FB Demographic and Interets Targeting

How to create a hyper targeted ad on Facebook with demographic and interest targeting

By on April 13, 2017 in News, Social Media, Websites

The targeting features built into Facebook Ads allow you to reach people based on their demographics, location, interests and behaviors.  This means that if you want to target golfers within any distance from your club to serve up your marketing message you can do so very quickly and very affordably.

In the video below Silverlake Country Club in upstate New York targets golfers in Southern Ontario Canada for stay and play packages. We are posting a multi-image post to the Facebook Business Page and BOOSTING the post with the inline ads manager.

Utilize these factors in the FB marketing algorithm

Demographics – Choose people based on traits like age, gender, relationship status, education, workplace, job titles and more.

Location – Reach people in areas where you want to do business. Even create a radius around your facility to help create more walk-ins.

Interests – Find people based on what they’re into, like hobbies, favorite entertainment and more.

Behaviors – Reach people based on their purchase behaviors, device usage and other activities.

Pro Tip:

Want to use this for other ancillary revenue centers?

Try this.  Create a custom audience based on workplace.

If you are trying to drive revenues to your dining room for lunch business set up targeted audiences that are based on workplace.  If there are firms around your club you can target them and serve up messaging to the employees of those businesses!  Send them the lunch specials!

Teesnap Golf Course Marketing

Uploading your database as custom audiences in Facebook

By on April 12, 2017 in Data, News, Social Media

With data from your Teesnap point of sale you can connect with your customers and contacts on Facebook.  This is a powerful method of getting your club news, tournament registration, sales, offers in front of your current customers through Facebook,  at an incredibly affordable manner.

In this video we will show you how to accomplish this in a manner that segments so that your messages can be targeted.  Member communications, daily fee communications, specials and offers can be targeted to your custom audiences instead.

STEP TWO
IMPORTING MY TEESNAP CUSTOMER DATABASE INTO FACEBOOK AS SEGMENTED CUSTOM AUDIENCES

Facebook Retargeting Teesnap website

Facebook Re-marketing, Adding FB Pixels to your Teesnap Website

By on April 12, 2017 in News, Social Media, Websites

Facebook earned close to $27 billion in ad revenue in 2016 from advertising. Someone’s clicking.

Many marketers who have tried Facebook ads, especially in their early days, decided that Facebook advertising doesn’t work. Don’t believe them.

In this post you will learn how to connect Facebook Pixels, to your Teesnap website through Google Tag Manager. – I know, sounds like a mouthful, but we will help you. This is not hard, take the first step. (See the video below)

Once this is set up it will enable you to reach out to your anonymous website visitors with Facebook ads for as little as $1/day. – And that is what we recommend.  The Dollar A Day Strategy will become one of the most powerful advertising tools in your marketing arsenal.

We are going to show you how to use FB advertising and this strategy in three ways:

  1. Remarket to your anonymous website visitors through FB Pixels. Creating 3 custom audiences 2-day visitors, 30-day visitors and 180-day visitors.
  2. Remarket to your Teesnap Customer Database by importing them into Facebook, creating segmented custom audiences based on your player profiles.  ie) Members, Daily Fee, Stay and Play….etc.
  3. Hyper Target golfers within a proximity to your course with the Facebook algorithm.  Create custom audiences based on demographics, location, interests, and behaviors.

Facebook advertising when used correctly will make your content marketing 10x more powerful by amplifying it to the right audience.

See this result from one of our clients utilizing Facebook Advertising in conjunction with their email tool, custom website landing page, and opt in forms created on Teesnap campaigns.  Look at the huge amount of traffic generated to their offer. “Way to go Neil!” at Fairways Golf Management – We will be doing a webinar soon to illustrate how he did this.  Watch for the invite.

STEP ONE
Connect FB Pixels to My Website

Using your Website to Communicate to Your Customers – Its Masters Week!

By on April 5, 2017 in Social Media, Websites

Don’t you love the Masters!? To many golfers and myself this is the biggest sports event of the year!  Across the country, golfers will be tuning in, and in some cases taking off work to watch the event!  So how do you capitalize on this?

IDEA: Invite them to come to the club to hang out with friends and watch the tournament.

  1. Create a drink special to go along with this.  “Bucket of Beers”
  2. Create a special “Masters Menu”
  3. Have snacks and something special that they don’t expect to get for FREE

Whatever the twist is, get them into the bar and have the sound up on the Masters Coverage TV.

