PGA Player Development Section Workshop

PLAYER DEVELOPMENT SECTION WORKSHOP

Mike ODonnell / PGA of America / October 26, 2015

WHO ARE YOU?

WHO AM I?

WHERE ARE WE?

WHERE ARE WE going ?

1. INTRODUCTION

who are we, the current situation

and future possibilities

2. RE-THINKING WHY

why people play golf, why we teach golf, and why we matter

3. THE CONSUMER

who they are, what they want

& where they are at

4. ROLE OF PGA MEMBER

what we excel at, how we add value,

& the consumer pathway

5. MARKETING LIFECYCLE

an introduction to the marketing lifecycle,

overview & examples

6. INSPIRING GOLFERS

how to inspire golfers, including where to do it & with what messages

7. ENGAGING GOLFERS

deepening engagement with golfers creates

more rounds & revenue

8. CONVERTING GOLFERS

converting golfers into coaching programs has

tangible financial impact

10. PROGRAM STRATEGY

tying it all together into an integrated

programming strategy

11. MEASURING

how to measure & communicate your

programming success

12. SUMMARY

comprehensive review of real player development and its success factors

9. RETAINING GOLFERS

retaining golfers can have a measurable impact

on facility usage

RE-THINKING WHY

Complete the worksheet

The most important words

you want the customer to

know about you

5-minutes

WHAT DO YOU WANT TO SAY

INTRO WHY CONSUMER PGA MEMBER MARKETING INSPRING ENGAGING CONVERTING RETAINING STRATEGY MEASURING SUMMARY

they told us about their pixels and processors and weight and thickness

Hewlett Packard came

and so they went.


DONT START WITH WHAT HP launched a great tablet

They advertised it as the best tablet

They told us how powerful, light & bright

They didnt tell us why, but it was a better tablet than Apples iPad technically

WHY

HOW

WHAT


DO START WITH WHY Apple told us they would teach us to learn

a new language or teach our children to

spell

Using a beautiful, easy to use, Apple device

Its an iPad

WHY

HOW

WHAT


DAVID CHRISTIE, PGA Director of Golf Eagle Canyon Country Club Johannesburg, South Africa


TRADITIONAL GOLF PROPOSITION

Better Golf Shots

lessons

1. WHAT

Better Golf Shots

your system & guidance

2. HOW

Better Golf Shots

better golf, more fun

3. WHY


A NEW OPPORTUNITY

Better Golf Shots

fitted equipment, lesson plan

3. WHAT

Better Golf Shots

improve your short game

2. HOW

Better Golf Shots

lower your score, win more

1. WHY


Consider new learnings:

Who is your audience?

What do they care about?

Why is it important to them?

What call-to-action resonates?

REDO YOUR MESSAGE


RESPECT IS LOVE IN PLAIN CLOTHES. THERE IS NO MARGIN IN A COMMODITY.


CARY COZBY, PGA Director of Golf Southern Hills Country Club Tulsa, OK


RE-THINKING WHY RECAP People buy the why not the what; distance, not drivers; improvement,

not lessons; experiences, not tee times.

ACTION ITEM: Define Your 25-word Why with Staff and Management

Your audience must recognize themselves in your communications

Create emotional connections that lead to loyalty beyond reason

ACTION ITEM: Become a Lovemark at Your Facility


KNOWING THE CONSUMER

WHAT WE THINK THEY CARE ABOUT Good weather

Good course conditions

Welcomed and greeted by name

Lowest Score

More good shots, less bad shots

Length of round

Nothing goes wrong

Feel respected

Orderly facilities & quality service

Have fun with friends


WHAT THEY SAY THEY CARE ABOUT Good weather

Good course conditions

Welcomed and greeted by name

Lowest Score

More good shots, less bad shots

Length of round

Nothing goes wrong

Feel respected

Orderly facilities & quality service

Have fun with friends 1

3

2


THATS LIKE ASKING


GOOD ROUND POOR ROUND

BETTER SURVEY POORER SURVEY = =

WHAT THEY ACTUALLY CARE ABOUT


THEY WANT GREAT GOLF EXPERIENCES.

WE OFFER TEE TIMES.


