Now More Than Ever, You Need to Promote

Hopefully, the previous five blogs in our GolfNewsNow series on promoting yourself, your facilities and your programs have offered some fresh ideas about how to get your message out to the public.

In Canada, it seems that self-promotion is perceived as a negative thing, perhaps too much ego from the person getting out there, but what’s wrong with using every means possible to promote what you believe in? It’s called confidence and passion for your profession.

Your name, your face and your reputation are your calling cards, more than any business card or corporate logo and success in any line of work is based on relationships and contacts, so becoming well-known and reaching clients is a foundation for your career and/or business.

If you ever have the opportunity to meet the people who contributed to this series, you will quickly discover that they are actually very down-to-earth, albeit gregarious, people.

What they do has positive spinoff effects on others such as students, other teachers, corporate sponsors, charitable organizations, their families and, of course, the facilities that employ them, so how can their efforts be deemed as anything but positive?

It should also be noted that these people also contribute extra time of their own to take part in their promotional efforts, but they see it as an important aspect of their respective jobs.

On the other hand, they also gain personal satisfaction from community and charitable events, junior programs, helping players conquer their personal blocks to advance in the game or just by enjoying people inside and outside of golf.

How all of these positive aspects of promotion can be turned into something negative is beyond me, but perhaps, it’s fear of the unknown or not being sure where to start.

The logical place to begin is right at your own club by involving and engaging not only other staff, but members and customers, as well.

As Tiffany Gordon of Cottonwood Golf and Country Club in Dewinton, Alta., pointed out, members look forward to helping out in her charitable efforts and she says club management and staff are behind her as well.

As Ted Stonehouse of Bell Bay Golf Club in Baddeck, N.S. illustrated, members take part in a junior mentoring program and the junior clinics he runs requires not only the dedication of teaching professionals, but other staff, who must pick up the slack in the pro shop and food and beverage operation.

Communicating your message to golfers through resources you already have is critical too, according to
Ginny Golding, an independent who works out of Vancouver’s University Golf Club. Golding uses a relatively small database to great success in getting the word out about her lessons and golf getaways.

Kevin Haime of the Kevin Haime Golf Centre in Ottawa and Kevin Thistle of Angus Glen Golf Club in Markham, Ont., are prominent in the media, as is Gordon.

As I’ve written in the past, I was surprised at how attendees at a recent seminar I gave at the Golf Business Canada Conference and Trade Show put on by the National Golf Course Owners Association felt they couldn’t approach the media unless they were advertising with the specific outlet.

Unfortunately, there is a certain amount of truth to that statement in some cases, but that shouldn’t stop you from trying. My suggestion is to advertise whenever possible, but get to know the sports editors at local newspapers and sports/news directors at local radio/television stations.

Invite them out for lunch or a round of golf and chat about the things you have going on at your club, which can be a hub of community activity with all of the charity tournaments and dinners that take place. It’s even a good idea to get to know the community editor at the local paper for all of the non-golf events that go on.

Offer to stay in touch with them about interesting stories and coming events. Also, it’s a good idea for a professional to offer golf tips to be printed or broadcasted or to offer opinions on things going on, ranging from topics such as new equipment to what’s happening on the PGA and LPGA Tours.

With the economy hitting a bumpy road lately, it’s critical to get your message out and to stay in the minds of golfers, who have plenty of options for where they take their business.

If people think of promotion as ego in such a competitive market, that’s their problem because you refuse to stand still and let it become a problem.

CHECK OUT OUR NEW GNN POLL: According to a just-concluded GolfNewsNow poll, caution is the best word to describe the mood in Canadian golf, with 2009 fast approaching.

The poll says 55 per cent of those who contributed feel 2009 will be steady as she goes, with no real growth, but 39 per cent said they would be happy to hide under the bed until 2010, so concern about the economy is widespread, but not for all. Five per cent of respondents expect a banner year in 2009.

For now, let’s forget the challenges ahead. It’s the holiday season and let’s enjoy it with family and friends. Click on to the new GNN poll and let us know how much time you plan to take off over the holidays.