Fore!mula For Success - Birthday Program - September 2008

One of the simplest and most successful e-marketing features of the Fore! Reservations system is the Birthday Program; a feature that not only generates customer goodwill and loyalty, but leads to increased rounds and revenue. In fact, with the Fore! Reservations Birthday Program customers and course operators alike have a lot to celebrate.

"We've been using the feature to build our database, and since the beginning of this year alone, we've more than doubled our database," says Barrett Randall, co-owner and clubhouse manager for Coldwater Golf Links, an 18-hole public course located in Ames, IA. Now in its second year, the Birthday Program has yielded significant results. "To generate registrations and traffic to our website, we printed about 5,000 5x7 cards promoting the program and delivered them to area businesses. We offer a free round of golf during their birthday week to everyone registered in the program, and most times, the person brings in one, two or three friends." Cart rental and food, beverage and/or pro shop purchases are the icing on the cake. Plus an added bonus is that because the entire process from registering for the program through award redemption is done online, there is no additional staff time requirement.

"We are increasingly using e-mail for marketing to customers and the Birthday Program has really helped us reach new customers," Barrett says. "And, customers are very appreciative - after all, you can't beat free." 

The Birthday Program is versatile and easy to use, enabling course managers to structure promotions to suit their individual preferences and needs. The amount and type of award, restrictions on use and application, expiration data, are all determined by the individual courses.

Since he began offering the Birthday Program some eight years ago, Art Stonebreaker, president, Wildcat Creek Golf Course, has structured the award as an incentive or reward for returning customers, so registration is conducted solely through the clubhouse. "I'm interested in reaching individuals who play here - not people looking just for a free round who won't return. When someone comes in to play, we invite them to join the Birthday Program to receive a complimentary round of golf during the month of their birthday," Art says. "If they bring a paying partner along, they will receive a complimentary golf cart as well."

Birthday Program enrollment forms are provided in the club house and staff members help golfers complete the registrations. According to Art, approximately 50 percent of the 17,000 individuals included in the database are registered in Birthday Program, with about 2,000 customers redeeming their awards each year. "The program is a helpful customer retention tool and helps me generate repeat business."

Kathy VanDeHey, owner/manager of Mid Vallee Golf Course - a 27-hole daily fee public course in De Pere, WI - tapped into other business ventures to structure her program a bit differently. In 2007, the year she launched the Birthday Program, she mailed each registered customer a birthday card that included a $10 gift card to be used toward any service including green fees, pro shop purchases, or food and beverage. This season, to accommodate both pass holders and non-pass holders, Mid Vallee modified the program to provide different reward levels and to drive more program registrations through the web site. Season pass holders receive a $10 gift card and if the individual brings in three paying players, he/she receives a free round of golf. Non-pass holders receive a $5 gift card.

"Our customers really appreciate the awards and we're getting a good rate of return," Kathy says. "We are located in a very competitive market and the program has been very helpful for getting customers to our course and also bringing them back. In addition, our database is growing and because the customers input the data themselves, we know it is accurate."

Todd Smith, owner/manager/head golf professional of Lynnwood Lynks & Lodge in Thomson, IL, mails out around 350 Birthday Program cards each month to his registered players offering a free round of golf and cart rental which can be redeemed during a two-week period beginning from the individual's actual birthday. On average, about 600 birthday awards are redeemed each year. Golfers with birthdays in October, November or December can redeem their certificate any day in October, and those with January through April birthdays can redeem their certificate for play any day in April.

"The program builds a lot of goodwill and that can't be measured, and it absolutely generates a significant amount of traffic to the course," Todd says. "The program results in a minimum of 600 additional rounds of golf each year since most people bring at least one buddy to play, and they will buy food or drinks, or perhaps something in the pro shop. And, at the very least, it's a great way to keep in contact with our customers and let them know about improvements and updates to the course." While program registration can be accomplished online as well as in person, Todd explains that by mailing the cards on a monthly basis, he is able to keep his customer address list fresh.

"My all-time favorite Fore! Reservations marketing feature is the Birthday Program," says Allison George, owner/manager, Toad Valley Golf Course, Pleasant Hill, IA. "It's easy to use and brings in a lot of revenue for us."