Marketing: Creating Specifics Of The Course

Now-a-days, nearly all businesses, even the most humble, have some sort of marketing material. Perhaps it is something as simple as a brochure or business card. However, for a golf course, creating good marketing material has to go beyond the basic flyers, letterhead and envelopes. It’s a totally different game - no pun intended.

In the "Beginner’s Guide to Press Kits" by Golf Business magazine, it lists some of the following marketing pieces that courses should consider necessary materials.

Brochures – A good brochure communicates in a fresh, lively language with specifics about the course. Stay away from saying things like “unique” or “spectacular” or phrases that are overused and many times not true. Show what sets the course apart in the brochure and steer away from creating a brochure that could be interchangeable with others.

Yardage Guides - This is said to possibly the single more important media piece distributed. The hole-by-hole descriptions are not created just to inform a player how many yards from bunker to bunker but to describe each hole in specific detailed manner containing photos, maps and tips on how to play the hole. Remember, golfers think these make great souvenirs.

Fact Sheet - A one-page document with a brief history of the course, yardages, slopes and ratings, numbers of bunkers and water hazards, grass types, terrain, flora, architect and other related statistics.

Rate Card - Redo your rate card every year as your prices change. The best rate cards list all golf rates, cart rates, packages, lessons, etc.

Scorecard - Use the scorecard to advertise, promote and brand your course. Personalize the scorecard by printing the names of the course architect, superintendent and head professional. Include a photo, graphic or logo that golfers will associate with your facility, as well as contact info.

Tear Sheets or Awards – If possible, tout your course by showing reprints and previous press coverage from other magazines and newspaper stories written about your property. List any awards or accolades including quotes from magazines or famous people the course has received. Is the course rated among the top 100 public courses in America? Was a hole chosen as the best par three in the county? Also, frame these in the pro shop in inform golfers.

In preparing your materials keep in mind that using specifics really generates the uniqueness of a course. Was the 15^th hole once a hot spot for certain wildlife? Did a famous golfer once hit an ace in the hole on the 18^th?

How many times have you been golfing on a course that was advertised it had “breathtaking views” or “challenging holes?” Does that sound unique? Even if your course does offer those things, details in marketing your course is about showing it, not telling it.

Creating specifics shows the story and although some of these marketing materials can be costly, remember good marketing pays for itself.

Especially quality photos. Don’t hand your assistant superintendent a camera and have him take snapshots of the course. Hire a professional photographer for quality imagery. The photos will pay for themselves when magazines or local media wants to review your course, thus free quality exposure.

Finally, the most informative marketing tool you can have is a website. Not only is a website crucial to brand your company and build a community, it reaches a broader audience and reduces printing costs by uploading all the marketing materials and course packets online.

Websites, such as the ones designed and powered by Cypress Golf Solutions, are affordable and cost effective. Annually, your cost of having a website may be less that the cost of any one-time printed promotional material.