geofence message

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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The Geofence Message, And it’s Competitive Advantages

This week's app tip from Denny Hathaway, National Account Manager, Gallus Golf

A Geofence is an area that you can designate, that will initiate an automatic push notification (marketing or informative message), to APP users that have allowed for notification services.

All of our mobile APPs have the ability to set up to 20 Geofences.  These Geofences can be set anywhere on Earth, all you would need is an address.

A Geofence message is similar to a Push Notification, in that it is a text style message, limited to 120 characters or less.  The big difference between the type messages is that a geofence notification is a message you create, and then bury in the sand, like  a trip-wire, for your downloaders to receive when, and only when they cross that specific geofence area, versus the push notification you are actively crafting and sending at a designated time.

 

A specific, strategically placed message like this, allows for golf courses to get very aggressive with the type of marketing message they wish to impart because they know that the only people who are going to see that message, are the people that have downloaded their APP, and have crossed into that specific location.

 

Let’s talk about some ideas for strategic Geofence placement

We know that every facility is different, and every market is different.  That said, these practices have been proven to be successful ways to augment your marketing efforts, and communicate with your audience in an intelligent way.

 

Other Daily Fee or Semi-Private golf facilities in your market

If you have 2 3,4, or more golf courses in your market that you compete with, go ahead and place a Geofence message in their driveway and around their clubhouse.  A well-executed and placed message here can literally result in you pulling business out of the parking lots of your competitors.  Ex:  “Head on over to Broken Elbow Golf club where our rewards programs give you free golf with every 6 rounds you play."

 

Big Box Retail

If you have a Golf Galaxy, PGA SuperStore, or Dick’s Sporting Goods in your market, you might be well served by setting a geofence in their parking lots and around their stores. If selling some equipment this year is a goal for you, or maybe achieving a 10 or 15% uptick in equipment sales, this would be a great place to start.  Ex: “If you’re looking to purchase some golf equipment this summer, head on over to Broken Elbow GC, for a free club fitting."  Let’s remind our audiences to bring this business back to the green grass pro-shops, and patronize your local club.  

You can get everything you need at a full-service pro shop, get fit correctly, and maybe even earn some loyalty program points as to boot.

 

Strategic Locations in town, or on Major Highways 

You are experts in your markets.  We suggest everybody pick some areas in town where your downloaders are apt to travel and congregate and set a geofence in those locations.  Ex:  “Afternoon traffic got you down?  Head over to Broken Elbow GC for Happy Hour!"

 

Free-Standing or competing Driving Ranges in your Market

Looking to boost golf lesson revenue this summer?  How about advertising to YOUR APP audience, by setting a geofence in the parking lot of the local driving range? Ex: “ Having swing troubles?  Head on over to Broken Elbow, mention this message and receive $10 off your next lesson.”

Another great feature of these Geofences? Once you have some set, you can see how they are performing.  In the Geofence tile of your dashboard, you will have access to review all of your geofence performances over the previous month or other timeframes you designate.  You will be shown how many people have crossed your Geofence and viewed your message.  Don’t like how a Geofence is performing for you?  Delete it, and make a new one.  You will quickly find the sweet spots in your market, where your audience is most susceptible to your efforts.


As always, if you have any questions on this or any other feature in your APP, don’t hesitate to reach out to us! support@gallusgolf.com