Find the Green : A Guide to Golf Management
By Jason Rockhold, MBA, PGA MP
Find the Green : A Guide to Golf ManagementJun 04, 2019
Ambassadors to the Game: Golf 101
Beginners are the fresh new life blood to the golfing community. But are we doing everything we can to help them find the game?
I know we all offer a Get Golf Ready class or two but are we truly dedicated to getting new people to the game?
This episode we cover a lot of different things that we need to focus on to clear away those hurdles that can hinder a beginners path to the game.
Have a Listen!
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Keep Cool when it's HOT, HOT, HOT!
Today, we talk about keeping people safe on the course when it is 90-100 degrees out there.
Unfortunately, there are some places that do not find this a problem until it is too late.
We will give 4 ways (well, more like 6-10) to keep them cool and safe during this sweltering time of the year.
Take a listen!
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always,
TELL A FRIEND
TELL 2 FRIENDS
TELL 8 FRIENDS
and we can raise the waterline of the golf industry!
Have a great week!
4 reasons to Play with your Members.
Happy Tuesday!
Today we are talking about the benefits of playing with your members/golfers at your facility.
Don't forget to listen to the bonus question at the very end... (the ads are a first for us, we appreciate your support!)
Thanks for listening!
With your help we continue to grow faster than we expected!
SO as always TELL 1 FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Market Research: Connect with your Customer
Happy Tuesday!
Today we talk about researching your customer traits.
By identifying 4 or 5 customer demographics and determining other businesses that cater to them, you can go to some of these businesses and find out some of the things that they are doing to build relationships with them and keep them coming back.
Identifying different groups that you would like to focus on is only the first step. Determining how you can appeal to their needs is where the relationship can grow.
THE CHALLENGE:
Identify 4-5 groups of people that you would like to better connect with.
Find 3-4 businesses that cater to each of these groups.
Pick 2 businesses from each group and go to them and experience what the business has to offer. (Chucky Cheese can be one!)
Notice how they use their experience to build the relationship and continue it over a long period of time. (Lifetime Value of the Customer)
Apply some of these things to your golf facility.
Then email your results at jrockhold@pga.com
I can't wait to hear some of the results!
Also, check out the FIND THE GREEN BLOG!(
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always,
TELL A FRIEND
TELL 2 FRIENDS
TELL 8 FRIENDS
and we can raise the waterline of the golf industry!
Have a great week!
Sponsorships: off for this episode
Golf Marketing: Women's Golf Month
Happy Tuesday!
Today we will dive into the Women's Golf Month that starts June 1st.
What are you doing to capitalize on it?
With the women's community becoming the largest group of beginners and the fastest growing group in the game, WE, as ambassadors of the game, need to welcome these groups and find out what we need to do to keep the group growing at its pace.
Here are a few ways to make sure you are doing your part to help this group grow.
Have a listen!
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Fan The High School Golf Flame
Happy Tuesday!
Today we talk about doing our part as ambassadors of the game to help our local high school golf teams become successful. By opening your doors and exposing your enthusiasm for the game, it can impact the lives of high school kids that may not have taken their interest in golf very seriously. By showing the fun parts of growing up in the game, we can show them the reasons we play and the reasons we started playing!
Have a listen!
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Marketing: Clarify the Message
Happy Tuesday!
Today we talk about being very clear to your customers with everything you sell or offer. Simply clarifying the message will lead to much more profitable offerings.
Have a listen!
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
2019 Masters?? What do we do now?
Well...what a weekend!
Now, do you have a plan to take advantage of it?
Let's dive in a little deeper.
Have a listen!
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
USP: The Whisper Episode_It's a Secret!
Happy Tuesday!
This episode is a secret episode. Nah, but it is something that very few professionals think through. (in all businesses!) So, today we are talking about a little know thing...the importance of understanding your UNIQUE SELLING PROPOSITION and determining what it is for EVERY TRANSACTION at your facility.
This is a short episode but it gives you enough to get you thinking about what you need to do at your facility to make sure that every transaction is for the customers benefit.
Have a listen!
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Game Changer: Work on Your Game
Happy Tuesday!
Today, we are going to talk about the benefit of working on your game.
