The Pellucid Perspective - June 2022 - 6

MARKETING &
RELATIONSHIP MANAGEMENT
* Comparative period KPI reporting (including automated
weather integration)
*
Customer Franchise Analysis tools (customer counts,
new/lost, high/low value)
* Campaign management deployment, tracking and
evaluation (email, web, social)
* Player Development Program tracking (continuation,
frequency, spending)
* Golfer acquisition tools/programs
* Marketing services (arms & legs help if you don't have
staff or want them more effectively deployed customerfacing)
For
those of you wondering, I intentionally left dynamic pricing
tools and systems out of the above given that having more
demand-based pricing doesn't necessarily fit the description of
generating incremental interest and higher frequency among customers;
it's more about maximizing the revenue from the people
after they've been set in motion to book that next round of golf.
In my opinion, dynamic pricing is more effective against committed
golfers and frequency of play on our graphic above vs. impacting
the less-committeds.
For most of the operators where we've seen the P&L, the
above suggestion will represent an exponential leap (defined as
2x or more of existing spending) in their investment in marketing
tools, info and insights. In the current
environment however, that money
exists due to the continuing COVID
rounds and revenue incrementality. So,
for the initial year, it's just a matter of
whether or not the operator prioritizes
CRM as the next-best-investment of
those incremental dollars while they
last. The more challenging decision
and commitment will be to build that
level of spending into the annual budget
because building relationships and
enticing the less-committed golfers
back to your facility is not a one-anddone
activity.
To help with the Return-on-Investment
(RoI) equation however, our
experience with the Marketing Assistance
Program over a decade ago with
Fore! Reservations' clients showed that
just using Customer Franchise Analysis
(defectors and new golfer recognition
emails/offers) provided over $1K+ annually
in revenue gains from the program
for 99% of the facilities which
participated in and executed the program.
So, this spending on marketing,
info & insight isn't just a cost-of-doingbusiness
expense, several of the elements
will " pay their way " and, in a number of
our historical programs the " incremental
revenue " elements were able to offset
(or better) the elements that didn't have
a direct RoI component so the program
in total was profit neutral or slightly
profit-accretive. In conclusion, IMPO
(in my professional opinion) this year
and '23 is the optimal (required?) time
to both build this CRM muscle as well
as commit it to memory so that we can
slow the bleed-off of the COVID converts
to golf and figure out how to build
our customer franchise pro-actively vs.
pandemically going forward.
n
6 The Pellucid PersPecTive
June 2022
https://www.kempersports.com/

The Pellucid Perspective - June 2022

Table of Contents for the Digital Edition of The Pellucid Perspective - June 2022

TOC
CRM is next “deferred CapEx”
PGA Professionals in the crucible
11 Activities; Transactions dominate with 9
May GPH declines -7%, Year-to-Date improves slightly (-11%)
Apr Utilization gains vs. down rounds, Year-to-Date also ahead of poor weather!
Denver rises to #2 in current ranking; ready to take on #1 San Diego?
The Pellucid Perspective - June 2022 - TOC
The Pellucid Perspective - June 2022 - CRM is next “deferred CapEx”
The Pellucid Perspective - June 2022 - 3
The Pellucid Perspective - June 2022 - 4
The Pellucid Perspective - June 2022 - 5
The Pellucid Perspective - June 2022 - 6
The Pellucid Perspective - June 2022 - 7
The Pellucid Perspective - June 2022 - PGA Professionals in the crucible
The Pellucid Perspective - June 2022 - 9
The Pellucid Perspective - June 2022 - 10
The Pellucid Perspective - June 2022 - 11
The Pellucid Perspective - June 2022 - 11 Activities; Transactions dominate with 9
The Pellucid Perspective - June 2022 - 13
The Pellucid Perspective - June 2022 - May GPH declines -7%, Year-to-Date improves slightly (-11%)
The Pellucid Perspective - June 2022 - 15
The Pellucid Perspective - June 2022 - Apr Utilization gains vs. down rounds, Year-to-Date also ahead of poor weather!
The Pellucid Perspective - June 2022 - 17
The Pellucid Perspective - June 2022 - Denver rises to #2 in current ranking; ready to take on #1 San Diego?
The Pellucid Perspective - June 2022 - 19
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