Archive for January, 2010
Saturday, January 23rd, 2010
Come hear me speak Live at the PGA show or visit us at booth 2116
January 28th from10:30 – 11:30 am
Golf Operations
Why You Must Have A World-Class Web Site and Build All of Your Marketing Around It! Speakers: Andrew Wood , Legendary Marketing
Location: Room 102B
January 29th from 8:00 – 9:00 am
E-Marketing: The Secret Tool of Golf Course Marketing Speaker: Andrew Wood , Legendary Marketing
Location: Room 101A
January 30th from 9:15 – 10:15 am
General Management
How to Dramatically Increase New Membership Sales at Your Club! Speaker: Andrew Wood
Posted in Golf Management, Golf Marketing | 2 Comments »
Saturday, January 23rd, 2010
Just wanted to share some great feedback with you on Legendary Golf Managagemnet’s consulting and the efforts of hands on CEO, Bob Devitz, in particular. ”Your consulting visit was the best money I ever spent. You never know what to expect as far as finished report, but I was amazed at how quickly you were able to grasp the challenges of the club and provide personalized solutions in a easy to understand and implement fashion. There was not a hint of “cookie cutter” about it.”
Tom Flowe
Owner, Burning Tree Country Club
Decatur, Alabama
Posted in Golf Management | No Comments »
Thursday, January 14th, 2010
When Apple computers started out, their name would not fit into any of the previously mentioned categories. They did, however, have two big advantages.
First, their market, personal computers, was a brand new market.
Second, their competition had really terrible names. Which name would you remember: the MITS Altair 8800, The Commodore Pet, the IMSAI, or the Apple? Not exactly rocket science is it to conclude that those other companies spent millions trying to build a reputation for their faulty names!
Legendary Marketing is a name that says success.
Ping golf clubs won big with its name by keeping it simple, and naming their product after the sound made when their early putters hit the ball squarely! Now that’s genius, every time a player used their products it said their name, PING!
I wish I’d thought of that!
Keep is simple and make it easy to remember!
Syndication Rights
This article may be reproduced or republished provided the main body of text is reproduced as is, without
additional permission, with proper credit to the author and provided that the above resource box remains
intact with the article. Permission to re-publish is herby granted until Dec. 31st, 2012. Author retains all copyrights.
Posted in General Marketing, Uncategorized | 1 Comment »
Monday, January 11th, 2010
Well it’s been just over a year since Troon Golf Management took over at Black Diamond Ranch and I thought it a good time to grade their performance from a member’s perspective. (X member now)
Let’s consider the data;
- Members lost since Dec 1st 2007 – Minus 65 (20 this month alone!) That brings the club to, at or below 400 active members, at a facility with 45 holes of fantastic golf, with a course ranked #1 or #2 (depending on the list) in a state of2000 clubs! Guys if you can’t sell this place you can’t sell Daly a beer!
- New full members added 2 (two)
- Operating lose in 2008, $300,000 plus
- Reported Fees paid to Troon, $20,000 a month, $240,000 a year!
Personnel changes or other significant contributions:
The Superintendent has not changed and course is as great as it always.
The Club Manager has not changed and he is a keeper!
The Pro has not changed.
The membership director remains the same.
Have they provided an in depth membership sales training system?
Have they been effective in generating leads?
That would be NO and No!
So what has Troon actually done for Black Diamond?
Mainly put their logo on everything that moves at the clubs expense. They are very good at branding, THEMSELVES. If I were running the club I’d be looking to sell Troon, a sponsorship package, and make some money off them instead of paying them $20,000 a month.
Also despite my continued efforts to point them in the right direction via personal e-mails and my blog, not once have I ever had a response from them!
Now that’s customer service babe!
Being the world’s largest is one thing, being the best, or even passable is something else entirely!
If I where the club I’d put Troon on a pay for performance deal or fire them and keep the $240,000 which would at least get them close to break even.
For a smarter way to self manage your club go to http://www.cunninglyclevergolfoperator.com/
Posted in Ad Assassin, Golf Management, Rant!, Uncategorized | 3 Comments »
Wednesday, January 6th, 2010
From The Legend’s Laptop Currently Located Home
http//www.LegendaryMarketing.com
Top Sales, Marketing &
Operational Strategies For 2010
|
Dear Reader:
A recent study by the National Golf Foundation, found that since 2000 golf has lost 16% of its core players and rounds played have dropped from about 500-million per year in 2000 to an estimated 450-million in 2009. On the other side of the equation, 1 out of every 4 golf courses in the U.S. today were built in the last decade or so, meaning there are fewer golfers and far too many golf courses!
