With effect from today, 6th February 2009, we can confirm that we shall no longer be posting new Blogs on this site. The Golf Blog facility has been incorporated into Ladiesontour.com and we recommend that in future, you click on the above link and go directly to the new location.
Thank you for your support.
Friday, February 6, 2009
Thursday, February 5, 2009
Start thinking outside the box!
Golf establishments have to start thinking outside of the box! Fact!
With a background in marketing, sales and finance, I have always been a firm believer that those businesses with unique and novel ideas will progress better in times of duress, such as economic downturns, than those who sit back and follow tradition.
Sparked off by GolfGirl’s blog Tuesday regarding Harborne Golf Club (Birmingham, UK) decision to knock down a structural wall within their clubhouse thereby mixing the male and the female bars and members to produce one big ‘function’ area, it got me thinking of other potential marketing approaches golf clubs could use. The article read that Harborne is now benefiting from hiring out the space for functions and especially weddings! Wow, how novel is that? Sorry for my sarcasm but private clubs have been doing this for years. Member clubs it’s time to wake up! Where I previously lived in the UK one private club was raising min £500,000 additional income per annum in undertaking 50 weddings per year at £10k, per hit. They have been doing it for years.
For those that read my response to GolfGirl’s blog, you will know that having previously lectured to golf clubs on how to market themselves, most think I am barking mad. However, what exactly is wrong with holding a concert on the practice ground area? Or, if not a concert, a fund-raising Summer Ball in a Marquee? Invite all the members from neighbouring clubs and start working together as partners and not as ‘competitors’! Set all the same green fees rather than cutting each others’ throats by trying to under cut each other!
Anyway, it got me thinking that Tesco or WalMart or some such brand started life by selling food produce. Take a look inside their stores now. What do they sell? Everything, including golf equipment in some supermarches! Petrol stations/Gas stations, what did they start off selling? Petrol/Gas – what do they offer now? Food, magazines, CDs/DVDs, books, flowers, cash dispensers as well as house-hold items, and I have even seen white goods on sale in some gas stations!
What do 99% of golf shops sell? Only golf gear! Period. What happens at the weekend? The purchaser of the household goods runs off down the shops buys his/her shopping and then goes and plays golf or vice versa? Why can’t the purchaser of the household goods go to the golf club, leave a shopping list, or take his/her dry cleaning in there, go play golf and have it all waiting for him/her when he/she returns after slogging around the golf course? Why can’t they sell flowers at weekends so that the guy can take a bunch back to the ailing wife to say I love you or sorry for being late? Why doesn’t a golf shop sell wines? Interesting when Annika, Ernie’s John Daly’s and Greg’s wines hit the shops they won’t be sold in a single UK pro shop….due to lack of licencing. But why not apply for a licence and sell them? Why not sell food hampers at Christmas and add golf products?
Perhaps that’s a bit over the top but I don’t see why! Why can’t the golf clubs sell men’s ties, or non-golf socks, suits and shirts with collar and ties? I have seen a few sell cuff links, and the odd ceramic jewellery that the owner’s daughter has knocked up in her bedroom. But hey guys let’s get smart about this! How many golf clubs do you know that sell handbags for the ladies and all the matching accessories? Why can’t a guy buy men’s work shoes or ladies buy ladies day shoes or summer sandals from the golf club – why don’t they hire out a small part of their shops to a local boutique? Exactly how much of the current golf stock that they have in the shop turns over each week?
I have just visited most golf clubs in my area - all lavish private clubs too - about 12 out of 16 so far. Guess what? I found 10 out of 12 all selling the same golf wear brands, colours, designs and cut – OMG! How boring is that? Only one is selling non-golf related items because it is a country club with a gym, squash & tennis courts and swimming pool. None of the other clubs are selling any thing other than golf gear, and then it is twice the price as the prices on the high street or malls, and three or four times the prices of the supermarkets.
I have never seen a golf club selling framed or unframed prints of the golf course or any other subject for that matter. When it comes to Christmas, and the spouse goes to the golf club their choice is golf, golf or golf. Not golf with a touch of added value, i.e. I got you a new tie dear… or I bought you this belt to go with your handbag dear….
Some will say that I am being naive and that the shops are too small to expand. Perhaps that is the case in some instances but perhaps not, and that the real reason is that it is too much trouble and golf shops just can’t be bothered.
