The Journey from 500 to 930 Members with Missing Link
The Brief
In 2019, Magenta Shores Golf and Country Club (MSGCC) reached out to Missing Link Social Media for support in overcoming the declining growth of their industry.
General Manager, Rob Hurley, explained during the initial Business Discovery Session that the Club wasn’t seeing the level of enquiry needed and believed that a fresh and creative approach was required to build awareness of their membership features, benefits and unique selling point to increase sales.
One key challenge identified early was the delicate nature of urgency and scarcity messaging for their brand. MSGCC is the Central Coast’s premier Golf Club and exclusivity is a key attraction for new members, as much as retaining existing ones.
Another challenge was overcoming previous perceptions of the course being “too difficult and frustrating”. Several changes had been made to the course since it launched to make it more enjoyable, yet this original negative perception remained.
The Approach
Being a premium and high-quality course, most local competitors had a lower price point. We needed to ensure the perceived value was high by articulating relevant features, benefits and outcomes to audiences as they moved through the Buyer Journey.
After the MSGCC team completed our Clarity Questionnaire, the features and benefits were front and centre of our Strategy Workshop as we articulated their value for each of our target audience segments.
Knowing that our target audience preferred Facebook and Instagram as their social media platforms of choice, we proceeded with a Campaign Funnel Strategy that summarised:
- Each funnel stage’s campaign objectives
- Audience targeting criteria
- Key messaging we’d use to move people through the Buyer Journey
For example, during the Strategy Workshop, we workshopped common objections on why a prospective member might not sign up. At the bottom of our funnel, while retargeting website traffic with ads, we addressed each objection in our messaging.
The Result
Within days of launching the campaigns, the results were already exceeding expectations. The time invested into the research, workshop, and strategy led to engaging ads with relevant messaging that spoke to an audience contextually at each funnel stage.
The low cost per lead and high lead quality from our marketing machine was the catalyst for membership growth, to the point that MSGCC needed to restructure its sales team and hire an additional salesman.
After 11 months of advertising, our services were put on hold as the Club exceeded membership growth targets and their team reached its capacity of contacting and nurturing leads.
Having worked with MSGCC for over 3 years, our team continues to evolve campaigns, develop new offers, and find new audiences, so we can continue to manage this tap of low-cost and high-quality leads for their sales team.
Ready to turn on the tap of traffic and leads for your business? Let’s talk.
