As outlined in previous tips, every golf course should have a pro-active plan for collecting email addresses. Included in getting email addresses should be a statement that golfers will receive regular newsletters from the golf course. Then, the golf course should send a regular monthly email newsletter to each person on the list with news and special promotions from the golf course. Make this something that golfers will want to read.

In addition to news from the golf course, you can create a monthly revenue stream and add value to the newsletter by selling golf advertising on a specific area of the “e-newsletter.” Limit this to between 5-10 businesses offering products or services of interest to your golfers. (Restaurants, Car Dealers, Financial Service Companies, etc.)

“SPECIAL OFFERS FROM THE COURSE SPONSORS” golf advertising

Benefit of Golf Advertising:

While there is no proven formula for determining the amount to charge golf advertisers, there are several factors which will impact that value. There are:

• The number of email addresses in your database.
• The demographics of those golfers in your list.
• Perceived value of an association with your golf course.

Simply stated the larger the list, the more affluent the golfers, the more the golf advertising will be worth. That said, golf courses are currently successfully charging advertisers between $200 to $1000 per month for emails to a list of 5000 golfers.

Another way to determine/justify the amount to charge is to get golf advertising rates from local golf magazines. Included in their rates will be information on the number of golfers they reach. Then base your rates on these numbers and approach golf advertisers which are featured in the magazine – and their competitors.

For example, a local magazine typically reaches 25,000 golfers each month and charges $1500 for a full page ad. If you have 5,000 golfers in your email list, a valid argument could be made for an advertising price of $300/mo.

Potential Pitfall:
Make the communication primarily a newsletter from the course with only small amounts of text or a link provided by advertisers. Do not allow advertisers to include anything but text in their golf marketing message so the download of the newsletter will not be long. And, make sure that stated in every email is what a person must do to get taken off the list and always remove EVERYONE who makes that request.

Source
Michael, Kevin and Hollowel, David. National Golf Course Owners Association: 51 Ways to a More Profitable Golf Operation. Charleston, SC: NGCOA, 2007.

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