Black Light Course Supplies Fluorescent Fun
Mini-Golf Inc., a Jessup, Pa., miniature golf course manufacturer, offers several black light options for indoor play. The company’s traditional obstacles can be decorated with fluorescent paint; and tee areas, cups and the 2-foot by 2-foot rails that hold balls in play also can be painted with various fluorescent colors that glow in the dark. In addition, buyers can choose from seven different carpet colors and patterns, including neon designs that come alive under black light. 
PCS Offers Advanced Fitting Schools
The Professional Clubmakers’ Society is offering two three-day advanced fitting schools Aug. 16-18 and Oct. 16-18 at the PCS international headquarters in Louisville. Each session will include discussions on equipment specifications and a comparison of swing analysis equipment, plus offer how-to tips for using swing data to make fitting recommendations and turning fitting recommendations into finished clubs. Attendees will receive a take-home instructional DVD of experienced PCS members illustrating the fitting process.
Target Your Market With Fliers
In battle, there are weapons that are effective for attacking a large geographic area, and others that are for pinpointing a small, specific target. When you’re fighting for consumers’ dollars, the marketing tools, or weapons, at your disposal are similarly broad, and which ones you pull out of your arsenal will determine your success.
A good example of a broad-reaching vehicle is television. Cable television usually lets you target a bit more specifically, but not perfectly. So what can you do if you want to reach only a specific geographic segment of your market?
One low-tech solution is a flier—a one-page promotion hand delivered to the households you hand pick. With fliers, you can get as targeted as you want. You can select specific neighborhoods and exclude others, making fliers more targeted than direct mail, which is usually limited to selection by ZIP code.
Here are a few things to consider when using fliers to promote your range:
—Keep it simple (and cheap). Fliers are relatively inexpensive. The only real costs are printing (making copies) and distribution. And it’s easy to create an effective flier with only bright colored paper and black type. There’s no need to spend extra for expensive, color copies with this vehicle.
—Survey distribution options. You may be able to have your in-house staff distribute the fliers. Or, check the local phone book for companies that provide this service. Be sure to get permission from the town and/or homeowners’ associations before distributing your flier. Some localities don’t permit this type of activity. If you outsource distribution, the company you hire should already know where they can and cannot go.
—Make the message pop. Tell recipients in the headline the benefit of your offer, such as savings. Don’t put your facility name in the main headline—save that for the subhead. A carefully crafted headline will ensure people read, not toss, your flier.
—Measure results. Set an expected redemption rate or standard to assess the success of your investment. Then include either a coupon or promotional code on the flier that requires the consumer to bring it to the range. This enables measurement and analysis to determine the return on your investment.
Check out these resources for more information on using fliers to promote your business:
• “Creating Fliers That Get Action” (Entrepreneur.com)
• “Create Posters and Fliers That Stop Prospects In Their Tracks” (FrugalMarketing.com)
• “How to get big results with super-cheap fliers.” (DrNunley.com).
Upcoming Events:
• Women’s Golf Week, June 3-10
• PGA Fall Expo, Sept. 13-14, Las Vegas
• Fun Expo, Sept. 27-29, Las Vegas
For a complete list of upcoming events in the golf industry, check out the
Industry Calendar on Golf Range Times' home page.
From the Magazine
Are You Ready?
The only thing worse than a disaster to remind range owners just how vulnerable their businesses are is not being prepared for one. The key to survival, say business recovery experts, is anticipating and planning for potential threats. Read the May/June issue to learn what steps you can take to prepare for a business-interrupting event.
| Be sure to check out these other features in the May/June issue: |
Calling All Innovative Marketers
Does your direct mail deliver more customers? Are your demo days a hit? Have you developed community partnerships to extend your reach?
Tell us about your marketing ideas and win an award for your creativity.
Golf Range Times’ inaugural Innovator Awards will recognize driving range owners and operators for their marketing achievements and celebrate the best practices that advance the industry. We’re looking for events, programs and on-site promotions that use creativity and ingenuity to produce success—measured by either the number of new customers captured or increased spending by existing customers. The best marketing practices will be published in the November/December issue of Golf Range Times, and online at www.golfrangetimes.com. Plus, the top five entrants will receive a copy of Jay Conrad Levinson’s Guerrilla Marketing for Free: Dozens of No-Cost Tactics to Promote Your Business and Energize Your Profits. Download an entry form today. Deadline is July 20.
2006 Buyers’ Guide and Directory Now Available
The 2006 edition of the Golf Range Times Buyers’ Guide and Directory is hot off the presses. It’s the only directory published exclusively for the golf range industry, and the one resource you’ll refer to all year long as you make important purchasing decisions. More than 200 alphabetical company listings are cross-referenced by product category, making it easy to find the equipment and services you need. In addition, the directory includes information on purchasing large equipment such as pickers and washers and what various suppliers offer, as well as a checklist outlining smaller equipment needs. All Golf Range Times subscribers received a complimentary copy of the directory. To purchase additional copies for $35 each, download an order form here.
Sell Used Equipment Fast
Got pickers, washers, balls, mats or tee dividers taking up space? Convert them to cash with a classified ad in Golf Range Times.
Special low rate for range owners: $50. Plus, we’ll help you extend your reach by posting your ad online—for free! Contact Sally Schall, advertising representative, to place your ad in the next issue. Classifieds are sold on prepaid basis only.
Missing an Issue?
Missing an earlier issue of Golf Range Times? Or looking for reference articles on adding amenities, insuring your facility or hiring qualified and committed staff? Click through all back issues of the magazine to find these topics and more here.
About the Golf Range Times e-Newsletter
The Golf Range Times e-Newsletter is a free bimonthly publication sent to range owners and developers who have provided e-mail addresses. You can subscribe online here.
Don't hesitate to forward a copy of this newsletter to friends and associates or to let them know that they can subscribe at www.golfrangetimes.com.
Have a tip or idea?
Contact Marshall Norton Jr., Golf Range Times managing editor, at 804-272-9100, ext. 112, or by e-mail at marshall.norton@douglasmurphy.com.
© Copyright 2006 Golf Range Times
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