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January 18, 2013 by JSE Leave a Comment Obviously, being an educational organization, I emphasize the importance of your training, education and certifications.
However, you know that after earning your certifications and degrees, you must market and manage your business and career successfully.  Remember, if you are an employee or contractor at a club, you still must market yourself.
When you manage your business properly, you save time, money, effort, aggravation and frustration.  Better management also allows for improved customer service, better work efficiency and happier clients. Why do something once and get paid only once when you can do it once, and get paid many times?
When you market your services, you also need to use technology to reach more people with your message quickly and for a low price.
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I took a number of marketing courses in my MBA at Melbourne Business School (MBS) and it was during my Consumer Behaviour course with Brian Gibbs that we got the best, single-page overview of the marketing process. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. I thought it was wise to provide an example mobile app strategy on how you can drive new revenue for your golf business using mobile apps and taking advantage of some of the features available like GPS location based coupons, QR Coupons and using push notifications to drive the customer awareness. However, before processing with your mobile app strategy, it is important to draft out your campaign strategy and objectives per offer. As the Golf Marketing Manager, it is my job to communicate to my customers, attract new ones and help provide the golf club with new sales opportunities. We are keen to increase the basket sales on the golf range during the quiet days of the week, and we would like to offer customers the opportunity of gaining a discount on a basket of balls during the week until the golf season kicks off in April. We know are customers will travel up to 45 minutes to visit our golf range so we can target customers within a 50 miles zone of the club. In addition to the range basket offer, as mentioned we want to increase secondary spend in the Bradgate Range Cafe and have setup an offer of a warm drink – Tea, Coffee or soft drink plus a snack for only ?4.
We are going to remind customers on Mondays at 12pm, Thursdays at 1pm and Fridays at 3pm from now until the start of April. The coupons will be locked, and the customer will need to visit the golf range to unlock them and view the coupon. We then need to create the push notifications.  Using the Dynamics Golf App system we are able to use the location based GEO targeting feature which will only send push notifications to people located within the areas we choose to target. Secondly using the app system we are also able to link the push notification message with the coupon feature so once the message appears on the customer phone, all they do is click read and the system will redirect the customer to the offer.


Within the push notifications area we need to schedule the push notifications, so we are sending messages at the time we have identified within the strategy. We then print and place the posters within the golf range, so they are ideally located, for example, behind every second bay, and near the ball dispenser machine. We also want to keep track of the success, so we are able to report to the Manager or include the results to our marketing reports. This process can be applied to a full array of campaign offers that many golf clubs and driving ranges would be keen to promote such as green fee offers, new membership drive campaigns, catering offers or even professional shop offers. Take advantage of this idea and more, by developing your own mobile app strategy to connect and drive customer new revenue opportunities and engagement with customers.
Paid Search Management, Pay Per Click Advertising, PPC Management, or anything you have it called is valuable part of any Internet marketing campaign both for conversions, brand exposure, and SEO. A Pay Per Click management program involves managing ad campaigns, selecting the right keywords and the right bid to ensure not only a high click rate but one that ensures high conversions rate also, understanding the needs of the visitor and translating the same, deciding the landing pages and much more.
If your website is brand new, or you’re just launched a new product or service that needs to drive immediate traffic to your site, a paid search marketing campaign is the way to go.
Since December of 2011, we have been working with a major developer of luxury new home communities to optimize their PPC campaign.
Oh yes it’s a posh country club with 36 holes, leisure complex, driving range, golf school, and Augusta style greens. Coupons can only be unlocked once a customer is physically onsite with their smartphone because the app uses the phone’s GPS location. If you are not experienced in the management of these types of Internet marketing campaigns you will likely see lots of your money go to waste. The design, development and management of paid search campaigns hold the key to its success. It gives you an immediate boost in targeted traffic while also giving you valuable information for your SEO campaign. Traditionally, paid search management pricing is an initial account set up and a percentage of the monthly spend. This model works off an initial set up fee and then pay a dollar amount for each acquisition such as a lead or newsletter sign up. We feel that this hybrid approach to our paid search management & optimization service provides the best of both models and drives the most qualified traffic and acquisitions to generate the highest Return on Investment for your business. If the customer is too far away, then the app will tell the customer to get closer and also provide them with a GPS door to door map. It is critical that a good paid search marketing campaign is set up correctly, monitored, and optimized for it to be extremely successful.
You know that you are only going to pay for what can potentially bring revenue to the company. Let’s say your company makes pens: Ask yourself what it is that your customers need.


You need to have a specialist who understands your business, the visitors and potential customers who are looking for your product or services while understanding their motivations. Each business is different regardless to the specific industry so pricing is something we do not feel comfortable with just putting online until we sit down with you and really get to know your business and objectives.
All of this has to be done within the keywords you are bidding on, the ads you display, and the landing page you have them first see. Downside is the “agency” that is working for you optimizing on conversion or your spend?
For example, if you’re Montblanc, you won’t be making cheap plastic pens anytime soon even if some your customers say that’s what they want in a writing instrument. For example, should you be looking at companies that make markers and pencils as competition? For example, Group A wants cheap plastic ballpoint pens, Group B wants fancy liquid ink pens, and so on. They know they can communicate well with these people, they can defend this segment from the competition, and ultimately that’s the area of the market they want their company to operate in. Getting your positioning right is incredibly important because it’s the key to your entire plan. So, for example, Montblanc may position themselves in the luxury space as a company that sells excellent writing instruments that have the highest level of craftsmanship. They would then position themselves appropriately in the luxury gift jewellery markets, but not in the broader writing instruments market. This value is created by the existence of your product, captured by its price, communicated through your promotion, and delivered by where you place (or how you distribute) your product – these are the four Ps.
Then, at regular intervals, you will need to re-do your three Cs because the market will change and you will need to change with it. That’s because positioning – with the help of the four Ps – is what translates the ‘actual product’ into the ‘perceived product’ within the consumer’s mind (they are often not the same).
And it is the pen’s positioning that will determine what qualities above its ability to put ink on paper set it apart from its competitors. For example, the Web & New Media Strategy that Melbourne Water developed over the last year followed pretty much this process. So, if we hadn’t done the three Cs right, for example, I would have had a hard time getting the four Ps done properly.



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