Marketing has played an increasingly vital role within the golf industry over the past decade with clubs working harder than ever to attract and retain members, engage with their customers, attract visitors and raise their profile.
The significant growth in social media and the number of channels available may have amplified the workload, but they have also opened up newer, cheaper and quicker ways to communicate to your me
mbers and keep them engaged with activities at your club. With golfers arguably spending less time at your club but more time on their smartphones, it is more important than ever to embrace these communication channels to drive revenue to your club.
It does not seem too long ago that marketing was almost regarded as a swear word among golf clubs but it is now a necessity, an everyday part of your business and a way of setting yourself apart from the increasing competition. The role of a marketing convenor is growing in importance and we recommend every club should have one on your committee or Board of Directors.
From managing the club website to content planning your social media channels, developing your brand to building relationships with your local media, the list of marketing responsibilities at your club is one that should not be underestimated.
Scottish Golf has its own dedicated marketing team who work closely with the Regional Club Development Officers to provide support and guidance to clubs in this specialist area. We run a series of regional marketing workshops which provide practical tools, best practice examples and resources to clubs to help with marketing planning, as well as templates for clubs to tailor for their own marketing activity.