  • USE YOUR WEBSITE HOMEPAGE to tell your customers about this.
  • Blog it to your website – will syndicate to all of your social assets.
  • Email your database.

Check this out!  Easy to do – View the Video to see how easy this is to accomplish.

 

Watch the Video

Screenshots

Edit the Homepage

Add a Color Section to control the color of this “Band”

Height and Color Settings

Heading Text

Font size and Color of the Text

 

Hope this creates some ideas for the rest of the summer season when you have items to SELL and PROMOTE!

Groupon for sales funnel

The way to use Groupon this summer

By on March 21, 2017 in Data, Email Marketing, Social Media

We all know that Groupon does not work very well for selling golf rounds.  Take an already low rate for golf discount that by 50% then give 40% of whats left over to Groupon. This is not very attractive.  But have you thought about using Groupon to bring new customers to your facility in other ways.

Im sure that you’ve heard of Get Golf Ready.  Five one hour lessons in a clinic environment that is designed for new beginner golfers for only $99.  This lesson package could easily be valued at $300, and could work for the model mentioned above.

Golf instructors for the most part are not good at promoting their business.  With your help and guidance through this process an instructor might be very pleased to fill up his Get Golf Ready sessions with 10-20 people in each.  Groupon is designed for shoppers and bargain hunters looking for fun things to do and participate in. These would be new beginner golfers coming to your facility.

Now here is the catch.  You don’t allow for this to be unstructured.  You develop a program for these new customers.  You have beginner golfers coming to your facility for 5 hours of instruction.  What do you do with them?

  1. Make them feel comfortable. Be there as the Owner/GM to say hello and welcome them to the club.
  2. Get them to fill out a form so you can add them into your Teesnap Database.  Full address and information.
  3. Create programs for them to come back and learn even more how to play.  Give them a card for filling out the form for: FREE Rental clubs for 90 days.  FREE Range Balls for 90 days.  $10 twilight rounds after 5PM.
  4. Create a Player profile for them so you can Re-market to them.
  5. Create a beginner league that is after work hours, a scramble format so they don’t have to rely on their own ball. Separate the men and the women on front and back nines. Make it fun with cocktails and hors d’oeuvres after play.  Have a raffle each night….
  6. Re-market to them throughout the year.

Other daily deal websites like Groupon that you can use for a sales funnel of this type:

Living Social
Living Social is perhaps the second most popular daily deal site. It comes next to Groupon. It looks very similar to Groupon and deals on many things, so you have to check the various selections for instant deals. All you need to do to enjoy the deals is to enter your location and you will see lots of deal information appear such as health, food, events, wellbeing experiences, gifts, fashion, as well as products and services will appear to you.

Yipit
Another good place that you can get a good deal is Yipit. It does not only link to the best available coupons on the internet, it also helps you get things at much discounted prices. The most important thing about this deal site is the fact that it is available for global users. When you join them, there is the tendency that you are going to access the best deals in your area. Anytime you search the keyword, you are going to get the most fantastic results, because it will link you to hundreds of offers available on the market.

ScoutMob
ScoutMob is another great place you can get deals on the internet. This site is popular for two factors. The site looks natural and genuine and it can refresh itself making it easier for you to get what you are looking for. It does not disturb you with boring photos and other advertorials you get in other websites. Moreover, the site does not require you to pay for your deals ahead, you can only pay when you have already redeemed it, but you can claim the special.

I think you will find that using this process can be very profitable for your facility this year.  Build some golfers while building your bottom line!

5 Basic Twitter Tips for your Course

By on March 9, 2017 in Social Media

With over 316 million monthly active users and a young demographic to boot, Twitter is a great platform for golf course marketers.  Here are 5 basic starting points.

Don’t be an egg
Choose a profile photo that is casual and friendly.  Add your best golf course photo for more interest.

Write a catchy bio
Tell us who you are, what you do and what you love in 160 characters or less.  Don’t be afraid to show a little personality of your club.

Create a useful timeline
Follow the influencers in our field.  PGA, PGA Tour, USGA, NGCOA.  People that inspire you.

Use #hashtags to tune in
Follow the right hashtags for breaking news or conference updates.  Increase your reach by adding a hashtag or two to your tweets.  Add a hashtag to your bio, something that works for your course name and city term, like #OrlandoGolfCourses.

Think twice, post once
Tweets can travel far and fast.  be thoughtful about what you write!

