Wear-out is the point of a golf marketing campaign when it has reached its effectiveness and no longer pulls due to repeated overplay of its ads.
This is exactly what happens when golf courses continue to blast the same old ads to the same (over-targeted) golfers. For example, over the years, I have seen numerous golf courses blast their email list with the same old offerings to try to get golfers in to play on the slow days and during slow times. They do this so much; the golfers are oblivious to the offer and simply delete the message as soon as they see it.
Golf marketing campaigns should always be manipulated in a way the golfer does not get tired of seeing similar ads and/or offers. I have seen golf courses run the same newspaper ad and print ads as well. This unwanted repetition will make the golfer look elsewhere when it comes to searching for a golf course to play their round this weekend if they see the same old offerings week after week and month after month. If your goal is to get golfers to pass over your advertisements, wearing them out will do the trick.
With just a little bit of thought, it is easy to take the same old golf products and/or golf services and spin them in a different light. As a golf marketer, you should be able to come up with a dozen different ways to present the same golf product and/or golf service. Be creative, you do not have to change your business model, all you have to do is present it in a different light.
Every golf course should have at least 12 different marketing campaigns designed well in advance. With 12 different golf marketing campaigns, you will have your marketing strategy prepared for the next 4 to 5 years.
When a marketing campaign starts to lose its draw, it is time to move on to a different golf marketing campaign. Take notice of when your marketing is starting to wear-out its welcome 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.