best salespersons are their valued customers. Keep them engaged with quality customer service throughout their time at the club. This will positively impact their desire to actively promote the course to friends and acquaintances through casual conversation and online travel forums.
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