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Marketing 101: Turning data into action by segmenting your audience

POSTED ON August 11, 2016 @ 9:53 am

The key component of every successful business–consumer (B2C) relationship lies in the virtue of understanding your customers’ specific needs, and the ability to cater to those needs in an effective manner.

Using compiled data to segment your audiences by individual preferences is enabling golf clubs and other businesses to engage and nurture clients in a new way, which can lead to an increase in customer satisfaction, retention and subsequently an increase in revenue growth.

Segmenting your clientele based on a number of personable variables will allow you to personalise your marketing efforts, focusing more on quality instead of quantity, and create marketing initiatives that appear more relatable to each one of your customers and their specific needs. We look to market the segment of each individual, well at least in their minds.

By linking customer data in your current member management system with online data (email, web analytics, guest satisfaction survey etc.) and social media platforms, you can create a consistent customer profile, which will assist in personalising your marketing campaigns.

Improving your first party data with third party data allows you to access a complete view of your customers that covers an array of useful dimensions such as customer history, value, statues, behaviours, preference, interest, intent and engagement.

The easiest way to start clustering your customers into relevant marketing segments is with a basic segmentation process.

This first step process looks at: age, gender, playing level, and then stage two looks at: frequency, “recency” and monetary value as a way to differentiate your clients and allows you to organize your profiles in a way that enables you to answer the following important questions:

  • Who is most frequent at your venue?
  • When do they visit?
  • Have they visited lately?
  • How much do they spend?
  • How much have they spent over time?
  • Who are your high-yield customers?
  • Who are your lapsed customers?

The most important concern to keep in mind when personalizing content is manageability. More client segments mean more assets marketing must deliver to launch a new campaign.

Once you have the basic segmentations in place, there is no limit to what you can do to further slice and dice your data and create personalized communications.

Managing your data and customer segments on a frequent basis is a great source of inspiration for personalizing content and finding new opportunities for customer engagement.

If you would like some assistance with your marketing please visit www.golfrecruitmentcentral.com.au or call Golf Marketing Specialist Mike Orloff at +61 415 682 259 or mike@golfindustrycentral.com.au

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