gallus golf

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

PGA Show Recap: New Golf GPS, Mobile Food Orders, Marketing Help & More

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The 2018 PGA Merchandise Show is in the books and, per usual, with over 1,000 golf companies showing off their latest equipment, technology, and fashion - it did not disappoint!  Leading up to the Show, we had been fine-tuning and updating many new features and solutions to be released at the PGA Show. For those of you, who were not able to attend this year, here is a recap of what you missed!

 

New Golf GPS

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Our biggest announcement at the Show was the unveiling of our new app.  Now, when your players are using GPS, they can view each hole from an aerial view. At a quick glance, they know the front, center, and back of the green distance and when they select any location of the hole, they will get yardage. Each hole is beautifully customized and accurately mapped to ensure that if a player needs to avoid that tricky fairway bunker, they will have the tools to do so with your app.

 

Scorecard

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Other enhancements to the app include vertical scorecard, which opened up space to track players’ scores, as well as upload profile images for an interactive feel. Game formats are still available at the top right of the screen and players can share their scores with our social sharing feature at the bottom of the screen.

 

Add Visual Content

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A new general theme of the app is to incorporate more visual content to capture the attention of your audience. It’s no surprise that in this day and age of Instagram and Snapchat, that customers are compelled more by images than text. In fact, articles with images get 94% more views than those without. Another recent study found that posts with video receive nearly 300% more inbound calls. You may be asking yourself, how can I apply this to my Club App? Here is how: Now, with every Club Event, Pro-Tip, or News Item, you can add images and video. By adding visual content, your customers will value your app as a resourceful place of Club information they can easily find on their smartphone.  Do you have Spring and Summer Golf Clinics around the corner? Add videos of your Golf Professionals providing quick instructional tips! Let them show off their skill and experience to convert your customers to Golf Lessons, Clinics, etc.

 

BOOST | Golf Marketing Solution

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Given the success of BOOST in 2017, we brought on additional team members to represent their latest marketing solution at The PGA Show. This proved to be a smart call, as much of the three days at the show were filled with new and current clients interested to learn more. A common theme our BOOST Team heard at the Show from golf operators is difficulty in managing their daily marketing tasks. Also, when marketing is outsourced, often times it is handled by a team who may have a marketing background but is unfamiliar with the game of golf.  The BOOST Team is made up of marketing professionals specialized in the golf industry, who have refined a system to save time and money for their golf club clients.  BOOST manages weekly email campaigns, social media, in-app messaging, content, and graphic design for any marketing collateral. Based on the positive response at the Show, we anticipate significant growth for BOOST this year!

 

onTAP | Mobile Food Ordering & Delivery

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Some of our most exciting feedback at the PGA Show came from discussions about onTAP - click-to-order food and beverage app solution. This app enhancement allows for a seamless ordering and payment experience for customers. Gallus Partners were excited to hear they now have the ability to essentially offer the same mobile order and delivery option as national brands like Dominos, CVS, and Postmates.  

The Gallus Team had an amazing and productive week at the PGA Show. Thank you to all who were able to stop by and visit us! It’s always a pleasure getting to connect and visit with our partners. We can’t tell you how excited we are to implement the new app in the coming months!

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If you were not able to attend the show, but would like to learn more about the new app and Gallus Golf solutions, please contact support@gallusgolf.com.

Learn more about Gallus Golf Solutions at www.gallusgolf.com.

Quick.golf | Allowing Golf To Fit In Your Schedule

Gallus Golf is always looking for “out of the box” ideas and solutions to drive incremental revenue at your club. We love to see courses exploring non-traditional ideas to grow their business, deploying such things as FootGolf, Fling Golf, Disc Golf, and even Aero Golf (for the Robin Hood golfer). These examples are creative methods to bring new (mostly non-golfing) customers out to your club but don’t necessarily put actual golfers on your course.

 

One very obvious challenge golf courses face today is simply time. It takes 4+ hours to play a round of golf. All of us at Gallus Golf are golfers, and we all wish we had the time to get out to play more often. There have been a number of initiatives in the industry to attempt to address this growing challenge, and we are intrigued by the pay-by-hole alternative format introduced by Quick.golf.

