Ongoing support from club staff is important to ensuring that the online store maximizes its effectiveness as a member benefit.
We recommend you prioritize your efforts on the following marketing items:
• Make sure the online store link is easy to find behind the member firewall. It should have an attractive link and shouldn’t take many clicks to get to.
• Using Vanguard as a tournament solution allows dozens of members to experience the platform in one fell swoop.
• A dedicated promotion strategy including periodic discounts should be planned. If your club is priced near keystone, consider discounts that run in the 20-30% range.
• Physical reminders around the club (displays in the pro shop, posters in the locker room, etc.) are critical to building awareness.
• Interest tends to spike before the Masters, around Mother’s Day, Father’s Day and before Christmas. This is a great time to be active with marketing.
• Allow members to use their gift cards and member credit to make purchases. We tend to see substantially higher volume at facilities that allow this.
• Does your whole staff understand Vanguard’s numerous advantages? A supportive staff is very important … whether it is promoting that you have additional brands available to members, as well as additional sizes, colors and logo options. For example, does your staff know that Vanguard’s Big and Tall section stocks sizes including 4XT and 5XB?
• Is your staff incentivized to promote online sales? Some clubs do not incentivize their staff, and this can affect their enthusiasm in promoting the platform.
