digital <strong>Co</strong>mpleat Golfer’s digital world centres around a weblog-style, content-rich website at www.compleatgolfer.co.za that is the online companion to the magazine. The site features an on-going stream of golf-related news, views, photographs and video from the global world of golf, with a strong South African slant. The core of our online community is a large webletter subscriber base who are directed to a weekly posting through a simple, relevant, eye-catching and intriguing weekly mail-flash. www.compleatgolfer.co.za tyPE RATE/ dimension size description IMPRESSIOn (pixels) Homepage banner 25c 468 x 60 12k Rectangular ads placed near the top of the homepage Homepage double banner 25c 468 x 120 15k Large rectangular ads placed near the top of the homepage Homepage island ad 30c 300 x 250 18k Square block ad at top of the homepage Homepage masthead 30c 980 x 60 15k Large rectangular ad positioned at the very top of the page Run of site double banner 25c 468 x 120 15k Large rectangular ads available near the top of all pages Run of site island ad 25c 300 x 250 18k Square block ad at the top of the page Run of site banner 25c 468 x 60 12k Rectangular ads placed at the top of all pages Run of site masthead 30c 980 x 60 15k Large rectangular ad positioned at the very top of the page Sponsorships POA - - A combination of banner, island and masterhead positions available on selected sections newsletter rates and info type rate/webletter 468x120 [12k] R3 500 220x220 [12k] R3 500 <strong>Co</strong>mpleat Golfer delivers a weekly newsletter to over 18 000 self-subscribed golfing enthusiasts who have chosen to receive an exciting snapshot of the latest news, once a week, from www.compleatgolfer.co.za. Sent in HTML format, opportunity exists for a banner, double banner and island ad positions. mobile rates and info www.mobile.compleatgolfer.co.za With mobile market penetration in South Africa expected to exceed 100% in 2010, in terms of both a hand-held Internet platform and stand-alone medium, <strong>Co</strong>mpleat Golfer Mobile has the potential to reach a massive audience. The possibilities are limitless! Speak to our sales executives about how we can tailor make solutions to suit your brand or campaign. win sound clip video clip you can win facebook us any comments digg it
RETAIL So you decided to become a golf professional! You love the game, you play it well, what could be a better career choice? And then one day you were given a golf shop and told to make a success out of it. But did anyone ever tell you exactly how to make a success out of it? Over the next 12 issues of GCM, I plan to assist you with that. I’ve been working in the golf retail industry for over 10 years and began this career path by overseeing the golf shops at Blackwolf Run and Whistling Straits in Kohler, Wisconsin, USA. During my fi ve years there, my shops were selected as Top 100 Golf Shops three times and, in 2005, I was chosen by GolfWeek magazine (USA) as one of the Top 25 Golf Retail Merchandisers out of 16 000 courses country-wide. In May 2005, I was employed by Global Golf in South Africa and I relocated with the exciting challenge of building the retail sales of over 100 accounts around the country. I continue to work for Global Golf part-time, following the start of my own consulting company, Retail Savvy. My time in retail and merchandising has clearly shown that every shop is different. The layout, the fi xturing, the product selection, the location, the customer profi le and so on and so forth. It is therefore important to understand the concepts and logic 28 March 2010 Golf Club Management GCMPg_28_29_0310.indd 28-29 Serengeti, the upmarket estate that boasts 27 Jack Nicklaus-designed holes, is one of more than 30 premier golf courses that are clients of On <strong>Co</strong>urse Golfi ng Solutions. “There is a good reason for this,” says Serengeti’s CEO Bernard Mostert. “Dealing with this company is an absolute pleasure – in fact, in terms of the company’s commitment to supplying great service, I would rate it as the best in the industry.” Director of golf at Serengeti, Ryan Reid, is just as enthusiastic regarding his experience of dealing with the company that supplied his fl eet of golf carts with the cutting-edge GPS systems. “There is no question that On <strong>Co</strong>urse Golfi ng Solutions’ systems make my job easier, and the service supplied by the company is truly excellent,” he says. “I fi rst dealt with the company when it supplied its GPS systems to Leopard Creek, and nothing was ever too much trouble; the systems work well 22 March 2010 Golf Club Management GCMPg_22_23_0310.indd 22-23 behind merchandising and apply it sensibly to your specifi c circumstances. There are certain basic elements in retail that have proven to be sales-enhancing. The first step is having the correct shop layout. According to the book Principles of Retailing (2003), studies have consistently shown that up to two-thirds of purchase decisions are taken within the retail outlet. What does this mean for you? If two-thirds of the purchases made in a shop are impulsive buys that were not pre-planned, your goal as a shop manager is to expose your customers to as much product as you can! Therefore, step number one is