Farleigh Golf Club
Driving record events business income in 2023, including sold-out Christmas dates
As a club that prides itself on providing members and visitors with more than just great golf, events remain a core pillar of Farleigh’s business model.
Whilst balancing our shared ambition to promote Farleigh as an unbeatable golf destination, it was vital to develop social media and email marketing campaigns that drive similarly strong results to ensure that the club is well-known as a thriving social venue.
The Problem
During the traditionally quieter winter months, the club was down on membership numbers and wanted to ensure that their tee sheet remained busy over the off-season.
With little in the way of previous marketing exposure, we started from scratch to ensure that a minimal advertising budget was spent in the most effective way possible. The club’s reputation for great golf has been established over a number of years. However, boosting awareness around the club’s social, events and festive offerings required a careful, multi-pronged approach that overcame general assumptions of a golf venue being only accessible to golfers, without detracting from the club’s core identity.
Our Solution
Through a varied approach to social media marketing, targeted towards both driving website traffic and generating warm leads, in addition to engaging with an active email database, we executed an evolving strategy that combined supplementing golf income with events bookings across a 12-month period, whilst gearing up for key windows such as the festive season.
Tailored messaging, continuous creative testing and the use of expertly crafted lead magnets in the form of bespoke brochures ensured campaigns did not fatigue and instead allowed results to reach a crescendo into the winter months.
Key Services
- Paid Social
- Email Marketing
- Creative Development
Result
The results of these campaigns speak for themselves, with green fee targets reached with 4 months of the club year remaining and over £140k in new membership income generated in less than 6 months, facilitating investment into the club’s infrastructure for seasons to come. By generating hundreds of enquiries at a cost of less than £1 per lead, revenues for festive events in 2023 were up 44% on the previous year, with over 20 events (average ticket price of £50) successfully booked out.
Additionally, the email database was refreshed to drive further events bookings in the months and years to come to ensure this momentum is maintained.
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