That’s the bad news now let me give you the good news, economy and statistics be dammed! You can still grow and prosper even in the current climate if you employ the right sales, marketing and operational strategies!
And since almost none of the club’s you compete against will do anything different than they did last year except “hope” things get better, you my friend, will have a staggering advantage in your market place!
1. Train Your Staff How to Sell – I know I sound like a broken record but there is no quicker way to increase business and no one other than a handful of my partners who actually do it!
Create a sales culture at your club and watch your business grow, economy be DAMNED! Starts right here with all the articles, manuals, audios and resources you need to make training staff easy!
2. Use Performance Based Position Agreements to Turbo Charge Your Staff’s Performance across the Board - It’s amazing just how much more productivity you get from everyone on your staff from the bagboy to the marketing director when they are paid based on performance. The results are staggering. Learn More…
3. Use Fusion Marketing Nothing is More Cost Effective - Click here to see more winning strategies.
4. Embrace Web 2.0 – Tweet - Blog – Engage Your Member and Guests
5. Constantly Build and Groom Your Database of Players, members and Prospects
Here’s all the great ideas you will ever need for rapidly building yours.
6. Sort your databases in to multiple vertical markets and design campaigns for each market segment!
You need to invest in all the tools you can to aid driving business to your club through the web. That means excellent reporting,list segmentation, intuitive auto responders, player profiles that build instead of repeat every time they sign up, etc.
Take your digital marketing seriously! If you are paying just a few hundred dollars a month for a basic website, you are really missing the boat!Learn more about maximizing your e-mail efforts.
7. Use Direct Mail
On average 10-15% of your mass e-mails will get opened 75-95% of your direct mail will get opened provided you go about it right! Details on Direct mail success here.
8. Become a Resource, Become a Content King!
The more content your website has to entertain your visitors the longer they will stay, the more often they will recommend your site to a friend and the higher you will rank in the search engines. The same is true for e-mails if all you do is blast specials all the time people will unsubscribe, BUT.. if you also entertain them with golf stories, jokes and tips they are far more likely to keep opening your e-mails. Getting good content used to be hard… Not anymore now it’s super easy, a massive database of ready to use world class content that you just cut and paste is available here: http://www.CunninglyCleverGolfOperator.com
9. Knowledge is Power! Think outside the box, empower everyone on staff to learn more about the business of golf, sales, marketing and service. If you are not moving forward you are moving backwards, create a learning culture at your club!
The fastest, easiest, cheapest way to find great ideas and train your staff is right here:http://www.CunninglyCleverGolfOperator.com/
Regards,
Andrew Wood
Marketing Legend
P.S. It’s getting cold up north let me know if you want to swing by the office for a game at Juliette Falls with me!
For more Cunningly Clever Strategies to Increase Your Business and Become a Marketing Legend in Your Spare Time Take the Following Actions:
Read My Legendary Marketing Blog
Read Bob’s Golf Management Blog
Subscribe to my weekly e-mails
Join The Marketing Vault
Read or Listen to Cunningly Clever Marketing
Read or Listen to The Golf Marketing Bible
Invest in a consulting visit with Andrew Wood or Bob Devitz
Call your digital marketing team leader at 800-827-1663 or call me, Andrew Wood, at 352 266 2099, 7 days a week! |
Syndication Rights
This article may be reproduced or republished provided the main body of text is reproduced as is, without additional permission, with proper credit to the author and provided that the above resource box remains intact with the article. Permission to re-publish is hereby granted until Dec. 31st, 2012. Author retains all copyrights.
|
|
|
|
|
|
Posted in General Marketing, Golf Management, Golf Marketing, Uncategorized | No Comments »
Tuesday, January 5th, 2010
At last a site where golf’s smatest people can meet, learn share, grow…
Ultimately there will be over 10,000 pages of golf sales,marketing and operational content, over 100 hours of audio seminar, 50 hours of video http://www.cunninglyclevergolfoperator.com
Posted in Uncategorized | No Comments »
|
Andrew Wood is the world’s leading expert on golf, resort and real estate marketing, although his successes reach far beyond those industries. He is the author of over 20 books on sales and marketing including, 
