Golf Industry
Case study – Ontario Public Golf Course

Challenge

Our client, a 36 holes public Golf Course, wishes to increase client traffic and maximize repeat business through an integrated business development plan. In order to increase client traffic, the company wants to identify its current clients profile in order to distribute promotional messages to prospects with the same profile. The second problem consists in evaluating how the course can increase repeat business from its client base by developing a more intimate relationship with current and future clients.


Solution

Assessing Golfers’ Experience and Knowing the Clientele

• Evaluate and rate the “customer experience” at the course based on 7 key satisfaction criteria by way of mystery clients and self-administered surveys. Compare the results to other area courses (competitors).

• Establish where current clients are coming from, according to various characteristics (visit frequency, average bill, type of golfer, motivations for playing and in choosing a golf course, expectations, etc.).

Identifying Optimal Targeting Strategies

• Use Focus® segmentation to identify target segments to reach (based on frequency of visit, average spending & profitability, proximity with the course, etc.).

• Analyze Focus® consumption and media habits in order to identify optimal marketing strategies.

Improvement and Development Plan

• Improve golfer experience by developing a 5 year improvement plan based on the 7 key satisfaction criteria (e.g. improve booking process, change marshals’ role on course, improve service and facilities, reduce play time, etc.).

• Implement tools to maintain exceptional golfer experience (e.g. employee incentives, continuous customer satisfaction survey program, etc.).

• Develop a communication strategy based on direct marketing.

• Measure customer perceptions and receptiveness to improvements and advertising campaigns.

Results

In the span of 24 months this development plan enabled our client to increase traffic at the course, and have a visible increase in repeat customers. For the last three years, revenues have increased at an average 15 % per annum. The course and its management team have also been awarded many excellence prizes since.