The number of channels and devices that golf clubs can use to communicate with their stakeholders is increasing constantly.
These include email, social media, club apps, SMS, and messaging apps across mobile phones, tablets, smartwatches and more. The options are expanding all the time and keeping up with them can feel hard to manage.
A golf club is inherently social, but there is a growing need for golf clubs to recreate that social element online, where many of their members spend their time. Golfers are scattered online across many different channels meaning it’s impossible for golf clubs to use one channel to broadcast communications to all stakeholders.
When the lines of communication between a golf club and its stakeholders break down, particularly with its members, what happens? Members miss out on club news updates, tee time bookings, invitations to events, or announcements about changes within the club. This can lead to a feeling of disengagement and a lack of participation or awareness of club events, competitions, and additional services that the club might offer. Crucially, a disengaged member is one that’s more likely to cancel their membership and leave the club.
Where the focus for golf clubs is on attracting visitors, a break down in communications is a missed marketing opportunity. By maintaining a line of communication with visitors, golf clubs can make visitors feel valued and deliver great customer service while also sending marketing messages to encourage return visits.
Highly engaged members are more like to get the maximum value from their membership, renew it, and even refer friends to join. The same applies to visitors and customers who use other services like the club bar or restaurant where repeat business can be generated through effective communications.
Modern reporting and analytics tools can be used by golf clubs to access valuable data about how their business is performing and make more informed decisions about how they communicate with stakeholders. As an example, let’s say a club uses emails as its primary line of communication with members but the data indicates that 40% of emails are unopened. Further analysis might reveal that a specific member demographic rarely open emails at all with different age and lifestyles revealing different communications preferences. When email doesn’t work, golf clubs need to leverage other channels to reach stakeholders, otherwise, communications break down.
Golf clubs can reach golfers through social media, through apps, through an online members area and more. But finding ways to manage all this and select the most suitable communications channels is a challenge we’re trying to solve for golf clubs here at GolfNow. Golf clubs will benefit from products allowing them to communicate better and increase engagement because a highly engaged customer base will allow member and visitor golf to thrive. We’re currently developing new solutions that we’ll be able to share more on soon and we’re excited about the benefits these will bring to golf clubs and golfers alike.