Page 42 - GBC Spring 2020 ENG

• Are there pictures and images of women on your social pages and in the pro shop?
• Is the pro shop female friendly and well stocked with things she needs?
• Is the women’s locker room clean and well appointed, and are washrooms easy to find?
• Is the menu appealing to women?
• Is the golf course itself set up
with playable tees to welcome women and new golfers?
If you offer an atmosphere where women feel relaxed and welcome, they will be much more willing to come back.
5. OFFER AMAZING EXPERIENCES
Welcome to the experience economy. Consumers are shifting spending habits toward exciting and mean- ingful experiences versus goods. Companies are thinking deeply about their customers’ “user expe- rience”, and consumers are looking for satisfaction at every touch point. The growth of golf entertain- ment facilities like Top Golf demon- strate how adding music, great food and immersive game technol- ogy have disrupted the golf indus- try and attracted many new consumers. Women represent 41% of this “off course” version of golf. It is cheaper, fun, easy, and only takes an hour or two.
Consumers are looking to feel positive emotions when they engage in an activity; happiness, wellness, fun, and human connec- tion. Women want golf experiences that deliver quality family time, fun with friends, stress reduction, health and wellness.
• Design events for families:
involve children of all ages and promote family time and making memories together; promote taking pictures and sharing on social media.
• Add non-golf experiences to the after golf social time; interesting guest speakers, pop up shopping, specialfoodandwineexperiences, comedy night, book talks.
• Add yoga or stretch classes. • Introduce music and a more
casual dress code.
• Encourage walking for fitness. • Offer shorter versions of golf;
3,6 or 9 holes.
• Consider quality childcare
solutions.
6. OFFER AN OUTSTANDING BEGINNER GOLF PROGRAM
FOR WOMEN
According to the Syngenta study, 48% of women say they would be more likely to try golf if venues were more welcoming and accom- modating to beginners. Consider offering these 2 things at your facil- ity this season:
1. Offer 4-5 week “Get Golf Ready” or beginner focused group events for brand new players. Run them concurrently all season so that women can start their golf jour- ney with you at any time. Make it affordable and include equipment.
2. Create a regular weekly drop in program exclusively for beginner women in their first 3 years of play. Run this as a separate program to your leagues and days designed for experienced women players.
7. COMMUNICATE REGULARLY AND DIRECTLY
Use email and social media to engage your female community with female centric content. Post activities and images on social media with women featured. Tell stories about female members and players. Promote your women’s programs during the offseason through local community partners and events. Consider hiring a female specialist to handle commu- nications and engagement of your female community in an authentic and caring voice.
WHAT WOMEN REALLY WANT
Tapping into the economic poten- tial of the women’s golf market takes creative thinking, focus and an authentic desire to make change. The traditional golf industry must understand what women really want and be willing to make the necessary transformations in order to capture this valuable segment, and all of her influence that comes with it. The upside is clear, and she’s worth it.
Golf Business Canada
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Golf Business Canada