Before you go start your marketing campaign, you need to assess your branding strategy.
Understanding how your brand will fit within your golf course's market is critical for planning your marketing strategy.
Not all courses are created equal and your golf course has a specific fit within your area’s golf market. Your branding tells the market who your audience is, the kinds of customers you expect to visit, and the overall experience these customers can expect when they come.
Pick the right branding and your fit within the market will come easily.
If you choose to not pay special attention to your brand, you risk confusing the market and losing customers. Or, you’ll attract the wrong kinds of people, people who won't be coming back.
To develop a strong golf course brand you need to understand your ideal customer demographics, market position, and customer experience. These three key areas of branding help tell your audience what they can expect when they walk through the clubhouse doors.
Three key aspects of golf course branding
1/ Ideal customer demographic
Whom are you trying to attract to your golf course? Do the features and benefits of your operation cater better to families, young people, seniors, or someone else?
Understanding who your customers are can help to identify marketing initiatives that enhance experiences, dictate ideal product offerings, and address the needs of that specific demographic.
2/ Market position
How is your golf course positioning itself within the market? Municipal courses create experiences that are open to all, whereas private clubs build their reputation on premium service and exclusivity.
Where your operation fits within the market depends on the design of your facility, your physical location, and your history within the local community.
3/ Customer experience
Golf course brands are built on customer experiences. Customers have come to expect a certain quality of experience based on how much a round of golf costs, and how the media and their peers describe their past experiences.
For golf courses, especially those that offer a premium experience, every customer interaction builds your brand.
Finding the right target demographic
Determining a target demographic takes some critical thinking. You need to consider how well your golf course suits the demographics needs, whether your offering is realistic or attractive, and whether this demographic is lucrative enough to be worth chasing.
For example, if your golf course is in a premium location you may want to target wealthy individuals in a private setting, with traditional branding and product offerings.
However, if your golf course is in a competitive market and most golf courses serve senior citizens or wealthy elites, you may benefit more from targeting families and young people with a fun, less traditional, atmosphere.
In reality, there are many ways to brand your golf course. The key is taking the time to do your research and understand the best way to fit into your immediate market.