“Soft launch” as defined by Wikipedia.org, is the release of a website, hotel, or other product or service to a limited audience. Soft-launching is a method for gathering data on a product’s usage and acceptance in the marketplace, before making it generally available as a hard launch or grand opening. Companies may choose a soft launch to test the viability of a product or to fine tune a product before implementing a larger marketing effort.
A soft launch is an excellent way to test a new golf product or golf service. For example, if you want to design a new golf membership, the best way to test it is through a soft launch. Some soft launches can be done in-house through your existing golfers. You can roll out a soft launch to a buddy referral program or a soft launch to your existing golf mailing list or email list. This launch is basically done to see how well your new golf product or golf service can perform and is accepted in the marketplace. In this scenario, if your newly designed golf membership is not accepted by your golf market, you will save a lot of time and effort because you are not fully committed to a golf marketing campaign before you go out to the general public and launch a massive campaign.
Soft launches are more common with Internet golf marketing although some nightclubs, hotels, restaurants and other companies do incorporate soft launches into their marketing programs to test the marketplace before launching a full blown marketing campaign. I love incorporating soft-launches in my golf marketing because we are able to launch the program on a very limited basis and get immediate feedback from the golfers before making a huge investment. This way, we can improve the program to where it is more engaging or more attractive to the golf market.
Soft launches can also save you a ton of money by catching unforeseen mistakes you need to change and some aspects you need to improve in your golf marketing programs before you commit to it fully. But I warn you, you must have plans A, B & C already on the back burner just in case, because if you are not prepared for the inevitable obstacles your golf marketing campaign will crash and burn.
Incorporate soft-launches into your golf marketing endeavor and you will grow your golf course, the game 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.