Capture Members’ Attention With An Early Splash

March 9, 2010 by Kevin Thistle

We’re into March and opening day isn’t far off as your members/clients anticipate the beginning of the 2010 season and looking at all that’s new in apparel and golf equipment.

That first weekend, we’re planning to make our soft goods 20 per cent off. I know that sounds silly because those items are hot at the beginning of the year, but it’s going to be part of an opening cocktail party that we have for the members.

Let’s say it’s the first weekend that you’re open. Maybe, it’s not the greatest weather because you never know what April is going to bring. Maybe, it’s a little cool for most people to play, but they want to come by the club anyway, so why not have a little afternoon drop-in from 1 to 5 p.m.?

That way, people who come at 9 or 10 in the morning can finish their rounds of golf and come in. That’s when you have the special sale, maybe a little wine and cheese.

Being a public course, it can be just a welcome to your returning golfers. If it’s a private club, it’s a way to bring your members out, hand out the 2010 handbooks and make it a nice afternoon.

I think it’s important to get off on the right foot and one way to do that is showing what’s hot. Both men and women are looking for the new, hot styles. Some customers may say, `I might get it next time,’ but having a special sale is a way to get them to do it right now.

I want to make a splash right now and if I’ve got them there and they’re excited because they’ve been watching the Masters or they’re excited because they’re at their home course or because the season is starting, now’s the time to encourage them to buy off from the club instead of going elsewhere.

In other words, I’ve got you there, I’ve got you excited. If I show you some love on the new items in the shop, maybe you’re going to make that buy right now and if they buy their golf balls early from the shop, maybe they will continue to buy from us throughout the year.

About Kevin Thistle
Kevin Thistle is the general manager of Coppinwood in Uxbridge, Ontario and an oft-quoted media source for the game, including his regular thoughts through his GNN blog.

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