recruiting new golfers in spain...2020/02/03  · recruiting new golfers in spain official marketing...

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Recruiting New Golfers in Spain Official Marketing programs from RSGF Tracking and KPI´s on web platform. European Golf Business Conference Cascais 3-5 Feb 2020

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Recruiting New Golfers in Spain

Official Marketing programs from RSGF

Tracking and KPI´s on web platform.

European Golf Business Conference

Cascais 3-5 Feb 2020

2

Our player...

Life expectancy in Spain

Fuente: INE - Esperanza de Vida y Salud (02.06.2016)

270.000 golfersin Spain

70% men / 30% women7.782 <10 years = 2.8%

The AGE group of our players

CATEGORY level segmentation

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GOOD NEWS !!

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10 years later…Finally reaching the Break Even Point...

HELPING GOLF COURSES IN SPAIN

ON RECRUITMENT PROGRAMS TO GAIN NEW CLIENTS

PROACTIVE MANAGERS AND PROFESSIONALS

Three RECRUITMENT programs

Helping Golf Courses from this site www.escuelasjuveniles.es

(Golf in Schools) (Group Campaigns) (Member get Member)

Golf in Schools

● Official invitation to free golf lessons (subsidized by RSGF)

● 50 kids and 10 teachers / school / (4%)● 512 Schools / 100.000 kids / 4.041 reg.

Golf in SchoolsNational School League

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AGE group of 17.844 new players

in 2019

Age group of 270.000 golfers

in Spain

Three RECRUITMENT programs

(Golf in Schools) (Group Campaigns) (Member get Member)

Group Campaigns

Lower financial entry barriers by subsidizing 20€

for a 4 hour beginners course.

Small investment of TIME and MONEY

Think Global. Act Local

Group Campaigns

2017: 5 Group Campaigns2018: 131 Group Campaigns2019: 184 Group Campaigns

Enjoy a free initiation golf course

Health Professionals receive INFORMATION

Health Professionals have the EXPERIENCEwith a 4 hour free golf lessons

Health Professionals PRESCRIBE golf to their patients

(Golf means Health)

Three RECRUITMENT programs

(Golf in Schools) (Group Campaigns) (Member get Member)

85% of all golfers became players thanks to a relative or friend

21% of the First-Timer Friends or

Relatives (Friends Cup participants) end up becoming

golfers.

Friends CupWould you like to introduce golf to

a friend?

EXPERIENCEBreaking Barriers

SOCIAL PARTThis is not what I thought

Friends Cup

Cup for the Golf Course

Present for the PLAYER

2 Presents for the FRIEND

2015: 1 Friends Cup2016: 8 Friends Cup2017: 40 Friends Cup2018: 103 Friends Cup2019: 121 Friends Cup

OK BUT….

How easy is it to activate all these programs for golf courses?

KISS basis

website: escuelasjuveniles.es

Login

… and how do we measure every project?

golf courses, local federations and RSGF KPI´s

Back Panel RSGF / Local Federations / Golf Clubs

31%

21%

8% 26%

Back Panel RSGF / Local Federations / Golf Clubs / OWNERS?

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...7.455 registered clients on subsidized lessons in 2019x 4 = 29.820 hours

1.491 Golfers in 2019 = 20% conversion rate227 golf courses

THANK YOU

need more info?Xavi Guibelalde

[email protected]