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Making the most of incentives
Many golf clubs don't like to use incentives. Whether it's an incentive to get 'car park' members into the bar or, dare we say it, discounting green fees to attract visitors.
Use incentives wisely and you will benefit
Incentives must be used wisely and they will pay. However, if you use them all the time, they will cheapen your product and become the 'norm'.
Here's how to make incentives work for you...
Add value rather than cheapening your product
With the growing number of nomadic (visitor) golfers, you don't always have to offer a discount. Add value by building your product. E.g. Provide a free bacon sandwich and coffee, include a buggy (ideal for twilight golf), include a course planner.
Use discounts sparingly and make them limited
Discounts work better for acquiring new customers and they don't need to be offered to repeat customers, unless they are a reward.
Overcome the cynical mind
Say why you are making the offer and say how much it's worth. If it is a reward for loyal customers, then say so. Similarly, if it's to encourage new customers to try your course/clubhouse facilities, be upfront.
Restrict the use of them
Include a 'buy by a certain date'; make the offer available to a limited number or only through your club website; restrict it to selected customers/members. If you can imply urgency or exclusivity, then studies suggest that incentives are more effective.
In short, this month's helpful tip is about how to make the most of incentives. These can be used on your website, in e-offers and also when working with online golf clubs and directories. They can be used in printed communications such as newsletters.
More GCN's guide articles:
Making it easy to respond Visitor data capture Handling enquiries Good user experience Promoting your websitegolf club NETWORK offers...
Your own golf club website and e-marketing
Unlimited number of pages with free editing suite
Protected member-only area with personalised information
Visitor and member data capture to build your database
Email programme with templates and activity reports
Free marketing support and advice
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