Such ‘out-of-the-box’ thinking and approach may just be the difference between bankruptcy, increasing members subscriptions and losing members and retaining members if not growing your income!
With a background in marketing, sales and finance, I have always been a firm believer that those businesses with unique and novel ideas will progress better in times of duress, such as economic downturns, than those who sit back and follow tradition.
Sparked off by GolfGirl’s blog Tuesday regarding Harborne Golf Club (Birmingham, UK) decision to knock down a structural wall within their clubhouse thereby mixing the male and the female bars and members to produce one big ‘function’ area, it got me thinking of other potential marketing approaches golf clubs could use. The article read that Harborne is now benefiting from hiring out the space for functions and especially weddings! Wow, how novel is that? Sorry for my sarcasm but private clubs have been doing this for years. Member clubs it’s time to wake up! Where I previously lived in the UK one private club was raising min £500,000 additional income per annum in undertaking 50 weddings per year at £10k, per hit. They have been doing it for years.
For those that read my response to GolfGirl’s blog, you will know that having previously lectured to golf clubs on how to market themselves, most think I am barking mad. However, what exactly is wrong with holding a concert on the practice ground area? Or, if not a concert, a fund-raising Summer Ball in a Marquee? Invite all the members from neighbouring clubs and start working together as partners and not as ‘competitors’! Set all the same green fees rather than cutting each others’ throats by trying to under cut each other!
Anyway, it got me thinking that Tesco or WalMart or some such brand started life by selling food produce. Take a look inside their stores now. What do they sell? Everything, including golf equipment in some supermarches! Petrol stations/Gas stations, what did they start off selling? Petrol/Gas – what do they offer now? Food, magazines, CDs/DVDs, books, flowers, cash dispensers as well as house-hold items, and I have even seen white goods on sale in some gas stations!
What do 99% of golf shops sell? Only golf gear! Period. What happens at the weekend? The purchaser of the household goods runs off down the shops buys his/her shopping and then goes and plays golf or vice versa? Why can’t the purchaser of the household goods go to the golf club, leave a shopping list, or take his/her dry cleaning in there, go play golf and have it all waiting for him/her when he/she returns after slogging around the golf course? Why can’t they sell flowers at weekends so that the guy can take a bunch back to the ailing wife to say I love you or sorry for being late? Why doesn’t a golf shop sell wines? Interesting when Annika, Ernie’s John Daly’s and Greg’s wines hit the shops they won’t be sold in a single UK pro shop….due to lack of licencing. But why not apply for a licence and sell them? Why not sell food hampers at Christmas and add golf products?
Perhaps that’s a bit over the top but I don’t see why! Why can’t the golf clubs sell men’s ties, or non-golf socks, suits and shirts with collar and ties? I have seen a few sell cuff links, and the odd ceramic jewellery that the owner’s daughter has knocked up in her bedroom. But hey guys let’s get smart about this! How many golf clubs do you know that sell handbags for the ladies and all the matching accessories? Why can’t a guy buy men’s work shoes or ladies buy ladies day shoes or summer sandals from the golf club – why don’t they hire out a small part of their shops to a local boutique? Exactly how much of the current golf stock that they have in the shop turns over each week?
I have just visited most golf clubs in my area - all lavish private clubs too - about 12 out of 16 so far. Guess what? I found 10 out of 12 all selling the same golf wear brands, colours, designs and cut – OMG! How boring is that? Only one is selling non-golf related items because it is a country club with a gym, squash & tennis courts and swimming pool. None of the other clubs are selling any thing other than golf gear, and then it is twice the price as the prices on the high street or malls, and three or four times the prices of the supermarkets.
I have never seen a golf club selling framed or unframed prints of the golf course or any other subject for that matter. When it comes to Christmas, and the spouse goes to the golf club their choice is golf, golf or golf. Not golf with a touch of added value, i.e. I got you a new tie dear… or I bought you this belt to go with your handbag dear….
Some will say that I am being naive and that the shops are too small to expand. Perhaps that is the case in some instances but perhaps not, and that the real reason is that it is too much trouble and golf shops just can’t be bothered.
Such ‘out-of-the-box’ thinking and approach may just be the difference between bankruptcy, increasing members subscriptions and losing members and retaining members if not growing your income!
It’s time to wake up, if it isn’t already too late!
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