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1/13/2004

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The Numbers Don’t Lie [
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News] — admin @
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2:21 pm

By Bruce Campbell | November 2003

Long gone are the days of pent up demand for golf. As the chart below indicates the reversal in the supply and demand curve is pronounced and there is no quick fix in sight.

During the period from 1986 to 1990 demand for rounds of golf exceeded the supply of golf rounds. Over the period of 1991 to 2000 this trend reversed itself and growth in golf supply outpaced growth in golfers. The only exception to this trend was in 1997 when the “Tiger Woods” effect rekindled a brief surge in golfer growth.

While the numbers of rounds are down over 5% nationally, the range in performance, from desperate to thriving, is enormous even within regions. Many courses in North Texas are experiencing a decline, which varies from 4% to over 20%. These declines can be attributed to many factors including:

Overall weakness in the economy, which is creating a squeeze on consumer discretionary income.
Continued course development creating excess supply versus available demand.

Winners and Losers

This trend reversal, which began in the early 90’s, was virtually ignored by the developer community who turned out to be one of the major contributors to the problem. Lost in their desire to help fill the runaway demand for new home construction they failed to consider the potential impact their building a record number of golf courses would have on the golf industry. In their rush to meet the demand for more developed lots for new home construction they created an imbalance in the supply and demand for rounds of golf.

The losers turn out to be the golf course operators who now find the demand for rounds of golf falling under the number of rounds that are available. In a nutshell, there are more available tee times than there are golfers to go around. Gone are the days of a full tee sheet. In fact, walking-on a course is easier now, even on a weekend, than it has been in the last 20 years.

The winners are the daily fee golfers who now wield the power of their dollars targeted to their pursuit of golf. To compete in today’s market golf course operators are going to have to cater to the daily fee golfer like never before.

Outlook

The golf industry is not mortally wounded only bruised. We will rebound from this portion of the cycle but the recovery will take several years to be completed.

To survive, operators are going to need to focus on reaching out to the daily fee golfer like never before. As in any supply and demand imbalance, revenue and therefore profits will suffer. We will need to be creative in increasing our other revenue lines like food and beverage, merchandise, lessons, tournaments, etc.

The ownership of courses with less nimble operators will change hands, sometimes more than once. The growth of golf frequent player programs will occur. We all need to understand the theory and practical application of dealing with a “perishable commodity”.

Comments (9912)

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How We Work [
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General] — admin @
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1:33 pm

We will work at whatever level of consulting assistance you desire, from a single aspect of your marketing program to a complete turnkey approach. We focus primarily on targeting the specific player profile for your course with your message utilizing a coordinated blitz using direct mail and email. The Internet is fast becoming the new electronic bazaar for distressed inventory and commodity pricing. Your tee sheet is your inventory. Every starting time that passes is gone forever. The Internet is becoming a powerful tool for selling “distressed” inventory before it has no value at all.

But as powerful as the Internet is becoming utilized in the wrong manner can bring less than desired results. It takes a targeted email approach not the typical email blast that has little focus and is launched indiscriminately.

Our goals in marketing are both immediate and long-term in nature. Our marketing plans keep an eye on today as we lay the foundation for tomorrow. Our programs are designed to:

Drive additional rounds played in traditionally slow periods
Increase the number of rounds played by course regulars
Introduce course to area golfers who are not familiar with your course
Create programs targeted at specific groups who have flexibility
in their schedules and are available to play in non-peak times like
seniors, ladies, pastors, 2nd & 3rd shift employees, etc.
Increase revenue from ancillary services like food & beverage, instruction and equipment

Comments (6187)

12/31/2003

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Kay [
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Top Right Block] — admin @
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11:35 am

Person “We were totally pleased with the job. The men are truly artists in their profession. Everyone I dealt with made sure we were totally satisfied.”

Kay, Dallas

Comments (4765)

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Becky [
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Top Right Block] — admin @
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11:32 am

Person “Everyone was really fantastic …they made sure we were completely happy with every aspect of the job. I would definitely use them again and recommend them to my friends.”

Becky, Plano

Comments (5931)

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Dee [
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Top Right Block] — admin @
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11:30 am

Person “We were extremely pleased with our new kitchen. It is more than what we expected. My husband even suggested that I put a cot in the kitchen because I love it so much!”

Dee, Plano

Comments (4212)

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Privacy Policy [
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10:44 am

We are committed to protecting your privacy. You can visit any page on our site without giving us any information about yourself. If you would like to contact us, we will need to have the requisite information to contact you back.

This privacy statement only applies to this web site; it does not apply to other online or offline Web sites, products or services. Please read the complete privacy statement.

