2 minute read

I’m sure I’m not alone in getting emails like this every so often (see screenshot).

It’s not golf-related, but as the golf industry is renowned for being behind the times compared to others it does highlight a key factor for golf club marketing.

’Your exclusive invite to a new car event’ – I received this a few months ago. It piqued my interest, but I still had a way to go on my PPC agreement.

The time wasn’t right so I didn’t bother.

3 months later I’ve received it again, now with only a couple of months of my agreement left. This time I’m going to get involved.

So why am I showing you this?

Because in marketing, consistency is key

Golf clubs so often assume a prospect is no longer interested and give up on them because they haven’t jumped at one ad. One email. One call.

Question: How many times do you see a TV ad for a new exciting Sky Atlantic show that’s right up your street before you actually decide to watch it?

How many times does it take Netflix’s new releases to pop up before your ‘oooh we should watch that’ turns to ‘right, let’s actually watch it’?

5? 10? 20?

It’s vital to remember: People are not always ready to buy.

When they see your content they may too have their interest piqued.

But, it’s just not a good time right now – a new job, a new baby, current membership elsewhere, etc.

3 months down the line, the time may well be right. But if you’re not advertising and contacting prospects 3 months down the line then that potential customer has likely forgotten. And has maybe even been enticed elsewhere.

This comes back to ‘dipping in and dipping out’ in our top 9 golf club marketing mistakes blog. It can often take months to convert interest into a genuine enquiry, and even longer to convert the enquiry into a paying customer.

Remember, people are not always ready to buy. But it doesn’t mean they aren’t interested.

Takeaway: Make sure you are advertising frequently and consistently across a range of platforms all year round. So, when your potential customers are ready, you’re who they think of.