A few years back, a very catchy ad campaign was built around the single statement . . .
"Image is Everything"
Just how true that statement really is, many industries, companies, products and relationships have been made or broken by how someone perceives that “Image”. Fortunately or unfortunately, all of us project an image. So I guess you have to ask yourself, what image do you project or to be more specific, what image does your club project?
Before the Olympic flame is completely gone, we thought we would jump on the Olympic fever bandwagon and produce another example of how everything is great in Canada. What better way than by showing off our latest efforts in creative graphic design and photography; a sumptuous Membership Brochure and elegant Food and Beverage companion brochure for our client, The Glencoe Golf & Country Club, one of Canada's finest Golf Clubs located in Calgary, Alberta.
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.
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 . . .