Tips To Optimize Your Website & App

We’ve joined forces with 1-2-1 Marketing to list the best practices of optimizing a website and keeping app engagement high. 1-2-1 Marketing provides website and marketing solutions for golf facilities around the world, helping them sell rounds and memberships. Kent Ashby, Director of Digital Marketing at 1-2-1, breaks down his top tips on how to keep your site performance strong!

The website continues to play one of the largest roles when it comes to marketing a golf facility. Websites act as the cornerstone of marketing efforts. Email blasts, Facebook Ads, search engines, and other digital campaigns direct customers to the website in most instances. Because of this, ongoing maintenance and optimizations need to take place in order to keep up with the changing demands of golfers. After all, it’s not 1998 anymore. A lot has changed. Here are some helpful tips and best practices for improving your website’s performance this season.

More than Just Good Looks

While we pride ourselves on providing golf courses with websites that make great first impressions, functionality and accessibility trump all in 2018 and beyond. It’s important to ensure your website not only looks good on all devices, but functions just as well.

These days, users expect lightning-fast website experiences with quick and easy navigation. Your website should have a simple design with clear calls-to-action like “Book a Tee Time” and a contact number that’s prominently above the fold. This is especially true on mobile. Let’s use the screenshot below as an example. At first glance, there are really only two options a user sees; call the course or book a tee time. By simplifying the mobile version of the website to highlight only one or two actions, you save users the time and make their overall experience more pleasant. The smaller percentage of users looking for other information can utilize the menu to navigate to the appropriate place.

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A major topic in the golf industry recently is the Americans with Disabilities Act (ADA). In an effort to make the web more accessible for the disabled, ADA regulations now apply to some business websites, including golf courses. To make websites more accessible for the vision or hearing impaired, features such as closed captioning, contrast ratios, meta data, and navigation all need to be adjusted for use in conjunction with accessibility software. With ADA compliance being a point of legal turmoil for several golf courses in recent months, it may be time to take a closer look at website accessibility.

Have Fresh, Fun Content

Golf courses typically have a lot more going on than their website shows. Often times, website content can go stale, with years going by between updates. Start leveraging your website as if it’s a message board for everything exciting that’s happening at your facility! Leveraging things like the online Event Calendar and a blog can help keep customers in the know, potentially leading to more participation at the course.

Also, content should be fun! Don’t be afraid to show your personality in your content. People appreciate businesses that remind them that there’s an actual person on the other side of the keyboard. It’s okay to be witty, sarcastic, or silly, especially in the more informal setting of the blog format. Using your favorite GIFs or memes is a perfect way to connect with your customers on a less professional, but more meaningful way.

Capture Customer Data

People aren’t as willing to give up their personal information as they once were. In order for your website to be a data-capturing machine, you need to offer something golfers can’t refuse. Here are a few offers we’ve seen on websites that have helped with data capture:

·        A free round of golf for your birthday month

·        Free online golf instruction series / practice drills

·        Free appetizer with purchase of entrée

·        Free bucket of range balls

When you provide a strong incentive for users to give you their data, you’ll be surprised at how many more people will take you up on it. This can help build your email database significantly and works well on users that typically wouldn’t provide their contact information.


Tracking and Measuring Website Activity

Most golf course operators are at least familiar with the standard website metrics, like visits, users, time on site, and pageviews. While these metrics are important to take note of, there is a whole host of other tracking possibilities that will allow you to attribute value to your marketing efforts.

While Google Analytics in its standard form is a powerful tool, there are hundreds of other ways you can use it to track website activity. With a more advanced implementation of Google Analytics, you can track the source of tee time bookings, form submissions, purchases, phone calls and more. You can even see which of your marketing efforts are producing the most revenue! This is valuable information that can assist you in designing the most profitable marketing mix possible for your golf course.

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Make Sure You’re Being Found for Local Searches

Just because a website is SEO friendly doesn’t mean people are finding you on search engines. For golf courses, local search results provide the most value. These local search listings can be managed through Google My Business. Google My Business (GMB) allows business owners and operators to manage information such as hours of operation, imagery, and business categories. GMB also let’s golf course operators respond to reviews quickly and easily. Common mistakes we see with Google My Business listings are 1.) the course hasn’t claimed their listing, or 2.) the listing is incomplete. All things equal, an unverified or incomplete GMB listing will underperform, taking a backseat to businesses that tend to their listings regularly.

Often times the Gallus Golf on-course technology, such as golf GPS and scoring get a majority of the attention on tools to utilize. However, when utilized effectively it is our marketing tools that generate the most return to our partnered clubs. In this blog, you will learn how to get the most out of these tools and what the best practices are to ensure your customer connection remains strong!


Mobile App Tips from Gallus Golf Marketing Manager,

Molly Jasco

Keep App Content Up To Date

Your branded club app should be viewed as a hub of information for your customers to find: tee times bookings, club events, league information, junior golf, and general information. Fortunately, our tools are designed to reflect your website in a mobile-friendly view, so whenever an update is made on your site, it’s displayed in your app. The only place you will need to remember to update is News Items and buttons that may be seasonal. If you have new monthly events or specials, set a reminder to update that as often as needed. Your app users will appreciate seeing fresh content and will keep them engaged.

Create A Loyalty Program

Whether your Club App is five years old or launching this 2019 season, one thing to consider is including is a loyalty program. By having an exclusive in-app rewards program, you can create more value and give additional incentive for customers to download your app. The beauty of having a loyalty program in your Club app is that rewards are easily tracked and customers can always be aware of how close they are to earning a reward.

If you do not want to commit to a long-term program, one-time rewards are a great option. Our Offer Locker was released earlier this year and is essential a digital coupon that is sent to users directly in the app. Offers can be flexible to fit your club’s needs and sent to the full database or targeted segments. Targeted messaging is a marketing technique that customers are showing appreciation for with 44% of customers saying they would be willing to provide their name, address, email address and more in order to receive relevant offers.

Communication Is Key

Push Notifications are efficient in setting up and quickly delivering a message to your audience. Use push notifications to broadcast your club promotions, upcoming events, and even course conditions.

Tips To Remember With Push Notifications:

  1. Schedule a push notification once a week. App users who receive one or more push notifications in their first 90-days have 190% higher average retention rates than those who don’t receive any push notifications.

  2. Use Emojis! In a recent study with over 2.6 push notifications, data showed that emojis drive push notification opens by 85% and conversion by 9% 😃.

Use Geofence Messages

Timing is key for reaching users in a meaningful way. It’s impactful when a customer receives a notification showcasing deals in the pro shop and restaurant when they arrive in the parking lot. Research from a recent study shows 36% of people who shop using apps said a mobile location-based push notification influenced an in-store purchase they made.

Promote merchandise specials, new food menu items, or events to sign up for in the golf shop. By promoting these offerings to customers who are physically at your location, your chances of closing that sale are much greater.

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When it comes to email marketing, we know promoting greens fee specials will get your golfers to your course, but often times, food & beverage or merchandise specials are not as strong of an appeal. With geofence technology, you can create a custom message for your golfers as they arrive at your club with all new specials and offerings available. 90% of US mobile users keep their location services turned on, and because your customers will be in the vicinity of these offerings, the likelihood of purchase is much stronger.

We hope you found these tips helpful in how to maintain a valuable online presence to your customers. If you have any questions, feel free to reach out to your Account Manager or

contact us at info@gallusgolf.com.

Why Targeted Offers & Messages Are Important

How To Use Targeted Messaging & Offers

Last month, we introduced our targeted offers and messaging to our partnered clubs. This marketing tool allows you to instantly send relevant messages and offers to your customers based on whatever criteria you like. You may receive offers like this already personally from national brands like CVS, Nordstroms, or Domino’s Pizza. Now your club can perform similar marketing techniques to effectively engage with your customers too! In this blog, you will learn more about why targeted marketing tools, like the one available to you, is a win for your club and customers! Also, we are going to provide a list of ways you can use send targeted messages to your customers depending on the offer scenario or customer type.

As you are probably noticing more than ever, brands are using online retargeted efforts to capture your attention and entice you to their site. It is fate or “meant to be” that the Hawaii Getaway trip being advertised to you is popping up days after looking into flights to warmer weather states. As creepy or annoying as this can be, it’s actually quite effective when it comes to converting an online audience to paying customers. In fact, according to a recent study on consumer behavior, 71% of respondents said they would prefer ads that are tailored to their personalized interests and shopping habits. In addition, 44% of customers said in order to receive more relevant offers, they would be willing to provide their name, address, email address, and product preferences. These statistics show consumers are expecting more when it comes to the customer experience and marketing engagement. Why this is important is because you can now use similar retargeting methods to engage with your customers with relevant offers or messages based on their interests and spending habits.

