Let’s speak about unique selling points and golf courses as a brand.
On a recent trip to the Southern Cape, I had the pleasure of shooting three courses on the Garden Route – Plettenberg Bay, Knysna golf course and George golf club. In their own right, all three are fantastic courses. That said they are all very different and it is this difference that needs to be identified and ‘sold’ to the market.
For example, Knysna is one of the only courses in South Africa that literally has tidal lagoon waters coming through the course. As the tide rises the waters flow into the course in the north-western corner and with-it numerous fish species a truly amazing site and unique.
This could be used as their unique selling point to entice golfers to come to play the course and experience this phenomenon.
Not only great to witness but it makes for great imagery.
Plettenberg Bay country club
Plettenberg Bay country club located in a private nature reserve has some of the most untouched coastal forests of any course in the country with massive Yellow woods trees around every corner. The back nine winds up the Piesang Valley and the birdlife is second to none with common sightings of the stunning Knysna Turaco. This is their unique selling point to entice golfers to come to play the course while enjoying nature at its best.
George golf club – set in the heart of George is a traditional parkland course with mature tree-lined fairways.
The unique thing about this course is the exquisite Outeniqua Mountains towering over it. More so than any other courses in the town of George, the course is set very near to the base of the mountains which adds so much value to the experience.
This is where my job comes in to create enticing, yet unique, visuals of these courses.
Imagery supplemented by engaging text then becomes a very powerful marketing tool. It allows each club to elevate itself in a way that others can’t and increase the foot flow through the club, which is what it’s all about. See you on the course.
