Distribution Channel Clarity - The ORCA Report's Distribution & Heat Maps
Empower Yourself and Your Team with the Facts Related to Your Online Booking Channels.
When you have the numbers generated from your actual played rounds, you are an equal at the table when negotiating with your online marketing partners. So often the message from your online partner is to offer more inventory at a 'better' rate. Your marketing partner presents you with their data and says, look at how we are growing your online revenue! But at the expense of what? How can you evaluate whether the growth in online bookings from your online marketing partner is helping, or heaven forbid, hurting you? ORCA enables you to bring your numbers to the meeting.
Observations based on the data above. 3rd Party rounds are 20% and are high vs. the market. 3rd Party Website rounds are booked at the highest average rate per round. The ratio of paid rounds vs. barter rounds is 1:2.5 (for every one barter round, 2.5 paid rounds are booked). Barter Rounds at 7% is high and the Opportunity Cost calculation of $79,923 for the last twelve months is significant. So the question is, Can you spend the $80,000 and do a better job of selling your inventory directly to your consumer?
Heat Maps - Third Party Rounds Paid
Know Where Paid 3rd Party Rounds Impact Your Tee Sheet
Very simple, color-coded visual to quickly tell where rounds are being booked on your tee sheet. If you're like most courses, you'll find that the majority of 3rd Pary rounds are booked on the busiest days and times of the year.
Your takeaway with this information is to make sure you have your times priced in relation to where they are being booked on the tee sheet!
Heat Maps - Third Party Barter Rounds Played
Keep Your Marketing Partner Honest
So often, you battle with your marketing parter on where the barter rounds are being booked. You authorize 12:52 PM, but sometimes you notice 11:00 AM, or 12:00 PM, or some other unauthorized time to be booked. Maybe, in the end, you're okay with it, but with ORCA you have a monthly report, where at a glance you can quickly determine where the barter rounds are booked.
To minimize your cost, provide barter during the slowest part of the day.
Execute a Customer Conversion Campaign
Many courses are closer than they think to changing their relationship with a 3rd Party, marketing partner. Many golf courses are shifting the balance of power back in their favor by actively targeting customers booking rounds through 3rd Parties and incentivizing them to book direct.
Here are the steps:
- Target these golfers (you see them on your tee sheet!).
- Greet them and offer an incentive to book direct.
- Set up your online webpage to accept promotion codes.
- Measure results monthly, what gets measured, gets done!
- Evaluate, Modify, Repeat. Consistency is the key here!
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