I’ll walk through some examples of what you can send and things to consider when crafting these offers!


Holiday Promotions

Since we are in the thick of the Holiday shopping season, let’s start off with some ways to target specific customer segments this time of the year. Many clubs are offering general promotions to entice 2019 memberships, players pass, gift certificates, and discounts off merchandise. These are great general promotions, but try targeting your customers with the following:

  • Get A $100 Gift Card, Get A Free $25 Gift Card

    • Target Segment - Members at your club. Your members already have a golf covered with their membership, but they would certainly appreciate a credit or gift card to your pro shop, where they can purchase something for themselves or gift that to someone else.

  • New Golf Equipment In Stock - Target high spending customers to reserve their new driver. If you have golf equipment in your golf shop and anticipate a new stock of the latest and greatest by Taylormade of Callaway, make sure to get that message out to your customers.  

    • Target Segment: customers who have purchased golf equipment from you or customers who have spent over $500 in the last year. This segment is those that have shown a history of significant purchasing behavior at your golf shop.

  • Sip and Shop Night. Shop the golf shop sales, and enjoy a complimentary glass of wine in the Clubhouse. An event like this takes minimal effort and investment (a few bottles of wine) and doesn’t necessarily need a “sale” or discount associated with it.

    • Target Segment: Members or women at your club. Women tend to be the shoppers in the household, or if targeted to members only, it creates an exclusive perk that makes them feel valued.

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Win-Back Offers

Every business wants to find the “secret sauce” solution that keeps their customers wanting to come back. It’s no surprise in golf that many of our customers have options when it comes to where they can play, so it’s important to target your customers to stay ahead of the competition.

  • Tournament Player Offer - $5 Off Your Next Round. From any tournament, your win-back offer can be a targeted offer. When using the Gallus Tournament Software, you can easily set that up. In addition to growing your downloads for your Club App, you have the opportunity to market to these players via targeted messaging. Send tournament players an offer for $5 off their next round or a 2-for-1 Golf to encourage them to come back with a friend (new customer!).

    • Target Segment - Tournament Players

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We Miss You Offer - $10 Off Your Round

  • Target Segment - Customers who would play consistently and haven’t played your course in 2-3 months. If you want to dive into a specific customer segment, such as those who would play on the weekends, have an offer that is weekend specific. Tailoring a reward to their previous tee times will be beneficial in getting them back to your course.



Food & Beverage

Drive more spend to food and beverage through your app! Our mobile ordering solution, onTAP, allows your customers to view and make orders to your kitchen from any location. Orders can be customized to be either be picked up at the clubhouse or delivered at their location on the course. Below are some examples of how you can grow your kitchen sales by utilizing the app tools available to you.

  • 10% Off When You Order Through The App. Make this an ongoing offer each month to those who have not made an in-app order. This will create some buzz around the new feature of ordering through your app and entice your golfers to be more engaged with their app usage. Each month update the offer and the new list of customers who have not made an order and they will be notified they have an offer waiting for them.

    • Target Segment: First-time Spenders

  • Beer Bucket Deal For Group. No need to always discount. You can offer a special package or experience for your golfers who have booked with a friend. For any of twosome or foursome booked for the week, send them a Beer Bucket Special for 6 domestic beers for $30 or a volume price that is aligned with your menu. This is a win for the golfers, who feel like they are getting a deal and a win for the course who is getting them to increase the average spending transaction during a typical day at the course. Cheers to that! 🍻

    • Target Segment: Twosome or Foursome Booked (over 21 years of age)

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Memberships & Annual Players Passes

  • Purchase Your Membership. Whether you offer an annual membership or players pass program, this is an easy way to remind and ensure your customer renew with you. Simply send them a message with a reminder of the perks and payment date, and ideally a link to guide them to a payment confirmation page. If your player's passes are semi-annual or monthly, use this same messaging technique to engage with that target audience.

    • Target Segment: Existing Members

How To Send A Targeted Offer:

  1. Think about which customer segment you want to target. Export their emails from your tee sheet or email list.

  2. What is the offer that is relevant to this segment? This can be a discount or a value-added package.

  3. Once logged into the Gallus Golf Dashboard, create the offer in the Offer Locker.

  4. Target the message to your customer segment by importing the emails.

  5. Check “Send Push” and click “Create” and your offer will send!




Gallus News | Gallus Golf To Host Educational Webinar On November 13th Featuring Launch of New Marketing Tech Including Artificial Intelligence

Gallus Golf To Host Educational Webinar On November 13th Featuring Launch of New Marketing Tech Including Artificial Intelligence


Featured in The Golf Wire on November 7th, 2018

On November 13th, Gallus Golf will hold an educational webinar on a groundbreaking new feature they are launching. For years Gallus has been the leader in this space, and that trend continues with the capability to reach specific individuals or specific groups of individuals with custom messaging and offers available right on their smartphones.

Golf and Country Clubs will be able to define a specific audience to communicate with and send tailored messages directly to these individuals. Plus, create offers to the targeted individuals designed to be highly relevant to them based on their interactions or behaviors at the club. Just one example, post-tournament bounce-back offers can be directed to the smartphones of those who participated in the event to drive them back to the club. Gallus emphasizes that the sky is the limit here, saying that any reason a club can think it should reach out to any individual or group can be incorporated into this new feature.

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Additionally, Gallus has partnered with Cognistx, to apply a layer of Artificial Intelligence to this process, allowing the technology Gallus provides the club to begin to learn how each individual behaves based on the messaging and offers being sent to them in order to optimize the engagement and experience each customer has.

Innovation and marketing solutions have been a continued mindset for Gallus Golf and providing these user-friendly tools to their partnered clubs is sure to result in an enhanced customer experience. “It is always exciting to deliver the new tools we’ve been working on to our clients, and I am really looking forward to getting this release into our customer’s hands” says Jason Wilson, Gallus Golf CEO. “Adding the Artificial Intelligence component has been on our roadmap, and we are thrilled to have Cognistx as a partner to help us realize this.”

“We are very excited to partner with Gallus Golf in delivering AI driven offers and customer

optimizations utilizing our OfferNet™ platform,” says, Sanjay Chopra, Cognistx CEO.


Event Details

Gallus Golf Webinar | Targeted Messaging & Offers

November 13th at 9 AM PST

Limited Space. Register To Attend Now 

Gallus News | Gallus Golf Marketing Solutions Helping Golf Clubs Increase Their Customer Engagement

Featured in The Golf Wire on October 25th, 2018

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Gallus Golf’s latest marketing solution, LaunchPad, was introduced in the summer of 2018 and is already demonstrating significant success for new partnered clubs needing marketing assistance. This six-week program helps clubs quickly grow their mobile app downloads during their initial app promotion phase, as well as provide marketing strategy and app management to ensure customers stay engaged with clubs long term. On average, partnered clubs using LaunchPad and Gallus marketing services have experienced 3 times the app growth rate than clubs who are not. In addition, these clubs are positioned to have better customer engagement through the communication and loyalty tools available.

Michael Todd, President, and Director of Operations of Legacy Ridge Golf Club says, “The introduction of the Legacy Ridge app with the support of Gallus Golf has been a fantastic addition. It gives us another platform to reach our loyal customs in a very technologically advanced manner. One of the many ways we are using the app to stay connected with our members is through push notifications. We send them out frequently to make sure we are top of mind when it comes to their choice for golf. Also, setting up geofencing around our property is just another way to notify our members and guests of opportunities that will be beneficial…and grab more share of pocket! Our Ridge Rewards is another great way to stay connected, keeping in-app offers fresh and exciting. Without a doubt, all of these tools make our customers more engaged.”

Wildhawk Golf Club in Sacramento, CA is another Gallus partnered club, that has seen customer engagement soar since launching their app and using Gallus marketing tools. Wildhawk’s Golf Manager, Paul Henderson, states, “We have had nothing but good comments about the app, from the ease of the download to the overall functionality. The loyalty program has been especially popular with golfers with many redeeming their “reward round” after only a few weeks. Golfers have also been responding well to the ease of the online food & beverage feature. Our Grille phone is ringing less with golfers ordering from their phone.” Henderson adds, “The Gallus Golf team made the development and launch of the app extremely easy. I’ve gone through many painful website launches and marketing this app has been nothing compared to those experiences. I highly recommend using their Launchpad marketing option.”

