Growing Your Business Means Growing Your DATA and Expanding Your Reach

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Jeff_CorpBio1FROM THE DESK OF

Jeffrey C. Smith
Chairman and CEO
Walters Golf Management

 

Growing Your Golf Business Means Growing Your DATA and Expanding Your Reach

A wise man told me once, he with the biggest database wins. Never were truer words spoken in the golf industry. The need to have a database, which allows you to market to your customers and potential customers, is invaluable. What would you pay for such a list? Don’t waste your time thinking about it because the only one that can create it is YOU and even if it existed, YOU could not afford to buy it. So what can I do, how should I start is the question hanging over your head!

All I can tell you is what we did! We attended a seminar that had a speaker by the name of Andrew Wood. The material presented was a total irritant to my team and I. Why was it an irritant, you may ask? Andrew Wood explained a series of marketing strategies that made so much sense, yet we could find no reason why we were doing virtually none of them. We decided to return home and do them all ourselves. Take that, Andrew Wood!

In a matter of days, we realized that the great scheme of doing it ourselves was going to take about ten times as much time and even more than ten times the money, and we were going to recreate a wheel-less efficient than what already existed. We contracted with Legendary Marketing and in 30 days had new websites that served as data collection and sales tools. In 45 days we had grown a database of 7,000 golfers, and today have over 70,000 golfers in our database that we can market to whenever we wish

Our ability today to populate tee sheets, market memberships, liquidate merchandise or fill tournaments has allowed us to grow our top-line revenue beyond our reasonable expectations. You cannot save your way to prosperity although many will try. Grow your revenue while you manage your expenses.

We also have gotten out of the box and effectively combined a Dynamic Pricing strategy through a firm called Dynamic Revenue Services. This strategy is coupled with the marketing and social media strategies Legendary Marketing assists us with. Combined, these two programs are so affordable that even the smallest of facilities can utilize them.

If you are interested in learning how these teams have helped our company grow in a flat or declining market, feel free to contact me at jcsmith@wgmgolf.com. I love talking about the golf business and enjoy helping people understand what took me way too long to learn myself.

Sincerely,

Jeffrey C. Smith
Chairman and CEO
Walters Golf Management

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