Download Understanding Marketing Before starting to market your club, it is

Understanding Marketing
Before starting to market your club, it is important to understand what marketing is.
Here are some of the key ways in which marketing can help your golf club:
• Bringing more business
• Identifying the right people
• Putting yourself in their shoes
• Telling your customers what will interest them in a way they want to hear it
• Making them an offer they can’t refuse
• Making it easy to do business with you
• Keeping in touch
• Measuring results
Put simply, marketing is all about seeing your business through your customers’
eyes. It is about understanding what they want, making sure you are delivering on
those expectations, communicating the fact and ultimately selling them more or
keeping their business.
Any successful marketing strategy must be supported by a marketing plan. Like any
other parts of your golf club business - health and safety, finance, etc - it's about
putting a process in place and following it.
Principles of a Marketing Plan
Your marketing plan sets out actions, dates, costs, resources and targets and
how they can be measured.
These are the key areas which should be covered in any plan:
• Where you are now
• Know your members
• Know your visitors
• Know your competition
• Define your objectives
• Marketing Tactics
• Winning over stakeholders
• Setting the budget
• Implementation plan
• How it will be measured
Taken from ILGU Vice Ladies Captain Workshop
modified by CGI