Collection of your Personal Information

If you would like to contact us, we will ask you for sufficient information that personally identifies you (personal information) and allows us to contact you in response. Personal information collected by us often is limited to the data you voluntarily submit on our “Contact Us” page.

We may also collect certain information about your computer hardware. Specifically, this information may include: your IP address, browser type, operating system, domain name, access times and referring Web site addresses. This information is used for the operation of the service, to maintain quality of the service, and to provide general statistics regarding use on our web site.

We also collects information about which pages our customers visit within our web site. This site visitation data is identified only by a unique ID number, and it is never linked with personal information.

Use of your Personal Information

We use your personal information for the following purposes:

To contact you in response to you
questions and requests.
To assist in providing any services you
may request.
To help us create and publish content
most relevant to you.
To alert you to product upgrades,
special offers, updated information and other new services, if you so request.
To allow you access to limited-entry
areas of our site as appropriate.

We will merge site-visitation data with anonymous demographic information for research purposes, and we may use this information in aggregate to provide more relevant content. In some limited-entry sections of our web site, with your prior approval, we will combine site-visitation data with your personal information in order to provide you with personalized content. If you decline permission, we will not provide you the personalized service and won’t merge your personal information with site-visitation data.

We occasionally hire other companies to provide limited services on our behalf, including packaging, mailing and delivering purchases, answering customer questions about products or services, sending postal mail and processing event registration. We will only provide those companies the information they need to deliver the service, and they are prohibited from using that information for any other purpose.

We may disclose your personal information if required to do so by law or in the good-faith belief that such action is necessary to: (a) conform to the edicts of the law or comply with legal process served on the site; (b) protect and defend the rights or our property and our family of Web sites, or © act in urgent circumstances to protect the personal safety of our employees, users of our products or services, or members of the public.

Control of your Personal Information

When you give us personal information, we will not share that information with third parties without your permission, other than for the limited exceptions already listed. It will only be used for the purposes stated above.

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Protection of Children’s Personal Information

This is a general audience site and does not knowingly collect any personal information from children.

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When someone visits the site, a cookie is placed on the customer’s machine (if the customer accepts cookies) or is read if the customer has visited the site previously. One use of cookies is to assist in the collection of the site visitation statistics described above.

Web beacons, also known as clear gif technology, or action tags, may be used to assist in delivering the cookie on our site. This technology tells us how many visitors clicked on key elements (such as links or graphics) on a Web page. We do not use this technology to access your personally identifiable information on our web site; it is a tool we use to compile aggregated statistics about our Web site usage. We may share aggregated site statistics with partner companies but do not allow other companies to place clear gifs on our sites.

Enforcement of this Privacy Statement

If you have questions regarding this statement, you should contact us directly by email or postal mail with your concerns.

Changes to this Statement

We will occasionally update this privacy statement.

Contact Information

We welcomes your comments regarding this privacy statement, please contact us by email, or postal mail.

Comments (4899)

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Copyright Notice [
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General] — admin @
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10:37 am

This web site’s content is copyrighted. All rights are reserved.

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All registered and unregistered trademarks mentioned on this website are the property of their respective owners. Content that references these trademarks is not sponsored by, endorsed by, or affiliated with the respective trademark owners.

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ALL OF THE INFORMATION ON THIS SITE IS PROVIDED “AS IS,” WITHOUT WARRANTY OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING, BUT NOT LIMITED TO THE IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, OR NON-INFRINGEMENT. SOME JURISDICTIONS DO NOT ALLOW THE EXCLUSION OF IMPLIED WARRANTIES, SO THE ABOVE EXCLUSION MAY NOT APPLY TO YOU.

IN NO EVENT WILL EDGIA BE LIABLE TO ANY PARTY FOR ANY SPECIAL, INDIRECT, INCIDENTAL OR CONSEQUENTIAL DAMAGES, INCLUDING WITHOUT LIMITATION, LOST REVENUES OR LOST PROFITS, WHETHER INCURRED BY YOU OR A THIRD PARTY, WHICH MAY RESULT FROM THE USE OF THIS SITE OR ANY OTHER LINKED SITE, EVEN IF WE ARE ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. SOME JURISDICTIONS DO NOT ALLOW THE EXCLUSION OR LIMITATION OF INCIDENTAL OR CONSEQUENTIAL DAMAGES, SO THE ABOVE LIMITATION AND EXCLUSION MAY NOT APPLY TO YOU.

