Most golf clubs have always tried marketing their facilities and membership at a target market made up primarily of data based on gender or age. They have tried to market their products and services to gender and age targets as this is all they tend to know about their members or local demographics.
“All this does is to lump everyone into a few generic categories which does not fully satisfy the real needs and wants of the individual,” pointed out Michael Orloff, President of Golf Central Australia. Orloff is the latest speaker to be signed on to speak at the 2013 Asia Pacific Golf Summit to be staged at the plush Shangri-la Hotel, Jakarta on 5 – 7 November.
Orloff, a US and Australian PGA Member, with 22 years of club management experience with American Golf Corporation and Clubcorp Australia feels that there has been a swing toward a better understanding of the needs and behaviour of members which can and will change at the different stages of a person’s life. “This is a great step forward in improving marketing outcomes, as we are at least now starting to know our members much better than ever before. This will lead to improving retention rates which is a good thing for all clubs,” Orloff explained.
According to him some new market research is beginning to emerge that clearly shows that golf club managers have very diverse needs. “This new insight will help marketers in fine tuning and improving the way marketing is done in the golf industry,” Orloff pointed out.
Market segmentation involves dividing a market into groups of people with similar needs, attitudes and behaviour which in turn helps clubs focus their attention on how best to get the best bang for their buck. “It’s about using a targeted approach to marketing, products and services and this allows for the better allocation of existing resources to retain or acquire members,” he said. “Ultimately it’s about keeping the people you have and getting new people connected to a club.”
Come and listen to Orloff as he shares his thoughts on how you can draw up new strategies to keep your existing members happy and to grow your membership base by attracting new members. On-line registration is now open. Registration Link
Asia Pacific Golf Summit www.golfconference.org