Given the success of LaunchPad, clubs are gravitating towards Gallus Golf’s full-service marketing solution, BOOST. This service was praised earlier this month by President and CEO of St. Marys Golf & Country Club Matt Staffen as “taking our marketing presence to the next level” and described as having “a full-on marketing team, that is great at what they do and also understands the game of golf”. How BOOST differs from LaunchPad is by providing long-term marketing strategies for golf clubs, while handling the weekly execution of email campaigns, app management, social media, online reputation management, and graphic design. This ongoing marketing partnership with clubs has relieved courses of the headache of handling daily marketing tasks, allowing them to focus on business operations and their customers, all for a considerably smaller investment than hiring a marketing staff to do so at the course. With BOOST’s ongoing marketing efforts, clubs have experienced increased app growth, event participation, membership sales, and overall positive word of mouth by their customers.


Learn more about Gallus Golf’s Marketing Solutions.

Important Message From Our CEO, Jason Wilson

Why Gallus Golf is NOT a Mobile App Company…

Want to know some of the most frustrating comments I hear from golf courses? Here are a few: “Oh yeah, I know about Gallus Golf. They build GPS apps.” Or maybe, “I’ve heard of you guys, but we already have GPS on our carts, so I don’t think we need a mobile app.” Or, “You know, most of our customers just use a paper scorecard and have rangefinders, so we don’t need a scoring app.”

This made me realize a couple things. That we have done a fantastic job of making Gallus Golf well known as an app company. And we REALLY need to do a better job making sure golf courses know what Gallus Golf really does, because we are NOT A MOBILE APP COMPANY!


When we started Gallus Golf in 2011, our goal was to enhance the golfer experience at YOUR golf course, and create better engagement with YOUR customers or members using technology. Everything we do is built around this concept.

In reality, Gallus Golf is a Customer Experience company. Custom apps just happen to be the primary vehicle to help our clients deliver on today’s consumer expectation.

I’ve got a tremendous team who is very passionate about golf. What we honestly discuss every week is “Man, we have built some awesome stuff for golf courses! How can we get more using it and get the most out of it”. The ideas, solutions, and technology we produce from that mindset span well beyond a simple “GPS app”.

  • Gallus Golf creates kick ass marketing collateral for our golf course clients to help them create awareness about their event, membership offers, golf tournament, or their brand in general.

  • Gallus Golf helps courses implement Loyalty Programs that foster enormous customer appreciation, drive repeat spending, and increased customer loyalty to their brand.

  • Gallus Golf produces creative marketing campaigns across email, web, social media, mobile apps, and on-course messaging to increase revenue across all facets of their business.

  • Gallus Golf builds innovative technology to enhance the golf outing experience for our clients, helping them deliver a fun and interactive customer experience at their club.

  • Gallus Golf delivers new and effective ways for our course clients to communicate with their customers & members about everything at their club.

  • Gallus Golf helps our clients learn more about their customers, behaviors, and how to create a personal experience that is relevant to each.

Gallus Golf does all of the above and much more. Yes, we can build a golf course their own custom mobile app, and yes that app does have a pretty cool GPS feature in it. But if that is all you think Gallus Golf does for a golf course I apologize, because I have not properly introduced you to Gallus Golf.

Gallus Golf is the Customer Experience Partner for any golf courses ready to do something different to exceed the expectations of their customers. We’d love to talk about it with you.

Gallus News - Gallus Golf’s Mobile Ordering Solution Contributing To Increase Kitchen Sales By 28% For Partnered Club!

Gallus Golf’s Mobile Ordering Solution Contributing To Increase Kitchen Sales By 28% For Partnered Club!

Featured in The Golf Wire October 17th, 2018

Ontario, Canada –

In a recent Gallus Golf blog, President and Founder of St. Marys Golf & Country Club, Matt Staffen, has attributed his club’s increase in kitchen sales to Gallus Golf mobile ordering solution. St. Marys Golf & Country Club has been a partnered club with Gallus Golf since 2015 and implemented many of their marketing tools to enhance the customer experience at their club.

Gallus Golf’s mobile ordering solution, onTAP, works seamlessly with a golf POS system to communicate orders and have them either delivered to golfers or available for pickup at a clubhouse. St. Marys has delivered this unique offering to their golfers and surrounding residents near their club to increase the opportunities for kitchen sales.

Providing the best experience for golfers is the heart of St. Marys’ mission, especially being that they are in a competitive golf market in Ontario, Canada. Staffen says “It’s more about trying to provide customer value and an experience. If you have your own app, you can connect with the customer that way and offer different things for them to connect to your business. For example, onTAP is a new way to get orders that can be available to someone on the course or a local nearby that wants to pick up food.”

They have ensured their golfers are aware of this solution and any club offering through Gallus marketing tools, as well. Staffen adds, “We’ve pushed onTAP to our customers through push notifications. We want to remind people when they are on the course that they can order food through the app. That was a big thing, as well, because our kitchen sales are up 28% this season. If someone has the app on their phone they will make that decision quicker than looking for a local restaurant.”

About St. Marys Golf & Country Club

St. Marys Golf & Country Club is one of Ontario’s best semi-private facilities, located in a picturesque residential community. Opening in 1932, St. Marys has maintained its place as a top course in their market by continuing to reinvest into their course and providing an social atmosphere for their golfers to enjoy. To learn more, visit https://stmarysgolf.com/.

About Gallus Golf

Gallus Golf strengthens the relationship between golf course and customer through their marketing and technology tools. They are the leader in building branded golf communities, increasing customer loyalty, and delivering innovative on-course technology. To learn more, visit https://gallusgolf.com/.


Golf Operator Spotlight - Matt Staffen - St. Marys Golf & Country Club

I had the pleasure of speaking with Matt Staffen, President and General Manager of St. Marys Golf & Country Club in Ontario, Canada. In the three years St. Marys has been us, Matt has been a leader in implementing our messaging tools and technology solutions. With the help of BOOST and Matt’s marketing vision, St. Marys Golf & Country Club App has grown their app users from 800 to over 2,500 - in the last season alone! Plus, their Clubhouse Kitchen sales have increased by 28%!

Whether your golf club is big, small, private or public, we could all take a page out of Matt’s book on how he has grown his business, and more importantly, built a golf community where his customers feel at home.

  • Molly Jasco, Gallus Golf Marketing Manager

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Molly: Can you tell me what career and life decisions led to you the golf industry and becoming the President and General Manager of one of the top golf clubs in Ontario?

Matt: Our family purchased St. Marys Golf & Club Club in the early 90’s when I was about six years old. I started working at the golf course when I was 15 or 16 years old and then went off to university and started working for some really high-end in golf courses up in Muskoka, a well-known tourist region here in Ontario just two hours north of Toronto. I also worked for a big corporate retailer for five years and what drove me back to St. Marys was not just my love for golf, but more of my passion for the marketing side of the industry.  So that’s really what led me to my decision to come back to operate the family business and operate St. Marys and grow it to its full potential.

Molly: How have you utilized your marketing background to grow your club?

Matt: What I really love about this industry and why I love showing up to work every day is the marketing side of it, and what influences a golfer to choose your golf course over the hundreds of other golf courses they have the option to play nowadays. There are 60 golf courses within 45 minutes of us, so that's obviously a big challenge. But we’ve been able to grow our business by taking advantage of the e-marketing side. It started with a lot of emails to our member base, then our Facebook Page, Instagram, and really took off in the last year with the app.  

We're a mature industry and in order to survive today, you have to grow and be the best. That’s the mentality we take every day and we’ve grown the business that way - whether it’s for our weddings, memberships, or our junior program which all have taken off in the last couple years - revenues have grown 100%. It’s been a whole lot of fun to see our golfing community transpire into what it has become today.

Molly: St. Marys is in a competitive golf market, what is your club doing that sets you apart?

Matt: First of all, we are continually staying in touch with them. We’ve found that adding the app to our efforts made perfect sense, especially for the younger generation, under forty, who have their phones in front of them all the time, and are not always checking their emails anymore.

We also have created a culture and an atmosphere from the moment they walk in the club and play 18 holes and then come back in for food and drinks, to the moment they walk out the door. We want them to they feel like they're at home and a part of a community. That was the second part of it.

