Page 8 - GBC winter 2015

Message From The President • Gilles Debut
In The Fairway
I recently re-read Andrew Wood’s feature article on marketing that was published in the previous issue, and something he wrote really resonated with me: “I’m not 69 like my birth certificate indicates but instead today, I feel like I’m 64!” Based on Andrew’s article, if I continue to play, I may feel even younger....more like 59. Golf is amazing that way! If you haven’t read Andrew’s article yet, I highly recommend that you do. You won’t be disappointed.
Be Passionate In Your Storytelling
Andrew is correct when he states that the problem isn’t our product offering. Our ‘challenge’ is getting the message out that golf isn’t dead....it’s fun and competitive, can be played by all ages (together), is a healthy sport, is great for business and family-time and the benefits just continue. We need to be sharing these stories, but stating simply the facts won’t cut it. Be passionate in your storytelling.
It takes 10 positive messages to cancel one negative so I would say that we have a little work to do. Things may not always be rosy, but the more we tell our customers how horrible the golf industry is, the bigger the hurdle we have to overcome. No one wants to be part of a sinking ship so let’s stop telling them that golf is dead!
Do we have to do things differently? Absolutely. Do we need to ensure that the next generation falls in love with the sport? Absolutely. Do we need to attract new Canadians and non-golfers to the game now? Absolutely.
What strikes me as odd is that everyone seems to be searching for that silver bullet, but in my opinion, we have thousands of silver bullets. Just look at all the great initiatives happening at golf courses across the country and combine that with national programs like Golf In Schools, Take A Kid To The Course, Future Links and GolfCanadaGolf and we have a winning formula.
Nationally, rounds played this past season were up by 10.62% over last year. Yes, a few regions were down, but overall most regions across the country showed positive increases over last year and increases over a three year average. Let’s celebrate this – let’s get the message out - it’s great news!
I believe that it’s the responsibility of all the stakeholders in this industry to help ‘change the story’! Whether you’re promoting industry-wide campaigns like GolfCanadaGolf or grassroots messaging of a local fundraising tournament, a child-parent day, a 12 year old or 93 year old’s hole-in-one. Whatever it is, share these great stories with your local media and while you have their attention, share with them all the great benefits of golf.
If we concentrate on everything good that golf has to offer, continue with the various and new grow the game programs and combine that with strong marketing strategies, this uptick in rounds played won’t be an anomaly, but part of the trend for years to come!
Now, I must sign off as three friends are waiting for me on the first tee. Wonder how wonderfully young I will feel walking off 18!
Remember...golf is great, share your stories with passion and heart, and together we will grow this industry.
Enjoy your winter as your prepare for an amazing 2016 season!
Respectfully,
Gilles Debut
Owner, Club de Golf les Quatre Domaines, QC President, NGCOA Canada GDebut@golf4d.ca
8 Golf Business Canada