Are you looking at substandard results from 2011, but have already decided to continue with the same marketing efforts that produced them? Then you don’t need to read further. We wish you luck in 2012.
But if you are ready to try something different, and are running the FORE! Reservations point-of-sale system at your facility, then maybe Pellucid’s Sharper Edge Marketing (SEM) service is right for you. SEM addresses the 3 most common shortcomings in facility marketing:
1) “I don’t have time to write, let alone execute a marketing plan” (we do, and we’re accountable for it)
2) “I do marketing blasts throughout the year when I have time” (we create customer “conversations”, not randomly shouting at them with events, promotions and discounts)
3) “I can’t really quantify whether what I tried previously worked, so why bother?” (we can and do, we bother because it helps us understand what’s working and focus on doing more of that)
Sharper Edge uses key transactional data from the FORE system to provide a monthly scorecard of weather-adjusted performance results as well as analyzing spending and visit patterns of your customers. We key in on Customer Retention, the most important factor in maintaining the health of your business. And we provide the execution of well-crafted marketing programs and promotions using expertly worded emails designed to maximize the return on investment. Here are a few examples of work we did in 2011:
• Course 1: Mid-priced Value course. Weather even with 2011. Rounds up 16%. RevpAR (Revenue per Available Round) up 4%. The story here was an examination of poor 2010 results caused by chronic discounting. Rates were reset using calculations showing actual average daily rates. Discounting was discontinued, and the marketing message was “Value rates every day. No more waiting for discount emails.” This was instrumental in increasing Customer Retention by 9%.
• Course 2: Weather up 1%. Rounds up 6%. RevpAR down 1%. Customer Retention up 4%. We started late in the year with this client and discovered quickly that the third-party tee time provider in use had convinced regular golfers to reserve several days earlier in order to save money. The rounds were down 1% and RevpAR was down 10%. There was no evidence that the “book early discounts” were attracting any new customers. Adjustments were implemented resulting in a nearly full recovery.
• Course 3: Weather down 9%. Rounds down 6%. RevpAR up 3%. Customer Retention up 7%. This is a Midwest course that suffered a brutal spring, like many others. The key here was developing programs and rates for niche day parts while maintaining rate card where appropriate. Thus RevpAR increased and total revenue outperformed the weather. It’s also important to note that the market rounds were down 8.5%, according to Golf Datatech.
Sharper Edge clients enjoy exclusivity – we will not do marketing work with any course within the competitive set of a Sharper Edge client. This assures that your customers will not receive similar messages and promotions within your market area. If you don’t have FORE, we can still help you create a plan, stick to it and measure the results. For more information contact Harvey Silverman at harvey@pellucidcorp.com, or 650.577.1315. We have limited availability, so don’t delay.
Contact:
Jim Koppenhaver, President, Pellucid Corp.
jimk@pellucidcorp.com
www.pellucidcorp.com
