Sharratt Michael

Over the last few years, the industry has started to reject discounts. And it’s not hard to see why when brands across the industry have become damaged and profits eroded. Discount practices are broken and the truth is they’ve been broken for a long time. The impact of poor practices, such as designing weak discounts

From Pre-Internet Days It used to be difficult and expensive to reach your audiences. Marketers would craft discounts that appealed to large population segments because it was more cost effective to for the mediums available. You couldn’t target different segments in newspapers. Television and radio were broadcast over airways so segmenting was virtually impossible.  Most discount offers

1) You’re not Segmenting From what we’ve seen in the industry, courses are offering discounts on their website, on groupon, over mass email, on Facebook, and even posted right in their pro shop.  The problem with unsegmented discounts is that when you target everyone, you target no one. They have the overall goal of driving

If you’re not running at ideal capacity, then you’re running a discount program It might not seem like you are but it’s true. One of the most common objections we hear when talking to courses is “We’ve moved away from discount programs.” But read on and you’ll see that you might be running a discount

Cost > Benefits? When you’re considering if you should continue participating in marketing program (exclude charity donations) that requires you to give them tee times for free, consider a few things:  To whom is the program marketing? If their audience looks very similar to your core or ideal audience, it’s a red flag.  If you