The Future Can Be Bright - December 2011
I’d like to thank everyone that took the time to share your feedback in last month’s customer survey. The views and opinions of our customers are very important to Fore! Reservations as we determine the future direction of our software and services.
I was pleased to learn that the majority of our users would like our software development to focus on Internet and marketing technology, and we are excited to share new announcements in these areas this upcoming year. On the flip side, operators seem to be quick to point out challenges they face, yet in my opinion they neglect to utilize the available tools and services designed to help combat these challenges. The term oxymoron comes to mind when I think about the customer survey responses and a lack thereof on my November blog.
An oxymoron (plural oxymorons or oxymora) is a figure of speech that combines contradictory terms.
First oxymoron - Our users continually state “they don’t have time to implement our software”, but that $1,500 a year to buy our Marketing Assistance Program which helps the golf course implement our software “is too expensive”.
Let me pose this question; is $1,500 too much to invest in a program that will generate 4 to 10 times the return on investment? On average, MAP courses made that return from the Fore! Reservations Five Pillars Fore! Success technology and e-mail campaigns implemented this year. It would be hard to find a business owner that doesn’t see value in that investment; however, not every user is a MAP customer. If anyone has better ideas on how to bridge the implementation gap, I’m all ears; but I think we have developed a proven program that generates results for our courses.Second oxymoron - Of our 2,000 customers, only two responded to my comments about “Barter” in last month’s blog. “Barter” has become an acceptable method of marketing golf in an industry where “Barter” is nothing more than discounting the price of golf.
Let me pose this question; is bartering tee times profitable for your course and the industry? I didn’t hear from one operator claiming that barter rounds made them money in 2011. If operators continue to utilize barter and drive the price of golf down, how will the industry come out of the declining profit hole so many course operators find themselves in today?
Change starts at every golf course, with every owner and operator. If you are in a position where you need to make a turnaround next year, now is the time to alter the way you run your business. Evaluate your technology implementation, make changes to your marketing strategy, and decide which partnerships and pricing decisions can position your course to succeed. Fore! Reservations looks forward to working with you on any of these initiatives to help you have a profitable 2012 season.
Harry Ipema
CEO, Fore! Reservations