to have your golf desk as far away from your entrance as possible. This allows you to expose your customers to more products as they walk the length of the store through all your selections, creating a greater potential for impulse purchases. Now that we have the golf desk and the door at an acceptable distance, I often find that the floor fixtures will be pushed off to the sides in order to create a open walkway for the customers. This leads us to step number two: we don’t want nice, open walkways. Please note, I’m not directing shops to clutter the entire path or create a maze, but we need to expose our customers to potential impulse buys. In retail lingo, we actually refer to creating a ‘speed bump’ in a shop and are extremely accurate.” <strong>Co</strong>mmon sense suggests that at peak times, being able to speed up play means increased rounds and therefore increased revenue. “There is no question that besides enhancing the golfi ng experience by supplying accurate distances to the fl ag, this system does cut times of rounds, and the ability to track every cart in real time, knowing exactly where it is and knowing which are behind and could be holding up play, is an invaluable tool,” says Reid. “We now have more than 1 000 screens in operation throughout the country,” says Andrew Nelson of On <strong>Co</strong>urse Golfi ng Solutions. “Our national footprint covers Gauteng, Western Cape, Southern Cape, KwaZulu-Natal and the Free State, and we also supply and service courses in Mauritius. We have fi ve dedicated service technicians that are on call 24/7, and we are very proud of our record – on the rare Killarney Golf Club Pearl Valley nesting table Serengeti shop layout entrance. A well-placed nesting table or floor display will cause customers to slow down and look at the products before proceeding to the counter. I personally prefer nesting tables because they allow you to create an eye-catching display that advertises the variety of products you offer throughout your store. For example: men’s golf shirts with coordinating sweaters or jackets, pants and shorts, a pair of golf shoes on display, matching caps and accessories, and a few putters leaning against the table. Ideally you want an easy walk between the entrance and desk, but with a little meandering as your product catches the customer’s attention. Step three is categorisation. Think of your shop as a miniature department store. This will help both your customers in searching for a particular item and you in selling that item. Take shoes for example. If I’m looking to purchase a pair of golf shoes, I don’t want to walk all around your store to try to search for your various shoe styles. If you have all of your shoes in one location, the customer feels they have a wide variety of options to choose from, which supports their decision to buy because they can narrow down the selection to the style that suits them best. Think about it: if you go out to purchase sunglasses, you don’t stop at the store display that offers you three or four options, ABOVE: Being able to track each cart in real time, with those that are behind time being highlighted, is one of the multiple functions of the system. you go to a shop where you can select from a wide range to fi nd the pair that suits you best. This is part of the psychology behind sales. As consumers, we want to feel that we have made the best purchase choice for ourselves. We do this by eliminating the options that are less appropriate for our needs, resulting in satisfaction in our fi nal choice. The fourth and final step for this article deals with having the correct items in the correct locations in the store. Have you noticed that any time you shop at one of the better-known grocery chain-stores, at the end you must walk through the displays of chocolates, candies and magazines in order to get to the cashiers? This shows the importance of the impulse-buy concept. If these items were in one of the grocery isles, you might have enough self-control to skip that isle. But now as you’re queuing for a cashier you flip through a magazine or start drooling over occasion when a client has experienced a problem, we have rectifi ed this within 24, or at the most, 48 hours.” It is proven that these systems represent the third-biggest revenue generator on a course after greenfees and cart-rental income. The time taken for a round has been shown to be reduced by up to 30 minutes, the need for marshalling is also reduced, and advertising and hole sponsorships can make a substantial contribution to a club’s revenue stream. The system can generate a vast array of management reports – pace of play information by cart or by hole can be calculated, cart usage, round summary, those chocolate raisins and shortly thereafter they’ve been added to your cart. In your golf shop, the area between your entrance and your golf desk is referred to as ‘primary space’ as this is the part of the shop in which every entering customer will pass through. It is crucial that this area is used for impulse-type products so that you can trigger more of those two-thirds unplanned purchase decisions. Your ‘secondary space’ is everywhere else in the store. In secondary locations, you want products that will pull the customer who may already have