Business Networking/Marketing

Advertisement

Expert: - 5/29/2011


Question
I have just taken over as General Manager at a golf and country club in Poland and the marketing here is virtually nil.  There are only 2,500 registered golfers but these all seem to be expats celebrities or CEOs.  I want to approach the local market but the cost far exceeds their ability to join the action.  Memberships here are approx 5,500zl per year but the average salary is 1800 - 2500 per month, so this is large percentil when considering equipment etc.  I have found that there is a database of 7,000 people who have taken a course in golf and not advanced this to actually being members.  Any ideas?

Answer
Bob,

You are way ahead of the curve in that you at least have two databases with unique distinctions. The first thing I would do is reach out to the 2500 with a brief survey offering a free meal at the clubhouse for their time to respond. Ask them what they like about your country club... my hunch is that the exclusivity of it is worth the 5,550zl per year. See if they have an opinion one way or another in inviting the public to join the club. Pending their responses you'll have options... but, I imagine that if you make three different packages at various prices you'll increase profits, while not losing the interest of most of the 2,500.

Package examples:

5,500zl per year (paid up front) - Full Membership, voting rights, and full-time access
3,000zl per year (contracted for monthly installments) - Monday & Wednesday - Training and Course Access.
275zl per month (pay as you go, no contract)- Tuesday & Thursday - Training and Course Access

Business Networking

All Answers

Answers by Expert:

Ask Experts

Volunteer

Rob Rohena

Expertise

The heart of business networking rests in ones ability to listen and engage their target audience. This is the reason that cellular devices and web 2.0 platforms have bursted unto the scene creating a social media revolution, which has further lead to the convergence of mobile and web to create "Social Mobility". Rob Rohena is a thought leader of interactive digital marketing. He is capable of addressing solutions for your marketing challenges. Ask him your question today, request a blog entry on a specific topic, or simply inquiry about his speaking availability.

Experience

Since 2000, Rob Rohena has served as Founder & CEO of DIR Incorporated. He is the author of Harvard Business Thoughts: Social Media, published by Simply Media, he has been interviewed and written about B2B Internet Marketing for several industry publications, he has taught online marketing courses at the collegiate level, he conducts quarterly marketing workshops across the United States via webinar, and Rob is a successful and engaging speaker. He also served as the Marketing Director for Anco Products Inc. where he worked for 2005 to 2010. Rob served this country between 2006-2009 in the U.S. Navy where he worked the S-1 division onboard the U.S.S. Dwight D. Eisenhower, CVN-69.

Organizations
American Marketing Association - Member National Society of Hispanic MBA - Member Elkhart Chamber of Commerce - Member Diversity Business Network - Chairman Social Media Club Michiana - Advisor Michiana Leaders in Business - Member Public Relations Association - Member

Publications
Michiana Art News - Volume 1, Issue 23 - December 2, 2011, Art Marketer's Corner: Why are Mobile Advertisers saying 'Social What'? Leading Business Magazine, Greater Elkhart Chamber - August 2011, page 14: What Google+ Means To Your Social Media Strategy http://www.simplymedia.com/customer/product.php?productid=999620&cat=0&page=1 http://www.marketingrulebreaker.blogspot.com http://www.insulationoutlook.com/articles/article.cfm?id=IO091002 http://www.insulation.org/articles/article.cfm?id=IO100104 http://www.insulation.org/articles/article.cfm?id=IO100205 http://www.insulation.org/articles/article.cfm?id=IO100303 http://www.DIRIncorporated.com/feed

Education/Credentials
Associates of Arts, General Business Studies -Indiana University Bachelors of Science, Labor Studies - Indiana University Masters of Business Administration - Wisconsin University Whitewater (In progress)

Awards and Honors
2012 - Named by St. Joseph Chamber of Commerce to Michiana 40 Under Forty Class of 2012 2011 - Guest Educated and Speaker: REBARCamp SB - "PR-I-SM", and LeadGen With Craigslist" 2011 - Authored Harvard Business Thoughts: Social Media, Published by Simply Media 2011 - Workshop Facilitator at Elkhart Chamber of Commerce - "Online Marketing for Non-Profits" 2010 - Indiana Social Media Summit: Best Campaign Nominee 2010 - Workshop Facilitator at Elkhart Chamber of Commerce - "Advanced Social Media for Business" 2010 - Guest Speaker at Disney's Swan Lake Resort for the NIA 55th Annual Convention 2009 - Launched a campaign for an online product, that today is sold in hardware store chains. 2008 - Started the "Marketing Rule Breaker Blog" 2007 - Opened "DIR Incorporated" Indiana Branch, embraced Web 2.0 on a whole new level. 2006 - Opened "DIR Incorporated" Ohio Branch 2005 - "Data & Information Researchers" incorporates and becomes "DIR Incorporated" 2005 - Sold first product of eBay. 2004 - Sold first product online. 2003 - First recognized the potential of the internet. 2000 - Started Data & Information Researchers; a online grant and marketing research company.

Past/Present Clients
4T Door Systems, Eco Surface Solutions, UHi Worldwide, At Home Realty Group, RJ Reese Insurance, Advanced Engine, American SunSpace Additions, MyCounselorMatch.com, Mario's Food Inc, Nappannee Missionary Church, Elkhart Chamber of Commerce, South Bend Clutch, Spencer Inc, Schley Buildings, Hoerstman Construction, JDF Performance Horses

©2012 About.com, a part of The New York Times Company. All rights reserved.