PERFORMANCE

SOCIAL ENJOYMENT

+


WHY THEY PLAY GOLF SOCIAL &

ENTERTAINMENT SPORT &

COMPETITION


WHY THEY PLAY GOLF (contd) SOCIAL &

ENTERTAINMENT SPORT &

COMPETITION


MARK SIERAK, PGA Head Golf Professional Barrington Golf Club Aurora, OH


CONSUMER VALUE HAS CHANGED


FAMILY ROLES HAVE EVOLVED

PAID WORK

HOUSE WORK

CHILDCARE

30

40

50

60

1965 1970 1975 1980 1985 1990 1995 2000 2005 2010

HOURS SPENT PER WEEK, FATHER According to the Pew Research Center, 56% of

working mothers and 50%

of working fathers find it

very or somewhat difficult

to balance work and family

life.


GOLFS VALUE PROPOSITION


"All of us deeply involved in the game constantly encourage golfers of all

skill levels to play the proper tees, but too often golfers want to bite off as

much of the golf course as they can. What ends up suffering is their

scorecard and their overall enjoyment. This program should help stimulate

people to play the proper tees and maximize the golf experience."

JACK NICKLAUS


GENERATIONAL PREFERENCES GENERATION VALUES & BELIEFS

G.I. & Traditionalists Loyalty, Service, Discipline

Baby Boomers & Generation X Competition, Self & Family, ROI

Millennials & Globals Social, Community, Options


THE DEMAND MODEL


KNOWING THE CONSUMER RECAP You must know who your customers are & who your target customer is

ACTION ITEM: Ask your membership/customer base why they play golf

Golf must exploit rapidly changing generational demographics

Consider the demand model in both your programming and messaging, as your customers have different preferences based on a variety of factors


THE ROLE OF THE PGA PROFESSIONAL

TONY MARTINEZ, PGA Director of Golf Keeton Park Golf Course Dallas, TX

342 GRADUATES ! INTRO WHY CONSUMER PGA MEMBER MARKETING INSPRING ENGAGING CONVERTING RETAINING STRATEGY MEASURING SUMMARY


but only...


TONY MARTINEZ, PGA Director of Golf LOVEMARK Keeton Park Golf Course Dallas, TX


RICK BAYLISS Past President of the CMAA

Chief Operating Officer The Lost Tree Club

North Palm Beach, FL

CHIP & SIP INTRO WHY CONSUMER PGA MEMBER MARKETING INSPRING ENGAGING CONVERTING RETAINING STRATEGY MEASURING SUMMARY

PROGRAM 1 RETENTION EVENT

PROGRAM 2

2


A LESSON TAKER WILL

SPEND 65% MORE ON F&B.


IAN HAYES, PGA Zwartkop Country Club Johannesburg, South Africa

PRACTICE & BREAKFAST


A LESSON TAKER WILL

PLAY 20% MORE GOLF.


A LESSON TAKER WILL

SPEND 79% MORE IN RETAIL.


A LESSON TAKER WILL

100% RENEWED THEIR MEMBERSHIP.


GOLFER SPEND


CUSTOMER KNOWLEDGE

CUSTOMER MANAGEMENT


ROLE OF THE PROFESSIONAL RECAP There is a pathway all consumers navigate in their golf with journey

The PGA Professional is uniquely positioned to manage consumers onto & up the consumer pathway.

Engagement is a means to an end, it can drive all aspects of your business

ACTION ITEM: Review the amount of time you dedicate to engagement


MARKETING LIFECYCLE

VOORSPRUNG DEUTSCHE TECHNIQUE


Best Buy launches Samsung store & Geek

Squad; Best Buy recovers market share

25

35

45

55

BEST BUY REVENUE ($Bn) Best Buy rides consumer technology boom.

Apple & hands-on carrier stores mature;

Best Buy sales fall.

Amazon enters market, Best Buy cuts

prices, in-store staff. Sales continue to fall.


EVEN DIAPERS HAVE A MARKETING LIFECYCLE INTRO WHY CONSUMER PGA MEMBER MARKETING INSPRING ENGAGING CONVERTING RETAINING STRATEGY MEASURING SUMMARY

MARKETING LIFECYCLE RECAP There is a standard marketing lifecycle that all products must follow

Golf is no different, we must inspire, engage, convert and retain customers if we want to increase golfers, rounds and revenue at our facility.

