CARSON SCHAAKE, DANIELLE LEMEK - Nebraska PGA

E MPLOYMENT
How is the start of the summer going for you? In talking with a few of you in the last month, some are
seeing rounds and sales up for 2012- a good thing! Obviously, the weather we have been given has
helped in a big way. Hopefully, the coming months continue the trend in rounds and sales to produce a
better 2012.
Developing players to increase both rounds and sales is something you have been doing or trying to do
for years. Back in the early days of my career in the 80’s, the idea of player development was not so
prevalent in the thought process. Sure, we wanted the people we taught to take their game to the course,
but to say it was a major concern, I cannot say that.
Golf 2.0 and specifically, the Player Development Playbook is your “one-stop” place to look for ideas to
increase rounds and revenue. The “It’s Personal” theme is hopefully resonating with you. I have been
through the first three Player Development Action Steps so let’s move onto the fourth step- Marketing.
All of us are in the recreation business. It is our job to understand and cater our programs to what our
customer wants so we can retain and then hopefully reach new customers. The Boston Consulting Group
determined through surveys that there are over 60 million golfers that have expressed an interest in playing
the game again. Your personal challenge is to connect with those people who have shown an interest
and get them excited about playing golf at your facility. Your marketing message should include:
The Game of Golf: Friends- Family- Fun – Golf is affordable, welcoming, good for your health
and great for your facility.
Your Programs- what separates your programs from the competition.
Yourself- does this make you uncomfortable? It shouldn’t!! You are viewed by many customers as
the “Expert”! Show them you are!!
Here are some ideas as to the “How” to market.
Community Marketing- make an effort to get out into the community to promote yourself, the
game and your facility.
Special Events- deliver a golf experience to a large group of potential customers.
Direct Email/Mail- one-on-one personal communication is utilized for marketing and promotions.
Digital- how is your website? Is it user- friendly? Do your customers tell you how much they enjoy
looking at it? Do new players feel welcome?
On-Site- existing customers can be a valuable resource through word-of-mouth referrals. Make sure
your signage is fresh and fits your target audience.
There are additional ways to market (cross promotions, public relations and traditional advertising). The
above ideas are meant to give you ideas to get you moving to increasing your value to your employer.
Bruce Lubach, PGA, is The PGA of America Employment Consultant for the Iowa, Midwest, Minnesota and Nebraska Sections.
blubach@pgahq.com | (402) 261-3604.
Nebraska Section PGA | 8700 Executive Woods Dr., Ste 100 | Lincoln, NE 68512 | Ph: (402) 489-7760 | Fx: (402) 489-1785 | www.nebraskapga.com
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