Any Wildfire pro-am golf event is a major crowd pleaser and a local attraction of renown. It takes a committee of people dedicated to making sure that everything proceeds properly and there are no glitches. We have had people who failed to perform their duties in the past with disastrous results. So when a committee is formed, it better consist of reliable people. The event has to have publicity and press coverage. It has to start on time and all bases covered from start to finish. We also celebrate the top golfer of the day with a reception. Catering has to be organized and a location scouted out so that it is a pleasant experience. We do many events per year so we practically have a ready-made agenda. As long as experienced people are always included in the planning, nothing can go wrong. At least not anymore. There were times when things went haywire. I remember when we started doing brochures to promote the Wildfire pro-am and they fell apart. These were important elements in the publicity category and the consequences were felt far and wide. We had to scramble at the last minute to find other solutions. We ended up with one-page color flyers, which wasn’t a bad idea, but certainly not as nice as a brochure. Flyers can be a little cheesy and easily become overlooked.

So I was asked to be responsible for the brochures for our last pro-am and it was a job I would take seriously. To run a smoothly-operating organization, you give yourself a schedule to follow. I was anxious to order my paper, write the copy, and get ready for the printing, all far in advance. We had several great photos to include and they had to be placed appropriately. Over all, I think it was an attractive brochure sure to get us the promotion we needed. But remember, in the past, the brochures had fallen apart. Frankly, I am not sure exactly why. I think it was the cheap elementary school style stapler used for the job. The staples were always jamming and sometimes came out two at a time. I was not about to let this happen again. I borrowed an electric heavy-duty stapler and tested it many times. I had to wait for the proof copy to arrive from the printer. Once I accepted the color quality and the paper, I ordered the first batch. I was waiting in the wings with my stapler to get buy assembling the brochure. It worked well and I waited for the next batch. It was a nice little booklet and it looked like the staples were going to be permanent. I didn’t need to panic. But another sloppy job wouldn’t be tolerated. I was looking for perfection. It’s all in the tools you use. I got a really good one I could rely on. Everyone was pleased with the quality of the work and we proceeded to get the brochures in circulation to promote our event.

I wanted to promote my golf instruction business and figure out a way to get the word out. My students of course were a big help in getting my referrals but I needed more than that. Any business, even if it is one person at a golf course, needs to grow. Of course you need a business plan that dictates your hours, locations, and how many people you can accommodate. The plan should also deal with publicity and promotion. One idea I had was to get a local newspaper to do a story on me and the interesting celebrities I have coached. Another was to include testimonials on my website of happy clients. People do look on your website these days to gather information and find out a little bit about who you are. The site should have photos and embedded videos of some instruction techniques. The contact information should be easy to find and you must include a way for visitors to the site to sign up for your emails and/or newsletter.

So it is all about marketing and branding when you have a business. It doesn’t just happen on its own. It must be built and nurtured over time. The idea is to get attention from prospective students and to become known as the best local pro. You can make flyers for a little added exposure especially if you have a special offer: let’s say a day of golf lessons for a discounted price or a group lesson for half the usual fee. All of these things: the newspaper article, the flyer, the website work, but there was one more idea I had to try. I wanted to paint a stencil of my company logo and phone number on my golf cart. I had an airless paint sprayer in the garage and realized that it hadn’t been used in ages. I got it out, cleaned it, and drove the cart home. I decided on the size and placement of the logo and if I wanted to add any more information. I preferred to keep it simple. I think people at the course will get the idea. Most know who I am. I wanted a reminder that was highly visible and colorful. It had to catch the wandering eye. The paint sprayer made the job easy and it looked very professional if I have to say so myself. I won’t be embarrassed by the quality. It won’t look like a do it yourself job.

It worked very well. I know because people commented on what a good idea it was. These were people who know me, but strangers also asked about my lessons. There is always a need for coaching when it comes to golf. New people start the sport all the time and don’t have a clue how to begin. It makes my business one that is in demand. I have an excellent program and a good reputation. Now all I needed was promotion.