Industry news
GOLF MONTH 2017 CAMPAIGN
REPORT RELEASED
I
n review of last year’s campaign, Golf
Month has yet again been proven to be
a great testament to how an industry-
wide annual marketing campaign to drive
golf participation has a valuable role to
play in ensuring golf in Australia remains
sustainable, vibrant and successful. Last year saw 91 fewer
clubs and facilities than
in 2016 participated in Golf Month with a
total of 344. However, Golf Month was a big
hit in Tasmania, where more than two thirds
of clubs participated–strong support from
the state’s Golf Development Manager.
Led by Golf Australia, Golf Month is a
national campaign that seeks to drive golf
participation around Australia and, through
this, contribute to increased consideration of
golf club membership. The success in the region was largely due to
excellent relationships and regular contact
with clubs as the key drivers of engagement.
Last month, Golf Australia released the 2017
post campaign report, giving account on the
performance of all aspects of the month-
long marketing campaign in aim to highlight
potential areas for improvement for next
year’s campaign.
The campaign focus for 2017 was on
enabling passionate golfers to celebrate and
share their love for the game with friends
and family; it called upon passionate golfers
in Australia to “Share the golf bug”.
Golf Month also positively continued to grow
in Victoria (up six to 107 clubs and facilities),
but far fewer participated in New South
Wales (down 56 to 95) and Queensland
(down 43 to 38).
However, among the clubs and facilities who
responded to the post campaign survey, the
number of average out at 46.5. If data were
extrapolated across the country, this would
equate to 16,000 participants in Golf Month
2017.
In reviewing the data gathered from the
survey, and the fact the majority of golfers
are introduced to the game by people they
know and love, it is recommended that future
campaigns once again tap into the passion of
current golfers by encouraging them to share
their love of the game and introduce friends
and family to golf.
As you start to think about your own plans for
Golf Month 2018, it would be worthwhile to
note that the fundamentals won’t change this
year – please plan a fun, welcoming, social
activity during October at your club or facility.
Click here to view the full Golf Month 2017
post campaign report.
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The Golf Marketing Professionals I www.golfindustrycentral.com.au
Golf Industry Central I Autumn 2018
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