Page 40 - GBC winter 2015

FIRST TIME EXHIBITORS
Until 2015, Blue Heron Golf Club had never participated at the Ottawa-Gatineau GOLFEXPO. Things changed earlier this year thanks to a little encouragement and some creative and cooperative planning with some of the larger golf operations in the area, that resulted in Blue Heron making its debut appearance at the 2015 event.
Trade show marketers stress the need to create a “wow factor” for the customer within your exhibit area such as creative graphics and displays, interactive demos and outstanding value propositions for the golfing consumer. Combine that with outstanding exhibit staff providing excellent customer service and you have a recipe for success.
Dennis and Joan had developed a “6 Pack” show special packaged as a beer can which they retailed for $66 to both existing and new customers, which was very well received and ultimately paid for the cost of their exhibit space. Following the show, Joan estimated that approximately 98% of the show attendees who stopped by their booth had never heard of Blue Heron Golf Club prior to the weekend.
With a new POS/Tee Sheet system installed for 2015, they will be able to track their customers much better moving forward as well as measuring their new traffic as a result of participating in their first consumer golf show. What has been immediately measurable is their e-mail list growth which has increased over 30% with an open and click through rate well above industry standards.
FOUR LEGGED WOW FACTOR
Besides a creative display and a solid value proposition for golfers looking to visit their course, the key to their “wow factor” for the promotion of their Family Special may have been their four legged secret weapon ... Chance.
Dennis and Joan brought their dog and course mascot, Chance, with them to the show. Recognized as a service dog, Chance is an 8 year old Golden Retriever and was indeed a show stopper! Well, in this case, he was quite an effective consumer stopper with families and kids stopping by throughout the weekend. While the families visited their booth, Joan and Dennis had an opportunity to tell the Blue Heron Golf Club story first hand in a family-friendly environment. Chance proved to be a hit on the show floor and certainly earned a season full of dog treats for his sales and marketing efforts.
Blue Heron’s first experience as an exhibitor put them in front of potential new customers weeks before opening day.
RETURN ON INVESTMENT
Blue Heron Golf Club has seen value in exhibiting at this consumer golf show and their investment of time and resources continues to pay off in so many ways. With an increased database and one full year of experience behind them, the 2016 Ottawa-Gatineau GOLFEXPO will help them continue to tell the Blue Heron story, one golfer or dog-lover at a time.
CaSe StudY #2:
$15,000 in SaleS, a month before the firSt golferS arrive! Situated 2 1⁄2 hours west of Winni- peg and just 1⁄2 mile south of the historic Riding Mountain National Park, Poplar Ridge Golf Course is blessed with exceptional scenery and spectacular sunsets in an area of Manitoba that more than triples in population during the summer months. With so many outstanding golf and getaway options to choose from, Ryan Myers at Poplar Ridge Golf Course chose to exhibit at the Winnipeg GOLFEXPO to ensure a season of success at their golf course.
SHOW SPECIAL
Since their opening in 2009, Poplar Ridge has continued to impress golfers from far and wide while being one of a number of high quality golf courses within a 100 km area.
40 Golf Business Canada