Cypress Helps Course Managers Target Customers

I mentioned a couple weeks ago that the most recent 2007 National Golf Foundation (NGF) Industry Report had been released. This report is distributed quarterly and is a respected analysis on helping grow golf business through research and consumer data surveys. The NGF looks at golfer characteristics, attitudes, perceptions and most importantly - spending behaviors.

So it got me thinking that while this 11-page report does a good job profiling the latest trends and insights of the golfing community, the benefit of data tailored to your golf course and to your customers - anything from how long they have been a member to how often they have dinner with the family at the clubhouse, is invaluable.

This is the core of how you as a course owner or manager survive – knowing and promoting your customers spending behaviors.

If you own or manage a golf course, shouldn’t you be taking every possible measure? Wouldn’t you like to know where your customers are coming from and how far they live from your course, how often they play your course, what their favorite brand of balls are, what is their preferred day and time of the week to play or even what their birthday is to send them a discount card to the pro shop? Knowing all this information is the best way to keep customers loyal and to keep spending behaviors high.

This can be done with a dynamic network and an unmatched ability to draw information into a database created for you.

This is something that Cypress Golf Solutions can do for you.

Every golfer that books a tee time from any Cypress source is put into your customer database. You own your customer database and can export and segment the data at anytime by whatever it is you want to know about your customers. Cypress can even help you create a targeted email to directly target these customers.

Send an email to tell them their favorite Ping driver is on sale this week in the pro shop, or that because their anniversary is coming up, you would like to give the happy couple a sleeve of Titleist balls with their names on it.

It comes down to understanding your customers. And understanding your customers means growing more rounds from existing customers and creating new golfers.

Remember, that is what running a golf course is all about.

Holiday Promos May Allow More Holiday Profit

A quick trip to any shopping mall this weekend will show that people are spending money this holiday season. Many, however, are looking to avoid the stress of a crowded shopping mall by staying close to their local specialty shops. The holidays present an excellent opportunity to push your retail and highlight the fact that shopping at your course pro shop provides convenience and personable service.

Listed below are some holiday promotions that some course owners and managers have implemented to make the season bright for their members and customers and to stay profitable for their retail operations. You may want to give it some thought for next year...

• Send a letter of thanks on holiday stationery to all members thanking them for their support throughout the year. Invite them to the pro shop for a special holiday discount.

• Offer a “Secret Santa Sale” where each member can draw from a hanging stocking stuffed with varying discount cards for a percentage off retail.

• Host a holiday raffle where any member who makes a purchase in the shop between Dec. 1 and Dec. 23 has his or her name entered in the drawing for a number of prizes, which include golf equipment and apparel.

• Run a “12 Days of Christmas” sale where each day features a different special or discount on various types of merchandise. After an item is discounted, leave it on sale until Christmas. Customers will have to come back more than once to see what the next day will bring.

• Use the holiday season to host a member cocktail party in the pro shop. Members will celebrate and conversate while surrounded by retail they may consider buying.

• Display a special Christmas table featuring reasonably priced items for younger golfers—babies, kids, and teens. Feature special golf accessories, and equipment.

• Display a special holiday tree complete with ornaments that suggest gifts for women, men and children. And leave prepackaged gifts displayed under tree for purchase.

• Advertise extended holiday hours and offer gift wrapping with special golf paper.

• Pre-wrap items such as golf balls and bags to save time for consumers, especially during the last days of the holiday rush.

• Promote a gift card program. Because the gift card is the most convenient and active form of gift giving - it’s user specific and a “one size fits all” gift that is truly convenient for both the consumer and the retailer.

No matter what holiday promotion you choose, remember that events must be well publicized to generate traffic to increase sales and profitability.

Happy Holidays!

It's Time To Check Your Golf Cart Safety

It goes without saying that golf cart manufacturers are in the business of selling golf carts, but more and more of these manufacturers are getting better at selling safety too.

The first golf cart was invented in the latter part of the 1940s as a way for people with disabilities to get around a golf course. Since then, golf carts have become a convenience enjoyed by millions of players for a myriad of reasons: Playing the game faster, means for holding clubs, etc. The National Golf Foundation (NGF) estimates that about two-thirds of all 18-hole rounds are played with the use of a motorized golf car.

However, the GCSAA (Golf Course Superintendents Association of America) says that golf carts can present a challenge. When they are used improperly, they can cause serious damage to the course. More importantly, unsafe operation can lead to accidents and injuries.

