How
golf management companies need
to approach golf advertising
has changed dramatically in
the last ten years. Gone are
the days when golf advertising
consisted solely of TV, press
and radio. Those media are still
important but given the fragmentation
of media channels and the growth
of the internet the media mix
for golf advertising has changed
dramatically. Golf companies
that are still investing most
of their budget in these traditional
golf advertising media are losing
out on the opportunities provided
by cheaper and more targeted
media, which deliver a better
return on investment.
Local press and radio remain
important elements in the golf
advertising mix. The key to
successful golf advertising
through these channels involves
developing innovative promotions,
communicating these in a manner
that cuts through and generates
response. It is also imperative
to track how many responses
these golf advertising channels
generate because understanding
the cost per response and cost
per sale is key. It allows you
to compare the return on investment
you receive in these golf advertising
media compared to the new golf
advertising opportunities online.
Golf advertising online is more
than traditional pay per click
or cost per thousand banner
ads. When planning golf advertising
campaign online you can choose
from:
- Search engine adword campaigns
where you appear in search
results and pay for each
click through to your site.
Search engines are the single
most effective way of driving
traffic to your site as
you are attracting people
who are expressing an interest
in playing golf in your
area.
- Blogs. Not a golf-advertising
medium that would immediately
spring to mind but you can
pay prominent bloggers to
promote your golf offering.
- Email advertising. You
can purchase space to promote
your golf course in other
people’s e-newsletters.
Essentially you are buying
golf advertising space and
targeting interested golfers.
These online golf-advertising opportunities cost a fraction of traditional advertising and because they are so targeted the return on investment is much higher. However, it is important to maintain a balance in the golf advertising media mix. If a golf course can afford to invest in the above line media channels it should continue to do so. These channels enhance the brand, maintain a high share of voice and share of mind amongst local golfers and should generate responses in large numbers.
The golf-advertising trick
is to understand the cost per response,
cost per sale and returns in investment
for all golf-advertising channels and then
blend the optimum mix.
Read More:
Golf Course Marketing
SEO & SEM For Golf Courses
Golf Website Design
A Guide to Golf Marketing Online
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