an interest in that product over to the desired section. Items such as hard goods, shoes, outerwear, rain gear, sunglasses, belts and socks are all ‘pull’ type items that need to be clearly displayed, but not necessarily in your primary space allocation. I generally place men’s clothing, caps and impulsive ABOVE AND RIGHT: Serengeti’s Ryan Reid points out the many features of his GPS system, and because of the reliable performance of On <strong>Co</strong>urse Solutions, he says that he could confidently recommend the services of the company to any club. food and beverage usage, pace of play relative to pin positions, as well as customcreated reports, and the ability to print reports direct from the management computer results in more effi cient management of the course. A comprehensive tournament package is also available, which offers realtime leaderboards, customised formats and hole-by-hole results. There is no doubt that GPS systems have won over golfers, who effectively have a professional caddie on hand, with the added advantage of having photo-quality graphics of each hole showing sand, water, bunkers, trees and areas of rough, and also see where they are in relation to the cart in front of them. Golfers can also communicate with the pro shop for emergency assistance or to simply report a lost club. This two-way communication can be utilised by the club to promote upcoming events or to issue storm warnings. accessories in the primary space. Women’s clothing is usually in secondary space locations because women are more likely to look for their clothing sections than men are. Of course, the golf desk will have a number of impulse items, but for the primary space we’re referring to larger items beyond pencils, gloves and sleeves of balls. So, a successfully designed golf shop will have the golf desk as far as logically possible from the entrance, a nesting table in front advertising your range of wares, impulse items staggered within the primary allocated space and pull items (also referred to as non-impulsive) arranged in the secondary allocated space of your shop, all while displaying clearly defi ned categories of goods. And those, my dear friends and colleagues, are the fi rst important steps in creating a store that will maximise your returns. ■ Golf Club Management March 2010 29 “The viability of our systems is unquestioned,” says Andrew Nelson. “We fi nd that the average client increases their cart rentals by R40, which covers the cost of the lease, and there has been no resistance to the increase of R20 per player, or a little more than R1 per hole. It has been gratifying to see that a large percentage of clubs that have been awarded <strong>Co</strong>mpleat Golfer’s 5-Star Golf Experience Award use our systems – which speaks volumes.” “We can certainly recommend these systems to everybody,” says Serengeti’s Ryan Reid. “It does what is required and more.” ■ For enquires contact: Gauteng: andrew@oncoursegps.co.za or call 082 901 6184. Cape/other regions: craig@oncoursegps.co.za or call 083 229 5820 Golf Club Management March 2010 23 1/28/10 11:17:57 AM 1/28/10 11:16:24 AM GCM gcm sizes Dimensions Depth x Width Full page trim size 275mm x 210mm Full page bleed 285mm x 215mm Full page type area 250mm x 185mm GCM is the business media platform for the golf industry with content focus on the latest news, developments, strategies, topical issues and information that impact the industry as a whole. As <strong>Co</strong>mpleat Golfer’s sister trade publication, the monthly magazine is inserted into approximately 3 000 copies of the magazine that go to club captains, golf directors, club managers, secretaries, course superintendents, estate developers and golf professionals at golf clubs and related suppliers in South Africa. It has grown into a primary communication medium for all the key decision-makers in the South African golf industry and the distribution model ensures minimum wastage for golf industry-related marketers wishing to reach this extremely niche market. In addition to the magazine, GCM has a weekly newsletter and regular apdates on www.compleatgolfer.co.za/gcm GOLF RETAIL 101 Kymi Bodenberger, in the first article of a 12-month series, shows how you can make the most of your pro shop. RETAIL Double page spread trim size 275mm x 420mm Double page spread type size 250mm x 400mm Double page spread bleed 285mm x 430mm 1/2 page, horizontal trim size 135mm x 210mm 1/2 page, horizontal type area 125mm x 185mm 1/2 page, horizontal bleed 140mm x 215mm gcm rates Size RATE vAT Total 1-5 insertions fpfc 10 960 1 534 12 494 1/2 FC 5 770 808 6 578 6-11 insertions fpfc 8 200 1 148 9 348 1/2 FC 4 100 574 4 674 ON COURSE GOLFING SOLUTIONS PROMOTION Choosing THE BEST The latest generation of GPS golf course management systems has become a necessity rather than a luxury add-on, both for the golfer and course manager. ACUSHNET SOUTH AFRICA (PTY) LTD TEL: 011 462 9165 ON COURSE GOLFING SOLUTIONS PROMOTION 12+ insertions fpfc 6 860 960 7 820 1/2 FC 3 300 462 3 762 branding/sponsorship Various branded editorial opportunities exist from 4 000 560 4 560 GCM Golf Club ManaGeMent PRefeRReD S u P P l I e R GCM Golf Club ManaGeMent Sa Golf C o n f e r e n C e
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