Unique Selling Points
Golf clubs taking the initiative – Unique selling points (USP)
In this new featured section, Golf
Industry Central will highlight some great
marketing successes that have been done
by local operators in our region. We’ve
been hearing and reading about several
facilities that have been taking the initiative
to make them stand out from the rest.
Please send any info on your successes
to possibly be included in our future
magazines. Also feel free to take a short
video regarding some industry news
that we can use on our website.(Keep
maximum 2 minutes)
The entire industry will benefit by the
sharing of your successes. Ultimately,
it’s up to each of us as individuals at
the grass roots level to really make a
difference for our industry.
Carbrook GC - “Our hazards are very dangerous”
This is a great example of the club
promoting their Unique Selling Point
(USP) and in a very big way. The following
timeline includes a log of the media groups
that GM, Scott Wagstaff dealt with directly.
“There were a heap of others that picked up
on the story I have no idea about as it went
nuts through the world after the Sky News
story.” says Wagstaff
Shark Video Timeline
Monday 4 April
Sent email to Channel 9, 10 and 7 with links to the
Wednesday 6 April
Sylvia Jeffries contact the club and came out with
camera man and shot article that went to air that
evening on Channel 9 news.
Tuesday 12 April
Picked up by Yahoo Sports in America which send
the video viral. Gathers almost 1.5million views in
the next 24 hours.
By the end of April 1.883 million views on youtube.
Tuedsay 27 September
Sky News UK - Jonathan Samuels (Australian Correspondent) arrives on course and films sharks for
Sunday 9 October
Article goes to to air on Sky News UK and features
around the world.
“With regards to extra rounds and revenue
it was hard to perfectly measure the direct
impact but we did increase green fee and
membership revenue last year which was
pretty good considering the impact of the
inclement weather we had”, says Wagstaff.
• Green Fee income - increased by 4.5%
(with 5 months rain affected)
• Membership income - increased by
These provide some good measures of the
club’s overall marketing success which
includes the shark media frenzy.
The shark picture is now the background to
our new website which launched recently
with the new logo being introduced
throughout the club.
Monday 10 October
Courier Mail visit - photographer takes photos
ABC News (TV) - does a feature for the evening
news - goes to air at 7:25pm
Tuesday 11 October
Photo features on front page of the Courier Mail
4BC - Live Interview - 6.30pm
SEN in Melbourne 1116 - line interview - 7.10am
ABC news radio visit to do a live cross - Anne
O’Keefe - 7.30am
Triple M Brisbane - Live Interview 8:10am
“There were a heap
of others that picked
up on the story I
have no idea about
as it went nuts
through the world
Saturday 2 April
Video taken of the sharks on a Saturday morning posted direct to youtube.
Placed on facebook
Golf Industry Central Autumn 2012