This week the Masters is on. If you're not a golf fan, it's the competition where the winner gets a horrible green blazer at the end. Anyway, this story is not about the blazers. It's about how a small local business failed to take advantage of a perfect opportunity to get some new business, build its profile, and sell lots of food, drink and other merchandise.
My husband, Darren, is a golf fan. He's a member of a local golf club that has just undergone a massive refurbishment including a new clubhouse. They've done a great job. There's new function rooms, a restaurant, casual dining area, bar and so on. They've even included the latest 3D TVs everywhere. Clearly with so much investment, you'd think the club would take any opportunity to find new ways to boost membership and use of its restaurant and other facilities. Well it appears that marketing was not allocated in its revamp plans.
This Masters is a big deal in terms of golf tournaments. And this morning on his way to work Darren said he'd be going to the golf club straight after work to watch the golf on the 3D TVs. I hunkered down to an evening of my own entertainment not expecting him back until very late. Then at 9.30pm he walks through the door looking a little forlorn. 'Why aren't you at the club?" I asked. It turns out the golf club hadn't given any thought to showing the Masters on their 3D TVs, and closed the kitchen and bar at 9pm.
Now, if this were my business, I'd have looked at this another way.
- I'd have made a decision to make an event out of the Masters tournament and run it as a promotional opportunity. This would include making arrangements to stay open later than normal, running a special menu, maybe a sweepstake on the likely winner. You get the idea.
- Several weeks before the event, I'd have put posters and other simple promo stuff around the club house to let people know this was going on.
- I'd have used social media and email marketing to inform members who'd not yet been at the club this year, plus former members who'd fallen by the wayside.
- I think there was scope to build some camaraderie among members, past and present and their guests - sell more food and drink, and get people fired up about playing golf again once the new season gets into full swing (pardon the pun).
Anyway, I'm not criticising the club in question. I'm just pointing out that life often presents situations that lend themselves to great marketing opportunities if we just take the time to think about it.