Smart Attack – Why your club should have an app
Does your club have an app? If not, you could be missing out on vital interaction with customers, and even compete with Groupon, writes Mark Kemp.
We live in a world full of wonderful electrical gadgets and technological advancements and, at times, we can feel overwhelmed by it all. Overwhelming it can be, but your customers use smartphones … a lot! So much so, that of the world’s seven billion people, 1.7 billion are smartphone users (source: KPMG). In the UK, more than half of all the golfers now own a smartphone and it is clear to see that these numbers are set to increase over the coming years.
Even if you don’t own a smartphone yet, the combined Google and Apple marketing machines will have touched your consciousness on some level. Apple’s slogan ‘There’s an app for that’ is probably one of the most recognisable of the last six years. So how can your propriety-owned or private members’ golf club take advantage of the revolution and market to the smartphone generation? Well there’s an app for that…
Feedback from two propriety-owned golf clubs “Our app provides us with a new way to immediately communicate with members and visitors via push notifications,” said Jenny Homes, company secretary of Fynn Valley Golf Club. “Any extra streams of communication between club management and our members, guests and visitors can only be of benefit. We have posters, a recorded information line, a blog, plus printed and email newsletters, our web site, Facebook and Twitter social media channels and now the app.
“We’re working hard to provide a great service to our customers and that can only start with communication. We want to reduce the, ‘oh, I didn’t know about that’!” By using push notifications, golf clubs can send marketing messages directly to the people who have installed the club app. Since 2007, open rates for email have declined to fewer than 11 per cent of messages being opened compared to push messaging marketing, which has an exceptional per cent open rate. “We’re using the app to also provide customers with better access to information about us, our events and club fixtures whilst they are on the move. Plus it provides us with an easier way to get offers and coupons out there, and measure the success,” added Jenny. Golf clubs using Dynamics Golf Apps have the ability to easily create coupons. It’s not all about discounting, but adding value, promoting and upselling your products and services, which can make coupons highly lucrative revenue tools for the bar, catering, pro shop and green fee sales. Unlike Groupon deals, by designing your own coupons, golf clubs retain greater control over what and how often they give away. It’s said mobile coupons in fact gain 10 times the redemption rate of traditional coupons (source: Borrell Associates, HubSpot.)
“We’re beginning to develop a mobile marketing strategy with Dynamics Golf and part of the strategy was to build on our marketing database and generate new lead enquiries for new memberships and conferencing events. We also wanted to increase our opportunities to sell and promote our tee times to the local nomadic golfers and therefore linked our online visitor tee time booking solution to the app and utilise the app coupon and loyalty programme features. We are seriously impressed,” said Jonathan Smith, proprietor of Ansty Golf Centre.
Feedback from a private members’ golf club “It is another way of improving our communication, not just with members, but with golfers in general, and it willhelp further the experience of those who play golf here,” said Chris Lomas, club manager at Worplesdon Golf Club. “I feel it is always better to embracenew methods of communication, rather than try to play catch up. Many will see it as a gimmick, but we all know how many golfers use smartphones now. “The actual app design process is very easy indeed and Dynamics Golf has certainly been very easy to work with. I think they have provided Worplesdon Golf Club with a great app. “Apps and push messaging are fantastic ways of communicating to the modern golfer.”
Dynamics Golf is currently offering free bespoke demonstrations to golf clubs, golf ranges and golf professionals in order to demonstrate how an app might look and work for them. “We have no hesitance in recommending Dynamics Golf to other golf clubs and would advise them to make contact,” added Jenny from Fynn Valley. Don’t delay your mobile marketing strategy for your golf club; let Dynamics Golf put you ahead of your competition.
Mark Kemp is a director of Dynamics Golf. For more details, visit www.dynamicsgolf.com or call 0800 6988 9496