The third part was reinvestment back into the golf course, back into the property, into our equipment, into our people. For example, the last two years we've undergone a bunker renovation program so we're redoing all of our bunkers and it will be completed next year. We're also buying new golf carts to keep our equipment up to date, our people head of the game, trying to be as progressive as possible, while also growing the revenue side. We know if we only focus on the cost side eventually our competitors will catch up, so the reinvestment was a big initiative for us.

It's really about being innovative, reinvesting back in that property, and creating that culture where people want to spend time.

Molly: You ran an aggressive campaign for “Free 18 Holes For Downloading The St. Marys App”. Some may wonder why you would potentially give a round away to an existing customer. What was your reasoning behind that and how has it impacted your season?

Matt: I felt the need to be aggressive with that offer in order to build our number of users from the 800 range we had been stuck at for the last couple of years.  

With the help of the BOOST Team, I wanted to go after that market, and attack it quickly to grow our app audience. And we successfully grew our number of users from 800 to 2,500 in a matter of a few months.

With the Free 18 Holes offer, we thought it would be easy to give away something for free, but how do you turn that into future sales? We knew the younger generation redeeming this offer would want an experience and beer would be bought on the course and food purchased after their round. That incremental revenue in just doing that offer was good enough for us to justify doing something so aggressive. And now we can reach out to them and try to bring them back with different offers and value plays that will get them interested in spending time here.

We’ve used Push Notifications a lot to target that same demographic of forty and under, who are more likely to receive and look at a push notification than an email. Using that Free 18 holes offer and growing our app users was really about the long-term ability to communicate with our customers in a more modern way.

We’ve also utilized and pushed onTAP to our customer through push notifications. We want to remind people when they are on the course that they can order food through the app. That was a big thing, as well, because our kitchen sales are up 28% this season. If someone has the app on their phone they will make that decision quicker than looking for a local restaurant.

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Molly: Third Party Sites and Golf Network Apps, like 18 Birdies, have a large audience of users and courses available. What would be your advice to someone who is on the fence between using a Golf Network App or a branded golf club app?

Matt: Third Party Sites has helped grow our revenue, but it's a challenge because if you’re not the cheapest you’re less likely to get the sale and to me, that is not a good long-term play. I want to control as many of the green fee bookings as possible. So if we can do that through our app and website (with dynamic pricing), that will keep the customer coming directly to us. Also, it's a lot easier to communicate our message to them as opposed to competing with every other golf course that’s on those 3rd Party Sites. With the Gallus Golf services, we can bring them here by owning that communication.

Molly: It can be very difficult for any business to grow their social media following, but St. Marys app and social media engagement is very strong. How have you grown your online audience?

Matt: I think if courses focus on growing your brand and not trying to sell, that is key. We typically don’t go on Facebook and promote an offer. It’s more about having your audience see what the brand brings, what the experience and the culture we are trying to create at St. Marys. We believe they will be attracted to that.



Molly: Given the success St. Marys has experienced due to your strong marketing strategy, what suggestions would you have to clubs who are struggling to find time to market their Club App?

Matt: The Golf Tournament Module has been big for us and it’s so easy to use. Our Pro Shop Manager, who initially didn’t want to have anything to do with computers, now uses it for everything - even our Glow Golf Night, for scorecards and cart signs. He has really embraced it this year and we’ve even added sponsors to each hole. This allowed us to increase our annual hole sponsor fee by $50, so it’s helped our club on many different levels.

Obviously with the BOOST program that was big for me. It made me take the app more seriously and realize its benefits. Why we moved forward with BOOST was because we were content with our 800 followers but it also meant I had to spend a lot of time during the busy season coming up with marketing ideas. When I have our monthly meetings with the BOOST Team it makes it much easier to just talk about those good ideas and put them into action. It work on both sides, but it keeps us organized and forces us to stick to a plan. BOOST is always timely that way. To try to manage the app, in addition to Facebook, and email, it can be a lot for operators, especially in an age when we are trying to manage our labor. To have a full-on marketing team, who are good at what they do and also understand the game of golf can be a challenge to find.

Having BOOST on our side gives us a team we can work with, who are quick and ready to take on the things we need to do. To sum it up, the back end module is easy to use, but BOOST will take the app to the next level.

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Molly: Golf can have the reputation for being a little behind the times when it comes to implementing new technology. Sometimes we hear, “Our club doesn’t need an app because our golfers are older” or “We don’t need Instagram because of X, Y, Z”. If a club was unsure of utilizing new technology to communicate to their golfers, what would you say to them?

Matt: There are different ways to target different audiences. The younger generation, who are under forty spend an insane amount of time on their phone, so the way to communicate with them is through the app.

We still have great success with our emails, but I’ve noticed in the last couple of years that our email open rates are declining slightly. The older crowd is still responding, but the younger generation is more engaged with a quick one-line message in a push notification. As marketing evolves and that younger generation becomes your customer base, it will be tougher to target them if you don’t have your app available on their phone.


Molly: Are there any technologies you’ve seen in other industries, that you would like to see the golf industry to adopt?

Matt: Yeah, I think one of the fears with the industry right now, especially with these 3rd parties taking on more and more, is that if you’re not the cheapest, you’re not going to get the customer. Trying to be innovative through marketing, and persuading a customer to come to you, despite what the price is - I think that is a big challenge we are all facing. The hotel and airline industry had experienced this same challenge and figured out the dynamic pricing model, because finding those super cheap deals are not as common today. I believe dynamic pricing is a huge way of the future in our sport and what we do in our industry because it’s figuring out what the price should be in the high and low demand. I think integrating that into the app is a big thing - we’ve done that with our tee sheet.

We shouldn’t be trying to be the cheapest, because then it becomes a race to the bottom. It’s more about trying to provide customer value and an experience. If you have your own app, you can connect with the customer that way and offer different things for them to connect to your business. For example, onTAP is a new way to get orders that can be available to someone on the course or a local nearby that wants to pick up food.

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There are a lot of opportunities out there, you have to figure out who you are targeting and what it is you’re offering - and keeping that customer close to you - instead of the 3rd party sites. Yes, they will always have a place, but if we can control that customer experience, we will all be better off.






Revenue-Generating Marketing Ideas To Start Now!

The last day of summer is this Saturday, September 22nd, and that means it’s time to start marketing your Club’s Fall and Holiday promotions if you haven’t already. It may seem like the shorter days and cooler weather would hurt your bottom line, but in reality, there are plenty of marketing opportunities to promote seasonal club offerings to boost your annual revenue.


Below are some revenue-generating initiatives your club can promote this Fall!



Early Bird Membership Campaigns

Even though summer is nearly over, there is still much golf to be played! If your club has annual memberships, now is a great time to promote your 2019 memberships with free golf the rest of the year. This will entice the customers who enjoy your club, but on the fence with a membership investment.

You don’t always have to discount or give away something either. Create a value-added Membership offer that your members can’t refuse! You can do this by increasing your membership price slightly and throw in a low-cost equipment item. For example, “Free Driver With Your 2019 Membership” with an expiration date of November 1st. The timing of an offer like this aligns perfectly this time of year with the upcoming release of 2019 product lines and increase in consumer spending during the Holidays.  

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Are You Ready For Some Football!?

It’s Football season and you may have noticed some slower weekend golf days. Make your club the Game-Day Spot your golfers want to watch Football at! A couple of ways to do this could be offering a weekend golf package including golf and a lunch special. Also, be sure to promote your weekend Football Specials during the afternoon, so those that are just practicing in the afternoon, now have an additional incentive to have lunch at your club and watch football. You can do this by placing a geofence message over your course that highlights the weekend specials.

Another way to make sure your tee sheet doesn’t suffer during the Football season is by having an early morning shotgun during the weekends. This way your golfers can make it a ritual to get their course time in before Football, and you still had 144 players on your course.

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Fill Up Your Weekday Tee Sheet

Maybe summer leagues are ending or college students are back at school, and your club is experiencing open windows of availability that you want to be booked asap. No problem! You can do a number of things with your app to fill up your tee sheet. Of course, by now you’ve heard us discuss push notifications, but this powerful tool can instantly get a message to your audience and booking a tee time within a couple clicks.  This return is easily worth the 30 seconds of time it will take you to craft a message and click send.

If you want to provide a golf promotion, create an in-app reward with the Offer Locker. By using the Offer Locker consistently, you will increase downloads, engagement, and make your app content more fun and valuable to your audience. Examples of this can be $5 off your weekday round anytime after 3 pm, or $49 weekday round and dinner.