ACTION ITEM: Walk from your parking lot, through your shop, past the practice area and to the first tee. What inspiring material did you see? What positive

messages did you read?


INSPIRING GOLFERS

HIGH NOISE LOW SIGNAL


FACEBOOK TWITTER

INSTAGRAM PERISCOPE SNAPCHAT

MORE TO COME


HIGH SIGNAL LOW NOISE


HIGH SIGNAL LOW NOISE

VERY PRODUCTIVE


VS.

APPEAL TO EMOTION


0%

10%

20%

30%

40%

50%

60%

70%

TO WHAT EXTENT DO YOU TRUST

EACH OF THE FOLLOWING ADVERTISING OR PROMOTIONS?

Source: Forrester Research, Inc.

COMMUNICATION MEDIUMS


COMMUNICATION PREFERENCES GENERATION MEDIUM

Traditionalists Face-to-Face

Baby Boomers Face-to-Face, Phone, Email, Web & Facebook

Generation X Email, LinkedIn, Twitter & Web

Millennials Instagram, Youtube, Facebook, Twitter, Web


RECONSTRUCT THE ADVERT Reconstruct the previous ad to

communicate to your audience around why and not what

What imagery, title, caption and call-to-action would inspire yourtarget market to engage?

3 minutes


HOW MANY FITTING VARIATIONS ARE THERE REALLY?

THE BEAUTY OF A QUESTION


DISCOVER FOR THEMSELVES


INSPIRING GOLFERS RECAP Inspiring someone to action is difficult, there are a lot of distractions

Different generations are inspired through different channels

ACTION ITEM: Identify who your target market is and where you can reach them

You can inspire by appealing to emotion, asking questions, or telling stories

ACTION ITEM: Inventory and review the messaging in your facilitys on and off-site communications, including your staffs face-to-face interactions with your customers


ENGAGING GOLFERS

STANDARD ENGAGEMENT


BILL ABRAMS, PGA Head Professional Balmoral Woods Country Club Crete, IL


ENGAGEMENT CREATES A SALES GAP


GOLFER SPEND


ENHANCED INCOME, JOB SECURITY


ENGAGING GOLFERS RECAP Engaging with customers has a standard industry model, applicable to golf.

ACTION ITEM: Define your engagement model, including how you will inspire the consumer

Engagement is a means to an end: you are unlikely to convert a consumer into a golfer during your first engagement, use the opportunity to build trust, credibility.

There are an unimaginable number or types of engagement events ACTION ITEM: Brainstorm a list engagement events; Implement one at your facility

You can create a sales gap by highlighting the golf opportunity or threat

Engagement that is not converting or retaining a golfer is wasted opportunity


CONVERTING GOLFERS

so plan for the sale and then ask for the sale!


THE ENDS WE LEAD TO RETAIN

(reduce losses) RAISE

(occasional to regular)

RECRUIT (new blood)

REWARD (value avid)

RECOVER (lapsed)

Increased Member or Green Fees

Increased Food & Beverage

Increased Retail & Apparel

Increased Equipment Sales

Increased Event Fees

Increased Coaching Revenue


GOLFER

NAME: OLI OCCASIONAL ROUNDS: 4 per year

SCORE: 90 100 INCONSISTENT STRIKES


CONVERT AN OCCASIONAL GOLFER Create an event for Oli Occasional

Objective: Encourage occasional golfers to play golf more frequently and to become more engaged with

you and the facility

Consider on course experiences, resources, facilities, scheduling, inspiration & retention tactics

GOLFER

NAME: OLI OCCASIONAL ROUNDS: ~4 per year



BOTH RETAINING & RAISING GOLFERS

RETAIN (reduce losses)

RAISE (occasional to regular)

RECRUIT (new blood)

REWARD (value avid)

RECOVER (lapsed)


CREATE A LEVEL-BASED PROGRAM Create a three-level coaching program

Objective: Move customers up the pathway, in either terms of skill or type

(intro, recreational, engaged, committed)

Consider on where your customers are coming from and where you want them to go


JOHN PERNA PGA apprentice

Assistant Professional Oak Brook Golf Club

Oak Brook, IL




RECRUIT (new blood)

REWARD (value avid)

RECOVER (lapsed)

DONT FORGET FORMER PLAYERS


RECOVER LAPSED GOLFERS Objective: Recruit lapsed customers back to facility

Consider an event to engage golfers who no longer play for whatever reason.

