digital marketing trends · 2020. 8. 20. · enspireforenterprise.com 5 digital marketing trends...

enspireforenterprise.com

Digital Marketing Trends

Troon Summit 2020

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Introduction

Customer Success Director, with experience in managing, creating, and growing search engine marketing campaigns. Enspire for Enterprise works closely with Troon and its network of brandsto drive the partnership’s success, including performance strategy, relationship strategy, goal alignment, and overall satisfaction.

Austin Webb

Customer Success Director

[email protected]









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Resort Daily Fee Trends 1

Private Club Trends

Direction of the Industry

Agenda

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3

Resort Daily Fee Example1

Private Club Example2

Digital Footprint 1

Summary 2

Digital Marketing Trends Success Cases Post Pandemic









Digital Marketing

Trends









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Google Trend Data

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2

1 Daily Fee Courses • Since the start of the pandemic we

have seen an increase in tee time

related searches. (Keyword: Tee

Times)

Private Clubs• Membership inquires have gone up

since the start of the pandemic.

(Keyword: Country Club

Membership)

https://trends.google.com/










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3

Keyword: Tee Times Near Me

Keyword: Public Golf Courses

Keyword: Private Golf Club

Keyword: Golf Club Membership

o Across the board, with both private and resort daily fee, the volume of golf related searches are up.

Key Takeaway

o It is vitality important to review your digital present, and make sure everything is displaying the way it should. Is your club showing up in these golf related searches? Do you know?











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Social Media Usage • Statista.com survey • If confined at home due to COVID-19 do you believe

your social media usage would increase or decrease for these platforms?

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Social Media Campaign• How do I get Infront of this audience? • What can be done to increase the club's social

media following?

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Google Trends to Monitor Recovery

o If your club relies on vacation business as a portion of revenue. Use Google trends to monitor what people are searching.

Key Takeaway











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Direction of the Industry We are monitoring the markets to be able to provide context as to the impact of COVID Trends:

Public Opinion Towards Golf • Google search traffic across the board is up for golf related terms.

• States are putting out COVID specific guidelines that highlight golf as a

low risk activity. The free marketing is one of the reasons golf related

searches are up.

• People who have never golfed before are researching the game.

• Many of the clubs I’ve spoken to have seen more first-time golfers since

COVID started than in many years.

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Reopening 2

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• As the world starts to recover it is imperative that the golf industry continues to keep highly

visible for all the increased search traffic.

• Capitalizing on the increased visibility is going to be vital to regain some of the lost revenue

from the time during COVID.









Success Cases









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Resort Daily Fee

Located in Florida • Never completely closed.• Limited by number of golf carts. Due to one golfer

per cart.

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2020 Campaign • Paused campaign at the start of Florida lockdown.• Half the cost of 2019 campaign.• Less conversions but almost the same revenue. • ROAS (Return on ad spend) is over 1000%.

2









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Private Club

Located in Arizona• Never fully closed.• Put social distancing measures in place at the club. • Limited access to some areas of the club.

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2020 Campaign• Campaign never paused. • Membership inquires or conversion have increased YOY. • Cost per conversion decreased.

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Post Pandemic









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Digital Footprint

What is Your Clubs Digital Footprint? • Google Search

• Google My Business

• Social Media Platforms

• Website

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Summary2

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• Golf related searches are way up compared to this same time last year.

• What is your club doing to capitalize on the increased visibility?









Thank You








digital marketing trends · 2020. 8. 20. · enspireforenterprise.com 5 digital marketing trends...

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