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Affiliate Marketplace - The Christmas Miracle For Your Club

It’s not too early to begin thinking about the Holidays and how your club can maximize its holiday sales. What if we told you, you could increase club revenue by simply adding a button to your app? It sounds too good to be true, but our Affiliate Program is designed for our Club Partners to do just that! We’ll connect you to a number of brands your golfers can shop online and when an online sale is made, your club gets a percentage through your affiliation.  This is a great way to get ahead of the Holiday Season and offer products to your customers without stocking them in your golf shop. The Affiliate Marketplace is free and easy to sign up, and flexible in brands you want available in your Club App.

Get Started - Sign Up Now!

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It’s Beginning To Look a Lot Like… Party Season!

As some of you may be going out-of-season soon, it’s peak season to book venues for Holiday parties. Start marketing your clubhouse facilities for social gatherings, corporate luncheons, and the end of the year celebrations! If you experienced a rough season due to harsh weather conditions, this is a great way to recover from any lost revenue.

Below are some examples of a Holiday flyer created by the BOOST team. Do you need a Holiday flyer created for your course? Contact the BOOST team and they will deliver you a complimentary flyer for your Holiday promotions! Whether you were affected by the weather this season or not, we hope you take us up on our Holiday Design Offer.. As an early Christmas gift to you! ;)

Request Holiday Promotion Flyer

If you have any questions or would like to discuss the best golf marketing strategy for your course, please reach out to our BOOST Team.  Whether it’s ideas on your Fall events, Black Friday promotions, Holiday parties, BOOST can offer advice on best methods for making your message stand out against your competitors!

Learn more about BOOST!

Gallus News - Gallus Golf CEO To Speak On Loyalty Rewards Technology At Golf Business Techcon 2018

Featured in The Golf Wire on September 5th, 2018

 

Las Vegas, NV –

Gallus Golf, the industry leader in course branded mobile app software, will be a sponsor and exhibitor at this year’s Golf Business TechCon, held in Las Vegas October 11th-12th. This event is unique to the golf industry as it is focused on technology tools and innovations transforming golf course operations. TechCon is a two-day gathering for golf course owners, operators, and industry professionals to learn about best-in-class products and services in golf and discover the what technology advancements are on the horizon.

Gallus Golf’s’ Founder & CEO, Jason Wilson, will participate in a panel discussion around Loyalty Rewards Programs, and the important role technology plays in their success or failure. “We have seen Loyalty Rewards Programs be extremely successful for many of our course clients, and mobile plays a key role in maximizing their effectiveness with today’s savvy consumer,” said Jason. “I’m looking forward to the opportunity to connect with course operators in an environment centered around education on the latest and greatest tech for their business.”

Get The Most Out Of Your Tournament Software

For most golf courses, outings and tournaments make up a significant portion of annual club revenue. In the United States alone, over 800,000 golf tournaments are held each year, with the average 72 player event bringing in about $5,000.

Being that tournaments are a large revenue stream to clubs, it’s important to ensure proper planning is in place for the event, as well as providing an unforgettable golf experience to your players. There are many golf tournament registration softwares available to help your tournament organizer cross off the long list of “to-do” items in preparing for an event, but you also want to maximize revenue-generating activities for the day of and post-tournament. The Gallus Golf Tournament Software offers a user-friendly system to get your tournament set up, players registered, and a wide range of marketing opportunities to boost club revenue during the tournament day as well as gain repeat business.

Tournament Set-Up

Input all tournament info in one central location. Tournament images, rules, format. Import player/team spreadsheets to generate groups in a single click.
 

Online Registration

Quickly create a custom marketing and registration site for each outing that can include tournament info, images, video, contact info, and more. Participants can register (and even prepay) which all flows into your tournament software, ready to go.

 

Print Materials

Print out all your tournament materials. Cart signs, scorecards, check-in sheets, tournament info handouts, tournament results, and more.
 

Hole Sponsorships

Feature hole sponsors for your golf tournament in your mobile app. Sponsorship information can be detailed in the app with a direct link to their website. This type of advertisement creates a conversion path that is mobile friendly to your players and trackable for your sponsors.

 

Live Scoring

The in-app leaderboards and live scoring make for an interactive experience for your players to see how they rank against the competition.


 

Live Leaderboards

Display the teams and players of your tournament on your custom leaderboard in the clubhouse. Participants to view prior, during, and after the event.
 

In-App Deals

Increase player revenue by offering a Tournament-Player specific deals that can be redeemed that day or applied for a future visit. Your players will appreciate having exclusive deals to spend at your golf shop or an additional incentive to play at your course again.

 

Golf GPS & Course Information

Having beautifully customized golf GPS of your course enhances the on-course golf experience and will drive downloads for your golf club app. Our golf GPS provides full tee-to-trouble golf GPS mapping (not just to the center of the green) in a user-friendly interface. Golfers can even measure their shot through the app. Also, including pin placements or drone flyover videography or is an excellent way to make course information accessible in a mobile-friendly way.

 

Stay connected to your tournament players through push notifications.

Now that tournament players have your app, it’s time to keep them engaged through in-app messaging. Sending out golf specials or general messages, it will keep your club top of mind to your new customers and more likely to play with you again!

Learn more about how to set up a tournament using our Gallus Golf Tournament Software.


If you have any tournament or app-related questions, feel free to reach out to us at support@gallusgolf.com.

Gallus News - Rob Hoffman to Speak at 2018 GolfCON Rob Hoffman Of Gallus Golf To Speak At Marriott 2018 GolfCON Next Month

Featured in The Golf Wire August 1st, 2018

Rob Hoffman to Speak at 2018 GolfCON

Marriott’s annual GolfCON will be held August 14th – 16th at the JW Marriott Orlando, Grand Lakes in Orlando, FL. In attendance at GolfCON will be the Marriott Golf Top Executives, Golf Club General Managers, Retail and Business Vendors. Representing Gallus Golf, will be Rob Hoffman, VP of Operations, and Molly Jasco, Marketing Manager. Marriott GolfCON is known as a gathering to celebrate the year’s success, build stronger business relationships, and discuss best practices in all facets of golf club management.

Joining the discussion on golf marketing and technology strategies for management organizations will be Rob Hoffman of Gallus Golf, Andy Perez of EZLinks Golf, and Ben Schmidt of GolfNow. All have extensive knowledge on the golf industry as a whole, as well as best practices in implementing technology solutions on a management level. With his twenty years of Marketing and Consulting experience, Hoffman has not only ensured success of their golf club apps, but also contributed to the club revenue growth through his focus on marketing initiatives.

“Every year I look forward to this conference to get an opportunity to share with our great colleagues at Marriott Golf some of the current technology trends as well as a peek into the future. This year, in particular, we are gaining on some major advancements, and getting to share this sneak preview with the Marriott Golf team, gaining their insights, will be rewarding for me” says Hoffman of Gallus Golf.

About Marriott Golf

Marriott Golf, the golf management organization of Marriott International and one of the world’s largest resort golf management companies, is responsible for managing more than 1.5 million rounds of golf each year on more than 1,000 holes of championship golf. Marriott Golf has a simple vision: to be the world’s premier provider of quality golf experiences. This goal is pursued by managing every component of its business with diligence and scrutiny to ensure that it delivers value to everyone involved. Learn More About Marriott Golf

7 Ways The App Is A Lifesaver

 

“Running a business is all smooth sailing.”

- Said no one ever.

 

As much as we plan and prepare to make business operations seamless week to week, we are bound to occasionally hit a snag. In the golf industry, this can look like employee turnover, unpredictable weather, or last minute cancellations, among many other potential hiccups. When blindsided by these challenges, it can often lead to quick reactionary marketing decisions that may not be the best message to deliver to your customers.

In this blog, I’ve outlined a series of “trouble scenarios” and ways to get your golf club out of a bind using your app. By learning more about these slightly out of the box best practices, hopefully, you’ll feel more proactive communicating to your customer and maybe even find marketing opportunities when faced with similar challenges.


 

1. Last Minute Outing Cancelation - How To Fill Your Tee Sheet

Have you planned on having a packed course due to a scheduled outing and then the day before this planned event, the tournament organizer has to cancel? This can be a headache, especially because you probably spent that week turning golfers away, who wanted to play at your course. If in this position, sending a push notification to your app audience is a fast and effective way to fill your tee sheet. The message should direct users right to your booking engine to view and make tee times in the app within a couple clicks.

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2. Sunshine In February? Get More Out Of Your Golfers!

