Covid-19 Resources for Golf Courses Learn More

Marketing Tactics To Make Your Opening Day A Success

Posted by Adam Lague on May 19, 2020

Golfers know when Opening Day is near. When they dust off those clubs, they’ll have plenty of choices — here’s how you can ensure they make the right one.

For a portion of the population — known as golfers — winter is simply the time between golf seasons. It’s a time for YouTube lessons, indoor driving ranges, and phantom practice swings in front of the mirror. And it all leads up to one thing: Golf’s Opening Day.

The fact is, most golfers don’t need a reminder that the season’s Opening Day is around the corner, nor do they require additional reasons to be excited about it. Most of us check weather forecasts weeks in advance and our bags already sit motionless by the door just waiting for the go-ahead. As a course operator, you should spend a good portion of your spring thinking about how to capitalize on your customers’ pent-up excitement and ensure your club comes out on top among the competition. The golfers are ready — now make sure that you’re ready too.

 

Tactics to Create Hype

Create Social Media Event

There’s no shortage of #golfporn floating around on your customers’ social networks. Platforms like Facebook, Instagram, and Twitter are cluttered with golf-related memes, gifs, and videos that make it hard for your content to stand out. Once you know the date of your Opening Day, we suggest breaking through the clutter with something a little more tangible than another video of a guy driving a golf cart into a bunker. Come springtime, all golfers want is a concrete date for your course’s opening. Announce it to the world with an invitation to your Facebook event. 

Run a Contest

When announcing your Opening Day, above all, you want as many eyeballs on your message as possible. A tried and true way to organically increase social media exposure is to run a contest with built-in engagement. Ask fans to share your post and tag a friend they’d want to add to their foursome. By encouraging interaction with your announcement, your reach becomes exponential as each engaging user exposes your message to their own audience. You can dangle a prize to incentivize activity and reward some of your loyal followers at the same time.

Offering Discounts

Everyone loves a discount, and golfers are no exception. Sometimes the only difference between you and the course down the road is the green fee. There are many different ways to go about discounts. You can offer early bird specials well in advance of Opening Day; you can chop prices in your pro shop or at the field bar for golfers on that day; or you can offer a special price for golfers booking multiple tee times. Whatever you decide, it should be creative enough that it makes your customers feel important while raking in good money at the same time.

Create Special Menu

To truly celebrate this season’s Opening Day, you must go beyond the 18 holes. Bring the party into your food and beverage operation too. In order to speak to those golfers that look forward to your grilled cheese sandwich as much as your well-groomed fairways, offer a special menu item. Harness the power of FOMO — fear of missing out — by offering the item for a limited time only.

Equipment Testing Stations

This may not resonate with the grilled cheese types, but the true golf diehards out there love testing different clubs, grips, shafts, driver heads, balls, and gloves. (In fact, we think some of them love the equipment more than the game!) Bring in a big name equipment brand to do some fittings and live demos. 

Note: Due to newly adapted regulations relating to COVID-19, 2020 might not be the season to pull the trigger on this, but keep it in mind for next year.

 

Marketing Channels

Social Media

People spend a lot of time on social media, and there’s no reason to believe your golfing audience is an exception to that. People considering booking a tee time at your course might Google your name or check your website, but they’re just as likely to search you up on Facebook or Instagram. Make sure you have an established and professional page with some recent activity. Post regular updates so you’ll stay in your customer’s feeds and in their minds, and have a staff member check the page regularly to reply to comments or messages.

Targeted Ads

Social media is an awesome way to reach your clientele for free as often as you want. But that doesn’t mean you should take the free ride for granted — paid advertising is still an effective and necessary way to market to your audience. The big social media, search, and video platforms all offer advertising capabilities, and this type of marketing has proven to be cost-effective with the ability to target a far more specific audience than traditional methods.

Email Marketing

As great as social media is, your audience is mostly out of your control. When you have an email list, you know exactly who's inbox your message is hitting. You also have a ton more flexibility with how to design and present your message. Communicate to your members and existing customers through email — in a way, this is your VIP list where recipients feel as if they’re privy to special information.

Partnerships

Marketing is all about meeting potential customers where they already are. Building partnerships with local or community-based organizations is a great way to get your name and logo out there alongside other businesses or groups that are already trusted and respected by the people you’re looking to speak to. Keeping your target market in mind, you could approach the local pub, retirement home, or minor sports organization for a partnership.

 

Conclusion

While most golfers don’t need to be reminded when Opening Day is, they could use help deciding where to play that precious first round of the year. Be present in their minds, on their social feeds, and in their inboxes in order to tilt the odds in your favour.

 

Join Over 5,000 Operators Who Care About Modernizing Their Golf Course

Fill the form below and stay in the loop with best-practices, industry news, and technology trends from the best blog in the golf industry!

Close

We have your entire operation covered. Get your price.

We’ve recommended Chronogolf by Lighspeed to a number of different operators. I feel very good about making that recommendation, you guys have done a great job of following through with everything that I told people you were going to do.

Aaron Gleason,
Walters Golf

Based on more than 100 reviews from operator wordwide.
Read them here.

We have your entire operation covered. Get your price.

Close

Get a call.

We’ve recommended Chronogolf by Lighspeed to a number of different operators. I feel very good about making that recommendation, you guys have done a great job of following through with everything that I told people you were going to do.

Aaron Gleason,
Walters Golf

Based on more than 100 reviews from operator wordwide.
Read them here.

Get a call.