Your course may have already had a profile that we tied into during set up, but if you didn’t we created one for you.  Visit your web 2.0 workbook to log into twitter and make some customizations!  Can’t find your social workbook? Please contact account management, we will email it to you.

Remember that your social syndication currently auto posts to twitter.  So stay active on your blog!  We will also be covering Twitter along with Facebook and LinkeIN, in our social media amplification process (coming soon).  Using the Twitter ads manager, you can reach the right audience by targeting based on interests, geography, gender, device, or users similar to your followers. In addition, maximize the relevancy of your message by targeting by keywords in people’s Tweets.  We have a very interesting process for this to help you get the word out about your courses programs.  Stay tuned!

Social Media Tips for Golf Course

5 Basic LinkedIn Tips

By on March 9, 2017 in Social Media

LinkedIn isn’t just for professionals and job seekers. Its true that Millions of professionals use LinkedIn every day to grow their networks and their careers, but did you know you can use LinkedIn to grow your business, also? From making connections to generating leads, establishing partnerships and creating better brand awareness, LinkedIn makes an invaluable addition to your online digital footprint.  Start with these 5 Tips.

Choose a great Photo
Your photo should be friendly, professional and engaging.  Avoid a corporate headshot and use a photo with a natural background.

Be Personable (not personal)
Add a compelling first person summary. You wouldn’t introduce yourself by saying “Bob is a leader”.  Don’t talk about yourself on LinkedIn that way either.

Fill Out your Profile
Don’t skip sections.  Completed profiles are 40 times more likely to lead to new opportunities.

Aim for 500+ Connections
Use LinkedIn to develop and expand your network to increase opportunities.

Be Active
LinkedIn is not a static site.  Stay top of mind by sharing useful information and showcasing your thought leadership.

If your company is not on linkedIn you should think about adding this site as one of your Web 2.0’s.  There is also a usefull method to syndicate your blog posts to LinkedIn that we can share with you.  Contact account management to learn more about that.  In future posts we will also be discussing how to amplify your social reach with highly targeted paid linkedIn ads.

Online Store for Golf Courses

The Best Email Marketing ROI & Online Store Performance we’ve ever seen!

By on March 6, 2017 in Data, Email Marketing, Websites

Over the past year, many clubs have become acquainted with Teesnap and its tools, and made the commitment to begin using them.  We’ve witnessed some amazing results and wanted to share a few success stories, beginning with Old Corkscrew Golf Club.

A  Naples, FL-based public golf course, Old Corkscrew  decided to stop relying on third party service providers to manage their marketing and pricing, and instead, to bring those operations back in-house using the Teesnap toolset:

Teesnap Application (data harvesting)
Teesnap website with online store
Teesnap campaigns (live customer data feed, segmentation and targeting)

Since transitioning to Teesnap, the club has taken some bold steps, changing the way they do business–and racking up impressive online sales in the process. Among their key accomplishments, the team has:

  • Reclaimed control over their pricing.
  • Cut ties with all third party providers.
  • Educated their golfers to come to the course’s website for specials and offers.
  • Committed to growing their database and capturing good data from golfers when making tee times and/or buying online.
  • Used their website’s blog feature to post content about specials and offers (which also syndicates to their social media pages).
  • Used Teesnap Campaigns to segment their customer data.
  • Used Teesnap Campaigns to email market to their customer base.
  • Trained their customers that online offers are exclusively available through the online store (no buying them over the phone or at the counter).

The results have been no less than staggering.  At the time of this post, Old Corkscrew has done $290,828 in online golf and gift card sales–and that’s just over the last 10 months!

Online Sales Teensnap golf course software

What’s the secret to their spectacular results? Execution.

Old Corkscrew is executing on every level mentioned above. The staff is engaged and excited about their role in collecting the data.  Mark, Pam, and Bill have created a buzz around the property, in part by sharing their successes as they continue to update and train front line employees. They’ve paid close attention to segmenting their data in a way that make sense to their operation–allowing them to better target locals, seniors, and transient players via the Teesnap database and players’ own transaction histories. And they’ve held the line on customers who try to purchase special offers at the counter or over the phone.  When that happens, the answer is always the same: a polite “Sorry, those specials are only available online”.

Rainy Day Special

A week ago, the club experienced a rainout.  Rather than wringing their hands, they  decided to offer a special to offset the lost day of play, designed the campaign and went to work.  The effects of this one email campaign were as follows:

Email Marketing Teesnap Golf Course POS

3,342 unique opens

5.33% or 178 people clicked on the buy button or call to action.