Ever been in the middle of your winter or off-season and out of nowhere you have a few days of clear skies and sunshine? This is typically great news, but it can involve scrambling to get the word out to fill an open tee sheet for the next day. Again, this is where in-app messaging is a reliable channel in immediately delivering that message to your audience. You can even set up an in-app deal featuring a golf package for up-sell opportunities since most likely your golfers are ill-equipped to play golf this time of year.

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3. Course Renovation or Update

Whether you are experiencing unpredictable weather or planned course renovation, it’s always a good idea to keep your golfers in the loop with any on-course updates for the day. When these scenarios come up abruptly it can be difficult to notify golfers of an update or to kindly abide to on-course change in play, such as cart path only due to heavy rains. This is when a geofence message over the course becomes a quick and seamless solution to notifying your golfers about course updates for the day. You may be thinking sending out an email to your whole database is just as easy and will be received by a larger audience. That is correct, however, broadcasting a message about your course being in a less desirable condition can have a lingering effect of keeping customers away from your course. By placing a location-based message over your clubhouse or parking lot, only golfers on site will be notified of the course update or instructions. Another useful messaging tool in this scenario is an on-course pop-up message. Using pop-ups allows you to add an image to the message, making your golfers aware of what to prepare for on a particular hole.

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4. On-Course Engagement

Engage with your golfers while they are on your course! Using pop-up notifications you can trigger messages based on which holes they are located at. This function can be applied in a number of ways to benefit your golf club. On hole 8, send a reminder to make an order at the turn or after their round, encourage them to “head to the clubhouse to enjoy a cold one”. Also, you can use pop-ups as a way to promote “digital hole sponsorships” during tournament play. Your club or tournament organizers can present a fee to local businesses for in-app advertising during the tournament day, making your course tournament experience stand out against your competition.

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5. Connect With New Tournament Players

Your course will be packed with players for an upcoming outing. Some of these players may frequent your course often, but others it’s their first time. You may think having manicured fairways and pristine greens will keep them coming back, but it’s not always that easy to keep your club top of mind. Take advantage of tournament days by promoting your app for live scoring, golf GPS, and tournament specific offers. This in-app deal can be anything from “Get $10 off a $50 spend” to “$1 off a sleeve of balls”. The key components are to make this deal exclusive and available for only one day to drive app downloads. This will not only provide a positive course experience but also the opportunity for you to market to these new customers post-tournament.

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6. Direct Foot Traffic To Your Operations Needing Help

When it comes to email marketing, we know promoting greens fee specials will get your golfers to your course, but often times, food & beverage or merchandise specials are not as strong of an appeal. You could send an email out on Thursday about daily happy hour specials and merchandise sales and by the time it’s Saturday and those golfers are at your club, they have already forgotten what deals are available to them. With geofence technology, you can create a custom message for your golfers as they arrive at your club with all new specials and offerings available. 90% of US mobile users keep their location services turned on, and because your customers will be in the vicinity of these offerings, the likelihood of purchase is much stronger.

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7. Driving Range Golf GPS

This spring we launched our Golf GPS feature for driving range facilities. This feature is easy to set up and allows for your golfers to have accurate yardage to range targets no matter what their location is on the driving range. No longer will your staff need to post grass tee yardages on a daily or weekly basis.

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Golf Operator Spotlight - Ryan K. From Westminster National Golf Course

It’s always great to get to have a conversation with our course operator partners, and recently I was able to sit down and talk shop with Ryan Kraushofer, GM at Westminster National Golf Club in Maryland.  Ryan and Westminster have been with us since April of 2015, and I started with Gallus in March of 2015, so he is one of the first new partners I had the privilege of working with, and some of the things Ryan has done with the app have been very outside the box creative.

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Here’s our conversation in a nutshell:

 

Rob:  Talk to me about your career in golf. What got you started and what is your favorite part of the industry?  And why are you good at it? How did you get started?

Ryan:  I got started in golf when I about was 12 years old.  I would go to the golf course with my parents and hang out with them in the evenings and ride around the course. My dad started working in the Pro Shop and snack shack area, I would hang out with him. Then my parents would play golf and I would hang back in the clubhouse. I would do things around the club, like take out the trash, do some other odd jobs around the course and make $20-30 bucks, and I thought “this is kinda a cool gig”. Luckily my middle school was right around the corner and during my time in middle school and high school in the evenings I would go to the nearby course to help out with landscape and just work as much as I could.

 

Ryan is well respected for his agronomic skills and has been called upon by the USGA to help set up US Open Courses as recently as 2015 at Chambers Bay.  He’s pretty humble about it, but I am fairly certain in Opens since he would have been there as well had it not been for little things, like getting married!

 

Rob:  Having been in golf then your entire adult life and more, what do you see as the biggest challenge golf as an industry has experienced in the last 5 years?

Ryan:  I think the biggest challenge is simple,  getting golfers out to play, growing the game through younger golfers and women, and keeping them coming back. For me, that is the biggest challenge.

 

Rob:  Do you feel we have turned a corner and succeeded, or will that continue to be a major challenge for courses and the game as a whole?

Ryan:  I think so. I think initiatives like what Topgolf is doing will continue to help. In my experience, they are reaching a point that they are getting people interested in going out to the golf course. I have heard some people that say Topgolf hurts the industry but I don't believe that. I think they are doing great things, and I think as a professional in this industry you're always going to have to do something to get new people involved.  It’s not just the growth of our games, but sustaining our careers.

 

Rob: I think that is the case with any business.  If you're not looking to grow your customer base you're probably planning to fail.  

Let’s talk about technology and your mobile app - what impact do you think they have made on your course and your business?

Ryan:  Technology is changing all the time. From agronomics to golf balls, to GPS, to golf balls with GPS!  And smartphones - people are always on the phone on the golf course and instead of looking for ways to end that, we should look for ways to capitalize on it because we are not going to separate people from their phones. We have found they're looking for ways to keep score when playing, whether it's with our app or another technology,  golfers are using it in their games.

There is nothing wrong with technology. It is a change and change is often tough, but people will adapt and change and if your business doesn’t adapt along with them, people will pass you by.  As I mentioned in your first question, Rob, the challenge in our industry is getting people to golf, so accommodating their lifestyles and giving them something to enjoy in that mix is an important part of answering that challenge.

 

Rob:  You have done some pretty unique things with your app, for example selling sponsorships in the tournament Portion of the app to help fund your investment.  I remember you did the same thing with the tournament software registration, where you were selling hole sponsorships through a player registration page you altered to make work this way for you.

Can you talk about some of the ideas you have had and things you're doing to get outside of the box and separate yourself from what others are doing?

Ryan:  It's always tough thinking of different ideas. We will often run a Skins competition through the app.  It’s a quick and easy way to get people engaged, downloading, and using the app because it is something they understand and have been doing for years anyway. Skins competitions are the biggest thing we do in the way of getting people to download.

As far as selling the hole sponsorships I try to do that every year. It's a nice way to offer businesses a new way to reach people, more than just a sign in the ground. It may only be $200, but when you carry that out over a handful of businesses and a number of tournaments, it’s an easy way to cover the investment of our app each year.

The Loyalty programs you have built for us are working very well too.  We are punching loyalty cards every day. So those golfers are using the app every day and they are seeing the hole sponsorships, playing in the Skins games, keeping and posting scores - each way contributes to us being connected to our customers and is worth the effort to separate ourselves in a challenging business like golf.

 

Rob:  Let’s talk briefly about a challenge I hear way too often - the older demographic.  A lot of courses, ones I am afraid are going to be closing shop in the next 10 years or so without an adjustment, tell us that the bulk of their clients are much older and just won’t download and use the app.  What’s your take on this?

Ryan:  You know when we first launched the app, I agree, the older guys weren’t using it as much as the younger guys. But with the development of the loyalty program in the app, we offered free golf after 10 rounds of golf, and the older guys end up wanting the rewards so they end up downloading the app. I would say my senior group has downloaded it just to get the rewards and I think enticing them with the rewards has pushed me over the edge to using all of the other features.

 

Rob:  Any other predictions on technology in the golf industry in the next few years? Whether it's app, payments, upgrades to POS with the course?

Ryan:  You tell me haha!

Why Mobile Loyalty Works

After nearly two years of incorporating some form of loyalty programs into apps we offer, we are seeing some astounding results.  I wanted to share some statistics of not just our app, but the mobile loyalty world, in general, to help you draw some of your own conclusions about these types of programs, and as always, my team and I are at the ready to help you set your own program up, or refine the one you have.

