Page 51 - GBC summer 2016

customers might not be expecting: starter’s huts, bag drops, beverage carts, grillrooms and even wash- room stalls are a few high-traffic areas that might call attention to an upcoming fitting/demo event where a customer would be likely to absorb a message.
Remember, all promotion mater- ials should have a call to action. Even the smallest hook or gift with purchase can be enough to drive potential customers to put your event on their calendar. Discount coupons or “day of” pricing for the golf shop or cross promoting with the food & beverage department can increase exposure and aware- ness to all services offered at your course.
At a public facility, a small fee or the purchase of a shop gift certificateisagreatwaytoensure that your event is not used as a showroom for an off-course shop down the road.
MAXIMIZING ROI FOR AN EVENT
Picking the right date, time, and length of event is essential to hosting successful events. It might take some feeling out, but gauge your customers’ interest in testing the product before or after their round, or on a specific day where their sole reason to visit your facility is to test product. Also, just because it is the busiest day at the
club, do not assume it is the best day for selling golf equipment. Sometimes events on slower days can be a better experience for the customer and the staff.
Other options include tying indemoandfittingintootherclub events/tournaments like a men’s night or casual event.
Take the added buzz around the fitting or demo day as an op- portunity to move complimentary products from the shop – consider a sidewalk sale for apparel. Or, if the vendor displaying golf clubs also sells footwear or golf balls, consider creating a mobile shop out on the practice area or 1st tee to grab add-on sales.
It is also worth noting, although it may come as a bit of a surprise, but the number one point of separation from good events to great events is having the head professional and assistant professional or corresponding staff player on the range working with the rep and interacting with golfers.
Stats show a sizeable increase in sales when a PGA Professional is present and working alongside the vendor rep at an event. While the rep is typically an expert fitter, and knowledgeable about their brand’s products, they are starting from scratch when working with a player for the first time. An
experienced golf professional will likely know the customer’s game or may have played with them in the past.
Quoting/sales are also confirmed faster and really show the customer they are important in the eyes of the facility as a whole. Additionally, events might attract fringe customers who do not normally participate in club events, book corporate events, or take lessons at your facility. This presents a huge opportunity for the golf professional to build other business from the periphery, rather than just the loyal core customers.
UNIQUE CUSTOMER SERVICE
Golf courses have a steady flow of golfers and can provide a unique customer service experience. By capitalizing on demo and fitting days you can drive pro shop sales at your facility, while differentiating yourself from the non-green grass retailers.
Golf Business Canada
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