Mobile App Technology

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."

4 Holiday Messaging Ideas You Should Use

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The Holidays are in full swing and when looking back at 2016, spending exceeded $1 trillion, with the average U.S. adult spending $419 on holiday-related items.  Early forecast calls for the 2017 holiday season to be even stronger... So what does this mean for you? It's time to start marketing your Golf Club specials and memberships! We are here to help you stand out against the competition so your customers keep YOU in mind when crossing off their Holiday Gift List! Fortunately, with 76% of Americans using their mobile device for their holiday shopping, you have a good bet of converting in-app messaging to dolla dolla bills, ya'll!

 

How do you do this, you ask? Let's dive in...

 

1) Holiday Sale Message

Do you have any Holiday golf shop specials or an annual Holiday Sale? Send a Push Message out to your audience to promote your sale. Emphasize the significant discount with terms like "Major markdowns" or "Up to 75% OFF" and a sense of urgency using phrases like, "Limited Supply", "2 Days Only", or "Will SELL OUT!".  These examples may not exactly apply to what you are offering, but the key takeaway with a holiday sale message is to highlight the discount and demand for the products being offered.

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2) Gift Card Promotion

Year after year, more people prefer receiving gift cards for the holidays. In fact, the total gift card volume will reach $160 billion by 2018. That is a BIG piece of holiday-spending pie! But how do we compete with national sport retail stores? Well, we may have to get a little creative.  Offer a holiday special when a customer buys a gift card, they receive an additional free item with that purchase.  For example when a customer buys a $50 gift card, they get a free $5 gift card or sleeve of golf balls.  By adding value to their purchase, you are able to stand out against your competitors and drive incentive to spend. You can make it fun by calling it a "Naughty or Nice Special" - Be nice and give the additional gift to a friend, or naughty and keep for yourself.  Send this promotion out in a push message linking them right to your Online Store, so they can complete their purchase in 3 clicks, without even having to get up from the couch! Christmas shopping has never been so easy!

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3) Secret Santa Code 

Make shopping at your golf shop or online store fun this holiday season!  Send out a push message with a "Secret Santa Code" or phrase your customers can use at the time for payment for a special discount.  Maybe the message is, "Say 'Rudolf' at your time of payment for 20% off your golf shop purchase" or "Enter code 'MERRY' to get 10% OFF your online purchase", directing them to the Online Store in the push message.  One thing to note is to provide an expiration date so there is a sense of urgency to shop and take advantage of the special discount.

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4) 12 Days of Christmas Special

Create 12 "Daily Deals" and promote them each day using with a push message. These deals and specials can be small and range from anything to "$5 Off Greens Fee" to "Appetizers - Buy One Get One Half Off". When sending out these series of messages, it’s best to be consistent in the time of day the message is sent. We would suggest sending these out in the late morning, as it allows time for customers to redeem these offers the same day. Of course, if 12 days is too long, you can always shorten the length of the campaign to “7 Days of Christmas”.  Making it unique to your Golf Club and fun for your customers is the idea here.

There you have it, four ideas that your Golf Club can use to promote your holiday specials directly to your customers.  In addition to in-app messaging, be sure to advertise any holiday specials on social media and email. If you need marketing help or would like to learn about our BOOST Marketing Program, please reach out to Molly Jasco. She is our BOOST Client Success Manager and handles the marketing strategy for many of our golf course clients.
 

If you need any assistance in setting up a message, please reach out to your Account Manager. We are happy to help and wish you a VERY MERRY HOLIDAY SEASON!

2017-2018 Push Notification Cheatsheet

Push notifications are arguably the most important tool at your disposal, but are too often under-utilized.

We at Gallus Golf have been studying push notification trends from hundreds of golf courses around the world to understand exactly what works (and what doesn’t).


Continue reading for best practices as well as a cheat sheet of some of our favorite pushes.

 

Best Practices

 

Timing

When it comes to effective push notifications, timing really is everything.

 

Wording

You have a minuscule window of time to grab the user's attention, so use your words wisely.

 

Call To Action

Think of push notifications like email  - how do you get someone to "click-through"?

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(Study was done by Localytics)

There is a slight uptick in click rates for push notifications sent in the late morning and early afternoon (10am-1pm)

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Frequency

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Knowing how often to communicate with users via push can make or break your relationship with them.

 

OPTIMAL LENGTH OF YOUR PUSH

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HOW CERTAIN WORDS IMPACT PUSH OPEN RATES

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Measured By Lift In Click Rate Compared to Average

Overall Average Push Click Rate = 10.2%

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Need Inspiration? 

Try one of our basic templates. Click below to download.

Download Push Notification Cheatsheet

Growing User Engagement

Do your users know all they have with your app?

This week we are going to share some ideas to increase your users' engagement with your app.

 

Located on the "Promote" page of all of your dashboards is a link to a video that begins with a slide that says "So what can you do with our app?"  Having your users view this video will greatly increase their engagement.  So, our recommendation is to take that link and put it into a custom button in your app, feature this video on our Facebook page and Twitter feed, put the video on your website, and push users to it in any other marketing you might be doing.  Here is the video for you to see (the link to the video is, https://youtu.be/XQZAToP_GVQ ):  

This idea we are borrowing from a very forward-thinking and bright course operator, Ryan Mulvey from Bay Point Golf and Tennis Club in Panama City Florida:  Host a tutorial event at your club:

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If your user base or client base is too large to host the event at your club, make this tutorial a webinar where your users are in the comfort of their homes with app in hand while watching the webinar on their computers.

Reach out to me with any ideas or questions, rob@gallusgolf.com or 858.437.9262