There are many reasons to work on your game but there are three we are going to cover.
Grow your Lesson Book
Hitting balls on the range can produce a lot of lessons if what you are doing out there is something that people want to do themselves. If you can't hit the ball, there is a good chance they do not want to learn from you. PRACTICE.
Respect for your Skill and Dedication
By showing your dedication to your game, people will want to be a part of it. Most will ask you what you do to get to the level that you are at. This can lead to great things.
Networking
Golf will lead to meeting people. Whether it is other professionals that are playing in section events or members that ask you to play with them on a Thursday. These opportunities happen more often, the better player that you are. Take advantage of the resources you have and get better at the game.
Check it out!
Also, check out the FIND THE GREEN BLOG!(
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Marketing: Use Google Analytics PART 1
Hello Everyone!
Today we dive into the world behind the curtain! Google Analytics.
If you really want to understand who is coming onto your website and what they are doing, this is the episode to start with. I will be doing a series of these over the next few months, gradually getting more detailed to help you guide your customers through your site to the finish line that you desire.
Too many times a website is developed and the google analytic site is not even offered to the business owner. The website developer either keeps access for themselves or doesn't even know how to connect it.
DO NOT LET THIS HAPPEN TO YOU!
Google Analytics is DIRECT ACCESS TO THE CUSTOMER and their TRIP THROUGH YOUR WEBSITE. Do not take this lightly.
IF YOUR EVER WANTED TO KNOW WHY....GOOGLE ANALYTICS IS THE WHY.
CHECK IT OUT!
Also, check out the FIND THE GREEN BLOG!(
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Gallbladder Rewind: Focus on the customer
Happy Tuesday!
Today I recommend checking out some of the 40+ episodes from our past and view everything as a customer would view your offering.
I had gallbladder surgery over the weekend and I need an extra week to get back up to speed.
Thank you for your continued support.
Have a great week!
One Month til Augusta!
Happy Tuesday!
Today we are going to talk about the importance of Springing forward and the first Major of the year.
Augusta National is the event that starts most Northern Golf courses season and connecting your facility with the event can really help kick off the season. For Southern clubs it can provide that last memorable event that members will take home with them and get them looking forward to next year.
This is one of my shorter ones, however, it is packed full of info.
Check it out!
Also, check out the FIND THE GREEN BLOG!(
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Marketing: Reward Your Top 20%
Happy Tuesday!
Today we talk about your Top 20%. They do a lot for us and our top line, what are we doing to reward that?
The Pareto Principle is based on 20% of your customers are going to provide 80% of your revenue. For most golf courses it's closer to 70% but it show the relevance of treating your Top golfers as VIP (because they are!)
Without this group we would keep the lights on, so it is important that they understand we are grateful.
Listen and find out some great techniques to reward them.
Also, check out the FIND THE GREEN BLOG!(
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Create the Experience
Happy Tuesday!
Today we talk about the importance of using content to paint a picture of the life that people can have within the confines of the course. Whether it is a stunning aerial photo that makes you want to be there, (link to a GREAT aerial company at the end), or introducing new members via social media, it is your job as a golf professional, general manager, or owner to create a community that allows people to disconnect from their troubles and soak in the beauty of the course and the excitement of the golf course community.
Check it out.
Also, if you need any help with your content, feel free to check out these two companies that can help you out.
(I know the owner, he's a hard worker!)
Also, check out the FIND THE GREEN BLOG!(
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Their Perception is the Experience
Happy Tuesday!
Today we talk about customer perceptions.
It can be difficult sometimes to understand the customer's perceptions. You and your staff can do everything that you are used to doing for golfers and someone can have a poor experience. Or you can have a customer fall through the communication chain and not know about some issues that can throw off their round.
How you respond can make or break the future relationship with the customer and anyone that they come in contact with.
Check it out!
Also, check out the FIND THE GREEN BLOG!(
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always,
TELL A FRIEND
TELL 2 FRIENDS
TELL 8 FRIENDS
and we can raise the waterline of the golf industry!
Have a great week!
Maximize your 5-Hour Chariots!
Happy Tuesday!
Today, we talk about the 5-hour Chariot that your customers live in the entire time they are on the course, driving range, and practice facility.
