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How can you differentiate your golf course's loyalty program from competitors?

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Loyalty programs are a popular way to attract and retain customers in the golf industry. However, if your loyalty program is too similar to your competitors, you may not stand out or create a strong connection with your members. How can you differentiate your golf course's loyalty program from competitors and offer more value, benefits, and rewards to your loyal customers? Here are some tips to help you design and implement a unique and effective loyalty program for your golf course.

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Gali Hartuv

CEO | Management Consultant

1 Know your customers

The first step to differentiate your loyalty program is to know your customers well. What are their preferences, needs, goals, and motivations? What are their pain points, challenges, and frustrations? How do they interact with your golf course and other golf-related products and services? You can use surveys, interviews, feedback forms, and data analysis to gather insights and segment your customers into different groups based on their behavior, demographics, and interests. This will help you tailor your loyalty program to meet their specific expectations and desires.

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Gali Hartuv

CEO | Management Consultant
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Looking at the concept of knowing your customer, like in the gaming or gambling industry, personalisation and human effort are required to achieve and deliver proactively on the expectations and needs of the customer. Beyond just surveys and asking people what they want, loyalty programs should empower individuals to get to know their audience and through conversation and interaction, design and strategise on what works best for the program.

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2 Offer multiple tiers

A common way to differentiate your loyalty program is to offer multiple tiers of membership, each with different levels of rewards, benefits, and perks. This can create a sense of exclusivity, achievement, and recognition for your customers, as well as encourage them to spend more and play more often to reach higher tiers. You can also use gamification elements, such as points, badges, leaderboards, and challenges, to make your loyalty program more fun and engaging. For example, you can reward your customers with points for every round they play, every dollar they spend, or every referral they make, and then allow them to redeem their points for discounts, freebies, or upgrades.

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Gali Hartuv

CEO | Management Consultant
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While tiers are an effective way to engage and offer progressive and enticing perks to grow loyalty, companies should consider the risks of overcompensation as well as overly enticing tiers. The risk of launching a multi-tiered strategy is that the company does not create their tiers and rewards in a way that balances and motivates growth through relationships (not only monetised or transactional incentives). There is also a risk that customers in lower tiers are (over)compensated in such a way that disincentivises their growth due to a miscalculation of appropriate compensation or rewards according to proper segmentation and reward allocation.

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Gerardo T.

Chief Marketing ?? & Capital Acquisition Strategist ?? ?? ??
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Es necesario considerar el tipo de Mercado al que nos enfocamos ya que en algunas instituciones , los premios o descuentos son mal vistos. Al contraponerse con los valores de exclusividad y lujo. Comunicar la “gamification” de manera correcta es esencial. Por ejemplo , no se comunica como “juego” , sino “torneo”; en lugar de “niveles” son “insignias”.

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3 Provide personalized experiences

Another way to differentiate your loyalty program is to provide personalized experiences for your customers, based on their preferences, needs, and goals. You can use data and technology to customize your communication, offers, and recommendations for each customer, and make them feel valued and appreciated. For example, you can send them birthday or anniversary messages, invite them to special events or tournaments, or suggest courses or instructors that match their skill level and style. You can also use personalization to create loyalty segments, such as VIPs, advocates, or influencers, and offer them exclusive rewards, benefits, and perks.

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Gerardo T.

Chief Marketing ?? & Capital Acquisition Strategist ?? ?? ??
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Las nuevas generaciones de “influencers” traen consigo una mayor cantidad de ellos y es difícil seguir el paso. Es por ello que mantenernos en contacto y cercanía con los usuarios es de vital importancia. Contar con una base de datos bien poblada y actualizada será vital para lograr esta tarea. Utilizar un CRM es muy útil en este punto.

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4 Partner with other brands

A further way to differentiate your loyalty program is to partner with other brands that complement your golf course and offer additional value, benefits, and rewards to your customers. You can leverage your network and relationships to create cross-promotional opportunities, co-branded offers, and referral incentives. For example, you can partner with a golf equipment store, a golf travel agency, or a golf magazine, and offer your customers discounts, vouchers, or subscriptions when they join or renew your loyalty program. You can also partner with other golf courses or clubs, and offer your customers access, reciprocity, or exchange options.

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5 Solicit feedback and improve

The final way to differentiate your loyalty program is to solicit feedback from your customers and improve your program based on their suggestions, opinions, and complaints. You can use various channels and methods to collect feedback, such as surveys, reviews, testimonials, ratings, or social media. You can also use feedback to measure your loyalty program's performance, such as retention rate, churn rate, referral rate, or revenue per customer. You can then use feedback and data to identify your strengths, weaknesses, opportunities, and threats, and make adjustments and improvements to your loyalty program accordingly.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Gali Hartuv

CEO | Management Consultant
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Consider the non-monetary reward or experience customers can receive or expect when visiting the establishment. What can be offered that presents as a Unique Selling Point (USP) or benefit of simply visiting or joining a membership of an establishment? Examples: - New members received a free 1-hour lesson with a golfing pro valid for 30 days. - Refer a friend who signs up, and you both get a free round of 18 holes and a golf cart for the day The focus should be on growth, word of mouth, and reputation, incentivising positive referrals factored into the costs of service and delivery.

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How can you differentiate your golf course's loyalty program from competitors?

1

2

3

4

5

6

1 Know your customers

2 Offer multiple tiers

3 Provide personalized experiences

4 Partner with other brands

5 Solicit feedback and improve

6 Here’s what else to consider

Golf Course Management

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How can you differentiate your golf course's loyalty program from competitors?

1

2

3

4

5

6

1 Know your customers

2 Offer multiple tiers

3 Provide personalized experiences

4 Partner with other brands

5 Solicit feedback and improve

6 Here’s what else to consider

Golf Course Management

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