Building and maintaining a strong database of your customers provides your business with an ongoing, and cost effective, marketing channel. It also helps facilitate future purchase opportunities, and can encourage customers to share your business information with new customers.

PriceWaterhouse Coopers reports that finding a new customer costs from three to seven times more than keeping an existing one, and up to 95% of profits come from long-term customers.

Here are our top five tips for growing a great database:

  1. Keep it simple, but not stupid.  You want to make it easy for people to join, so don’t discourage them by asking them to complete an extensive form. You also don’t want the data you collect so simple that it doesn’t provide you with any insights into your customer demographics. A good selection includes: First name, Surname, Email Address, Date of birth and postcode.
  2. Multi-channel approach.  There are many channels and strategies you can try to encourage customers to provide you with their details; you need to find a mix that is right for your business. To ensure you don’t miss any opportunities, a multi-channel approach is needed including staff, online booking, web enquiry, social media and online subscriptions. Provide an onsite self service subscription option such as a tablet based kiosk, or a paper based sign up form.
  3. Be compliant.  Make sure your activities and collection of information are compliant with the spam and privacy acts. At any point you collect contact details, make sure you inform people this is the case, and provide the opportunity to opt out. Make sure you use an email system that allows people to unsubscribe at any time.
  4. Reward and retention.  Reward your customers for providing you with their details and to encourage them to continue to stay on as an active subscriber. An immediate welcome incentive offer is a quick and easy recognition of thanks. Exclusive offers, special discounts, or first access to popular events encourage retention.
  5. Relevance.  It’s a privilege to be given someone’s direct contact information. To ensure you create emails that are welcomed in an inbox rather than just received, your content needs to be relevant to your audience. Track the responses to your articles and ensure you continue to send the type of information that your audience responds to.

Click here to download this info in a handy pdf file.

Late last year the Directors of the Australian Golf Industry Council determined that including a representative from public golf courses would support a more inclusive level of thinking to AGIC’s activities.

From consultation within public courses across the country our CEO, Anthony Lawrence was invited to attend as an observer of AGIC meetings in 2015.

Sometimes, it’s difficult for an organisation, particularly smaller organisations, to manage all aspects of their operations and management internally.  Outsourcing can provide a range of benefits to your company such as:

  1. Access to experts
    Bu outsourcing to a third party like Clublinks, you are met with the opportunity to access many experts in a variety of disciplines, which can be easier than employing the same individuals directly.  This allows you to maximise the return on your investment in resources.
  2. Elimination of employment risk
    A difficult situation in any business is to replace key staff, or develop effective succession planning.  Outsourcing provides you the with peace of mind that service and quality will be maintained.
  3. Learning from other like businesses
    With outsourcing, you benefit from the experience that your supplier has gained from a variety of clients.  You benefit from this wealth of knowledge.
  4. Professional output
    We pride ourselves on our professional outputs.  Our success is measured by your success and we have a proven track record of improving businesses that we work with.
  5. Scalability
    Having support from a outsourced company provides your business with scale as you grow.  Our services and support can grow with your business and give you the flexibility you need.

To find out more about how outsourcing could assist your business, contact us today.

We are delighted to welcome Rosebud Country Club to the Gallus Golf family!  To find out more about what a Gallus Golf app can do for your course, please click here for more information.

Winners of the Victorian Legends Pro Am of the year 2015

Managed by the PGA of Australia, the E-Z-GO PGA Legends Tour is the Professional golf circuit for Professional golfers aged 50 and over.

The team of professional golfers who played in the Legends Tour voted at the end of the circuit, and Eagle Ridge’s hosted event (the Peter Stickley Advocacy Legends Pro Am) held in March was voted the Pro Am event of the year for 2015.

Congratulations to Eagle Ridge Golf Course!

We often have discussions with facilities who talk about the marketing they would like to do, and it usually involves expensive advertising or CRM solutions.  In many instances, when we delve a little deeper into understanding why the facilities are focused on those areas, it’s just because that’s what they think they should do.

With a little further discussion, we usually find that there are a few basic tools that your business can put in place first, to get their marketing efforts working more effectively and see some faster results.

  1. Email marketing.  Are you collecting a database of visitors and regularly sending them news and information about what’s on at your venue?  Only send information that is newsworthy, otherwise your unsubscribe rate will increase.  A monthly communication is a great start.
  2. Website.  You need a website that is easy to navigate and easy to read. Ensure that it’s easy for you to update news, events and other information for the articles in your email marketing to click through to. Articles in a newsletter should be short and sharp with the main detail on your website. Be sure to have Google Analytics installed for reporting and understanding how your customers interact with your site.
  3. Local marketing.  Statistically, most of your potential new customers or members are going to come from your local area.  Make sure they know what is happening at your venue.  Don’t underestimate roadside signage, letterbox drops, council newsletters and other local options such as school / sporting club newsletters for getting your messages out.
  4. Satisfied members. Your members and regular visitors are the best marketing tools you have!  Do you regularly keep your members up to date with what’s happening at your venue?  Do you track their satisfaction with surveys?  DO you provide them an easy feedback channel and respond to information you receive via this?  Satisfied and loyal members should be encouraged to refer friends through member referral programs.
  5. Great staff.  Do your stall smile and welcome every visitor and make sure customers feel their custom is appreciated?  A great customer experience encourages return visitations. Negative experiences make a great Facebook post that is quickly shared.  Make sure staff are informed. A great marketing campaign is lost if staff don’t know about it.

You might question why social media is not in the list above. Poorly managed social media is worse than none at all. If you don’t have the resources to dedicate to doing it regularly and well, then don’t do it. And once you get the above mastered, social media makes a great number 6!

Click here to download this information for future reference.