The Pellucid Perspective - May 2021 - 7
Unless we can attract and keep more
Millenials, there will only be 4.7 Million
Millenials to ultimately replace the 8.4
Million golfers currently over 55.
PHOTO BY MICK HAUPT ON UNSPLASH
THE GOLF
CONSUMER BASE
" Commish Warns Defectors "
SwingU, May 5, 2021
By Stuart Lindsay
I
f you think this article is about the Premier Golf League or
its new incarnation as Super League Golf; you may be disappointed to see it only as a tangential topic. We added " defector " to golf lexicon in 2003 with our first Customer Franchise
Analysis query dashboard - we're flattered that the term has endured. Defector Reports are now available on a variety of POS
platforms including Golf Business Solutions (GolfNow), Club
Prophet, and ForeUp to name a few.
When we first coined the term, golf was starting a downhill
slide that ultimately created 9M " defectors " between 2002 and
2019. We were a pretty lonely voice in the wilderness back then
- the PGA Tour is at least being faster on the draw with the proactive announcement of the " Player Impact Program " to try and
mitigate the potential defections caused by the allure of Saudi
money. By comparison, the number of golf courses that actively
use Defector Reports is relatively few. There are some good reasons for this; but that does not mean they wouldn't be helpful in
trying to sustain the good results we got in 2020 when it's possible we attracted over 2 Million " net new customers " .
In April, we performed our battery of Customer Franchise
Analysis reports to assist one of our GMRC pilot program participants. Covering over 100,000 unique golfers and over 50,000
www.PellucidCorp.com
email addresses; there were many positive indications for this
particular multi-course client:
*
*
*
*
ey attracted almost 9,000 more unique customers in
Th
2020
Those new customers represented a 17.9% increase over
2019
The revenue increase was over $2 Million (+13.6%)
Both the customer and revenue amounts surpassed
national averages
Obviously, they were very happy with these results; but they
know sustaining those gains in 2021 will take some work. As we
pointed out in our State of the Industry earlier this year, the effectiveness of email as a communication method is increasing with
higher open rates and call to action responses. However, with
email address collection rates of only 50%; they can only communicate with half their customers - new and existing. There is some
hope in that they recognize the issue and their email collections
are up 20% for the first 3 months of 2021. The poor collection of
customer information remains a major stumbling block in trying
to sustain and retain the customers we gained in 2020 - it is an
The Pellucid Perspective
7
http://www.PellucidcorP.com
The Pellucid Perspective - May 2021
Table of Contents for the Digital Edition of The Pellucid Perspective - May 2021
TOC
“How ‘ya doin’?” As season opens how are you tracking success in ‘21
The Game in ‘21: Minimize defectors, nurture existing golfers’ increased engagement
31 Activities (wow!); Transactions dominate, creative thinking & structures abound
April GPH up nearly 10%, northern climates get an early season boost
March Utilization up double-digits, Year-to-Date figure “threatens” 80%! (new territory)
Minneapolis occupies #16 in latest ranking, can golf help unify a divided (important) metro market?
The Pellucid Perspective - May 2021 - TOC
The Pellucid Perspective - May 2021 - “How ‘ya doin’?” As season opens how are you tracking success in ‘21
The Pellucid Perspective - May 2021 - 3
The Pellucid Perspective - May 2021 - 4
The Pellucid Perspective - May 2021 - 5
The Pellucid Perspective - May 2021 - 6
The Pellucid Perspective - May 2021 - The Game in ‘21: Minimize defectors, nurture existing golfers’ increased engagement
The Pellucid Perspective - May 2021 - 8
The Pellucid Perspective - May 2021 - 9
The Pellucid Perspective - May 2021 - 31 Activities (wow!); Transactions dominate, creative thinking & structures abound
The Pellucid Perspective - May 2021 - 11
The Pellucid Perspective - May 2021 - 12
The Pellucid Perspective - May 2021 - 13
The Pellucid Perspective - May 2021 - April GPH up nearly 10%, northern climates get an early season boost
The Pellucid Perspective - May 2021 - 15
The Pellucid Perspective - May 2021 - March Utilization up double-digits, Year-to-Date figure “threatens” 80%! (new territory)
The Pellucid Perspective - May 2021 - 17
The Pellucid Perspective - May 2021 - Minneapolis occupies #16 in latest ranking, can golf help unify a divided (important) metro market?
The Pellucid Perspective - May 2021 - 19
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