We talk about a 4 major things (with a few sub topics) that if you focus on you will be able to generate more revenue and save the course money.
Click Play to find out more!
In addition, I did a little shout out to Mike Hendrix from GolfNow Business that sent me a link to a #Inviteher event that they ran with a course in the Orlando. Click on this link to check it out. https://golfnowbusiness.exposure.co/inviteher
Also, check out the FIND THE GREEN BLOG!(
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Marketing: Attracting Female Golfers
Happy Tuesday!
Today, we are going to talk about what we need to do to attract more female golfers to the course.
Let's face it, golf has traditionally been a male dominated sport with female participation resting somewhere in the mid teens for many decades.
However, times they are a changing.
Most recent numbers are showing golf participation for women increasing to 24% of total golfing population, but we are only half way to mirroring the actual population breakdown of the US (51% female, 49% male)
SO, what do we need to do to increase the connection with the female golfers?
I have dug into some articles from sources like the LPGA, Women on Course, and the NGF, plus, interviewed several female golfer to find out a little more about what women would like to see at the golf course.
Click Play to find out more!
Also, check out the FIND THE GREEN BLOG!(
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
Golf Operations: Train Your Staff
Happy Tuesday!
Today we talk about utilizing your downtime to help your staff succeed through small training sessions.
Dedicating a few hours every week to help your staff understand your procedures, sales, prices and events can go a long way to creating a winning culture at your facility. Make every effort to arm your staff with the knowledge and expertise to WOW your customers when they interact.
Role Playing and Dedicating Key Products can really help your staff focus on how to better serve everyone that walks onto your property.
Check it out.
Also, check out the FIND THE GREEN BLOG!(
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
SO, as always, TELL A FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week!
PGA Merchandise Show: A Content Creation Bonanza!
Happy Tuesday!
Today we talk about the PGA Merchandise Show in Orlando and how you can utilize the grandness of the event to fill up your content for the entire year! I will give you recommendations for Tuesday-Friday on the areas of interest for your content creation and my personal tips on how to tackle the BIG SHOW in the Orange County Convention Center.
Make sure that you take advantage of the learning sessions that are available to rack up those much needed MSR points. There is a lot of opportunity to get ahead of the game here, so keep the MSR points in mind.
If you are headed down, HAVE A BLAST! This is a great trip to have some fun and meet a lot of people in the industry.
ALSO.....
Make sure you check out the FIND THE GREEN BLOG by clicking on the link in purple! We will expand on the audio content that today and give you visuals to supplement the podcast.
As ALWAYS, thanks for listening! I am thankful for the opportunity to share some experiences with you through the podcast. Please feel free to reach out with subjects that you would like to hear, we might even have you on as a guest!
And because of your help, we continue to grow faster than we expected!
SO, as always, TELL 1 FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week and profitable 2019!
Marketing Research: Cold days= Perfect Competitive Analysis time
Happy Tuesday!
Today we talk about the importance of using cold weather or rain days to gain more information about the market that you are competing in.
A competitive analysis done a few times a year can make sure that you are on top of where you stand amongst your competitors.
Most people would say "I have a good idea of where we are compared to the others". From a broad sense, that can be true.
However, rankings, course conditions, pricing and everything else can change many times throughout the season.
We talk about building a competitive analysis worksheet and delegating it to your staff during your slow days to get all the information that you need quickly.
Competitive Analysis charts can be built with this information as well as the more visual graphs to be able to utilize your resources to adjust what your are doing to get you in the part of the market that you want to be.
Make sure you check out the FIND THE GREEN BLOG starting Tomorrow Wednesday, January 16th, 2019 that will have an expansion of detail with graphs and charts to help solidify the podcast conversation!
Thanks for listening!
Because of your help, we continue to grow faster than we expected!
SO, as always, TELL 1 FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week and profitable 2019!
Marketing: Clean up your Website
Happy Tuesday!
In the second episode of Season 2, we are going to talk about cleaning up your website.
I have analyzed 50 websites today and broke down a few major issues with a lot of them.