Doubled the inbound website traffic as compared to the prior 5 days traffic.

Teesnap Website Traffic Spike

Financial Results $9,142.50 in sales for the day–a significant chunk of the $64k in online sales they’ll do this month alone–on a day when they were closed!

Collecting Quality Data

These results are fueled by more than a properly formatted email or a well thought-out special offer.  It comes from the commitment to obtaining and acquiring good data through the use of Teesnap and then using that data to grow your revenue using Teesnap tools.

This chart shows Old Corkscrew’s database growth by month since implementing Teesnap.  Kudos to the management and staff, as these are all NEW customers–just think of the re-marketing possibilities here!

May Jun Jul Aug Sep Oct Nov Dec Jan Feb
998 701 1,025 575 557 1,216 783 803 1,057 1,331


Below is a snapshot of their daily database growth, and how it looks from their connected email tool.  No ETL required! The live data feeds directly into their Teesnap campaigns–showing that on February 14th,  there were
101 new customers not only added to their course database, but immediately available via Teesnap’s marketing tool for future/re-marketing opportunities.

Database growth
Hats off to Mark, Pam, Bill and their staff for doing such a great job in leadership and execution.  Keep it up; the sky is the limit!

Who will be the PXG for Operators?

By on January 31, 2017 in News

I just returned from the PGA Show last week, where I met a lot of motivated golf course operators and passionate business owners trying to grow their revenue and the game of golf. I walked the floor and couldn’t help but walk away with observations about the industry. Here’s my take…

Who will be the PXG for Operators?

Parsons Xtreme Golf (PXG) chose not to be at the show at all—no booth, and not even present to see the competition. PXG is the Ferrari of the golf equipment world, and it doesn’t want to be on the floor with a Toyota, or even a Lexus. They think different when it comes to golf, and I love it. In the past year, PXG completely disrupted the way the golf industry approaches player equipment. Not only did Founder and CEO, Bob Parsons, enter the hard goods market—the same market from which the world’s biggest sports brand, Nike, recently withdrew—he stormed it, in the way only a billionaire golf nut like Parsons might.

How? If you believe the hype, and many PGA Tour players do, they did so by creating and selling the best high-performance golf clubs ever made; clubs no one, especially no global brand or corporate behemoth, would ever make—because they were “too expensive.” And yet, where they “failed” to produce a more accessible, millennial-friendly mass market club, Parsons and PXG succeeded in doing the one thing they set out to do better than anyone else: create the golf clubs they wanted.

Like the hard goods market, golf’s digital solutions space is ripe for disruption. Walking the PGA Show floor, you can’t help but see the contrast of antiquated technology on monitors wrapped up and packaged inside expensive booths. The leading providers have been selling outmoded concepts—including the false proposition that course operators can’t succeed without them—for far too long. Tee time distribution companies want you to believe there is only one way to sell tee times. Point-of-sale system providers want you to believe theirs is the only one that meets your needs. Marketers, developers and web designers want you to believe that selling tee times or building and maintaining your online presence is too complex to go it alone.

Take GolfNow, for example. Originally launched to solve one problem, online tee time distribution, GolfNow rose to prominence by successfully motivating course owner/operators to entrust them with their tee time inventory. Then, as the industry’s premier tee time distributor, they cemented their dominance by acquiring the leading reservation and point-of-sale system providers—effectively moving from managing that inventory to owning it. And they’re not the only ones playing this lucrative (for them) game. EZLinks and others have followed suit, each hoping to snag their piece of a distribution pie that prioritizes “selling trade by the boatload over course owners and operators’ interests.

But make no mistake: Bartering tee times is a vicious cycle, one that artificially suppresses real innovation while leaching revenue from courses–losses that hurt operators first (and worst), with a negative ripple effect across the spectrum. In other words: Turning golfers into deal shoppers doesn’t improve the game, it cheapens it. Literally. And yet, despite pervasive discontent and countless articles exposing the “hidden costs” of trading tee times for software and marketing services, few operators have broken free of it.

