Accessibility is one of the four major requirements (with action ability, measurability and substantiality) for useful market segmentation, accessibility expresses the notion that the segment targeted must be able to be reached and served adequately by the golf course’s promotions and golf course’s services.
There are many ways to define a golf course’s accessibility, but today, I want to talk about the accessibility as it refers to tearing down barriers for the local golfing community to play their rounds at your golf course.
Golf courses in the past have this elitist attitude that only the wealthiest and most prominent/affluent golfers of the community can join their golf course and/or play their golf course. I understand why golf courses chose this route because they wanted to be around golfers who had the same social, economic, educational, etc., background and therefore all of the golfers would be compatible with each other.
There is an old saying, “people like people who are like them”. This is very true because part of our makeup as human beings is the desire to be with people who we can relate to and they can relate to us.
One of the things you want to do when running a business, especially in the golf industry and with today’s economic climate is to make your golf course more accessible to a larger portion of the golf market.
This does not mean, “drop your pants” and just let anybody on the course but what I am saying is, we need to be more creative and make golf more accessible to more golfers that are prequalified for your golf membership and/or green fees.
Making golf more accessible to the golfing community does not mean that you have to discount tee times or give golf away like a lot of golf properties are doing today. More access to golf means designing a golf marketing campaign that is attractive and affordable to more golfers but not lowering the standards of the golf course.
Make your golf course more accessible to more golfers and you will grow the game, your golf course and your golf career.
For more free tips on growing the game, increasing rounds through golf course marketing, golf marketing, golf course campaigns, golf campaigns, professional golf membership sales and advancing your golf career visit us today @ www.golfmarketingmmc.com or call 904-217-3762.