A dilemma for golf club managers across the country. “How do I attract younger golfers without alienating our current membership?”
It is often perceived that the ‘old guard’ value the sanctity of the game. The dress code. The tradition. The on-course etiquette. Whilst it’s also perceived that the younger golfers are ‘anti-golf’ with no respect for the ‘stuffy’ bits and instead want to turn up and focus solely on the game itself.
The truth? Probably somewhere in the middle, but honestly, your course, membership demographics and club history all play a part in shaping this.
One thing is consistent though: The need to attract younger golfers to join your club. So, how do you do this without throwing away your tradition and values? And most importantly, how do you achieve this without alienating your long-standing members? Well, here’s three real and tangible steps you can take.
Shift 1: Embracing ‘The Culture’
‘The Culture’ of Golf means different things to different people, but to a younger audience it typically embraces a social side to the game that most clubs claim to possess. The key problem, however, is that most clubs don’t do promote the social side of the club as easily or effectively as they promote the course itself.
A quick win here – include more people centric photography. I know, it’s tempting to use the drone photography during sunrise which so beautifully frames your course and believe me there is a time and a place for that, but shifting content to promote the relaxed environment of your club is a huge win. Consider photography on the course from the relaxed team events (think your Texas Scramble and Greenkeeper challenge), add more photography of your bar area and social events. You have local craft beer on tap? Guess what? Show the audience!
Additionally, think about what sells. Use the data available to you or ask your new members of your desired demographic why they want to join or what they want from a club during their own membership onboarding. Start to formalise this process and use the primary research to your advantage. If you find your members are joining because they want to challenge themselves on the course, promote that message. If they’re joining because they want a casual Sunday round… you guessed it… promote it.
Tangible Marketing:
- Use people centric photography
- Use Data Analysis to learn about your demographics behaviours
Shift 2: From ‘Exclusivity’ to ‘Accessibility’
There’s an element of this being club dependent, but in many cases ‘exclusivity’ has been promoted as being stuffy and inaccessible. Take Tara Iti as an example, arguably one of the world’s most exclusive golf courses, however the general consensus is not that the club is not ‘old-fashioned’ or ‘in the dark ages’. Instead, the consensus is one of aspiration, a true dream-come-true moment for a club golfer to play as a guest.
There’s a very valid fear that marketing your club on its exclusivity is going to turn away an audience, but that is not always the case. Presented and messaged in the right way, marketing your exclusivity can create demand and desire, actually elevating the brand perception. Equally, there’s a fear that marketing accessibility means that you will lose all respect for tradition, club rules, dress codes and other historic golfing etiquette.
Again, the truth is somewhere in the middle, particularly for the younger golfer. The younger golfer might need additional education through your marketing. Sure, you’ve got the poster or board up showing the dress code rules, but is that really where new members are looking? Engage with them on their terms, you could produce informative welcome packs for new members as an example.
Appreciate and respect the tradition of golf, but in line with societal expectations of today and you might just start to attract younger golfers to your golf club.
Tangible Marketing:
- Produce educational communications to new members
- Promote open attitude to new members
- Promote Member-Guest events, marketing the member as the expert guide
Shift 3: Embrace Technology
It wasn’t that long ago that many golf clubs were sceptical about card machines. Think about how many daily events a younger generation completes on their phone or in-app, yet if they want to purchase new equipment from the golf shop they have to phone in or enquire about stock when they are there in person. Sure, in many cases the face to face element of your Professional’s shop has huge advantages, but if you’re trying to attract younger golfers who make regular online purchases, do they understand what value that face to face experience has? Would it not be more efficient for them to book a trial with the equipment they’re interested in through their phone? Even check stock levels the day before a scheduled round?
Covid sped many golf clubs up with the use of technology and now is the time to continue that trend. The fast paced adoption of online booking caused an upheaval in how members engage with clubs across the country, but there’s a real risk of losing technological momentum.
This is truly unique to your circumstance, but think outside of the box. Where do you think members could have an easier or more seamless process with the use of increased technology? The whole club does not need to adapt technology for the sake of it, think about keeping some areas tech free but having designated digital spaces. For example, your locker room and course stays tech free, but the clubhouse and practice facilities become modern hubs.
Tangible Marketing:
- Promote Work-from-Course (WFC) days for remote working members
- Separate areas of the cub to be analog zones and digital hubs
All in all, there are countless ways in which you can adapt your approach. In many cases these will be club dependent and no one size fits all. If these tips feel like they are resonating then we can assist in setting up and coaching you through a digital strategy. Or, alternatively, we can take the lead and manage the process for you.
One final point to end, changing your brand might feel like a daunting move but it’s important to remember that a shift in brand focus does not mean changing the soul of the club. That should remain at all costs, because that’s what makes your golf club as great as it is.