As a result, most, if not all, continue to be dependent on a small, dominant group of providers whose business models rely more on perpetuating user dependence than solving their problems. But it doesn’t have to stay that way. Some key lessons golf course operators can learn from PXG’s early success:

  1. Never settle. The status quo isn’t necessarily what’s best, it’s just how it is at the moment. Even the 8-track tape was once “state of the art.” Don’t settle for the way things are right now.
  1. You don’t have to be a billionaire to solve billion-dollar problems. Google’s first office was a garage in Menlo Park. Facebook was founded in a college dorm. Throughout history, countless products, companies, and other legendary endeavors have been launched with little more than a great idea and elbow grease.
  1. Passion drives progress. Companies like Apple started small, with a few great minds and a passion to solve a very specific problem—and it not only disrupted the computer industry, but forever turned computer electronics into “personal devices” and revolutionized a few other industries along the way.
  1. Knowledge is power. The better you know your customers, the better able you’ll be to anticipate and meet their ongoing needs. The same goes for operations: The more you know (and do, in-house), the more power you gain over your course, its business, and your own financial destiny. Conversely, the more you outsource, the more dependent on service providers you allow yourself to become—and in turn, the bigger, richer, and more powerful they become.

As the gap between customer and provider interests continues to widen, disruption looms. Operators are hungry for solutions that put them first, and there’s already more than one Mark Zuckerberg, Larry Page and Sergei Brin or Bill Parsons already maneuvering in the space; quietly exploring, identifying and solving the pressing problems necessary to return tee sheets, marketing, and pricing oversight back where it belongs: in the hands of owner/operators. It’s not a question of “when?” or even “whom?” The question is, “what are you gonna do about it?” Yes, you.

Course management problems aren’t just ours to suffer through, they’re ours to solve. No one knows the ins and outs of running your course like you do–no matter what the latest “experts” tell you. To prove it, let’s break down the most pervasive myths tech providers are invested in perpetuating–for their own benefit, not yours.

Myth: Millennials are the future–and you just don’t understand them.

Truth: Every generation is unique, but at their core, millennials are no harder to understand than Gen X-ers or the Baby Boomers before them. Sure, they do more stuff online/on mobile, but they’re far from inscrutable–and any technology provider who tells you otherwise just wants to obscure the fact that, as the ones who actually interact with millennial golfers on the regular, course operators likely know a lot more about them and their habits than the people who write and maintain their software.

Myth: Mobile technology is the future–and you just don’t understand it.

Truth: Have you ever made a reservation or purchase online? Used GPS to get somewhere? Congratulations, you’re fluent in mobile technology. According to eMarketer, 51.8% of travelers who booked trips digitally did so using a mobile device, up nearly 8% from the prior year (2015). Yet, roughly 10% of all tee time bookings are made online while most industries have over 50% of their conversions online. What’s the barrier? Why is golf so far behind the mobile/digital curve? There’s plenty of blame to go around. For one, there hasn’t been enough competition. Competition drives innovation in all things, especially mobile. Likewise, mobile adoption has historically been supported by special access to offers/discounts/deals–though thanks to the prevalence of tee time bartering, there isn’t any fat left to trim (not from tee time costs anyway).

To truly breakthrough, the right mobile management solution needs to do more than just handle distribution. It needs to tie into existing services (reservations, loyalty programs, F&B, etc.) while providing value-added features like GPS, scoring/leaderboards, special offers and more. And above all else, it needs to be intuitive and responsive; to keep players feeling connected–and loyal–to your course and brand. It may sound daunting, but there are companies making positive waves in this space.

Myth: It’s all about “big data”–and you just don’t understand it.

Truth: “Data” is just a fancy word for actionable information, which can be gleaned from the same info you’ve been collecting all along: member names and addresses, their purchase and play patterns, etc. Every line item a vital insight that, properly applied, can help cut losses/increase revenue and build customer loyalty. Are you charging enough per round? Giving discounts to customers who would have paid full price? Which promotions are most effective and with which customers? Outsourcing key transactions may save you a few pennies on the service side, but at what cost? The answers are in your data. Stop giving it away.

Myth: It’s all about marketing–and you just don’t understand (or have time for) that.

Truth: The key to effective marketing isn’t baffling customers with buzzwords or badgering them with bargains; it’s understanding them and meeting them where they are. You interact with your customers, every day. Why trust someone else to close that loop? The same goes for maintaining your online presence; if you use email or MS Word, you can manage a Facebook page or WordPress website. With the right data and the right tools, building, maintaining, segmenting and communicating with past, current and future clients is easy.

Consider this a wake-up call. The time has come for owners and operators to regain control over their marketing, data and their destinies. There are better partners out there, companies who care about golf–and you–as much as they care about technology. Teesnap is one of them.

Bryan Lord
Founder & CEO, Teesnap