Betchworth Golf Club Website and Application Development:
How do you establish and maintain connection with current or prospective members via digital marketing when the online community is increasingly bombarded with promotional messages from competitors?
Technology is developing at a rapid rate, a speed at which most clubs can not keep in tandem with. With the creation and further development of social media sites and promotional opportunities, it has never been so easy to contact with current and potential members at a click of a button. The difficulty is staying in contact with prospective members via digital marketing, establishing and maintaining the connection whilst other clubs and competitors clutter up your current and prospective members news feed and email box.
A way in which pioneering clubs are trying to establish digital competitive advantage is the development of a mobile application to maintain contact through a new consumer touch point, sending “push messages” directly to the current and prospective member rather than sending in-direct messages via a tweet, status or such other messaging ways. Although developing and maintaining an application has its difficulties, benefits and rewards can be found.
The CMAE had the pleasure of talking to Timothy Lowe, Director of Golf at the Betchworth Golf Club, Dorking, UK, about their new mobile device application and revamp of their website.
When asked about what the catalysis was for developing an application and website, Timothy commented;
“Betchworth has always been a forward thinking club and now is no exception! The website was developed 5 years ago and whilst up to date with content, It was feeling a little out of date. Websites these days tent to have a shelf life (depending on who you speak to) of about 2/3 years before they need a good professional, refresh/ revamp. I decided with the board that it was time to look at cleaning up the site and give it a more modern feel as well as offer some further and more standard online services, such as online tee bookings and payments. Images are being used more these days (look at pinterest and instagram) and our photography was certainly out of date as well so an opportunity arose to improve this and integrate those new images in the new technologies We will continue working on imagery throughout 2013 as well.
The Application was taken from my background and wanting to keep ahead of the times although with over 147 million smartphone users in the UK and growing at a rate of 25%, this is not the future, it has already arrived and you could say we are just keeping up! It will also improve the Betchworth Park Golf Club’s online presence.
There are now a number of companies offering both mobile websites and apps (sometimes these are confused), however I bad been in touch with yourbusinessapp via LinkedIn for some time and we took on the project together”
- Who do you use?
- Am I Getting what I want?
“Choose the company that you are happy to work with – Don’t just assume that your current provider will give you the best service. Make sure you know what is available and what you can expect before you make the final commitments.”
“Get clear on what you want from both the app and the website by doing research on what options there are available and what other websites and apps are providing as services.”
“Make sure you have your social media in shape and ready to share on the app and website. Take some time out to make sure that the logos and the feel across all your online activities is complimentary.”
“Update your content – Most websites need updating not only because they look like the year they were built in, but most actually have the same content from that period as well. Chances are, your prices and offers have changed .
“Get ready for the final stages – Tell people you are launching a new website, members visitors and all your social media followers. Get them ready to visit your site and share it with the rest of the world;”
“Points to consider;”
“1 – Do your research
2 – Choose a provider
3 – Know what you want each to offer
4 – Update your social media
5 – Provide editors with as much content as possible including pictures and videos
6 – Tell everyone about it”