Unfortunately, marketing is looked at as an expense to most golf professionals, not an investment. Building a website can not only inform any potential golfer about the services offered at the club, but it can generate revenue directly on the site.
The key is to make sure that your website is streamlined and effective. Broken links, lack of connection with customers, and no revenue generating pages will leave your facility with money on the table.
Listen now to eliminate some serious drains on revenue.
Thanks for listening!
With your help, we have continued to grow faster than we expected!
SO as always TELL 1 FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week and Happy 2019!
Instruction: Build your 2019 Clinics
Happy New Year!
Today, we are going to dive into the world of golf clinics. There are so many people having a clinic or two a week and wondering why they are not getting anywhere in golf instruction.
It is important to understand that you are trying to help someone enjoy the game of golf better. That doesn't always require a 300 yard drive. There are people that are just starting the game and want to know if it's fun or not, people that are new to town and are looking for some new friends to play golf with, people that are looking to spend some time with family and potentially learn a new skill.
These are opportunities for Golf Professionals to be ambassadors to the game through a clinic format. We will dive into it all...just click on the download button.
Thanks for listening!
With your help we continue to grow faster than we expected!
SO as always TELL 1 FRIEND, TELL 2 FRIENDS, TELL 8 FRIENDS and we can raise the waterline of the golf industry!
Have a great week and Happy 2019!
3 Presents and 1 from Santa!
Happy Holidays!
Today, we talk about a few valuable presents that you can use to start generating revenue and participation because of your attention to your customer.
I have 3 presents and Santa has a big one at the end for you to make a Ho Ho Whole lot of money in 2019!
Thanks for listening!
PLEASE tell a friend, tell two friends, TELL 8 FRIENDS and we can make the golf industry better for everyone!
If you want to contact us, email me at jrockhold@pga.com or you can reach out to me on Instagram or Twitter @FindtheGreen or on Facebook at Find The Green.
The Find the Green series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints.
Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that can help raise the waterline of the industry.
Jump in and enjoy the ride!
Goals: It's all about YOU!
Today we dive into YOU!
Most of us are so busy planning and setting goals for our facilities, we tend to forget about doing the same for ourselves.
It is SO important to plan for your life early.
Personal goals, Professionals goals, and Future Expectations are my 3 lists that I use to help guide myself through life.
When you start to plan your path to your future, it makes it easier to make small daily steps toward your ideal future as opposed to waiting until a year or two from your Future expectations and try to force something to happen.
Thanks for listening!
WE ARE ALMOST TO 1000 DOWNLOADS per month and IT IS ALL THANKS TO YOU!
I APPRECIATE IT VERY MUCH!
PLEASE tell a friend, tell two friends, TELL 8 FRIENDS and we can make the golf industry better for everyone!
If you want to contact us, email me at jrockhold@pga.com or you can reach out to me on Instagram or Twitter @FindtheGreen or on Facebook at Find The Green.
The Find the Green series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints.
Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that can help raise the waterline of the industry.
Jump in and enjoy the ride!
Management: Plan to Fail
As the year comes to a close, it is time to start to look forward to 2019 and the new season. For some this means a quick look at the budget and updating the numbers a certain percentage and calling it good.
However, today we dive into Planning for the future of your business and how deep we go is completely dependent on you.
I recommend planning your annual budget in a monthly breakdown to include all events, sales, and programs that you are going to do and how far in advance you plan to announce it. Your customers have their own budgets to work with and the earlier they receive your plans the easier it is for them to schedule for your events.
Thanks for listening!
WE ARE ALMOST AT 1000 DOWNLOADS Per Month and IT IS ALL THANKS TO YOU!
I APPRECIATE IT VERY MUCH!
PLEASE tell a friend, tell two friends, TELL 8 FRIENDS and we can make the golf industry better for everyone!
If you want to contact us, email me at jrockhold@pga.com or you can reach out to me on Instagram or Twitter @FindtheGreen or on Facebook at Find The Green.
The Find the Green series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints.
Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that can help raise the waterline of the industry.
Jump in and enjoy the ride!
(Correction on today's episode: I said I had been working in the business for 15 years but it is closer to 20 years now...wow, how time flies!)
