T.S. Elliott believes April to be the ‘cruelest’ month. In the
golf industry in most of the country it is most definitely January. Most
facilities get little or no play but many stay open, incurring the expenses of
being open – not the least of which is staff payroll. Since there are warm
bodies on board and marketing in the shop should never come to a halt, here is
an idea that is perfect for winter months.
Partner with your major shirt vendor’s in-stock program and offer
the members/regulars a spring-replenishment wardrobe at a killer price. Create
a flyer that informs them that they can have their package embroidered
[personalized] however they would like.
This flyer makes a great shop handout, gives the staff something
to talk up in the down time and can be used as an email blast or newsletter
entry to all members/regulars.
Whether this effort sells any shirts or not it accomplishes the
following:
· The effort says the right things about the ‘cutting edge’
service your staff are attempting to provide.
· The concept points out that your staff are always attempting to
provide their better customers with opportunities to save money and increase
value.
· The flyer plants the seed in a soft-sell way that your shop can
provide corporate – customization on great product as well as any ASI.
Have your staff follow up with a phone inquiry as to whether the
customer received the email, is interested, has questions or knows someone who
may be receptive.
If the project is successful and let’s say you manage to sell
fifty packages in January you will be three hundred units ahead of projection
in a month that can be a nothing.
