Harry's Blog - April Showers Bring Fewer Dollars - May 2011
Posted in Harry's Blog - Archives
It sure has been an April for the record books in many areas of the country. Here in Chicago we’ve surpassed our average monthly rainfall with precipitation recorded on 70% of the month’s days, and it’s also been our cloudiest month in history with sunshine virtually a no-show appearing only 34% of the time. But our weather in the Windy City can’t compare to what areas like the Ohio and Mississippi River Valleys, the Carolinas, Missouri and Arkansas have endured. Record severe weather, record tornadoes and widespread flooding have engulfed the country’s midsection, and record rainfall has hit states like Indiana and Ohio just to name a few. When we put in a call to Pellucid, golf playable hours for April were down 21% compared to a year ago, bringing the year-to-date weather impact down 11% nationwide. Most alarming however is that many areas suffered a severe percentage change of lost capacity by anywhere from 25% to 85% when compared to the same period in 2010.
I don’t need to tell you that poor weather has a negative impact on your course’s rounds and revenue, and that April’s rain has set many of you behind. While Mother Nature is out of your control, what is in your control is how you respond to recoup your losses once the rainfall lets up and the sun starts shining again. Put the disappointing April rainfall records behind you and make it a goal to have your busiest May on record. Use rainy days to prepare for a great month ahead (assuming Mother Nature cooperates). Here are a few simple tips on how you can utilize your Fore! Reservations system to help your course have a great May!
Send weekly e-mails to your customers – Utilize the Fore! Marketing product to setup e-mails for the next month, and schedule each e-mail to go out weekly so you stay in constant contact with your customers. The new Promotions Campaign has several spring-themed e-mail templates to choose from to promote your course events, leagues, available tee times and special offers. Let your golfers know you’re open and can’t wait to see them at the course soon.
Offer a May comeback special – Utilize the Comeback Coupon to generate repeat play during the month of May to recover lost rounds and revenue in April. Promote the offer online, in e-mails and at the course. Something as simple as “Missed golf in April? We’ll help you double your days on the course in May!” can have a real impact.
Generate excitement with a monthly drawing – Giveaway a special prize during the month of May for golfers that provide you their contact information. You can generate buzz at the course and increase customer visits while benefiting from a growing database at the same time. The Touch Screen Kiosk is a great tool to help run a monthly drawing with ease.
Get your website up-to-date – Use slow rainy days to ensure your website is up-to-date. As soon as the weather clears, you can bet golfers will go online to see what your course has to offer in May. If information is outdated or your events calendar is blank, golfers may pass you by. Make sure you have the new Fore! Internet 2011 features implemented on your webpage to help drive rounds. I also strongly recommend offering a “Low Rate Guarantee” to keep customers on your website and turn visits into booked online tee times.
Get your staff on board – As your summer staff arrives, make an effort to step-up customer service at the golf shop counter. With so many golf course options available, make sure your course stands out when golfers visit for the first time this spring. Ensure the check-in process is efficient (our Counter Series Videos can help you there) and that your staff actively promotes offerings like your “Low Rate Guarantee”, birthday club or awards program. Communicating to your customers that their business is valued and you care about their experience can go a long way in customer retention!
On a concluding note, I have to admit that I picked the creative brains of our marketing services division to generate some of these ideas. If you find yourself struggling to figure out effective promotions for this season, if your e-mail marketing could use an improved look that has greater impact, or if you just need help maximizing your Fore! Reservations tools, don’t forget that our Marketing Assistance Program is here to help your business succeed.
Here’s to a drier and less dreary May for everyone!
Harry Ipema
CEO, Fore! Reservations