How will you inspire and then retain them?

Be sure to define the results you wish to achieve


THE POWER OF ADVOCACY


PETER MYERS, PGA Owner & Golf Professional Dunes Golf Centre Fraserburgh, United Kingdom

135 NEW MEMBERS 12 MONTHS

$2.2MM INTRO WHY CONSUMER PGA MEMBER MARKETING INSPRING ENGAGING CONVERTING RETAINING STRATEGY MEASURING SUMMARY

BILL HARVEY, PGA Teaching Professional Arroyo Del Oso Golf Course Albuquerque, NM

FILLED ALL JUNIOR PROGRAMS.

OPENED MORE. FILLED THOSE, TOO.


DEE FORSBERG, PGA Teaching Professional Brookview Golf Course Golden Valley, MN


GOLFER




CONVERTING GOLFERS RECAP If engagement was the means to the end, conversion is the end

Golfer conversion is new players, retained players, recovered players or players playing more golf; Golfer conversion happens on & up the pathway

ACTION ITEM: Define your facilitys golfer conversion strategy

Referrals and customer advocates are accelerators of your business

ACTION ITEM: Empower your best customers to spread the word


RETAINING GOLFERS

GOLFER




RETENTION DRIVES REVENUE



RECRUIT (new blood)

REWARD (value avid)

RECOVER (lapsed)


HOW DO YOU RETAIN GOLFERS? Objective: Your facility has had large

participation in your introductory golf offering,

however less than 10% of the customers are

continuing on to play golf. Create an event that

reduces the number of introductory players lost.

Be sure to define the results you wish to achieve


RETENTION EVENT

RETENTION EVENT ENGAGEMENT EVENT

PAR-3 CHALLENGE


RICK RUPERT, PGA Head Professional Desert Horizons Country Club Indian Wells, CA

General Manager provided a monthly at-risk list to Rick, with whom he would invite for accompanied play; the end result was:

75% booked into their next round of golf 50% booked into the next formal club event

25% booked into a coaching program or an assessment


GOLFER



RETENTION EVENT ENGAGEMENT EVENT

PAR-3 CHALLENGE

RETENTION EVENT RETENTION EVENT RETENTION EVENT

ACCOMPANIED PLAY


RETAINING GOLFERS RECAP Retaining golfers is easier than losing them & having to win them back

The number one priority is to identify at-risk golfers & engage with them

Your job is to understand the barriers and the opportunities with each of these golfers. Do they need more social integration? Better golf improve

their golf experience?

ACTION ITEM: Create a list of at-risk golfers and save them


PROGRAMMING STRATEGY

5 KEY REVENUE DRIVERS




RECRUIT (new blood)

REWARD (value avid)

RECOVER (lapsed)

Increased Member or Green Fees

Increased Food & Beverage

Increased Retail & Apparel

Increased Equipment Sales

Increased Event Fees

Increased Coaching Revenue

STRATEGIES & TACTICS RETAIN RAISE RECRUIT REWARD RECOVER

PARTNER AN EX

GET GOLF READY PAR-3 CHAMP /

PGA JUNIOR LEAGUE GOLF

ACCOMPANIED PLAY

SKILLS CHAMPIONSHIP


A MONTHLY CAMPAIGN JUNE 2016 BETTER GOLF

CAMPAIGN & DESCRIPTION Deadly from 15 Feet The factors that impact your ability to make more 15 foot putts: aim, setup, technique, practice & technology

ACTIVE MARKETING Fitting Assessments Putting Practice Clinic

ENGAGEMENT EVENTS 10 Foot Challenge Club Putting Championship

PROGRAM OFFER Graduate of the Greens (Master and Wizard) Putters and Balls


CREATE A CAMPAIGN Objective: Recruit your customers back for a new season.

