What influences a corporate organiser choosing a Golf Course for their clients? Part 1

We have been researching our Corporate Customers to understand what it is they are doing to improve their businesses, including Corporate Golf Days. We also work with some of the most prestigious Golf Clubs, so we thought it would be of interest to present the highlights of the research, when thinking about competing for Corporate Business.

Broken down into five sections; the first is below with the rest following over the next five weeks:

1. What the corporate booker wants from you?
2. Being looked after on the day
3. Please give me structure and a friendly face
4. I have money to spend but I don’t know where to spend it
5. Time to clean up

1. WHAT THE CORPORATE BOOKER WANTS FROM YOU?

When questioning clients about Corporate Golf Days, one of the areas we focused on was what they want from a venue.

One of the early points  uncovered was that there is a great deal a club can do to make itself stand out, and one way is to ensure that your communications clearly demonstrate the importance that your club places on corporate events, customer care and service.

Over 80% of respondents commented that holding a corporate golf day was a time consuming activity and one that, if handled incorrectly, could deliver its valued customers and employees with a feeling of disappointment. They often see a big risk.

The point tied well to the fact the 73% were likely to book repeatedly at a single or small number of courses.  When questioned why, they commented that it was because they could rely on the quality of experience that their customer will see and therefore the risk of failure was taken away by the venue.

Some of the examples of what it is that reduces risk seem little to do with the actual Golf, yet when balanced with the potential risk in reputation that hangs on a good day, you can understand why your customers are looking for a ‘complete experience’ from you.

The following ‘must have’ items were positioned as key criteria for when considering choosing or changing a venue:

• Clearly identifiable points of difference about the packages that are on offer.  Items such as on-course advertising opportunities, pre-designed gift bag ideas, car cleaning, club cleaning, guest speakers etc. all organised by you, all take pressure away from the event organizer.
• The delivery of well-presented and targeted information, whether on the club website, in direct mail or through a personal phone call or pre-arranged appointment by a course representative.
• The opportunity to have their account handled by a key contact that would be on hand during the booking and be accountable throughout the day
• Dealing with a club that understands that handling a corporate day was an opportunity to showcase their business and the value it places on both its customers and employees
• Above all, every one of the respondents commented that the club that positioned itself in a way that was friendly, approachable and flexible to their objectives for the day was the one that would be considered.

What else can you do to make their customers feel like special guests?

I hope that this first instalment has provided you with some food for thought. If all the key points are already covered in your prospect marketing, that’s great, however if there are points that you do not, perhaps it’s time to promote them?

Our next week’s section will focus on ‘Being looked after on the day’. When any group books a corporate day, they want their guests to have a good memory about the occasion, and one that will enable them to enhance their image and the relationship with their clients.