Did You Know There Are Actually Two Types of Daily Fee Golfer? By Andrew Wood Although the golf business as a whole denies the second more profitable kind actually exists! I just booked an airline ticket and paid $300 more than the cheapest flight available on Orbitz. I also booked a Mustang GT, $52 a day more than the basic model offered by Avis and surprise surprise I am not going to be staying in Motel 6 tonight even with a very attractive rate of just $39.95 and Free cable TV. I rarely watch TV anyway so I’m staying at the Westin. In total on day one of my trip, I am paying roughly $452 more than I had to pay to get to my meeting. That’s before I have dinner which surprise, surprise won’t be at McDonalds, no I think you can chalk up another $60 bucks there at least. That brings my grand total to $512 more than I had to pay! Am I stupid? Am I unique? I am neither in this context I am simply a business traveler who pays for the value of time plus a little comfort and convince, I do not buy on price. Let’s take my airline ticket…. I fly based on departure time, arrival time and flight time unless it’s outrageous, price is totally immaterial, as my time is worth more! I try Southwest first as their people are nicer, their tickets more flexible and the frequent flyer program superior.. Oh and in case you didn’t know bags fly free! If they don’t fit the bill I’ll go with anyone that has the shortest travel time. I won’t go into the rest of the various vendors as I am sure you already get the picture. Why is it then that EVERYONE in the golf business thinks that they only type of customer in the world, is a price sensitive customer? What about the time sensitive customer? Like me, who gladly pays $69 at Desert Dunes to play at 9am rather than $49 to play at 11.30 am, because I want to be back in LA by 4 o clock! Lots of clubs do tiered pricing but most do it based on time bands not on any real data. So it’s one price the first 3 or 4 hours, goes down at noon and again at twilight whatever that happens to be! Believe it or not, there are some facilities where demand is higher in the afternoons yet they still lower their rates in the afternoon… why? Probably because “it’s the way it has always been done”. There are also believe it or not clubs where Saturday and Sunday are the slowest days because they are more of a business clientele! What if I told you that your 9am tee time was worth $8 more per player than the 8.52 or 9.08 tee time? You’d think I was mad right? But the same people who think I am mad are not buying the cheapest airline tickets, rental cars or hotels either. Let’s look at concert tickets or sports tickets the guy sitting next to you might easily have paid $50 more than you depending where and when he bought the ticket. Finding two people who paid the very same price as you might not even be possible! Why does the golf business not do this? Because the golf business is the last to adopt everything, websites, social media, technology you name it the golf business will do it…..10 years behind the rest of the world! 15% Increase In Bottom Line Revenue In This Market…. Come on Man? Recently I was approached by a company who has been pricing golf like this at 16 courses for 18 months. The results are quite staggering. While play in that market is down by 8%, the bottom-line revenue at their courses is up an average of 7%, that’s a 15% swing! If that doesn’t get your attention in this economy it’s time to find another career! There customers really do pay an average of $8 more not just for the 9 o’ clock tee time but for all the tee times on the hour in prime time! That’s $36 extra per foursome, per hour of prime time…… If this sounds interesting to you Join me at The Golf Marketing Boot Camp January 21-22 in Orlando, FL. golfmarketingbootcamp or if you can’t wait until then email me at Andrew@legendarymarketing and I will refer you to a company I have found who has been doing this for 18 month with astonishing results… Or In London golfmarketingbootcamp.co.uk/ or Dublin golfmarketingbootcampireland/
Posted on: Thu, 26 Sep 2013 20:49:07 +0000
Trending Topics
Recently Viewed Topics
© 2015