Golf Phubbing

Lucas McKay
Sep 4, 2018 · 3 min read

How courses should channel the next generation of golfers.

Since the conception of North American golf in the late 1800’s, not much has changed with the game. The equipment may change rapidly, but the overall concept of getting out to the course and chasing the little white ball around has not. Even though courses allow access to an everlasting sport, it’s becoming more of a challenge to get younger golfers engaged with the sport. With the the rise of the digital world, it’s almost like younger generations are phubbing the game of golf.

Due to this, the conventional golf course marketing techniques (such as networking, billboards, and paper ads) are getting drowned out by the noises of this digital society. So what should courses do?

Interrupting the Phub

Getting people unglued from their digital lives is difficult. Getting people to get unglued from their digital lives and go play a four hour round of golf is even harder. Instead of the golf industry shaking its fist at this digital age, why not tap into it? Will it devalue the game? Would it hurt the traditions of golf? There are many stipulations as to why the golf industry should stick to traditional marketing efforts, but here are some ways to interrupt the the phubbing of golf.

Online Ads

The idea of “interrupting the phub” is to not discourage golfers from entering into the digital realm, but to place golfs wonders into the digital world itself. This can be done by utilizing ad platforms on websites, apps, and blogs to catch the attention of prospective golfers. Any sports app or website is a perfect destination for your courses ad.

Custom Website

Utilizing ad space is fine and dandy, but if your course’s website sucks then you’re in trouble. Make sure that your courses site is up to date, professional, and full of content. Content should include information about your course, promotions offered by your course, and lots of photos of what your course has to offer. The site can also give a window into booking tee times or even lessons if offered.

Email Marketing

This channel of marketing is more applicable to the everyday golfer. This is a way to make the golfer feel empowered and cared about. Email marketing is a way to grow course loyalty. Simply obtain the email addresses of golfers as they book tee times. You can follow up and ask how their experience was with your course.

Blogging

Shake it up a little bit. Create a blog for your course! The blog can be as creative as you want it to be. It could be the professionals advice and playing tips or a forum about the happenings of the course. The opportunities of this medium are endless.

Closing

Marketing is tough, especially when your marketing to a generation distracted from your product or service. Finding ways to get inbound with the prospective golfer through channels that they use is vital. I hope this blog has given you tips on how to stop the phubbing of golf.

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