DECA was one of my favorite classes when I was in high school. We learned about business management, entrepreneurship, marketing and networking. I remember the Coca-Cola bottles that lined the classroom showcasing how the company’s marketing strategies evolved over the previous 20-plus year, and, yes, getting a “real” job was part of the requirements for a passing grade.
After taking DECA (formerly called Distributive Education Clubs of America when formed in 1946), I knew I wanted to obtain a bachelor’s degree in business, with a major in marketing. Golf had become a significant part of my life, and I aspired to make it a part of my career, too. Four years later, I did receive a bachelor’s degree in marketing, and I am currently a 17-year PGA of America Member.
One thing I have learned is that regardless of where we are, networking is something we do daily, meaning it is an essential part of our lives. Networking refers to the process of connecting and interacting with other people, groups or organizations to exchange information or ideas. Networking can occur at events, conferences and meetings, or it can happen online through social media platforms and professional networking sites. When utilized effectively, it can significantly strengthen your connections and lead to career advancement, knowledge sharing, professional development, increased visibility and recognition.
While networking connects individuals and fosters relationships that pave the way for new opportunities, marketing amplifies these connections and opportunities by strategically promoting ideas and initiatives to a broader audience. When we inter twine networking and marketing, we can enhance brand awareness, foster word of mouth promotions, conduct market research and assess our value proposition.
The combined power of networking and marketing is transformative, especially in the golf industry. By leveraging these interconnected strategies, enhancement can be made within opportunities.
Membership Programs
Offering membership programs with exclusive benefits encourages loyalty and word-of-mouth referrals. Members are often more invested in the club and will share their experience with others. Be creative when it comes to membership programs and change them often.
Corporate Partnerships
Partnering with businesses to offer corporate golf days or sponsorship opportunities for events can help increase exposure and attract new members. Allow the company to use the facilities for business meetings or entertaining clients. Make sure to walk them through the golf shop, as they may see a must-have hat or shirt that they want to give to all of their employees!
Marketing Campaigns
Keeping your audience engaged and informed can be achieved by sending out newsletters, showcasing virtual tours, live streaming upcoming events, promoting special offers, hosting Q&A sessions with a PGA of America Golf Professional or sharing golf tips. Family-friendly days and charity golf tournaments are greats ways to market your facility, especially if they align with the mission and vision.
Loyalty Programs
Implementing a rewards program that incentivizes repeat visits can boost member retention and create brand ambassadors who promote the facility to their network. Consider offering perks such as complimentary rounds of golf, discounts on merchandise or access to special events.
Golf Clinics and Lessons
Offering clinics and lessons can draw in beginners looking to learn the game, providing an opportunity for instructors and fellow participants to network. Do not forget to promote these events through local media or online platforms.
Hosting Networking Events
Organizing business networking events, possibly combined with short rounds of golf, can provide a relaxed atmosphere for professionals.
In Conclusion
Looking back, I did not realize how the combination of my love for golf and marketing would open the door to endless networking opportunities — what a great door to have opened, and probably one that will never close.
Andrea Kloppman-Heit, PGA, is a PGA Career Services Consultant serving the Minnesota Section. She’s at (715) 808-5761 or akloppmanheit@pgahq.com.