Consider the following factors:

Campaign Name Description

Target Audience Desired Outcomes

Active Marketing Events Engagement Events Monthly Calendar Program Offers


AN EXAMPLE APRIL 2016 PLAY MORE GOLF

CAMPAIGN & DESCRIPTION Re-Introducing Golf Inspire golfers to get out and enjoy the facility at the start of the season

OBJECTIVES Re-acquire at-risk customers early on in the season; Reconnect with recreational golfers, who we hope to move to engaged golf

ACTIVE MARKETING 9-hole Par 3 Championship; 40-yd Chip & Sip

ENGAGEMENT EVENTS Target Golf

PROGRAM OFFER Assessments, Coaching Programs, Book & Pay Now, Multi-Visit Coupon


PLAN FOR WHAT YOU WANT TO ACHIEVE.


PROGRAMMING STRATEGY RECAP Make sure you have tactics and activities for each strategy (recruit, retain,

recover, reward and raise) thats important to you

These tactics and activities can be plotted on the consumer pathway

You can organize these tactics and activities into campaigns

ACTION ITEM: Create one campaign per month that focuses on golfer recruitment


MEASURING SUCCESS

LEAD MEASURES LAG MEASURES Communication Metrics

(e-mail open rates, social activity etc.) Golfers

Number of Customers Engaged Rounds and Revenue

Number of Inspire Events Coaching Revenues

Number of Engagement Events Equipment Sales

Number of Retention Events Retail


ENGAGEMENT RULES ALL One-on-one Coaching

Group Coaching & Clinics

Skills Challenges

Fun Performance Events

Technique Assessments

Equipment Fittings

Supervised Practice

Accompanied Play


Activity Golfers EngagedAccompanied Play 18

Supervised Practice 12Swing Assessments 16

Fittings 9Clinics 36

Coaching 8Skills Challenge 18

Fun Performance events 16

Professional: JOHN NEWKIRK, PGA


Sheet1

Professional: JOHN NEWKIRK, PGA

ActivityGolfers Engaged

Accompanied Play18

Supervised Practice12

Swing Assessments16

Fittings9

Clinics36

Coaching8

Skills Challenge18

Fun Performance events16

Initiation Fee: $45,000

Annual Dues: $7,000

Average Annual Spend (excluding initiation & dues): $5,000

Average Membership Length: 12 years

PLAYER CREATION MATH (private) ITEM VALUE OCCURANCES TOTAL

Initiation $45,000 1 $45,000

Annual dues $7,000 12 $84,000

Average annual member discretionary spend $5,000 12 $60,000

Value of ONE New Member

$189,000

Number of New Members 4

Total Value Created by Player Development $756,000


Total Members: 500

Annual Member Loss: 40

Total Student Members: 100

Annual Student Member Loss: 5

PLAYER RETENTION MATH (private)

General Membership 500 Student Membership 100

Annual Membership Loss 40 Student-Membership Loss 5

Loss Rate 8.0% Loss Rate 5.0%


REVENUE SCORECARD Quantify the direct and

incremental revenue

attributed to your player

development activities.

PGA.org/RevenueScorecard


MEASURING SUCCESS RECAP Create success (lag measures) by influencing your lead measures

ACTION ITEM: Focus daily on activities that influence your lead measures

We very rarely communicate what we are achieving to our management

ACTION ITEM: Create a monthly engagement report

Player Development has a tangible financial impact on your business

ACTION ITEM: Complete a Revenue Scorecard at PGA.org/RevenueScorecard


REVIEW SUMMARY

START WITH WHY.

FOCUS ON THE CONSUMER.

ENGAGE UP THE PATHWAY.

MEASURE & COMMUNICATE YOUR SUCCESS.

THANK YOU!

