Page 41 - GBC winter 2015

With the level of competition for golfers being so high in the western part of Manitoba, Poplar Ridge Golf Course designed their course for all skill abilities while placing a high emphasis on the overall customer experience - from a fully stocked pro shop to The Cook Shack, which is an open air pavilion adjacent to their expan- sive outdoor deck.
To launch their golf season and to attract both returning and first time visitors, Ryan developed and marketed their show special and the result proved to be nearly over- whelming. Their offer of 10-game packages were sold during the weekend which resulted in a total of over $15,000 in sales in late March, a full four weeks before the golf course opened up for the season. Ryan indicated that a large part of their show success was effective pre-marketing and commun- ications to promote their exhibit location at the Winnipeg event as well as their limited time show special to those on their database.
THE BOTTOM LINE
As their golf season unfolded, rounds played increased as well as the incremental revenues through golf cart and food and beverage sales thanks to the added traffic. Poplar Ridge Golf Course has seen a significant return on their golf show investment and their great start to the season has made a big difference to their bottom line.
Poplar Ridge’s weekend show special provided a competitive advantage on the show floor which they capitalized on in 2015.
CaSe StudY #3:
Show SaleS have doubled for three Straight YearS!
Le Versant Golf Centre is located just north of Montreal and features four diverse and spectacular 18-hole layouts including two championship courses, an 18-hole course and an 18-hole Par 3 course. It is nestled in the heart of the lower Laurentians, amid some of the Des Moulins most breathtaking scenery.
From the perspective of Nadia Di Menna, General Manager of Le Versant Golf Centre, to ensure the launch of a successful golf season, the Montréal GOLFEXPO continues to provide an essential element of their pre-season marketing and promotional campaign. This event provides a complete preview of the upcoming golf season for golf enthusiasts young and old, as well as for the entire golf industry.
BOOTH DESIGN
In a highly competitive marketplace, it is critical to ensure that your consumer golf show goals and objectives are clearly defined, as merely showing up and standing in your 10 x 10 space will not achieve or surpass your targets. When the Le Versant Golf Centre team began plan- ning out their presence for the Montreal event, the visual aspect of their booth was identified as being very important.
The booth represents their company’s image and it is the first impres- sion visitors will have of the golf club. Key display components include pictures of the golf courses, their logo and large signage that clearly announce their promotions, which are all essential to decorate the exhibit booth. Equally important, is that it must be functional to serve visitors effectively. The size of the booth could matter, however a small booth can be just as effective depending on the number of employees in the booth and the golf packages offered. To ensure that their brand and image is reinforced, the team is dressed in uniform with golf shirts that match all aspects of their club branding.
Golf Business Canada 41