Let’s face it, there are many different types of golfers out there. Some golfers are avid with low scores and enjoy a challenge. Then, there are some who enjoy the game, but have never really mastered it.
I’ve been working at my family’s golf course since I was eleven. I can remember waiting on golfers at the snack bar for years, assuming they were good golfers. When I was eighteen, I began mowing the fairways and tee-boxes. Imagine my surprise when it turned out that these golfers who played nearly daily for the last seven years of my life turned out to be HORRIBLE golfers!
Step away from your desk and take a look at your golfers. Get to know them and their skill level!
You need to really dial in the type of golfer your course attracts. Without this information, you’re wasting valuable time and money in your marketing.
We have a joke around our place. Since we are host to many fundraising golf outings, we put them into two categories. Some outings attracts golfers who enjoy drinking. Others attract drinkers who enjoy golfing.
Your marketing will vary depending on your Perfect Golfer.
Golfer Types and Attributes
- Daily Fee
- Resort Golfer
- Once a year
- Multiple times a year
- Looking for best bang for buck
- Private club
- Social Club
Where does your golfer fall into this spectrum?
Once you know that, you’ll be able to answer many questions about your marketing. Write the story of your perfect golfer.
- Where does he live?
- What kind of home does he have?
- Does he have children?
- Does she work?
- How many hours does she work?
- What type of social media does he use?
- How long does he play?
- What other types of events does he want from your golf course?
- Does he enjoy tournaments?
- What’s his handicap?
- What does he wear?
- How much money does he spend in the Golf Shop?
- What type of food does she eat?
Your Perfect Golfer
Give your Perfect Golfer a name. Once you know who your perfect golfer is, you’ll have answered many questions to your marketing platform. If your perfect golfer isn’t on Twitter, then your golf course doesn’t need to make that be your main focus in your marketing. Maybe your perfect golfer only checks Facebook or perhaps he only reads email.
When you go to plan your marketing calendar, you can ask the question, “Would Joe Golfer enjoy this?” If the answer is “No,” then don’t include it in your calendar.
I can’t begin to tell you how much this exercise helped my golf course when we started to plan for all areas of the golf course. We would have some great ideas on promotions we wanted to run, food we wanted to include in our snack bar, products we wanted to carry in our Golf Shop. We could easily navigate our way by asking, “Would Joe buy this?”
Most Important Thing to Remember
This is the single most important activity for you to do. You need to be very specific in the attributes of your perfect golfer. Your perfect golfer will tell you want is needed in your business. You’ll know what projects to put in the budget and what types of clinics you need to offer. She’ll tell you what specials will work best and the style of clothing to offer in your Golf Shop and which social media outlet to use the most.
Find Your Perfect Golfer and get some serious business questions answered.
Let’s get started! Download this worksheet which will help you dial in Your Perfect Golfer!