Nairn Golf Club & HubSpot implementation
Nairn Golf Club approached The Revenue Club (TRC) to assist with their software setup in 2023. Following an in depth review of the current systems, but more importantly the sales process and customer enquiry journey we established there was a need for a CRM system to handle enquiries more efficiently. HubSpot was chosen as a CRM and we have provided a snap shot below, along with some insights into some data led marketing decisions around membership.
The Before:
- Booking enquiries run through an inbox meaning no measurement of enquiry volume or sales performance
- No attribution of marketing activity
- Historic, un-utilised database
- All website CTAs to email/call the club
- Lack of web forms to assist with data collection
- No customer profile building
The Now:
- Golf booking and membership sales pipelines created
- All sales comms logged against customer profiles
- Automation for Membership enquiry response & Sales follow up tasks
- Marketing activity revenue attribution
- Sales KPI benchmark data gathering
The Next Steps:
- Automated pre-/post-play communication flows
- Increased email marketing to the visitor database
- Enhance email marketing by improved data gathering and segmentation
- Use of Sales KPI data to inform more structured sales processes
Membership Case Study – Data Backed Decisions!
With Nairn identifying an opportunity to acquire more members, Overseas in particular, paid marketing through Meta was utilised in August 2024 to expand reach and drive leads, achieving the following results:
- 217 leads generated
- 2 new Country Members
- 4 new Waiting List Entries
- 2.76% conversion rate (18% across all enquiries)
- 415% Return on Ad Spend (ROAS)
Although providing a solid ROAS, the above presented a challenge. The influx of leads led to less timely follow ups on what were already lower quality leads due to their paid social source/top of funnel status (as seen by relative conversion).
TRC gathers data from 30 HubSpot-managed golf course clients to analyse conversion rates and return on ad spend (ROAS) across various marketing channels. Based on this data, TRC initiated the integration of Google Ads with a strategic focus on generating a lower volume of high-quality leads. This approach aims to improve lead-to-member conversion rates, ultimately enhancing membership acquisition outcomes and reducing pressure on the sales pipeline.
