February 1, 2015

Why Direct Mail Is Far Superior Over Other Media

Direct mail is hands down, the very best way to engage and connect with prospects/golfers. In today’s golf business, everyone wants to rely on email and SMS/mobile golf marketing because they are misguided to believe it is cheap. But this is far from the truth, electronic and mobile marketing is opt-in golf marketing hence; you have to launch some other type of campaign just to get the prospects to opt-in. The effectiveness of the first campaign will determine the size of list you get for your e-campaigns.

Another very important fact to remember is email and mobile marketing are targeting existing customers/golfers and are not bringing in “new” business/golfers.

Incorporating behavioral profiled demographics and direct mail focused on a specific geographical target area puts you in complete control of who you choose to engage and who you choose not to engage as a potential customer.

No other medium of media offers this in-depth customization as to who and where (exactly) your prospects are being targeted.

Some media gives elementary demographics but is delivered to a market far beyond your reach. Some mediums of media provide a more desirable geographical market but lack the in-depth profiling needed for your golf course and ROI.

To give you a better visual…think of radio, television, internet, newspaper, social media and most other mediums as a shotgun that fires a shell full of hundreds of small pellets which scatters as soon as they leave the barrel hitting anything and everything. Now imagine a highly qualified sniper possessing a precision riffle and scope with a range of up to one mile (20 miles for targeted direct mail) locking-in on its target and squeezing the trigger. No wasted rounds and definitely no unwanted (undesirables) collateral damage.

Simply put…all other forms of media are like hunting with a shotgun and direct mail is hunting with a precision sniper riffle.

The only thing better than direct mail would be to go to each qualified house in your 20-mile radius, knock on the door and introduce your golf course with a PowerPoint presentation. But even then, you would still need the pertinent data to determine the qualified buyer.

Don’t waste marketing dollars on undesirable targets; put your message in the hands of golfers you would be proud to call members/loyal customers.

Thank you for partnering with MMC® today in growing the game, your golf course and your golf career.


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