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Before I dig into how our apps are doing, let me share some about mobile loyalty programs in general.  

Customers have choices.  Whether it is where they get their coffee each morning, what they are doing for dinner, which hotel or airline they will travel with, or which golf course they will play regularly - loyalty can be a make or break proposition for a business of any size, but in particular a small to medium size business like a golf course.  When a company with a brand as strong as a Starbucks, Jersey Mike’s, or Marriott International that can live on its brand alone is recognizing the importance of rewarding loyalty, if you are not doing the same in your golf course, you are likely missing out daily.

Further, when a low margin business like a Starbucks (maybe making $1 per purchase per customer at times) is willing to provide a discount or freebie for loyalty - you have to stop and take notice of that when you are reeling in sometimes dozens of dollars in profit per customer per purchase.  

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But it’s not just the fact that brands are winning with rewards programs now - it is the fact that consumers are becoming accustomed to them and traffic to the businesses offering them is following.  In 2017, 64% of businesses that offered a loyalty program reported an increase in memberships over 2016. The majority of those cited the fact that mobile components of their loyalty programs were the largest contributors to that growth.  

Getting the program onto the device that is attached to their hand constantly works!

In a study recently, customers reported they would be further engaged in loyalty programs if they were simple to join and easy to access.  Having the program on their phone is the easiest path to satisfying that requirement.

Our statistics reinforce this:

  • In one year of offering points programs for loyalty within our apps we have had 74 clubs employ them.  These 74 clubs have accounted for over $5.3 million in spending within the programs, an average of over $71 thousand per club.

  • Further, the number of users in those programs averaged $483 each in their spending within the loyalty program

  • In addition to this, within our punch programs, 159 clubs have added one of these programs or more and they have accounted for an average of 98 participants each with nearly 33,000 punches recorded.

  • In the punch programs, 22% of the programs have been completed, meaning 1 in 5 people have been engaged enough to earn a reward, and that is early in the season that I am writing this - you can imagine what that number will be by the end of this golf season!

I could continue to ramble on about this and share more and more stats, but the bottom line is this - add a program if you don’t have one.  Promote the ones you do have if you do. Consumers are looking for them, and they are producing significant results - plus you already have the best tool to deliver it to them with your app!

Let us know how we can help!  support@gallusgolf.com

Gallus News - Gallus Proves Golfers Want Mobile Loyalty Programs!

 

Gallus Golf introduced their mobile loyalty tools for punch card programs in 2016, and followed with a points program in 2017. Since that time, there has been major growth in loyalty participation and program adoption for their partnered golf clubs. In a recent report, Gallus Golf's partnered clubs using their loyalty points tool saw a total spend of over $5.3 million since 2017. This averages more than $71 thousand per course with an average spend of $483 per participant. 

In 2017, 64% of brands reported an increase in loyalty memberships over the last year, and accredited mobile components as the biggest contributor. When it comes to marketing communications, 60% of customers said mobile app messaging is their preferred channel to engage with a loyalty program. It is commonplace today to see big brands in the retail industry adopt these mobile marketing strategies for loyalty redemption and tracking. With the abundant resources major brands have, it's no surprise they would engage with their customers through their branded mobile apps. 

"We hope these results are eye opening for the golf industry, proving golf clubs can also expect to see stronger customer engagement with loyalty programs via mobile" says Jason Wilson, Gallus Golf CEO. "The loyalty program concept is nothing new, but making it instantly available via the course app on the consumer's smartphone is a change from the traditional method. It is a common misconception that much of the golfing demographic is less inclined to adopt mobile technology. Based on these loyalty statistics, this is simply not the case." Most consumers prefer mobile over other forms of communication channels. With the continued penetration of mobile apps, wallets, and general dependency on technology this is only anticipated to grow in demand.
 

Gallus News - Gallus Golf To Speak At The 2018 Golf Inc. Strategies Summit

Jason Wilson And Rob Hoffman Of Gallus Golf To Speak At The 2018 Golf Inc. Strategies Summit

 

Published in The Golf Wire on June 20th, 2018.

 

 

San Diego, CA - The Golf Inc. Strategies Summit is one of golf's biggest conferences and meeting grounds for CEO's, owners, and managers. This year's event will be held at the Omni La Costa Resort & Spa in Carlsbad, CA from September 17th - 19th. In attendance will be 400+ golf industry professionals eager to learn about the future of golf, network, and build business relationships. During this 3 day conference, there will be 26 educational sessions, 8 networking events, as well as the opportunity to play in a fun golf outing at The Champions Course at the Omni La Costa. 

On the agenda to speak at The Golf Inc. Strategies Summit will Jason Wilson, CEO of Gallus Golf, and Rob Hoffman, VP of Operations. Both are considered industry leaders among the golf community with their combined insight on technology and marketing solutions for golf clubs. Gallus Golf is the #1 custom app provider in the golf industry with 750+ partnered courses, powering them with tools to connect with their customers and enhance the golf experience. With it's continued dedication to innovation, it's no surprise one of the most anticipated educational sessions of the Strategies Summit will be with Wilson and Hoffman, of Gallus Golf. This year their session topics will be centered around applying High Tech Marketing, Big Data, and Artificial Intelligence to golf.

CEO of Gallus Golf, Jason Wilson says, "For me, the Golf Inc Strategies Summit is a phenomenal opportunity to learn what the top course operators are doing to embrace new strategies and technologies to grow their business. I always look forward to participating in this event that is so focused on education." 

Rob Hoffman, VP of Operations at Gallus says, "The Summit is one of my favorite conferences to attend each year because of its format. It is designed so well to target different segments of the industry and allow attendees to pick and choose which sessions best fit their reasons for attending, and Golf Inc. always does an outstanding job at building sessions relevant to today's educational needs for all types of facilities. It will be an honor to speak there again this year." 

REGISTER FOR THE 2018 GOLF INC. STRATEGIES SUMMIT

About The Golf Inc. Strategies Summit
The Golf Inc. Strategies Summit (September 17-19th, 2018, La Costa Resort) is the golf industry's most influential conference for CEO's, owners and managers. Join 400+ of these leaders who are ready to collaborate, make deals happen and connect with new faces. Intimate and impactful interactions will help you cut through the noise, learn cutting-edge strategies and build meaningful relationships. To learn more, visit golfincmagazine.com/summit.
 

5 Ways To Use The Offer Locker This Season To Drive Additional Spend!

The 2018 Season is upon us... The days are longer, the weather warmer, and the golfers are flooding to courses after what many experienced as a painfully cold and wet spring in much of North America. Now that the weather has turned, you may be asking how you can get the most of the 2018 Season and stand out against the competition? How can my golf club attract more golfers without heavily discounting tee times via online booking services?

 

We Have Good News For You…

The beauty of having your branded golf app is that you now have an engaged golf audience, who are interested in your club, and strong potential to be a loyal customer. Of course, putting in the time and marketing efforts is essential to keeping the customer relationship alive.  Fortunately, the messaging and loyalty tools you have available with your app will help drive additional spend and increase the lifetime value of your customers!

The Offer Locker is a rewards tool with the flexibility to bring in-app deals to your customers to encourage engagement and drive loyalty. Since the inception of the Offer Locker in Fall 2017, 580 offers have been created by our partnered clubs. These offers have produced over 10,000 viewers during that short time and produced over 3,100 direct revenue driving redemptions. This equates to a conversion rate of 31%, during a time that is slower part of the season! Considering, the average conversion rate for digital marketing methods is anywhere from 2.35 - 5.31%, it's safe to say mobile marketing will drive more revenue to your club! Plus, unlike advertising on Facebook or Google, it's included with your app!

31% > 2.35% - Lets Take A Second To Think About That...

 

If you need more persuading, below are a list of more reasons why you should use the Offer Locker this season:

  • Generate More App Downloads

  • Attract Quality Customers

  • Keep App Content Fresh And Fun For Your Audience

  • Market To An Engaged Audience

  • Increase Positive Word Of Mouth

  • Promote Value-Added Packages, Not Discounts

 

This article will break down 5 ways you can use the Offer Locker tool to create value-added bundles to generate additional customer spend, and best ways to market those offers via in-app messaging.