Quick.golf is a web app that enables golf courses to easily offer golf in a pay-by-hole format. It was built to put time-strapped golfers on the course at times when the first tee might be empty, like the last couple of hours of the day. It’s not for everyone – it is not designed to replace your regular full-round customers nor disrupt your tee time cycles. What it is designed to do is add incremental revenue a few holes at a time, from current customers and maybe some new customers who like the idea of getting out to play just a few holes at a time, rather than a full round of 18 or 9 holes. It would certainly work for us at Gallus after a busy day in the office, getting out for a few holes to unwind and blow off some steam. And I can pretty much guarantee you that we’d also buy a beer (or two) while we are there.

Quick.golf built a great web app solution, but the great news is that it integrates seamlessly with our Gallus apps. The integration makes it easy for your customers to see when Quick.golf is available in your course app – you have complete control as to the days and times on the Quick.golf dashboard. We know that nearly every one of our clients has the capacity that goes unsold on a daily basis. And, we know that every one of our clients would like to see more revenue flowing into their cash drawers.

 

We like and endorse anything that can drive real golfers to your course, playing real golf and paying real money. You can learn more about Quick.golf at quick.golf/joinus, contact them directly: 650.362.3229, or harvey@quick.golf. Encourage you to take a look!

Making Your App Your Primary Marketing Channel

This week's post from Brandon Clark, National Sales Director
 

Your Branded Mobile App Will Be Your Primary Marketing Channel In 2017 And Beyond!!

Sure you’ve heard it all before.

  • “Mobile technology is revolutionizing how businesses (including golf courses) communicate with their customers.”
  • “In the 2017 business environment it is critical your facility has a branded presence on all of your customers’ phones.”
     

Well, the data is in, it’s all true!

In 2017 it is imperative for your facility to not only get onboard with mobile technology but your staff, top to bottom, must embrace your app. With you and your staff working together to actively promote your Gallus app the sky's the limit for generating new revenue and providing a better customer experience at a fraction of the time and cost of other marketing and advertising channels.

 

  • In 2015 40,402 business apps were created
  • Smartphone users now spend only 14% of their time in web browsers while they spend 86% of their time on mobile apps.
  • In 2016 62% of businesses surveyed either have an app or are planning on building one. Of those surveyed 20% use their apps for branding, 30% for generating revenue, and 50% to engage their customers.
  • We spend 174 minutes on our mobile devices every day.
  • $74 Billion in sales were made through mobile apps in 2015. That is up 32% from 2014. We expect a similar jump when the 2016 numbers come in.
  • For mobile shoppers there a fewer transaction on mobile websites and more transactions on mobile apps. Today's consumers prefer mobile apps for purchasing because it’s a smoother checkout process, an app is easier to navigate, and an app is easier to read.
  • 30% of baby boomers download retailer apps, 50% of Gen X’ers, and 60% of Millennials. For those in the golfing demographics, the numbers are much higher.

 

The lesson to be learned...

Driving downloads is absolutely essential. If you are not, your competitors are. We promise you that. The math is obvious - the more downloads you have, the larger your audience - the larger your audience, the greater your effect.

Here are some great previous tips to click on to learn some unique ways to drive more downloads to your app. (click on each to read them)

  1. Mapping Your Practice Range
  2. Flash Tournaments
  3. Drive Downloads through a Facebook Call to Action Button
  4. Video to Promote your App
  5. Automated Smart Banners on your mobile website
  6. The Gallus Tournament Wizard
  7. Overcoming Download Objections

 

Featured App/Operator Of The Month, The Evergreen Club

This month we are very excited to feature a relatively new client of ours, The Evergreen Club in Palm City, Florida, and its very dynamic operator, Alix Dannewitz.  The Evergreen Club has had their app since May of this year, and they are off to a flying start in their off season, getting ready to really kick some butt with the app as they head into the 2016-17 winter season, their high time of the year.

 

I recently was fortunate to sit down and talk with Alix about their operation as it relates to their mobile app.

 

Rob @Gallus:  As a new mobile app operator, can you tell us a bit about what your initial goals and strategies were for your first year with the app at The Evergreen Club?

Alix:  Our first-year goals are to obtain the 33-55-year-old demographic market here in Palm City, and to do that we figure that our online marketing and smartphone marketing are where golfers are today. Not so much print ads or newspapers - people who are younger just aren't there.  So our strategy is trying to get them hooked on the app by having the loyalty program, the ability to book through the app, course flyovers and more.  It all has to do with the innovative ways to have fun at the club.

