First you need to think of research in two ways:
- GOLFER’S attitudes, i.e., emotions and feelings.
- GOLFER’S behaviors, i.e., buying patterns and spending habits.
You start this research by listening to your golfers and stop listening to yourself. Suspend your ego temporarily and get the information you need from the source…your golfers. Your golfers are a wealth of information; they will tell you why they are happy, sad, disappointed, pleased, why they joined your golf course, why they didn’t join your competitor, why they stay, or worse, why they are planning to leave.
MMC® interviewed thousands of Casual Golfers and Core Golfers alike. I wanted to know why certain people never joined a golf course yet others loved being a member of their local golf course. What were their fears, what forms of media caught their attention, what did they read or just toss, what did they watch or just flip the channel, what were their psychological triggers that made them not buy and eventually what were the triggers that made them buy. A lot of golf marketers miss the boat because their focus is pigeon holed into preset criteria, e.g., income, age, etc. If someone has the right leverage he/she will find a way to buy the golf membership, golf product or golf service no matter what the cost would be.
Ask your golfers and golf prospects questions like:
- Are our golf membership rates fair for the product and service we provide?
- Which is more important to you…better value or providing better pricing?
- What can I do to gain your loyalty as a member?
- What are we doing right?
- What are we doing wrong?
Keep in mind when your golf members (golfers) are asked questions about a product or service their knee jerk response is normally price-related. When digging a little deeper you’ll find that price isn’t always the real challenge. If you ask some simple questions you will uncover unmet needs, wants, wishes, desires and then you can design a way to meet them and take action. The realities of the marketplace can force you to rethink your priorities.
Market research has always been at the top of our list at MMC® (www.golfmarketingmmc.com). When I was building this company and even in its conception, my focus was/is on the golf member. Throughout my blogs you will hear me use the term “win-win”; this is the guiding principle of my life. I know if the golf member can feel like a winner by joining your golf course as opposed to your competitor’s, he/she will develop a loyalty to you and you shall devote your loyalty in return.
Research is about asking golfers how they feel about your golf property and its products and services, but it’s also about reconciling their attitudes with how they behave. Uncovering important attitudes, perceptions, beliefs, and behaviors are extremely important so that you may be more effective in locking-up relationships.
Conduct golfer research before you launch your golf marketing campaigns 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.