The goal of marketing is to reach consumers at the moments that most influence their decisions.McKinsey and Company
A modern translation for the private club environment would define the goal of marketing as creating programs for each membership segment and connecting them via targeted communication methods. In short: tailor programs to every family member by “listening” as opposed to “shouting.” Billy Casper Signature has perfected the art and science of marketing. Our state-of-the-art, “big listening” platform endlessly gathers insights into members’ needs and desires. Our talented team transforms that information into exciting programs that become the lifeblood of thriving clubs. Ultimately, these insights have the power to identify like-minded, prospective members through focused referral programs and hyper-targeted lead generation methods.
Marketing for Billy Casper Signature is powered by The Buffalo Agency, our wholly-owned marketing division focused on club, lifestyle, destination and leisure brands associated with the game of golf. The Buffalo Agency has significantly contributed to the membership sales component of more than 30 world-renowned resorts and clubs.
The Buffalo Agency applies an “art” to data-driven science. Overarching marketing tasks fall into five main buckets:
PROGRAMMINGFood & Beverage
Providing a world-class member experience is Billy Casper Signature’s top priority. By leveraging our innovative marketing platform and partners like Clubessential, we have developed a “Smart Data” approach focused on actionable insights and mapped data to produce desirable outcomes.
No marketing plan is complete until its measurement is determined. No marketing execution is deemed successful without the data to back it up. However, leveraging data does not eliminate creativity in the marketing process. It provides the direction, but creativity fuels the personal touch and member connection. Data plus creativity equals great marketing programs … and highly satisfied members.
85% of all new memberships sold are the result of a referral from a friend or acquaintance