 

Rob @Gallus:  You and your team have done a really great job so far, especially considering you launched the app out of season and you continue daily to grow your downloads -- I mean you're well into the hundreds and you're still very new at this.  For other new app clients, like yourself, looking to dedicate or rededicate themselves to an effective way of managing the app, where would you recommend they begin or start in managing their app's?

Alix:  I would definitely start with the educational materials Gallus provides- the links, the videos, the marketing materials, are all fantastic tools to educate yourself and your staff, not only to benefit our staff but to get them to go out and use the app.  Once they know first hand how to use it they help our members and customers with exactly what to do because some older people, that aren't so savvy, having a staff member show or actually going out golfing with them and using the app makes them excited to go out and use it the next time for themselves, and to suggest it to their friends. 

 

The dashboard is super easy to use, and definitely take advantage of the webinars that you guys provide. One big thing we did was have those marketing cards, the scorecard inserts you provide, put on every golf cart. Every customer or member who comes out to play sees them for 4-5 hours each time they play.  Those alone provide great exposure for the app.

 

Rob @Gallus:  It's definitely working for you, just to add some perspective for those reading this, at The Evergreen Club, in a typical calendar year, about how many rounds of golf are played on your course?

 

Alix:  Typically we hit about 32,000 but we are now transitioning from a private club to a semi private club-this season, so  there will be a large chunk of new players, and our goal is to hit around 40,000 this year.

 

Rob @Gallus:  Just a couple more questions for you, how do you feel the app is already affecting revenue at the club, and how do you feel it will continue to in the future?

Alix:  So far the revenue driven by the loyalty program in the app has really helped us with members that come in frequently.  They want their punches.  They want to come in and  spend more to pick out that free item, so that has definitely helped.  The increased online booking through the app, that younger customers and members who don't want to talk anybody utilize by going right through the app and booking their tee times is definitely improving our goals of hitting the younger demographic here and increasing revenue along the way.

 

Rob @Gallus:  Again you're still relatively new at this and I imagine your goals are changing as you adapt and grow with the app.  As you continue to grow, being one of the more savvy business people we deal with, what are some of  your long term goals for the app?  What can Gallus do for you to help you reach this growth and what would you like to see happen as we move forward?

Alix:  Honestly, I'm very happy with everything you guys are offering.  I looked into the app before, periodically I would get an email from you guys, saying oh we have this now, oh we have that now, watch our webinar, and so forth.  I'm often surprised by something new, which is fantastic and you do often - it keeps it fresh.  Maybe the only thing that i can think of which could be a bad thing but could be a really good thing is to have a feedback area -- if anyone wants to write a review and they can post about it on there -- maybe write a little review and other app users could read those reviews.

 

Gallus is always coming out with something new and different, it relieves me from having to think! 

 

Rob @Gallus:  Actually, there are ways already we can include something just like this to provide feedback for you.  My experience has been, when it comes to bad feedback, a bad review can be one the best things to happen to your business.  It all depends how you react to it and how you handle it, and if you are viewing it as an opportunity in its constructive criticism.

Alix:  This originally happened on our facebook page on Memorial Day with some veterans who thought they were mistreated.  I went through this whole thing right through the Facebook page and gave them a free foursome and  they came back grateful for us making it right. So, yes I understand what you're saying. 

 

Rob @Gallus:  we are always working with the Gallus Think Tank here, and I'm certain we will have a big announcement of something new at the PGA show this January.

Use Your News, As Your Club Events/Offerings Calendar

Usually our tips are 100% app centered.  This week, I am sharing something you can use in any of your writing, app included.

 

www.hemingwayapp.com

 

If you visit this site you will find one of the most dynamic writing tools I have ever used.  I wish I had been made aware of it years ago.  It will help you take something you have written, from as short as a push notification to as long as a thesis, and make it more concise, check your grammar and spelling, and point out ways you can improve it.

 

Here is an old blog post of mine as a screenshot being run through this site:

Screen Shot 2016-06-10 at 8.55.31 AM.png



I would recommend using this app for newsletters, blog posts, emails, news items in your app, social media posts, push notifications, communications with your spouse...

Anyway, we have found it to be very helpful, and hopefully you will too!

Reach out any time, rob@gallusgolf.com or 858.437.9262.