 


1. Tournament Specific Offer

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Often times when golf clubs are booked for a tournament, they host players for the day on their course, hope any new golfers enjoy their experience and cross their fingers that they return. Now with the Offer Locker, you can proactively retain new customers by providing a Tournament Specific Offer. Depending on the golfer type, you can create something that is a deal on Food & Beverage or special on something at your golf shop.  By creating a same-day and exclusive deal to players, you will generate more downloads, customer spend, and ongoing communication post tournament. When using the Gallus Tournament Software, include these details in the tournament description and rules. Even if players are not redeeming the offer, they still have your app on their phone and now you have the opportunity to market to them!

 

 


2. Golf Packages

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When golf is top of mind, promote an investment - not a discount! By having a golf package, for example Buy 4 Rounds for $150, you are providing the golfer with an ongoing value they can use throughout the season. This in turn, lays the foundation for stronger customer connection and opportunities to upsell in their return visits via food & beverage and merchandise spending. Having an offer like this involves some discount, of course, but it’s well worth the price for ensuring return visits by new customers and opportunities for additional spend.

 

 

 


3. Summer Golf Bundles

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Use your course offerings as a way to package up the perfect Summer Bundle or Experience for your customers. This will depend on what inventory is available and what profit margins are for specific items when bundling together, but you can get creative with this!  Create a summer bundle for a hat, sleeve of balls, and sunscreen for $35. Or promote a golf package of polo shirt and $50 range card for $75. Capitalize off the season and create a sense of urgency that these deals will not last long, so your customers jump on the opportunity to redeem.

 

 

 


4. Big Ticket Items

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Often times courses feel the only way to drive spending to their club through heavily discounted offers on tee times and/or merchandise.  Although the Offer Locker has the flexibility to promote discounts on lower priced items in your golf shop, we want to suggest ways to increase spend. Get your golfers to think big picture in their investment to play this season by creating Unlimited Range Special Pass or Mid-Season Membership Special. With a higher price tag attached, there is no denying the redemptions may be lower in numbers, however, you are providing golf deals to your customers without diminishing the value of your brand.

 

 

 


5. High Season & Busy Holidays

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Use the busy season and Holiday weekends, to promote new offerings at your club. With the flexibility of the Offer Locker you can market new menu items, golf instruction clinics, Summer merchandise, and more. Want to drive more spend to your golf shop? Have an offer that is spend $100 get $10 off. With the proper in-app messaging (we will dive into that later..) you can direct your golfer foot traffic right to operations of your business that need extra attention.
 

 

 

 

 


Promote Your Offer. Here’s How:

Now that you have your offers activated in the Offer Locker, let’s go through the best methods of promoting them using our in-app messaging tools. Some of the benefits of having a branded mobile app with Gallus Golf is that you have an engaged following of customers, who you can market to - FOR FREE! Following the recommended steps below will only help in increasing the conversion rate from offer view to redemption, and more importantly, average customer to loyal customer.

 

1. Promote Via Push Notification

It goes without saying, but the first thing you should do when your offer is live, is send a push notification to your audience. This will get instant views, and if any customers receive the message at your course, it may even result in immediate redemptions. Keywords with strong call-to-action conversions are “Learn More”, “Shop Now”, “Get X% Off”, “Buy Now”, “Last Chance”, “Today Only”, among others, according to recent report by Sprout Social. If your offer is available for a month, continue to push the message every 1-2 weeks.

 

2. Welcome Geofence Message Over Your Course

In your Gallus Golf dashboard, you can create up to 20 geofence messages. These are typically placed over competing course, golf megastores, and shopping centers with heavy foot traffic. However, the most important location to put a geofence is over your own course. We call this a “Welcome Geofence” and in most cases, this will deliver the most messages to your golfers than the other 19 geofences combined. When you have the opportunity to deliver a message to hundreds of golfers arriving to your course over a weekend, strike while the iron’s hot and send them a message about your Offer Locker deals. They could receive the message while being 50 yards away from the Clubhouse, where you are promoting a food & beverage special, so the conversion can be much more effective.

 

3) App News Item

You always want to keep your app content fresh and fun, and who doesn’t like a deal?! Creating a news item is fast and simple, as well as has the effect of capturing the attention of users opening the app, as a featured banner. Be sure to guide users to “find more information in the Offer Locker” so they can review and redeem when at your golf club.

 

If you have any questions about the Offer Locker and/or need assistance in setting up a deal, please reach out to your account manager or contact us at support@gallusgolf.com.

Gallus News - Gallus Golf's New Mobile Commerce Tool Produces An Astonishing 31% Conversion Rate!

Released in The Golf Wire June 14th, 2018

 

San Diego, CA - Gallus Golf introduced the Offer Locker in the Fall of 2017. This powerful piece of their mobile app solution allows for their partnered golf clubs to create exclusive in-app deals for their customers. Unlike a loyalty program, the Offer Locker provides flexibility beyond normal points and punch programs. For example, clubs can create and promote a one day special on a Food & Beverage item, or a month long Golf Package including a variety of course offerings. Since its inception, there have been 580 offers created by Gallus Golf partnered clubs. These offers have produced over 10,000 viewers during that short time and produced over 3,100 direct revenue driving transactions. This equates to a conversion rate of 31%, during a time that was a slower part of the season. Considering, the average conversion rate for digital marketing methods is anywhere from 2.35 - 5.31%, the Offer Locker and proper messaging reflect the value of mobile marketing in the golf industry. In addition to customer loyalty, Gallus partnered clubs who have implemented the Offer Locker have seen an additional customer spend and an increase in app downloads. 

"Part of the reason our conversion rate is so strong is because our clubs have an engaged golf audience within their branded app. Although this audience size may be smaller than a golf network database, it shows quality over quantity performs better and ultimately increases the lifetime value of the customer. Additionally, clubs utilizing the Offer Locker during their high season, when golf is top of mind, can use this tool to promote a golf investment - not a discount, which like any hot deals out there can have the lingering effect of diminishing the value of a brand", says Molly Jasco, Marketing Manager of Gallus Golf. 

Rob Hoffman, VP of Operations says, "At Gallus Golf we are fully engrossed in finding ways to help golf courses, country clubs, and resorts reach the right person, at the right time, in the right place, with the right message. Their mobile app on the customers' phones is proving through conversion rates like this to be the right delivery tool, and the Offer Locker the right venue within the apps. Because of this high rate of success, we are excited to be working with clients on the importance of pointing more of their customers to the app and the Offer Locker through their email, social media, and other outlets. At nearly a 1 in 3 conversion rate, the math becomes easy - refer 3 people through marketing efforts, get one sale."

Gallus News - 69 Golf Courses Have Launched Their Mobile Apps With Gallus Golf In The Last 90 Days!

Released on The Golf Wire June 8th, 2018

 

 

San Diego, CA -

From March 1st to May 31st, sixty-nine golf courses have launched their apps with Gallus Golf. When comparing numbers of apps added by Gallus in years past during this same time period, this is a 150% increase from 2017 and 330% from 2016. These statistics reflect the value of mobile technology and it's vast penetration into market. This summer of 2018 marks the 10 year mark of mobile applications inception, and in that short time there are over 2.2 million apps available in Apple App Store with over 197 billion mobile app downloads worldwide. When comparing the time people spend on technology devices, on average, 57% is spent on mobile devices.

Given the market's dependency on mobile applications, it's no surprise we are seeing golf clubs adopting this technology more and more each year. Golf clubs understand the value mobile brings to their customers in a variety of areas such as online bookings, tournament scoring, on course golf GPS, messaging, direct food & beverage ordering, as well as utilizing their branded app as a hub for marketing initiatives. 

Mobile apps connect courses and golfers directly, enhancing the customer experience on and off the course. Among the 69 new courses added, 14 are private country clubs. Adding to the member experience and expected customer service a club should provide its members, the apps are a perfect fit.

Included in the private clubs and resorts added are The Fairmont Banff Springs Golf Club, Fairmont Jasper Park Lodge Golf Club, Falmouth Country Club, Legacy Pines Golf and Country Club, and Cherry Creek Golf Club.

In the short time these clubs have been promoting their app they are experiencing a strong customer demand with their engaged users. For example, Cherry Creek Golf Club began promoting their app in the beginning of April 2018, and within a two month time period they have nearly 1,000 app downloads and have produced 147 direct revenue generated activities. 

Because of this enormous growth, Gallus is investing considerable efforts and funds into deepening the connection between course and customer/member. Short and long-term future plans include integrations with Point-of-Sale systems with Artificial Intelligence for smart messaging, manufacturers for direct E-Commerce opportunities, and other software providers to include a suite of best-in-class services all from the mobile app as a hub.

 

Read Article at The Golf Wire