What is the Marketing Strategy to Promoting a New Flexible Membership? 

Golf club general manager writing a marketing strategy for flexible membership
By Brad Chard - 21/05/24

Now your golf club has made the decision to introduce a new flexible membership category. It is crucial you put together a thoughtful marketing strategy to promote this new category to attract new members.

We have developed an effective launch campaign for all new partner clubs to ensure you maximise new members, even before your launch your new category.

Here are some of our useful hints and tips. 

What makes your golf club unique and who are you targeting? 

Understand Your Target Audience 

Conduct market research to identify the specific demographic and characteristics of your potential customers. Understand their needs, preferences, and pain points. We have 12,000+ members on the PlayMoreGolf scheme and have a detailed understanding of this market. 

Create a Compelling Value Proposition 

Highlight the unique benefits of your flexible membership category. Explain how it addresses the pain points of your target audience. Flexible membership will not appeal to every golfer so being able to articulate the unique benefits is key. Furthermore, we also have a quick test for interested golfers to see if a flexible membership is right for them.  

How to market your golf club 

Leverage Digital Marketing 

Consider the demographic of golfer attracted to a flexible membership solution. Utilise various online marketing channels such as social media, email marketing, and search engine optimisation (SEO) to reach your target audience. Create varied and engaging content that educates and persuades. At PlayMoreGolf we have a useful hints and tips guide on how best to leverage digital marketing. 

Segment Your Audience 

Tailor your marketing messages to different segments of your audience based on their needs and preferences. Personalisation can significantly increase conversion rates. We understand consumer habits and tailor our messaging to maximise converting interested golfers into new flexible members. 

Engage in Content Marketing 

Develop a content marketing strategy to educate your audience about the benefits of the flexible membership. This can include blog posts, videos, webinars, and podcasts. 

Partner with Golf Influencers 

Collaborate with industry influencers or thought leaders who can endorse your flexible membership category. Their credibility can help build trust with potential customers. At PlayMoreGolf we partner with several influencers who play golf at our partner clubs and tell their followers about their experience.  It provides great exposure for their golf club. 

Highlight Social Proof 

Highlight testimonials, reviews, case studies, and success stories from existing members who have benefited from the flexible membership. Positive social proof can build trust. 

Collect and Analyse Data 

Implement analytics tools to track the performance of your marketing efforts. Analyse the data to identify what’s working and what needs improvement and make data-driven adjustments. At PlayMoreGolf our team of data analysts continually review the data to ensure it is working for our partner clubs. 

Engage in Email Marketing 

Create a segmented email list and send regular updates, newsletters, and exclusive offers to subscribers interested in the flexible membership. 

Feedback and Iteration 

Continuously gather feedback from customers who have signed up for the flexible membership. Use their input to refine your offering and marketing strategies. New member surveys are a fantastic way to gather insights from new members. 

What does success look like for your golf club? 

Set key performance indicators (KPIs) such as conversion rates, customer acquisition cost, and customer lifetime value. Regularly review these metrics and adjust your marketing strategies accordingly. 

Remember that marketing is an ongoing process, and it may take time to see meaningful results. Be adaptable and willing to adjust your strategies based on what works best for your target audience and your unique offering. One of the key benefits of partnering with PlayMoreGolf is the marketing that we undertake on behalf of our clubs.