Question

Topic: Advertising/PR

How To Market Golf Tourism In Tier 2 Cities?

Posted by Anonymous on 4/23/2013 at 3:44 AM ET 250 Points
Hey I am working with a sports company which is in launching phase of sports tourism. We are starting with Golf. Could anyone tell me how do I reach out to people in tier 2 cities? Budgets are quite low and we cannot advertise on newspaper or magazines. Something innovative is needed. How do i reach out to people in these cities. How do I tell them look I am in this business, for golf tours come to me. Any insight would be really appreciated. Target audience is ofcourse golf enthusiasts who have the money to travel to play golf. We offer tour in India Bangkok and Vietnam.
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  • Posted by Moriarty on 4/23/2013 at 5:11 AM Accepted
    There are two effective methods from this - and both will form a foundation for other methods of advertising. I'll come onto that later.

    You can use Google/Bing search advertising (Pay Per Click - PPC) for those seeking what you offer. You can target this to districts of cities or as small as 1km radius with a pinpoint. For those who aren't actually looking, Google and Bing also have a display network - all the advertisements you see across the internet on magazines and newspapers and blogs. Again these are targetable in ways that are breathtakingly powerful if handled carefully.

    Now the last time I was in Bangkok I met a lot of Chinese who were visiting with the sole intention of playing golf. Chinese tourism is on the up, and finding out where they are coming from and where the interest is would be relatively easy with an online campaign. The cost of this kind of advertising is modest. The data you get from it will allow you to "leverage" this and if (for example) you find one online magazine is giving you superb results, you will know from this that you would get a good response from advertising in the printed magazine too.

    It is also extremely easy to tailor your message for the maximum results through split testing. That is an art in its own right, so you'll have to look this up for yourself. There are excellent books on the subject - Howie Jacobson (https://askhowie.com) and Perry Marshall (https://perrymarshall.com) are excellent and are easy-to-read. Just buying one of those books will put you in the right direction for PPC and will be as good a start as any for using the Display networks.

    How are you keeping in touch with interested people? Do you have an email newsletter?
  • Posted on 4/23/2013 at 5:30 AM Author
    That is the problem. I have to reach out to the interested people. We are just in the launching phase. We dont have anyone to keep in touch with. I dont know how to market myself, with no budget fr conventional ads.
  • Posted by Moriarty on 4/23/2013 at 7:39 AM Member
    If you want to set up a website, that's fine. It will cost you money - paying for the internet connection and so on. Wordpress have free websites. MailChimp has a free service to 500 clients. The Search Engine Optimization (SEO) is where you have to get clever. Use the questions that people ask as your headlines and Google will find those people who put those search terms in.

    That's how to start with nothing but your brains.

    Don't worry about finding clients, let them find you. SEO is good for that. Keep in touch with your newsletter. Pump your profits back into PPC and you really will be able to make things move. You'll also learn a great deal. PPC (see above) can be started for the cost of a cup of coffee at your local street vendor. Okay? Done carefully and with insight into the questions your customers ask you can make it even more cost-effective. Get that going slowly, feed profits back in and you have an upward spiral. Once that is running happily and you have some data, that's when you start advertising in the printed magazines.

    Howie and Perry also have enough stuff on their websites that will get you started. Once you've gotten the cash, you can join their paid training schemes. Both are worth way more to the marketer than the little you pay.
  • Posted by Jay Hamilton-Roth on 4/23/2013 at 9:12 AM Accepted
    Can you offer a golfing contest (with entry fee) to get noticed? How about a contest benefiting a well-known charity (in the tier 2 cities) - with marketing helped by the charity?
  • Posted on 4/23/2013 at 11:26 AM Accepted
    Let me explain you a strategy as how to filter out your target customers there by you have to spend only on those people to convery your message.

    Filtering techniques
    Usually Golf is meant for Big Cats hence
    1.COld Calls/SMS/Voice message
    Check for the Fancy mobile numbers as it is afforded by Cats only.
    Source the numbers from Car showrooms such as BMW,AUDI etc

    2.Visibilty
    a)Instead of going for a paper or magazine try to focus your content at where these people are like
    Arrange for car tags which are parked at a convention centres.
    b)Supply free printed paper bases under water glasses with your website in hotels which conducts business meetings..
    let me know if you like the ideas could share more mail me @ [Email address deleted by staff]

    Regards
    Charan
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