Golf Industry Central Autumn 2012 - Page 23

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 youtube video 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 news story. Sunday 9 October Article goes to to air on Sky News UK and features around the world. Revenue impact “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 24.42% 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 21