RESOURCES PGA.org/SectionWorkshops

PGA.org/GetGolfReady

PGA.org/RevenueScorecard

PGA.org/PGAJLG PGA.org/PDRM

PLAYER DEVELOPMENTSECTION WORKSHOPSlide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7WHAT DO YOU WANT TO SAYSlide Number 9Slide Number 10Slide Number 11DONT START WITH WHATDO START WITH WHYSlide Number 14Slide Number 15TRADITIONAL GOLF PROPOSITIONA NEW OPPORTUNITYREDO YOUR MESSAGESlide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Slide Number 28Slide Number 29RE-THINKING WHY RECAPSlide Number 31WHAT WE THINK THEY CARE ABOUTWHAT THEY SAY THEY CARE ABOUTTHATS LIKE ASKINGWHAT THEY ACTUALLY CARE ABOUTSlide Number 36Slide Number 37Slide Number 38WHY THEY PLAY GOLFWHY THEY PLAY GOLF (contd)Slide Number 41CONSUMER VALUE HAS CHANGEDFAMILY ROLES HAVE EVOLVEDSlide Number 44GOLFS VALUE PROPOSITIONSlide Number 46Slide Number 47Slide Number 48GENERATIONAL PREFERENCESSlide Number 50THE DEMAND MODELKNOWING THE CONSUMER RECAPSlide Number 53Slide Number 54Slide Number 55Slide Number 56Slide Number 57CHIP & SIPSlide Number 59Slide Number 60Slide Number 61Slide Number 62Slide Number 63Slide Number 64Slide Number 65A LESSON TAKER WILLSlide Number 67A LESSON TAKER WILLA LESSON TAKER WILLA LESSON TAKER WILLSlide Number 71Slide Number 72ROLE OF THE PROFESSIONAL RECAPSlide Number 74Slide Number 75Slide Number 76Slide Number 77Slide Number 78Slide Number 79BEST BUY REVENUE ($Bn)Slide Number 81Slide Number 82Slide Number 83Slide Number 84Slide Number 85Slide Number 86Slide Number 87Slide Number 88MARKETING LIFECYCLE RECAPSlide Number 90Slide Number 91Slide Number 92Slide Number 93Slide Number 94Slide Number 95Slide Number 96Slide Number 97Slide Number 98Slide Number 99APPEAL TO EMOTIONSlide Number 101COMMUNICATION MEDIUMSCOMMUNICATION PREFERENCESSlide Number 104RECONSTRUCT THE ADVERTSlide Number 106THE BEAUTY OF A QUESTIONDISCOVER FOR THEMSELVESSlide Number 109Slide Number 110Slide Number 111Slide Number 112Slide Number 113INSPIRING GOLFERS RECAPSlide Number 115Slide Number 116STANDARD ENGAGEMENTSlide Number 118Slide Number 119Slide Number 120Slide Number 121ENGAGEMENT CREATES A SALES GAPSlide Number 123Slide Number 124ENHANCED INCOME, JOB SECURITYSlide Number 126ENGAGING GOLFERS RECAPSlide Number 128Slide Number 129Slide Number 130THE ENDS WE LEAD TOSlide Number 132CONVERT AN OCCASIONAL GOLFERSlide Number 134BOTH RETAINING & RAISING GOLFERSSlide Number 136CREATE A LEVEL-BASED PROGRAMSlide Number 138Slide Number 139DONT FORGET FORMER PLAYERSSlide Number 141RECOVER LAPSED GOLFERSTHE POWER OF ADVOCACYSlide Number 144Slide Number 145Slide Number 146Slide Number 147CONVERTING GOLFERS RECAPSlide Number 149Slide Number 150RETENTION DRIVES REVENUEHOW DO YOU RETAIN GOLFERS?Slide Number 153Slide Number 154Slide Number 155RETAINING GOLFERS RECAPSlide Number 157Slide Number 1585 KEY REVENUE DRIVERSSTRATEGIES & TACTICSSlide Number 161A MONTHLY CAMPAIGNCREATE A CAMPAIGNAN EXAMPLESlide Number 165PROGRAMMING STRATEGY RECAPSlide Number 167Slide Number 168ENGAGEMENT RULES ALLSlide Number 170Slide Number 171PLAYER CREATION MATH (private)PLAYER RETENTION MATH (private)REVENUE SCORECARDMEASURING SUCCESS RECAPSlide Number 176Slide Number 177Slide Number 178Slide Number 179Slide Number 180Slide Number 181Slide Number 182Slide Number 183

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PGA Player Development Section Workshop