We surveyed over 1,800 golfers who had been fitted by their PGA professional for a set of irons. We asked them to rate on a scale of 0 (never) to 10 (always) how likely they would be to promote the service to friends. 92% of golfers surveyed gave their PGA professional a rating of 8 or above. That is a phenomenal result.
This is what PGA professionals should talk about in their online marketing:
1. The improvements they can make with a focus on results (ENJOYMENT & SCORECARD)
2. Real customer feedback on the extra enjoyment and improvement
This should be supported by:
A. Feedback on activity the PGA professional is undertaking to attract more golfers
B. Promotion of upcoming events
That is just four subject areas to write about that will interest every golfer, because they all want to improve and have more fun. And remember, every golfer the PGA professional can bring to the golf facility is great for the club, shop and suppliers.
Another statistic that ought to inspire you: one of the world’s largest email dispatch companies, SilverPop, states that on average, 22% of recipients open and read marketing emails, and that 28% is a good upper-quartile objective. But speak to Tim Gold, Peter Baker, Steve Porter and Stuart Wilson. They are among many PGA professionals sending out a weekly email newsletter, with approximately 60% of recipients reading every week. That is three times more than the average.
The whole industry needs the PGA professional to spread the message and grow the game. Best of all, golfers want to hear from their PGA professional, providing they feel they are getting useful information and education. Spam them and they switch off. Talk to them about the four subject areas above and they will stay tuned.
