Create a Promotions Plan 制定促销计划

Joe Kelly, the 2006 New Jersey PGA Section Merchandiser of the Year for Public Facilities, is the PGA general manager at Mendham (N.J.) Golf & Tennis Club.

乔伊·凯利 曾获2006年PGA“年度最佳销售员”称号，现任新泽西州Mendham高尔夫网球俱乐部经理。

Joe Kelly on the importance of creating a promotions plan:

Once our peak season kicks into high gear, it is difficult to shoot from the hip and effectively create and market promotions that will generate additional shop sales for members and guests. After all, our facilities have a calendar of tournaments and events in place before the season begins; shouldn't we plan ahead for our golf shop merchandising operation, too? Using the off-season to map out a calendar of promotions for the golf shop for the coming season makes life a lot easier and helps produce greater sales. Planning ahead allows you to thoroughly think through what will be successful for your facility, as well as what will be the most effective tools to give your promotions maximum exposure. Looking at your club or facility event calendar now and preparing profitable merchandising tie-ins to execute on a date-specific schedule during the season is not only easier than having to come up with ideas while your plate is full, it's also easier for your staff to help promote and sell to your members. While such promotions aren't advertised to your members or customers until your pre-determined campaign launch date to avoid confusion, it's easy to execute because the creative work is done in advance. Some examples of putting such an approach to work is to use popular holidays such as Mother's Day or Father's Day, major golf championships, or even the monthly Play Golf America programs for the year. Whether you're at a public facility generating rounds in addition to merchandise sales or at a private facility trying to move merchandise in your own shop, tying in golf shop promotions each month with marketing already in place through Play Golf America can be a win-win for growing shop revenues and growing our game.

乔伊·凯利讲述制定促销计划的重要性

一旦进入打球旺季时，再来制定增加收入的促销计划就有些晚了。毕竟，每次有锦标赛开始之前很久，我们就会开始制定日程表。所以，我们也要提前计划高尔夫商店的销售工作。在淡季就开始为旺季规划促销，会让事情变得简单很多。提前计划能让你有充分的时间思考怎样增加销量，以及如何让促销计划最大程度曝光。早点开始准备详细计划表并且安排搭售方案，也能让员工们熟悉如何向会员推销。有时候我们不会提前向会员宣传促销计划，这是为了避免引起误解。这样也没关系，因为我们提前准备好了一切。我们可以利用节日或重大活动作为宣传契机，比如母亲节、父亲节、高尔夫锦标赛或者是每个月都有的全美高尔夫比赛。不管是在公共场合还是在私人场合做宣传，每个月通过制定好的市场计划来宣传推广，都会对增加收入和增加比赛很有帮助。

Joe Kelly on the business impact of creating a promotions plan:

It is so easy to get bogged down with events and daily operations once our peak season starts. Planning out a calendar of promotions for the season in advance allows the golf shop staff to effectively execute a professional and profitable merchandise operation during the peak business months that is already laid out, just as your facility's event schedule is. Implementing a golf shop promotions schedule for the year allowed our shop to realize double-digit percent increases in sales on special event days or weekends compared with the year before we initiated our first promotions calendar.

乔伊·凯利讲述制定促销计划的生意经

一旦旺季开始日常运转就很容易遇到很多麻烦。提前为赛季制定一个促销安排表，能让员工在旺季有效执行盈利丰厚的销售计划。在我们为高尔夫商店制定一个年度促销安排表后，商店在特殊日期以及周末实现了比平时多两位数的盈利。