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Golf Tour Company in Scotland - Reaching the US/Canadian Market

by J.M.Wilson
8 replies
Been a while since i've posted here but been lurking around for a while!

A business acquaintance / friend of mine owns a golf tours to Scotland business which has been in operation for over 10 years and done extremely well. It is mostly North American groups that book tours and search rankings are very good.

However, traffic has nosedived and the business is really starting to feel the bite of a lack of enquiries.

I'm wondering if anyone has any ideas of reaching the North American market from the UK without a local presence over the pond? Long shot I know but with the talent in here I'm sure we'll be able to throw around some ideas to get traffic / enquiries back up to normal
#company #golf #market #reaching #scotland #tour #us or canadian
  • Profile picture of the author MeLeads
    Firstly, what is the reasoning behind the decline in traffic? What methods of marketing was the business previously involved in?
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    • Profile picture of the author ewenmack
      Here's 3 lists of USA golf tourists...

      http://lists.nextmark.com/market?pag...card&id=174943

      http://lists.nextmark.com/market?pag...card&id=101905

      http://lists.nextmark.com/market?pag...card&id=101985

      Best,
      Doctor E. Vile
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      • Profile picture of the author DABK
        I had Ewan's idea too. So, I like Ewan's idea.

        I also thought you might locate Golf courses in the US and do some kind of offer to their members... Like, convince the controlling persons to introduce you to their members.

        Disclaimer: the only knowledge I have of Golf, golfers and golf clubs is limited to: Someone in some movie said, Boggie, boggie, par, par (which is funny as hell) and Tiger Woods cheated on his wife.

        That said, I continue to like my ideas.

        Originally Posted by ewenmack View Post

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        • Profile picture of the author J.M.Wilson
          Originally Posted by DABK View Post

          I had Ewan's idea too. So, I like Ewan's idea.

          I also thought you might locate Golf courses in the US and do some kind of offer to their members... Like, convince the controlling persons to introduce you to their members.

          Disclaimer: the only knowledge I have of Golf, golfers and golf clubs is limited to: Someone in some movie said, Boggie, boggie, par, par (which is funny as hell) and Tiger Woods cheated on his wife.

          That said, I continue to like my ideas.
          Thanks for your idea! They have tried this but I think because they don't have a local feet on the ground salesperson in country most courses don't show any interest.
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          • Profile picture of the author DABK
            They come in different flavors, the golf clubs around here: some are too good to talk to anybody but themselves, some are opened to the public at large. Some require an annual fee that is in the tens of thousands of dollars a year. Some require you to pay $30 bucks a game. Some are so built, you would be driving a block away and not know they're there. Some you can join only if someone who's already a member recommends you and then some other members smell your right arm pit and don't die or something like that.

            I think you have to find the ones that match your facility in tone. Then convey that.

            The people who visit now, where do they golf when they're not visiting you?

            How did they find you?

            Why did they go to you?

            Originally Posted by J.M.Wilson View Post

            Thanks for your idea! They have tried this but I think because they don't have a local feet on the ground salesperson in country most courses don't show any interest.
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      • Profile picture of the author J.M.Wilson
        Originally Posted by ewenmack View Post

        Thanks for this - much appreciated.

        Has anyone any experience using lists from NextMark? What are your thoughts on them?
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  • Profile picture of the author Oziboomer
    Originally Posted by J.M.Wilson View Post

    I'm wondering if anyone has any ideas of reaching the North American market from the UK without a local presence over the pond? Long shot I know but with the talent in here I'm sure we'll be able to throw around some ideas to get traffic / enquiries back up to normal
    Do those guys also fish for salmon...or hunt...or have Scottish heritage?

    Is there a link between Scottish heritage, salmon fishing, pheasant hunting and golf that you can exploit?

    Put the connections together and build a package even if it involves partners.

    Not sure whether that helps but there it is
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    • Profile picture of the author savidge4
      I dont think the target here is defined to a course or club a person may regular. This is purely right in there on the level of spiritual. We are talking a rich history of the game in Scotland dating back to what the 14 1500's? With names such as St. Andrews Musselburgh, Elie, and Montrose, these courses are literal existing examples of golf history and to some extent the birth of modern golf.

      To travel across the pond to "Play Golf" is a pilgrimage - nothing more, nothing less. To walk the links with those that have walked for hundreds of years before you... what really needs to be said about that?

      I would say your obvious target market is males late 30's and older. These guys will have a passion for the game. This would be right in there with a bucket list item. your not selling golf.... you are selling memories. You are selling reverence. You are selling the trip of a life time.
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      Success is an ACT not an idea
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