2017 and 2018 saw the resurgence of beacon technology being productively deployed by many retailers, used at live events and exhibitions, and even at educational facilities, to inform, engage and sell directly to the consumer.
With estimated revenue to surpass USD 25 billion in the next five years, this article explores what beacons are, how the golf industry can learn from other industries, and how golf clubs can use them to improve customer service and generate revenue.
What are beacons?
Beacons (often called iBeacons) are small waterproof devices that deliver notifications and marketing campaigns straight to the end user’s mobile app when they are within the range of a beacon.
First launched back in 2013, beacons, based on the location where they are deployed, deliver relevant notifications to the app, for example welcoming a member to a club, or directing the user to a specific landing page.
They can also send a message back to the club when the end user comes in range, for example when a golfer starts down the back nine.
Combining app marketing with beacon marketing serves as a pathway for using location intelligence to promote golfer retention and engagement within your club (and your club app). Beacon marketing is a targeted approach to engaging users the right way, by delivering notifications relevant to their location.
Where can you use them?
Other industries have used them successfully both indoors and outdoors, for example, events and exhibitions use them to assist end users to navigate from one stand to another; museums have used them to give more information about their displays; and many corporations use them for sending sales messages and for loyalty schemes.
Golf venues are no different from the mix above. If you are a private member club that values customer service, beacons can create a concierge service like no other. If your focus is more towards retail (there were over 3.5 million active retail beacons installed by the end of 2018), then a well planned marketing campaign will reward your venue with both improved sales and service.
Putting the beacons into practice
Beacons out on the course
These portable, weatherproof iBeacons can be placed strategically around the outside of the club to improve service levels by giving both members and your team vital information. For example:
Beacon 1 can welcome your member by name to the club and let reception/concierge/pro shop know they have arrived to enable them to arrange, if required, their buggy/clubs/etc.
Beacon 2, placed at the first tee, can give golfers course conditions, and let your team know they are now out on the course.
Beacon 3 can improve pace of play and improve F&B revenues by being placed en route to the halfway house to remind golfers to place their food order in advance.
Because they are portable, beacons can even be carried by a driver to give the ultimate personalization by welcoming the golfer from their pick up point.
Beacons in your venue
Installed within your clubhouse, dependent upon the size of your venue, beacons can serve multiple purposes. Examples include:
Beacon 1 located near the restaurant – the beacon can let the team know your member/guest has turned up and, in turn, welcome them, let them know the manager in charge’s name and wish them a lovely evening.
Beacon 2 placed in the pro shop can be used as the ultimate sales and marketing tool informing golfers of demo days, new arrivals, seasonal sales, special offers and so on.
Beacon 3 can improve attendance at social events by notifying members of an upcoming event and directing users to a specific landing page to allow them to book directly online.
You can even use beacons in the venue to see how each area performs in terms of foot fall.
How to use iBeacons – sensibly
Consider the golfer’s journey around your venue and the context of your messages. If you are using beacons both out on the course and around your venue you need to be mindful and make sure you don’t over-message. You do not want your golfer’s app to light up like a Christmas tree as they go around your venue!
Whilst some messages will always be acceptable, for example a club welcome message or today’s course conditions, others, especially sales messages, will soon grow tiring. However, maintaining a balance is fairly easy as beacon messages are easy to update, or switch off. This will allow you to strategically market new promotions on a rotating basis without having to keep moving the beacons, or annoying your golfers.
Jenni Biggs is the co-founder of “CourseMate Golf Club” app. Along with her team, Jenni assists golf courses across Canada with communication and marketing programs to further engage their members and visitors alike. For more information please visit http://coursemateapp.co.uk/ or email her at admin@coursemateapp.co.uk for a FREE consultation.
