In a down economy, being all things to all people is usually a fiscal loser. It is impossible to please everyone, but many businesses in a good economy can get away with it solely because of the economy. Specialization, unless you are selling commodities (think Wal-mart), is the trend today especially with businesses that rely heavily on service as their calling card.
2. Live your identity. If you are a Golf club, make the Golf course the star. If you are a country club, make the events and family atmosphere your focus. If you are known as the beginner’s course in town, find a way to make it more novice friendly.
3. If you can’t raise your price, Raise your value proposition. If you are a Private club trying to grow Golf members, why does the Tennis pro always have more events than your Golf pro? How many email blasts a year do you send to your customers offering them tips on the golf swing?
4. Change your marketing! Most Private and public course websites stink! If you haven’t changed the look of your site since Presient Bush left office, you might re-visit what has become the most common way people view your business today.
When I say “Starbucks”, what comes to mind?
When I say “Donald Ross course”, what does that name conjure?
When someone mentions your golf course or club, what do your customers think? And more importantly, is that the message you were hoping to convey?
Your message or identity has nothing to do with the feel-good mission statements of the 90’s that no one read but President’s of many top companies spent days crafting (and framing), today, it has to do with your viability!
What should your Private club or course do in the next thirty days?
1. Identify your identity.
2. Live your identity. If you are a Golf club, make the Golf course the star. If you are a country club, make the events and family atmosphere your focus. If you are known as the beginner’s course in town, find a way to make it more novice friendly.
3. If you can’t raise your price, Raise your value proposition. If you are a Private club trying to grow Golf members, why does the Tennis pro always have more events than your Golf pro? How many email blasts a year do you send to your customers offering them tips on the golf swing?
4. Change your marketing! Most Private and public course websites stink! If you haven’t changed the look of your site since Presient Bush left office, you might re-visit what has become the most common way people view your business today.
- Are your pictures up to date or do you still have those embarrassing one’s of your ‘gym’ circa 1987?
- Were your website pictures professionally shot or do they look like someone took them on their iPhone?
- Is your site easy to navigate?
- Why are you hiding your club’s monthly newsletter?
- Golf is subsidizing your food and beverage business, why does your food/beverage business appear to be the focus?
- Does your website build enough interest that people will come back again and again
- What compelling reason would a person have to visit your club or course after viewing your website?
5. Survey your best clients (do you know who they are individually?). Find out why they come back consistently. Find out their likes and dislikes. Ask them for suggestions...and then listen closely, don’t justify anything, just listen. Whatever they say will probably be the thing you need to keep doing or implement going forward.
“I doubt any of my customers would fill out comment cards, we have tried that”.
I didn’t say, “fill out a comment card”? Meet with them. Buy them lunch. I guarantee, it will be the best $7-10 you ever spent.
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