REVENUE MANAGEMENT - Part III Pen Profiles

Now you’ve identified your target customers, build them into pen profiles.

A pen profile is a simple marketing tool designed to create individual representations of each target group. Done well, they can support you in refining both your operational and marketing activity to better meet their specific needs and preferred distribution channels. They can also be incredibly powerful tools when developing and tailoring service skills. Different groups value services based on their needs and favour specific communication channels. A younger audience may respond to Instagram rather than Facebook. Societies may be more interested in their social experience than speed of play.

Typically, we build a profile through answering the following questions:

1. Who are they?

i.e. Groups of university pals who get together on an annual basis (aged 35-65). Mixed

income professionals who want to let their hair down.

2. What are the most important things they like to do at your facility?

i.e. The social rituals of getting together (The Banter) is what is important

3. How do you reach them?

i.e. Facebook/Instagram, data capture – email/offers, golf publications, reviews

4. Why do they choose your facility?

i.e. Good golf, great social environment for groups, solid group dining

5. What’s your key message to them?

i.e. Easily accessible destination for great golf, groups are welcomed, great food and

drink, stories that will last for ever.

6. What are your proof points?

i.e. Large bar, private dining, additional off course entertainment/games, impressive

yardage or features (stories!)

7. Testimony & stories?

i.e. Customer satisfaction, return visitors, longest drive (etc), tournaments, competitions

The more developed your answers the stronger and more useful the profile. Pictures can be especially powerful, as well as the cars they drive or how they get their news.

For #revenuemanagement purposes, question four is particularly relevant. Be clear about what services a group use at your facility, when and what they typically spend. You might find that your discounted five-day member playing four times a week followed by lunch and coffee each day, contributes more to the club than the seven day member who books your most expensive Saturday morning tee times and doesn’t come into the club house.

Initially it may be best to try and cover your main business within a small number of profiles (4-6). Don’t worry if there is a risk of some overlap or crossover. The person who comes as a part of a golf group may also buy and individual tee time, that’s ok. What you are interested in is, when she comes to do that activity, when she books and what she spends. Your market segments/ pen profiles will allow you to hone your services, your cost of acquisition and your revenue management strategy around the customers you have identified as the best financial fit with your facility, or elements of your facility. For assistance with your #revenuestrategy, contact hotelgolfresortexperts.com, or subscribe and follow for more.

#revenuemanagement #profitabilityimprovement #revenuestrategy #businessad