Articles

Blogs - Twitter - Facebook - Texting - What are these things and do they belong in golf? Answer . . . Yes they do and you should begin to embrace them as part of the new and modern communication methods. Have you ever caught yourself talking back to the television, newspaper article or other media? In a sense, these new communication tools are simply a two-way method to either inform large groups of people about a topic or for you to personally weigh-in with your opinion on that topic. Simply a digital conversation.

Honestly, there is nothing like going to a property with a commission and client's trust to create images for a club, ownership or project. The blank sheet of canvas the course represents, the anticipation of images you frame in the view finder and the creative process with Mother Nature is nothing short of awesome and I personally love the challenge and joy of the work.

Shawn Campbell, head professional at Potowomut Golf Club in Rhode Island had a vision. He saw one of my marketing lectures and understood the importance of creating a positive image or brand he could use to accomplish every clubs two major goals . . . retain your existing members and acquire new members.

By now most vendors are familiar with the term PDF - a digital rendition of a brochure or spec sheet that you can use via eMail or post on your website for download. A very good move. Now let's just take that concept and give it the steroid treatment. How about an online brochure . . .

Nothing gets your attention like money. Lucks Turf took a gamble with a small marketing budget and turned it into one of the most eye-popping ROI numbers - well just about ever. Would you trade under $4,500 for a return of over $50,000 in less than 30 days - hmmm. Don't think too long on that one. This is a simple story of a professional website make-over, top search engine placement and a directed eMail campaign that netted an order from China, from a client that he never had previously all in less than 30 days . . .

If there was a Queen of good looks . . . then Lisa Langas must be the one in charge. When it comes to Pro Shop merchandising, training, procedures, buy programs and even secret shopping no one knows more about retail operations than Lisa Langas.

As we already know, money talks and here are some of Lisa's results . . . Lisa has partnered with clients to achieve increased retail sales by as much as $100,000, improved gross margin profits by up to 20%, and reduced over investment in inventories by up to $80,000. Accomplishing all of these results within the first year of working together! Let's look at what she has done for herself . . .

Clearly one of the greatest moments in golf has to be the Hole-In-One and of course the ensuing party with the traditional pay-back! Our client Hole-In-One USA has softened the sting of a round of drinks for your buddies a little bit with their prize coverage packages - you name it, they can create it . . . Master's Tickets, play St. Andrew's, a New Boat or drive away in a Cadillac - anything is possible.

However, if he does not sell his services to tournament managers, golf professionals or business owners then there are no prizes to give away and there would be no Hole-In-One business. So how do they communicate? What does their collateral or offers look like? How does he brand HIO USA . . .

How do you "show" safety? How do you "show" you belong in golf? . . . Well the second one is one of the first hurdles you must pass, because if you don't look like you belong in golf, your job of opening doors is certainly going to be much tougher in this industry. Todd Miller had been doing the graphics himself when he discovered he was much more talented in running his business than cut and pasting "art" to create homemade marketing materials - he needed professional help to establish a golf business image in all facets of his presentation. Logo, Ads, brochures, tradeshow booth and . . .

While certain vendors are deeply rooted in the U S of A - many of our clients have gone global as golf, especially for golf architects, has moved overseas. One of the first lessons learned, while English is somewhat a universal language today, the language of the country it still the most important word. Good etiquette in business is to at least "try" to communicate at some level in the spoken tongue. However, for some clients, the entire concept of a golf course is foreign, so as the old adage says if, "A picture is worth a 1,000 words . . ." well at J2 Golf Marketing we have about 300,000 images, so "showing" a golf course is a snap for us . . . but how impressive can you be if you also hand out a brochure "Printed" in both English and their native language, now you are really talking . . .

We all know the ranking systems; Five Star Hotels - Four Diamond Restaurants - AAA Rated or of course how can we get along without the Zagat Review. That is all well and good, but how does my Country Club rank and by whom? Great question and the best answer may just be the #1 rated Club publication, The BoardRoom Magazine. Who else would be in better position to understand the complexities of the Club world, but how should this new ranking program be positioned and what should this upscale brand look like . . . enter the Emerald Club, a third party review and standards organization to help clubs become recognized for excellence. Learn how this new organization put our designers to the test . . .