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To generate publicity, the club hosted a media golf tournament featuring one of the golf industry’s most sought-after characters.
Customers do not always respond truthfully to salespeople.
People sometimes say what they think salespeople want to hear for the sake of a graceful exit.
‘Ed’ Merritt is a Ph D candidate in Hotel Administration (Organizational Behavior) at Cornell University.
He previously served more than 20 years in senior hospitality management positions in Florida and California.
Finally, pricing policies were revised to enable flexible programs based on value-added analyses and contribution-margin accounting.
Data gathering was one of the first areas of the existing marketing program to be reviewed.This included judicious use of marketing research to create a database on customers and their behavior.Another element was that promotional activities at the club were assigned specific goals, and indices were developed to track prospective customer awareness, inquiries, and trials.Many wrongly believed they had to be a resident to join.It also became evident that many would prefer to pay initiation fees in monthly installments, even if it meant receiving a lower percentage of that fee upon resigning from the club.The club composed a direct mail piece every three weeks inviting prospects to a free evening of food, beverages, prizes, and entertainment.The list was occasionally broadened to create a universe of approximately 2,000 recipients that might produce 100-125 attendees and, ultimately, five to eight memberships.The media was treated to free golf, food, liquor, shirts, caps, and golf balls.They generated a flood of ink and tremendous market awareness in return. The article brought recognition throughout the golf world that could not have been purchased for 0,000 in advertising.Used properly, direct mail out-pulled the newspaper at much lower cost.For example, ,000 newspaper ads delivered 100 attendees of whom approximately 85 were not qualified while ,000 direct mail campaigns delivered 250 pre-qualified attendees.