Find Your SoapBox Advocates
This week we talk about the importance of utilizing WORD OF MOUTH to gain some much needed support for the marketing operation. Word of mouth is still the biggest and most reliable form of marketing. So we need to not only take advantage of it, but reward those that do it consistently!
Your customer acquisition costs can be greatly diminished with the help of a well organized SOAPBOX TEAM!
Don't forget this week's challenge! BE YOUR OWN ADVOCATE! Get online and check out all the reviews sites for your facility. Respond to every positive and negative review and acknowledge them! Send me an email and I will give you a shout out in the next podcast!
Thanks for listening!
WE ARE ALMOST AT 1000 DOWNLOADS Per Month and IT IS ALL THANKS TO YOU!
I APPRECIATE IT VERY MUCH!
PLEASE tell a friend, tell two friends, TELL 8 FRIENDS and we can make the golf industry better for everyone!
If you want to contact us, email me at jrockhold@pga.com or you can reach out to me on Instagram and Twitter @FindtheGreen or on Facebook at Find The Green.
The Find the Green series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints.
Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that can help raise the waterline of the industry.
Jump in and enjoy the ride!
Retail: Copy the Best
Hope you had a great Thanksgiving weekend!
Today we are going to talk about the 1.1 TRILLION dollars (that's with a T) that was spent on gifts over the past 5 days.
Did you get a portion of that in your sales?
Your pro shop IS A RETAIL OUTLET and it is important to understand why the best in the retail space do what they do when they do it.
As a retailer, it is important to utilize the buying patterns that have been adopted by our society and take advantage of it for your shop.
During the first few years, you are going to have to announce your sales earlier than other retailers to get your customer's attention. These announcements tell the customers that you are "IN LINE" with their buying habits and would like to be considered for their purchases.
We cover the importance of a retail sales calendar and planning ahead of the holidays to eliminate knee-jerk sales ploys that tend to get a watered down following. Your customer is looking for the goods you have, and by promoting early, it gives you the ability to have a seat at the table.
Thanks for listening!
You are helping this podcast grow exponentially! So please tell a friend, tell two friends, TELL 8 FRIENDS and we can make the golf industry better for everyone!
If you want to contact us, contact me at jrockhold@pga.com or you can reach out to me on Instagram and Twitter @FindtheGreen or on Facebook at Find The Green. The Find the Green series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints. Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that can help raise the waterline of the industry.
Jump in the boat and enjoy the ride!
What is Value?
Today, we are going to dive into the art of adding Value for your customers.
Value is how our customers judge the use of their resources. If you can provide a positive value to their experience, there is a good chance that they will come back.
The basic equation for value is:
Value= Benefits-Costs
Most operators feel the only way to get more value for the customer is to drop the costs and then the value will go up. This is absolutely true. However, it is the most expensive way to add value for the customer.
By utilizing VALUE ADD benefits, instead of subtracting from costs, it gives you the ability to increase the customers perceived benefit at an actual cost that is much lower. For example, if you add a $10 basket of range balls benefit for the customer, the actually cost is about $1 for picking and maintenance(but you still charge the full amount for golf). DISCOUNTING deducts fees to lower costs. It does increase value but it lowers your top line revenue in the process. (A $10 discount takes ALL $10 away from your revenue) This affects TOTAL REVENUE for the facility and can be the difference between a shoestring budget and a healthy one.
Thanks for listening!
You are helping this podcast grow exponentially! So please tell a friend, tell two friends, TELL 8 FRIENDS and we can make the golf industry better for everyone!
If you want to contact us, contact me at jrockhold@pga.com or you can reach out to me on Instagram and Twitter @FindtheGreen or on Facebook at Find The Green. The Find the Green series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints. Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that can help raise the waterline of the industry.
Jump in the boat and enjoy the ride!
Management: Do They Even Care?
Today we dive into the Lifetime Value of the Golfer and what happens when we show customers that we care. Distracted or Unavailable staff is the biggest deterrent for golfers/potential golfers in the business, (customers in any business really).
It is our job to make sure that everyone that we meet or help is happy that we did.
ALSO... This week's challenge: Talk to 10 customers/golfers for 2-3 minutes and ask them some questions about themselves. THEN, send me some of the things that you find out. I will put a few of them in one of my future podcasts! GOOD LUCK!
