Pellucid’s Sharper Edge Marketing Services (SEMS) clients showed gains on all key measures through the first six months of 2012, compared to the same period in 2011. Although we can’t take credit for incredibly favorable early season weather, we can neutralize that factor using our proprietary weather impact tracking capabilities and quantify if and how much of that favorability was due to better marketing and operations. Below are the summary key measures for Pellucid’s SEMS clients with special emphasis on the weather-adjusted measures of Utilization and Revenue-per-Available Round (RevpAR).
Avg. Golf Playable Hours: +19%
Avg. Rounds Played: +22%
Avg. % Utilization: +2 pts
Avg. Total Revenue: +22%
Avg. Total RevpAR: +3.5%
Avg. Golf Fees RevpAR: +3.8%
Avg. Customer Retention Rate: +4%
“Our Sharper Edge Marketing clients have worked hard to implement programs and disciplines that are paying off in increased revenue and profits”, reports Sharper Edge Marketing coordinator Harvey Silverman. “Keeping a close eye on results with our monthly reporting, and adding our proprietary weather impact analysis to provide an accurate comparison to the same period in 2011, gives our clients the confidence to continue marketing aggressively without wholesale discounting.”
Silverman continues, “The numbers speak for themselves. Our SEMS clients can quantify for their management and owners that they added value in the first half above and beyond what Mother Nature provided. Weather had a huge, positive impact creating many more “available tee times”, in some cases more than the course could reasonably fill. A key measure is the 4% increase in Golf Fees RevpAR, indicating clients did not accelerate their early-season discounting in 2012 compared to 2011 which is an encouraging sign. Also, Customer Retention has improved as effective early-season marketing reached lapsed customers and enticed them to return and play again. Across our client base the improvements are driven by factors such as smarter pricing, customer defector and acquisition marketing, better gathering of customer data in the golf shop, improved website and email capabilities and, in a few cases, the purchase of new golfer email databases. The key now is to carry this momentum into the competitive summer months and continuing to invest some of their upside capital in second half marketing programs (not third-party tee time discounting via the web).”
For more information on how Pellucid’s Sharper Edge Marketing Services can assist your marketing efforts, contact Harvey Silverman at harvey@pellucidcorp.com.
Contact:
Jim Koppenhaver, President, Pellucid Corp.
jimk@pellucidcorp.com
www.pellucidcorp.com
