Marketing 101 – Just Because Isn’t Good Enough

I have worked in the music industry for a number of years and there is a reoccurring conversation I have with artists and managers all of the time. I tell them “just because you’ve released a new record don’t expect people to care or pay attention.” My goal has always been to come up with a compelling story or (to be truthful on far too many occasions), to tell the same story in a compelling way. The key is to convince your audience that you have something unique that they MUST have. All we can get them to do is hear the record and at that point it is up to them to decide whether or not to spend the money on it.

The same can be said about about golf. You have to come up with a unique story (reason) that golfers will come to you course and then you have to market to them a second time through service and quality to get them to come back – and bring their friends.

I bet most people in the golf industry forget that they are actually in the entertainment business.

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Robert Thompson

A bestselling author and award-winning columnist, Robert Thompson has been writing about business and sports, and particularly golf, for almost two decades. His reporting and commentary on golf has appeared in Golf Magazine, the Globe and Mail, T&L Golf and many other media outlets. Currently Robert is a columnist with Global Golf Post, golf analyst for Global News and Shaw Communications, and Senior Writer to ScoreGolf. The Going for the Green blog was launched in 2004.

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