24 Jun Digital Marketing filled 2 events to get new members at RMGC
Find out how we filled two events to get new members at Royal Malta Golf Club using Facebook Marketing.
It doesn’t matter if you have a monopoly in your business, it’s always a mistake to take anything for granted.
Royal Malta Golf Club is Malta’s only golf club. And as such you could be forgiven that thinking that demand for membership would be as easy. Perhaps easy as, well, getting in a round (pardon the pun) at RMGC’s convivial clubhouse.
But it is not. Because competition for the prized leisure market in terms of a person’s time and money, has never been hotter.
So, wanting to improve their – ahem – marketing handicap, RMGC came to MadeYou with three key drives in mind:
- To replace outgoing members with new members
- Encourage additional new members, growing the club’s overall membership cohort
- To hold a successful open day for 30 people with a view to them joining the club.
Why choose MadeYou Smile for your digital marketing campaign?
Chief Operating Officer Kelly McSherry and keen golfer himself, explains. “Royal Malta Golf Club wanted to use Facebook campaign for their digital marketing campaign. But they did not have the knowledge, skills or experience to do this themselves.
“They also wanted to make the most effective possible of their marketing budget for this campaign. So they chose MadeYou Smile because our creative team have all the skills, experience and creativity needed to make such a campaign a success.
“And at MadeYou Smile we pride ourselves on being able to offer effective solutions within any firm’s budget.”
Creating a social media marketing campaign with MadeYou Smile
Teeing off the creative process, Digital Marketing Executive Greg Kubacki met Beverley Hall at Royal Malta Golf Club. The meeting was to understand better how the club works and what it can offer.
Says Greg, “Together, we discussed the profiles of our target audiences. That was the first point. Then we decided a Facebook campaign was the right option. With the objective of reaching as many potential new members as possible was our aim. Through this strategic approach the specific ads created would be seen by RMGC’s target audience.”
Greg continues, ”Finally we discussed various potential themes and approaches for the adverts themselves. We quickly settled upon a campaign based around the health and social benefits of playing golf. Our key words were: ‘Be Healthy’, ‘Meet People’ and ‘Get Fit’ through playing golf at Royal Malta Golf Club.”
A series of ten Facebook adverts were designed by Greg. Key Club officials were involved and amendments made before an agreed final version of each advert was published.
A schedule was created for each Facebook advert to be posted at the optimum times when potential new members would be online. And a budget was allocated to each post to boost them to potential new RMGC members on Facebook.
And the results?
Royal Malta Golf Club could not believe how quickly their first open day was booked up with all 30 places booked within a two weeks period.
The second open day will take place on Saturday, June 22 and for now we have half of the places booked.
And as for RMGC’s Facebook page?
“This entire campaign has only cost RMGC €300 in terms of Facebook advertising spend,” says Greg, “which we think is incredibly good value for money. Facebook is constantly refining the way it does things, and you could spend double that amount easily and get nothing like the returns we have been able to show, if you do not know what you are doing. That is why using MadeYou Smile to do your social advertising is always money well spent.”
“We wanted to run a digital marketing campaign to increase the number of new members at the Club and MadeYou came up with a proposal focusing on the health, fitness and meeting new people. They also defined who they should target through Facebook paid advertising to ensure we attracted the right people to attend a Driving Range Open Day. The campaign was so successful we were over subscribed in a matter of days and ran a second campaign for a new date. MadeYou fulfilled the brief to have each event booked and it was clear from the people that attended the targeting MadeYou used was spot-on.”
Paul Stoner – Chairman of RMGC
So if you would like to drive your business forward with social advertising, just as Royal Malta Golf Club has done, then call us today. And we’ll get you that marketing hole in one too.