|
Capitalizing on the holiday period between Thanksgiving and Christmas is essential for ranges in colder climes to make it through the slow winter months, while the same strategy can boost the bottom line for facilities basking in warmer temps. All it takes is a little bit of creativity to promote and take advantage of what you have to offer.
Gift certificates may be the most obvious way to generate sales, but they don’t sell themselves. Post signs in all high-traffic areas to let customers know gift certificates are available, and train staff to sell them. If your register system allows for it, gift cards are the popular way to give these days and they make great impulse buys when placed in a can’t-miss spot near the register.
Another option is to create a large gift pack. Use a nice box with some bulk to it to create the perception of a lot of bang for the buck. Fill the box with the equivalent of 100 buckets of balls—either tokens or a voucher that can be exchanged for tokens. Add freebies from other businesses such as discounted movie passes, restaurant coupons and gift certificates from a nearby golf course. Most businesses will gladly provide these, banking on the theory that the coupon holder will bring friends and buy more than the coupon is worth. Also throw in certificates for free or discounted lessons and equipment evaluations from your pro. Top off the box with a festive bow and sell it for half its value, say $199 for $499 worth of products and services. This can give you a nice little pop to get through December.
Think outside the box when it comes to generating foot traffic this season. Give people a fun and different reason to come to the range. Create a winter wonderland, a Santa’s workshop, or put up a bunch of lights and get your range on the local tacky light tour. Add to the experience by handing out free hot chocolate and candy canes (elf costumes for staff are optional).
Once the ho-ho holiday season is over, look for other widely celebrated events to capitalize on. For example, piggyback on the publicity already generated for local football or basketball games by creating tie-in events. Or, take advantage of the Super Bowl or Valentine’s Day and throw a themed party with target games on the range and drinks afterward.
If temperatures in your area drop below 50 F and you haven’t already done so, it’s worth the investment to make some alterations to your tee line to make customers more comfortable. Heaters and enclosures to block wind come to mind. Short of creating an indoor range, however, you won’t be able to shield golfers completely from the cold, so walk the tee line with a beverage cart and offer free coffee and hot chocolate. It’s a small gesture that customers will appreciate—and remember.
This is not the time of year to spend money on advertising, but with a little ingenuity, the winter months don’t have to be written off as a loss.
|
