Sport. Entertainment. Which best describes golf? Well…it’s both. Golf is truly part of the sports and entertainment landscape. A landscape that is rapidly evolving and fiercely competitive. MKTG is a global marketing agency that has its finger on the pulse of the trends affecting sports and entertainment right now. Matt Connell will share MKTG’s insights on the latest trends and the opportunities they present for golf.
Topgolf is the biggest story in global golf of the last few years: not just a series of enormous venues, but a global sorts and entertainment community. As Chief Operating Officer of Topgolf International, Zach Shor is responsible for helping localise the Topgolf brand all over the world. He manages the day to day operations of the Topgolf International team, while searching for international partners to help establish Topgolf venues in new countries. Hear about Topgolf’s first foray in Australia, on the Gold Coast, and find out what drives Topgolf in its ongoing mission to create unforgettable shared experiences.
Louise Eyres is the Australian Sports Commission’s first Chief Marketing Officer. She heads up the ASC’s new marketing, customer insights and analytics division. The new role and decision to unite marketing, customer experience and insight recognises the important contribution marketing plays in leading industry wide change across sport and physical activity in Australia. We’ll learn how marketing can both influence and inspire stronger community connections with sport, and drive greater participation.
Let’s hear from Golf Australia regarding its new strategic priorities. Then, from a marketing perspective, what they’ve achieved across their national programs and initiatives; how clubs and facilities can benefit from these campaigns; how Golf Australia can help clubs and facilities offer the right ‘products’ and customer experiences; and the value that Golf Australia will deliver to clubs and facilities in the future.
As the CEO of the Adelaide Shores complex, Kate Williams has a big backyard: 135 hectares of Adelaide beachfront with two golf courses, two driving ranges, mini-golf course, golf shop, reception venue, sports fields, marina and water sports, a resort and caravan park. Hear from Kate how these facilities are managed, and how this multi-faceted facility is on track to be a world-class tourism, sport and recreation precinct, providing exceptional leisure experiences.
With the female global consumer economy valued at $28 trillion, women are more than capable of transforming your bottom line but they continue to be business’ biggest blind spot. And golf is no different. Hear from Bec Brideson on the history and numbers behind this enormous opportunity, and understand just why the differences between the genders should matter to your business. Bec will challenge and inspire with her exploration of the numbers and the development of five practical steps to help you identify your own business opportunity with women.
Margot Harley is all about the fans: fan engagement drives sports success, and every golf facility has its fans. Whether weekly regulars or once-a-year visitors, you need to engage with the golfer, understand their passions, encourage them to share the love with friends, and of course get them coming back for more. With extensive sports experience across multiple NRL Clubs and the Australian Rugby Union, Margot will share how the NRL engages with its audience through its digital platforms.
Drawing on the deep pool of resources underpinning Golf Marketing University, John King will outline the key tools you should be wielding as you market to golfers and customers across your business, as well as share great examples of innovative marketing programs that have shifted the dial at golf facilities in the UK and Europe. Ever wondered where to begin when designing that new member plan, or green fee deal? John’s customer-first approach will give you the answers you need to drive more sales in 2018 and beyond.
Lodewijk Klootwijk needs little introduction, as a favourite of the 2016 Forum returns to take us through a workshop with a difference. But first, to close off proceedings on day 1, Lodewijk will share insights from the biggest customer-feedback data pool in world golf. Across Europe the industry has worked with Players1st to gather feedback and measure Net Promoter Scores - and the results have valuable lessons for us here in Australia.
Who better to get us started on day 2 than Lodewijk Klootwijk?! We’ll kick off with a workshop, focussed on the key insight from 2016: who’s your tribe? Humans move in packs, from lycra-wearing road warriors to sports fanatics, and understanding your tribe is critical to success in creating passionate, engaged customers. Backed by research and the game-changing model of Vision 2020, the CEO of the European Golf Course Owners Association always offers a positive customer-focussed approach to improving golf business outcomes.
Putting the customer at the heart of any business is essential. But how do you do this effectively and consistently? Hunter Leonard will show you how to get closer to your customers without it being weird or embarrassing. He’ll back it up with some great case studies and inspire your golf business to deliver unforgettable customer experiences.
The evolution of Curlewis Golf Club, on Victoria’s Bellarine Peninsula, as a multifaceted and dynamic community club which offers an array of activities and dining for people of all ages has been its foundation for success. Innovation, invigoration and contemporary thinking towards a game steeped in tradition is at the forefront of all initiatives and community engagement activated by the Curlewis team. Owner Lyndsay Sharp will share these initiatives with you as well as providing an insight into pipeline activations planned for Curlewis.
Francis Loughran is considered a futurist when it comes to what people will be eating and drinking and how they will be spending their leisure time in 2020 and beyond. So, what’s the future of food in golf clubs? Take your seat and get ready to be served.
Ian James’ dedication to the task of helping create increased participation and revenues in the golf industry has seen him speak throughout the world. The idea is simple: focus on the consumer and what they value; and leverage the PGA Professional to help to unlock that value. Easy right? Ian will share the numbers behind the idea, the success stories, and the steps you should take in your business to get started. Don’t miss this session with Ian’s passion sure to get you inspired and motivated to make some changes to your shop today.
Following on from Ian James’ presentation, join the panel for a discussion on key golf retail trends and strategies to drive sales from your golf shop. Hosted by Ian, the panel features Sonia Kirkman (Kirkman Sports) and Stewart King (Golf Connect) - who'll be ready for questions on all things retail.
You’ve made it this far, and Chris Helder will take us out with his unique, compelling brand of story-telling. Chris’ simple insights, to cut the noise and embrace the concept of useful belief, will have you leaving ready to tackle life with a positive focus and with energy to burn. Chris’ track record of success in inspiring thousands was all the proof we needed, we’re thrilled to have Chris on board to close out Golf Business Forum 2018.