Thanks for listening! You are helping this podcast grow exponentially! So please tell a friend, tell two friends, TELL 8 FRIENDS and we can make the golf industry better for everyone!
Contact me by email me at jrockhold@pga.com or you can reach out to me on Instagram and Twitter @FindtheGreen or on Facebook at "Find The Green". The Find the Green series contains all different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints, Golf Instruction. Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that will help raise the waterline of the industry. Jump in the boat and enjoy the ride!
Marketing: Promote those Cards
You will find that a gift card not only increases your companies cashflow, but it also commits a dollar amount to be spent at your facility. (what other gift can guarantee that?) Gift cards bring people to your facility that with a cash gift might not come or spent less because of the lack of commitment of the funds.
But why would someone do such a thing?
Cash can be used anywhere.
What would make them want to commit to spending with you?
Listen close.
VALUE.
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If you want to contact us, contact me at jrockhold@pga.com or you can reach out to me on Instagram and Twitter @FindtheGreen or on Facebook at Find The Green. The Find the Green series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints. Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that can help raise the waterline of the industry. Jump in the boat and enjoy the ride!
Golf Operations: Pay Your Staff
Today we dive into the hot water of salary and expectations. The golf business is losing great people because they are not keeping up with market for talent. We have to understand that with technology comes greater reach, however, with a consistent and caring staff comes relationships.
Relationships are the key to increasing the Lifetime Value of the Golfer and we are drastically falling short on this metric.
If a Team Leader at a fast food restaurant get more $/benefits than an assistant golf professional, it is going to be tough in 15 years when we need a developed staff to run the facility. As we grow the interest in the game on a global scale, it is IMPERATIVE that we have a staff at the course that can welcome and support the spirit of the game. Without a qualified staff, we are going to see a drop in engagement because of the poor experience that the customers have.
If you want to contact us, contact me at jrockhold@pga.com or you can reach out to me on Instagram and Twitter @FindtheGreen or on Facebook at Find The Green.
The Find the Green series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints.
Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that can help raise the waterline of the industry.
Jump in the boat and enjoy the ride!
Golf Marketing: It's Up to Us
It is up to us to take these new potential golfers and beginning golfers and show them the game that we love and inspire them to make it a part of their lives.
If you want to contact us, contact me at jrockhold@pga.com or you can reach out to me on Instagram and Twitter @FindtheGreen or on Facebook at Find The Green.
The Find the Green series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints.
Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that can help raise the waterline of the industry.
Jump in the boat and enjoy the ride!
I would like to thank the National Golf Foundation for the 2018 Golf Industry Report from which the statistics that I talk about are from.
Operational Strategy: Seasonal Switch
I have two different suggestions strings that are divided by northern clubs and southern clubs. As you know, the southern clubs are starting to come out of their summer slowdown and the northern clubs are starting their WINTER HIBERNATION. With these suggestions, hopefully, your top line revenue will stay awake and make you some money.
Southern clubs, this is your kickstart time! Take advantage of a new season by offering new packages, logo merchandise, and events to spice it up and gain more interest.
If you want to contact us, contact me at jrockhold@pga.com or you can reach out to me on Instagram and Twitter @FindtheGreen or on Facebook at Find The Green. The Find the Green series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints. Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that can help raise the waterline of the industry. Jump in the boat and enjoy the ride!
Golf Instruction: Saving Junior Golf
In order to grow your program, you need to be promoting FUN, FRIENDSHIP, AND FUN AGAIN. If you work in some skill improvement into the mix, you will be a industry leader! There are some pre-made junior programs, (AKA PGA Junior League) which is an amazing program. However, do NOT let this be your only junior offering. Make sure that you are covering all aspects of the participants, including the parents! They are on site for the same amount of time as the child. Give some options for them to spend some of that 'waiting' time doing something that THEY would enjoy. Get creative and don't be afraid to fail. Offering many different things can give you a sense of the clientele and what their interests are.
As, always, if you have any questions or comments reach out to me by email at jrockhold@pga.com or on any of our social media (Facebook, Twitter, or Instagram) @findthegreen.
