All 6 courses using the Sharper Edge Marketing Program have increased revenues from 11% – 45% using regular newsletter communication, email blasts utilizing customer segmentation and other marketing assistance.
Aimed at boosting player retention, Sharper Edge uses Pellucid’s Customer Franchise Analysis (CFA) application to identify both new players (acquisitions) and players who have not returned (defectors). Broadcast Email is created to send a specific message to each of those customer segments with a promotional offer to encourage return visits.
â?¢ One course has increased year to date revenues over 32% and brought back over 1,200 defectors from 2006.
â?¢ Another course has posted a 21% revenue gain despite weather adjusted capacity that is down over 6%.
â?¢ Consistent communication and an anniversary promotion created by Sharper Edge have helped another course increase their revenues 19.5%.
â?¢ All 6 courses have seen an increase in their percentage of retained golfers.
The CFA application also helps management measure the collection of customer contact information by counter staff. 3 courses have improved Email address collection by over 50%.
"Regular newsletter communication is not commonly used by Public Golf Facilities, but has proven to be very effective for our Sharper Edge clients", said Stuart Lindsay of Edgehill. "Not only do we see increased participation in club events and charitable outings held at the course, but we see an overall improvement in the sense of community for our golfers" said one course owner.
"Most courses are using generic discount offers sent to their entire Email database", said Jim Koppenhaver of Pellucid. "By segmenting customers, we are able to use more "value added" promotions, reduce discounting and better track results, such as the actual number of defectors that are returning", added Koppenhaver.
All 6 courses use FORE Reservations Tee Sheet and POS software. "There is a wealth of information available on the FORE platform", Lindsay said. "We simply run our proprietary set of over 130 queries to facilitate using that information more efficiently", he added.
For more information on Sharper Edge, contact Stuart Lindsay at Edgehill Golf Advisors.
Telephone (262)241-7088 or email edgehillgolf@msn.com.
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