Golf Inc - April 2008 - (Page 34)

Marketing mavens LEADER PROFILES Golf marketing experts make sure that client’s message gets heard ships, food and beverage events…Pricing is also part of marketing and managing pricing is an important part of success.” For too long, golf clubs have had the “if-we-build-it, they-will-come” attitude, said Andrew Wood of Legendary Marketing. “Places to golf used to be in short supply. But now we have the opposite problem, and many clubs continue to do a poor job of marketing themselves,” he said. Another marketing expert, John Johnson of J2 Golf Marketing, said communicating the right message to the right demographic is what makes marketing effective. “I give the edge to the marketing professional,” he said. “When that edge is a multi-million dollar property with a gross of a million-plus per season, it is just not a place to make a mistake. There is simply too much at stake.” Here are profiles of five golf marketing professionals: an better marketing really help you attract golfers and sell more memberships? Some of the top marketing professionals involved in the golf industry from around the globe say that getting the right message to the right people will make a difference. “If the club is large enough, they do need sales and marketing professionals,” said Jeff Fleishman of Golf Business Advisors. “Lots of sales efforts are needed for most clubs for golf outings, member- C |Andy Hiseman| Hiseman Partners, Stamford, England Hiseman spent five years as publisher of a group of golf magazines in the United Kingdom before deciding in 2002 to form his own firm. His marketing and public relations business includes clients such as PowerPlayGolf, which promotes a new format for playing golf; SkyCaddie, the range-finder company; and Crown Golf, which operates 34 courses. “I started the business because I didn’t want to work for someone else anymore — I wanted to work for myself,” Hiseman said. “I knew many people in the business and everyone kept telling me to go out on my own.” The Internet is bringing big changes in golf marketing to the UK. “If your competition is more skilled at using the Internet than you are, you’d better watch out,” he said. Successful clubs now need Web sites, until recently not considered a necessity for courses. UK courses are only now getting into online tee times. His firm creates Web sites and also uses the Internet for press releases and e-mail campaigns. Hiseman, who attended Nottingham University, also has worked in the newspaper industry and has handled marketing for a toy company. April 2008 34 Golf Inc.

Table of Contents Feed for the Digital Edition of Golf Inc - April 2008

Golf Inc - April 2008 Contents Editors Column Birney Takes NGCOA Helm Construction Costs on the Rise KemperSports Adds 14 Courses Americas: Fazio Designs St. Kitts Layout Europe/Africa: Seaside Resort Planned in Egypt Asia/Australis: Faldo Opens New Chinese Course High-Tech Tools: New Technologies that can Help Operators There's No Economic Slump at Still-Popular Reynolds Plantation Tim Moraghan Wants to Make Golf Fun Again Why a $1.5 Billion Resort has Made Environmental Protection a Top Priority Most Admired Operators Marketing Experts Make Their Pitch for Golf Courses From Korea, with Cash Last Word

Golf Inc - April 2008

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