The GCSAA lists the following tips and information for safe operation of golf cars:

• Golf carts should only be operated from the driver’s side.
• Never carry more than two occupants or allow riders on the back of the car.
• Be sure your passenger is fully seated and check for obstructions before moving.
• Keep your entire body – particularly your feet – inside the car when moving.
• Drive slowly through turns and drive straight and slowly up and down slopes.
• Set the brake when coming to a complete stop.
• Use extra care when operating a golf cart in reverse, or on hills, wet turf, loose surfaces or rough terrain.
• Remove the key when the golf cart is not in use.
• Never operate a golf cart when impaired by alcohol or drugs.
• Golf carts do not provide protection from lightning – seek appropriate shelter if lightning is present.

For the sake of your golf course, remember that golf cart traffic can cause damage to the golf course that is both unsightly and expensive to repair. Tire ruts in soft, wet areas can take weeks to heal. Compaction caused by heavy traffic can ruin the playing surface. As a result, most courses have a standard golf car policy and sometimes employ temporary restrictions due to weather, construction or other factors.

If you “drive friendly,” your golf cart won’t impede the play of others:

• Park your car behind or beside the green – never in front – to allow players behind you to hit sooner after you’ve finished the hole (You should generally always avoid driving a golf into the “approach” area 20 to 30 yards in front of the green.)
• Stop your vehicle to avoid distracting a nearby player who is preparing to hit a shot.
• Never drive into yards or neighboring properties.

Golf course superintendents only put restrictions such as “Path Only” rules in place when they feel it’s necessary to protect the turf from damage. On the other hand, there are some everyday guidelines that golfers can follow to maximize their golf experience and protect the turf.

• Never drive onto a green, collar, tee or any marked hazard.
• Never drive into any area that has been recently seeded or sodded.
• Avoid abrupt stops and sharp turns that cause skidding.
• Spread out wear-and-tear by avoiding compacted areas.
• Watch for signs or other markers that direct traffic.
• Avoid driving over sprinkler heads and yardage markers.
• Don’t drive carts into out-of-play areas that may be environmentally sensitive (such as wildflower patches, native grass plantings and marshes).
• Keep all four tires on the path whenever possible. Do not park with tires off the path.
• Golfers with disabilities may be allowed access to areas not normally open to golf cart traffic. Their cars are usually marked with a flag.

Golf courses located in residential areas frequently have cart paths that cross city streets. Golfers can minimize the risk of serious injury by remembering three things when crossing residential roads in their golf carts:

• Golf carts can be hard for automobile drivers to see.
• A person in a golf cart is extremely vulnerable in an accident
• It is a golfer’s responsibility to watch for oncoming traffic.

Motorized golf carts aren’t the only means for carrying golf bags. The USGA says the popularity of two-wheel and three-wheel pull carts is on the rise, especially as interest in health and fitness grows.

Remember, pull carts are far lighter than motorized golf cars, but this does not mean pull carts do not damage turf. Because they are more maneuverable, golfers are more inclined to take them onto areas they would not normally drive golf carts.

E-commerce Trends Tells Pro Shops To Get Online

Consumers buy everything online these days: Jewelry, electronics, books, even cars. What makes golf any different? E-commerce is huge whatever the product is.

Aside from the fact the online tee time bookings have long since become a necessary trend in golf, allowing players the freedom to book when and where they want to play from the convenience of their home or office, pro shops are more and more following suit by going online.

As golf course pro shops are facing new challenges against massive retailers, it is time to try to take some money out of the pocket of the big retailers and put it back into your pro shop.

It’s true that small green grass pro shops generally don’t carry the amount of product that big-box retailers do. But it’s been said that pro shops are at an advantage because golfers are forced to walk through them when they check in for their tee time, although nothing is a guaranteed sale.

Putting merchandise online opens up the possibilities for your course to be marketed online through search engines and gives members the ability to shop and order merchandise at any time of the day. Just like booking tee times online, an online pro shop is an excellent benefit and near necessity for national visitors that do not visit regularly.

When taking that step into promoting e-commerce, it’s important to remember that your website design and its product showcase in many cases determine whether or not a golfer will buy. (This is another reason Cypress Golf Solutions only hires seasoned professionals with knowledge specific to golf courses meant to aid you in web creation services.)

Also, remember that it’s not feasible to hit all areas of the pro shop possibilities through online sales, For example, club fitting can be difficult online (but discounts for club fitting can be given). In fairness, remember a major retailer cannot hand a visitor a club to demo on the driving range out back either.

The most recent October 2007 National Golf Foundation Industry Report lists the following trends in golf and E-commerce:

“E-Commerce, or purchasing goods and services via the Internet, is growing at a faster rate then the total U.S. economy. A report released in May 2007 by the U.S. Department of Commerce indicated that the total U.S. revenues increased 8.1 percent from 2004 to 2005 while e-commerce revenues grew 17 percent over the same period.”

And further,

“Forty percent of Core golfers with Internet access indicated that they visit golf-related websites at least monthly.”

The latter makes a huge point that if you own or operate a golf course, it’s time to get online.