One of Your Golf Marketing’s clients achieved a remarkable return on investment of nearly 12,500% on Black Friday.
An eight-time Regional Open Qualifying venue, has achieved an outstanding £25,000 in visitor golf revenue during Black Friday week – a huge leap from the £9,000 generated in 2023. This success highlights how smart marketing strategies can transform seasonal opportunities into significant revenue streams.
Each year, Black Friday seems to grow bigger and stretch further, and this was certainly the case for one links golf course. With the expert guidance of Your Golf Marketing (YGM), the club capitalised on the hype with some staggering results (and a well crafted marketing strategy).
Black Friday: A New Opportunity for Golf Clubs
While golf retailers have been Black Friday regulars for years, more clubs are beginning to explore this revenue-driving opportunity. For this golf club, it marked their second Black Friday campaign supported by YGM. The learnings from 2023, combined with a clear focus for 2024, paved the way for the astonishing results.
Last year, the campaign brought in £9,000 from fourball voucher sales. This year, a refined strategy saw the club more than double that figure in just one week.
The Winning Black Friday Offer
Simplicity and value were at the heart of the campaign. The offer was straightforward: purchase a fourball at the twilight rate, but redeem it without time restrictions (subject to availability).
To underline the value, the twilight rate was compared with the morning rate, emphasising the incredible savings on offer. This approach delivered a standout deal while protecting the club’s pricing integrity, as the discounted rate was one already available during summer twilight hours.
Ease of purchase was another crucial factor. By using a user-friendly gift voucher platform, customers could complete their purchase in just a few clicks – essential for capturing impulse buyers during Black Friday.
A Multi-Channel Marketing Strategy
In the crowded Black Friday marketplace, effective marketing requires multi-channel planning. Advertising costs soar during this period due to heightened competition. Just ask Amazon about their 30% increase in advertising spend. So a well-rounded approach is key to success.
YGM deployed a mix of paid social media, organic social posts, and email marketing. Planning started months ahead of Black Friday, ensuring everything from creative ideas to messaging was optimised. Regular progress updates during the week allowed for on-the-fly adjustments to keep the campaign on track.
Paid Social Media
With a modest £200 budget, the results were impressive:
- Reach: 23,083 golfers
- Clicks to gift voucher page: 2,231
- Cost per click: £0.09
The campaign featured two creative designs with one clear message presented in four variations, ensuring the ads resonated with different audience segments.
Organic Social Media
Newsfeed posts, reels, and stories kept the offer front of mind for the venue’s followers. While organic reach for sales posts is typically limited, this channel still added value as a free touchpoint for existing audiences.
Email Marketing
Black Friday is synonymous with inbox overload. The client’s email open rates dropping from a typical 40–45% to around 15–20% during this period, YGM took a bold approach: increasing the number of emails sent.
In 2023, three emails were sent. This year, the total rose to eight, including two sent on the final day of the promotion. While a higher volume might not be a long-term strategy, it proved highly effective in driving the final push towards £25,000.
A Big Win for the golf club
Over the past three years, this stunning links course has made significant investments in course improvements, including grass paths, bunker renovations, and green reshaping. This year’s Black Friday success ensures that investment can continue without impacting other club priorities.
When asked how the revenue would be spent, their General Manager shared: “Our boiler has broken, so it’s paid for that.”
Not the glamorous answer we expected, but it highlights how essential this revenue boost was. He added: “We’re absolutely thrilled with the success of Black Friday. What we achieved was astonishing, and we’re incredibly grateful for the continued support from Your Golf Marketing.”
Want to Achieve Results Like These?
At Your Golf Marketing, we specialise in helping golf clubs grow their revenue and build their audience. Get in touch with us today to find out how we can help you transform your club’s marketing strategy.