• COVID-19: What about Sales and Marketing?

    Aaron Dyer  •  April 7, 2020

Sales and Marketing Considerations during the COVID-19 Pandemic

There is optimism that life will begin to return to some degree of normalcy in the not too distant future. As a long-time PGA member with over 25 years in sales and marketing, I wanted to pass along some perspective on how to best approach this very unusual circumstance where you’re trying to strike the right balance between your genuine concern for everyone's well-being and the need to keep your business alive (which many in your community also depend on).

I’ve put together a few items to consider in the immediate future (if you haven’t already) ….

Be Sensitive to Public Sentiment.

Sales and marketing for your golf course in the middle of a pandemic requires a very careful approach. Understanding where people’s priorities and feelings are focused is essential right now since they are obviously different than just a couple months back. As we all know, most people are focused on the health and well-being of our loved ones. Helpful and reassuring messages are the most appropriate, not sales pitches. Be sure to communicate how your business is addressing safety and sanitation protocols to keep customers safe and mitigate risk. An understanding and sensitive tone is the most appropriate.

Branding Your Facility. Set the Tone for Future Sales.

Demand for golf will obviously remain lower during the height of the pandemic, but that doesn’t mean it's gone forever. In fact, most experts expect a big rebound in consumer demand as effective therapies come online and a vaccine is developed. As a golf course, you can prepare for that pent-up demand by building your facility’s brand and finding ways to help out in your local community. You can help out with local fundraisers and remain active on social media channels with helpful and positive messaging. These are some of the things you can do to enhance your brand awareness and be ready when the demand for golf returns.

Golf Courses Doing their Part.

The pandemic is teaching us that everyone is in this together. From the golf course, to the big retailers, every business is navigating these waters in their own unique way while getting a stark reminder of how we all depend on each other.

Even while trying to figure out how to navigate these waters, businesses are expected to help their communities where possible. This is an opportunity to be a leader in your community and share ways to help with your audience.

Closing Thoughts.

We can all do our part to help while also keeping an eye on the future. Together, we’ll be stronger and more united. Use this opportunity to help those in need, strengthen your business model, fine tune processes, improve your branding, be a leader in your community, and prepare for the brighter days ahead.

We Can Help.

At 121 Marketing, we’ve been helping our clients get critical COVID-19 messaging out to their customers.  If we can help you during this time, please reach out. We have free tools to help you create, format, and schedule essential campaigns.

Let us know how we can help. 

Stay safe,

Aaron Dyer, PGA | (407) 459-8200 | This email address is being protected from spambots. You need JavaScript enabled to view it.


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