Social networking keeps friends and family in touch and also helps loyal customers keep tabs on some of their favorite businesses. Dunmaglas Golf Club in Charlevoix, Mich. makes sure it interacts with loyal patrons on a regular basis through Twitter, Facebook and MySpace.
Darin Philport, General Manager of Dunmaglas, discovered the advantages of social networking early on. “I’ve been following the interactive advantages of computers and the internet since 1996. Early on it was just a novelty, but now it is a necessity to compete and keep customers.”
Dunmaglas also uses texting to communicate with staff and various yield management techniques to encourage repeat visitors.
“Our point of sale system is integrated with our e-mail program to say “thanks” to players and advises them of upcoming events of specials,” said Philport. “We have used these tools to make new friends and keep our old friends posted on what’s happening at Dunmaglas”.
Social networking has also been part of the marketing mix used by Dunmaglas. Print promotions, couponing, and limited electronic media are also in the mix. “A coordinated, quality and consistent campaign using several sources helps to re-enforce our marketing message,” said Philport.
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