Make sure to TELL 1 Friend, TELL 2 friends, TELL 7 friends to subscribe!
Your help growing this podcast is greatly appreciated.
Our goal is to help golf professionals and owners FIND THE GREEN!
Marketing: Communication
If you want to contact us, contact me at jrockhold@pga.com or you can reach out to me on Instagram and Twitter @FindtheGreen or on Facebook at Find The Green. The Find the Green series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints. Check www.rockholdandassociates.com for upcoming Find The Green blogs, books, and conversation that can help raise the waterline of the industry. Jump in the boat and enjoy the ride!
Golf Marketing: Ride the Wave
Golf Marketing: Branding vs. Advertising
Name Change & Mission + How to Grow Your Partnerships
If you want to contact us, contact me at jrockhold@pga.com and now you can reach out to me on Instagram and Twitter @FindtheGreen or on Facebook at Find The Green. We are constructing a website that will provide a platform of blogs, videos, and connections to our upcoming book series that will help expand your viewpoint on golf in the community and help provide a pathway to better profitability. The series is going to contain different aspects of the business: Operations, Marketing, Strategy, Branding, and Social Media Footprints.
Golf Operations: Analyze the Year
Best practices and benchmarks can put your business ahead of the rest.
As always, if you have any questions or comments, email me at jrockhold@pga.com or hit me up on Instagram, Twitter @findthegreen, Facebook at Find the Green. Your question could be the subject of the next podcast! My goal is to put together some best practices and start to grow the game nationwide. As a team, we can help raise the waters and all boats will float higher! Thank you for being a part of the movement! Have a great day!
Golf Marketing: Football Season
Golf Instruction: 5 Ways To Increase YOUR Income
As always, if you have any questions or comments feel free to leave a voice message on Anchor.com or send me an email to jrockhold@pga.com. Reach me on Twitter, Instagram and Facebook @FindtheGreen. Thanks for listening and telling your friends! We are doubling our downloads every month and it is all because of you!
Golf Marketing: The Happy Birthday Email
One way to do that is by growing your email database. The strongest growth campaign for a golf course is the Birthday Email that gives the customer a free round of golf for their birthday, when they present the email at the pro shop.
These emails often link to additional golfers because most people will want to play with friends on their birthday and they generally pay full rate. With some additional promotion, you could turn the course into the a larger birthday site for a multi-group event. Adding a merchandise discount to the email can access some of their birthday gift money by giving them a great excuse to spend with you. For the course, the birthday email require the customer to remain on your promotion email list, so you can share other promotions. Any questions, email jrockhold@pga.com or DM me on Twitter or Instagram @FindtheGreen.
Golf Marketing: Reaching the Millennial Golfer
We reveal our NEW Intro and Outro music and voiceover brought to us from DZL from 106.5 The END here in Charlotte.
As always, you can reach me by email at jrockhold@pga.com. DM me on Instagram, Facebook and Twitter @FindtheGreen.
Reach out to Coty Lessler at virulmarketing@gmail.com for any millennial questions that you might have. We plan to have a few more collaborations where we get a little deeper on the execution of social media strategy.
Golf Operations & Marketing: Cross-Selling and Upselling
Golf Marketing: Create A Community
It is all about understanding the mindset of your customers and finding ways to connect with them and introduce them to the facilities in a way that will attract them to the facility. Anything from networking, course maintenance, or gardeners looking for soil. As an operator, we tend to look at day to day golf course operations and making sure we squeeze the most out of our tee sheet and clientele to generate the most money for that day. However, we might need to start thinking like a grocery store and start looking at the customers lifetime value, or the LVOC. Please send me a comment to jrockhold@pga.com or DM me on Twitter @jrockgolf. Subscribe and tell a friend, let's build a community of learning right here!
Golf Operations & Marketing: The Importance of a Ranger
As always, please send me a comment or question to jason@rockholdandassociates.com or a DM on Twitter @jrockgolf. This is a great weekend for golf with the Open playing so early in the day. It opens up the afternoon to play, so make sure you do!
Golf Marketing: Social Media Calendar
Golf Marketing: Content vs Marketing
Golf Marketing: Aerial Photography
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