Throughout MMC®’s site you will hear the term “lost leader” used as a golf marketing
strategy. The proper (conventional) marketing term for this concept is often confused with “loss leader” (something sold at a loss in order to draw customers); but since you don’t always have to suffer a loss when coming up with an effective golf marketing campaign (if you’re a forward thinker); I have coined another concept that I choose to call the “Lost Leader”. “Loss” infers “no longer having something e.g. sold at a loss” (perceived on the surface to be negative); whereas, “lost” infers “wasted or not taken advantage of” and finding lost money or a profit center that has been underperforming and turning into a revenue producing entity, it now becomes “found money” evoking positive feelings.

Let’s use baseball as an analogy to describe how a loss leader golf course marketing campaign might be effective. Sometimes in baseball you have a couple of runners on base and you want to advance them into a scoring position so you decide to tell your batter to hit a sacrifice bunt so they will throw him out at first (but he could still possibly make it safe to first base) advancing other runners around the bases in hopes that you will have a better chance of scoring runs by making this sacrifice. Golf properties do this all of the time when they give out a free bucket of balls or a free lunch to anyone who brings in a guest. They take a hit (loss) on the smaller of the two products or services to make a bigger return on the greater of the two, balancing out their profit margin on both.

I personally prefer lost leader golf course marketing because it is based on finding something within your business that may have been overlooked or is under producing and making it profitable and/or as a springboard for another product or service that can be even more profitable. Golf properties often look at their early bird and twighlight tee times as lost leaders.

Your golf facility is full of Loss Leaders and Lost Leaders to help you more effectively
market your golf property so start looking for them and then capitalize on their possibilities.

For more free tips on growing the game, your golf facility and your golf career visit us @ www.golfmmc.com or call 904-448-5727 .

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