Why do you buy anything?

My 12 year old daughter stated last night in the kitchen that she would like a "lap top" (pink preferred) for Christmas. So it got me thinking about what had created this desire for her to have this very "high end" piece of equipment. Was it a decision she created out of an emotional requirement, (Like I need to stay in touch with my friends at all times and be connected all the time and it will make me be "cool"?) Or was it because she wanted it to do her homework?

Well if for those of you who know me, my daughter is a little chip off the old block in being a "social butterfly" so this was a request based soley on emotions. Which brings me to an article I read the other day on why people "buy" stuff. I used the ideals of the article and applied them into the Golf business to show how you need to focus on the customer and the benefit you can bring to them at your course. 

 People buy benefits rather than features.
 For example:

Time-release (feature) products are purchased because they are long acting (benefit).
Clear bottles let us see the purity in color and consistency of waters.
Dissolving tablets allow us to take medicine on the go.
Golf Club Drivers with adjustable heads allow you to adjust the club to your desired shot

Rubberized handles on scissors provide a sure grip.

So let's apply this rationale to your Golf Course. How can you make this a "benefit" to your customers rather than a "feature" you get when you play or learn there? 

Consider, the golf course industry in the PUBLIC sector is driven primarily by price sensitivity (we shudder to think!). In such a market, according to the "I don't need to do emotional branding" theory, golf course operators believe they need to compete only via their respective abilities to keep their cost structure low and progressively out-bid each other in a pricing war. (Disastrous, of course, but that's another topic.)

Just recently the Ontario PGA has reached out to help us break this trend and give us a helping hand on how to grow and prosper. But do your own research. Emotional marketing helps us link your brand to your target. You want a lifetime relationship with your target, and this is possible only if you understand your target's core values. (Eg. pace of play, customer service, recognition, etc...)

A vital brand has a "relationship" with loyal users not unlike a healthy relationship between two people. People maintain ongoing affiliations as long as each person in a relationship feels as though the other contributes positively to his/her positive sense of self. Relationships fall apart when perceived negatives begin to outweigh the rewards of the association. For example, someone who values success will appreciate the "stop and ask a question" technique because they will think, "this person must truly value his customers enough to take the time and ask me how my day was, this must be why his staff are so pleasant and polite." It appeals to their like-minded attitude. 

Now get out their and work on those benefits!