Are You Scrambling for the Money Ball? (May 2009)

Try These Low Cost Marketing Tips to Attract Golfers in a Tough Economy.

Laying up to avoid risk is good golf management. But when it comes to marketing, pulling back too much can be hazardous.

Sizzle, freebies and cooperative ventures can quickly amplify bang for the buck.

• Email Special Offers - Reach out to your current database of players with special offers that might include discounts, enticements for referrals and premiums --logo hats, towels, etc. -- for sign-up on a specified day and time during slower periods. Email promotions sent every week or twice a month are inexpensive and not considered unreasonably frequent by golfers, who often play weekly.

• Start an Ongoing Referral Program - Ask your golfers to refer friends and family in return for special awards - discounts, even gift certificates donated by other local merchants. Be sure to capture the email addresses of any referrals.

• Testimonials - Put some of your regulars to work for you. Or, consider recruiting an opinion leader or local celebrity. Ask them for quotes about the course, your pros, the shop - any aspect of your facility that you want to promote. Then post them on your site, in your advertising or spice up your emails. Use Photos! Some folks love to see their mugs in print.

• Join Forces with Other Local Businesses - Cooperative advertising with non- competing local businesses is considered one of the best approaches to low cost, high impact advertising, especially if it contains coupons or other special incentives. For example, "Those Under Age18 Pay Half Price with a Full Price Adult". Plus, you can offer to feature their coupons, literature and advertising on your site in return for same.

• Speak Up - Find and speak to every local meeting and event within 50 miles. Surely you have some great golf stories to tell. Even if a speech is not plausible, there is usually a press room or table where you can drop off your literature and special incentives to visit your course.

• Initiate and Stimulate "The Buzz" - Word-of-mouth has taken on a whole new meaning with the global expansion of the internet. Take advantage of it! Include incentives in your emails that will inspire people to pass them on, like a loyalty program such as, "Play Five Rounds for the Price of Four". Utilize endorsements by trusted organizations and testimonials in your advertising, on your site and in any of your communications.

• Build Relationships with the Local Media - Online and print publications are always looking for story ideas. You're in an entertaining business that can be the source of many articles. When you have an event, send out a press release. Or, give your media pals a call when something of interest is happening. You can even send your own photos and they often will print them.

Yes, these suggestions will take some time. But investing your time and modest amounts of money when the going gets tough can pay off now and set you up well for the future.

A link that may be useful to you:

Small Business Survival Tips in a Weak Economy
http://www.expertbusinesssource.com/index.asp?layout=articlePrint&articleID=CA6584546