Page 56 - GBC spring 2016

Grow Your Business
Create Culture To Increase Sales
Marketing
We have all seen the impact of good branding. Lululemon, Tim Hortons, and Apple are all companies that have experienced steady and tremendous growth over a number of years. So, why are people so devoted to these brands that they refer to them like family? “I have to get my Timmies” and “Where’s my I-phone?” are now replacing the old “can’t wait for a coffee” or “have you seen my phone?”
These companies sell more than a product. They sell a lifestyle. Tim Hortons plays on patriotism; Lululemon plays on health and inner beauty, while Apple plays on creating an easy yet modern lifestyle. Consumers then talk about these items. They become a better marketer for the brand than all the paid advertising.
So, how can the golf industry learn from this?
By creating the same message across the country
and building a culture of a healthy, active, and family lifestyle that will draw people in and entice them to talk differently about the sport.
The NGCOA Canada, as a united front, can help speed this process up, growing the business, but more importantly growing your business.
We have numerous programs, events and services, to ease your workload and drive revenue to your facility. Get Golf Ready, Take A Kid To The Course and Kids Play Golf provide major marketing support and give you materials to help promote your facility.
When we have buy-in from all courses, these programs become easily recognizable brands to
golfers and non-golfers across the country. Best of all, you experience immediate results by hosting a
national program people recognize and trust. When Atlantic Regional Director Dallas Desjardins managed PEI’s Summerside Golf Course a couple years ago, he started a beginner ladies program. It was an easy introduction in a non-
intimidating atmosphere over 5 weeks.
Dallas created the program to suit his style of
teaching, but he still signed up for Get Golf Ready. Having the professional brochures and marketing materials spruced it up. He sold out immediately
with 36 ladies in the first year.
In year two, most of the ladies in the first program
wanted a refresher so he created a step 2 program to compliment the original beginner ladies program. It sold out, 24 in each program both using the Get Golf Ready
branding.
At the end of six years he had over 100 ladies register
with over 50% purchasing some sort of membership package. That’s over 50 new members that did not golf.
As we plan for 2016, let’s start communicating the same message to the consumer and building brands that create a sense of belonging. Who wouldn’t want to join the healthy, fun, active, and family lifestyle we call golf?
To register or learn more about these NGCOA Canada Grow Your Business initiatives, please contact Dallas Desjardins at 866-626-4262 ext. 47 | ddesjardins@ngcoa.ca.
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