COMMUNICATION
A schedule for communication with each of your
target groups is integral to pulling all of the above
together efficiently. Having a regular and consistent
engagement with your database is very important,
e.g. if you decide to do a weekly email blast, then you
must keep it going every week. People are creatures
of habit so having a regular communication that
includes relevant content to the reader is a low cost
effective marketing tool and becomes part of
their expectation.
Decide on your primary forms of communication social media, newspaper, email, newsletters,
signage etc.
TRACKING SUCCESS/FAILURES
Lack of proper tracking is the main reason why
marketing tends to fail. Without tracking the success
(or failures) of your marketing efforts, how will you
ever know if it is working or if it is cost effective to
run again? We can’t emphasise this point enough.
It may not be a straight financial return, but it
could be higher traffic to your site or more “LIKES”
on Facebook. Whatever you ultimately decide to
do, identify your starting position and what will be
deemed successful for each of your campaigns.
Set clear Key Performance Indicators (KPI’s) for each
marketing campaign you implement and track your
campaign results accordingly.
Golf Industry Central Spring 2014
25