This site may include technical inaccuracies or typographical errors. Information on this site and any products or services to which this site refers may be changed at any time without notice. We makes no representations whatsoever about any other web site which you may access through this one. Such linked sites are not under the control of our company, and we are not responsible for the contents of any linked site or any link contained in a linked site or any changes to such sites. Such links are provided only as a convenience, and the inclusion of a link does not imply our endorsement of the linked site.

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Frequently Asked Questions [
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General] — admin @
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9:05 am

Q. We currently have our course listed on one of those Internet golf sites will that interfere with using Links Marketing’s services?

A. Absolutely not. In fact our programs can work in a very complementary fashion with such sites. Where their focus is more on a broad approach to the golfer marketplace we use a very targeted strategy to insure you are not only getting more golfers but they are the right golfers for your course.

Q. We currently advertise in our local newspapers and some golf publications, how will this change?

A. Are you pleased with the results you are getting? If so maybe all we do is coordinate the advertising with our marketing programs to make sure they complement each other and do not create any conflict or duplicity. In some cases, because of the targeted nature of our programs, clients have diverted some of their existing advertising dollars to our programs.

Q. In the past we have approached the marketing for our course on as an as-needed basis. Can we use that approach when working with Links Marketing?

A. Absolutely. We are available for whatever you identify as your marketing needs. We would however caution you about the “yo-yo” effect of sporadic marketing. When you market in response to soft revenues you can drive additional revenues but unless you continue a marketing program of some sort these additional revenues will quickly disappear returning you back to your previous revenue levels.

Comments (6723)

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Services [
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9:03 am

Turn-key Marketing Strategies

Time - on your course and in your clubhouse - is your inventory. When it passes, it’s gone forever. Profitability is, in large part, determined by how effectively you manage that inventory. We make yield management a strength for our clients. Our primary focus is in the design, implementation and tracking of marketing programs designed to increase the number of rounds played at your course.

CyberList Database Management

Automatically collect inquiries and organize them into groups you designate.
Send targeted e-mails to each group.
Personalize your e-mail to increase your response rate.
Purchase addition opt-in email lists to add to your CyberList to grow your business faster.

Direct Mail Program Management

Marketing letter and package design
Bulk mail handling/pricing
List procurement and management

Property SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)
How you stack up compared to your competitors and compared to what your demographic customer wants – how to identify and take advantage of opportunities to improve your competitive positioning – and how to identify the threats to your success.

Demographic Analysis

Who really is your customer, or should be, given the demographics of your marketplace? Have the demographics changed faster than you have? What you should know about your customers…and prospective customers.

Member/Guest Surveys

What does the customer want? Often it’s not what you think. What you want to be and what the customer’s expectations are must be consistent so you can get the PRICE/VALUE equation correct. We show you whom to ask, what to ask and how to ask it to optimize the value of surveys.

Group Sales Initiatives

How to identify your core group business prospects and how to aggressively solicit that business… this is an area of great opportunity that is often given inadequate attention. How you position your club is critical. We can show you how to add substantial profitability to your operation with a strategically planned group sales program.

Service Excellence Delivery Training

Service excellence brings customers back and inspires invaluable word-of-mouth advertising. You must be better at it than your competitors - no excuses. But how do you get your staff to deliver this high level of service every minute of every day? It begins with establishing uncompromising service standards for every facet of your operations, then equipping each staff member with the tools and motivation to deliver that level of service under all conditions. It’s not easy but it’s critical to continued profitability. We can help.

Human Relations Consulting

Identify management and front-line personnel needs to maximize fit… how to effectively interview for important positions - what questions to ask… how to establish and communicate consistent policies and procedures… how to train and develop skills that enhance customer service and build loyalty… how to mentor and counsel key staff… how to build a “team"…it’s all important and often neglected. We know how to help you build and retain the team you need to ensure profitability.

How to effectively interview for important positions - what questions to ask
How to establish and communicate consistent policies and procedures
How to train and develop skills that enhance customer service and build loyalty
How to mentor and counsel key staff
How to build a “team”

It’s all-important and often neglected. We know how to help you build and retain the team you need to ensure profitability.

Develop Golf Course Web Site

Assist in the development of a golf course web site and ensure the club is linked to appropriate search engines.

Comments (4331)

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About Us [
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General] — admin @
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9:01 am

At Links Marketing our goal is simple, to increase your business as quickly and as cost effectively as possible. We work with you on the design and implementation of effective Internet, e-marketing, print media and sales strategies while integrating your entire marketing efforts to maximize their effectiveness. We will help you develop an effective campaign to book more tee times, attract more members, sell more product and increase customer loyalty while reducing your long term marketing costs!

Benefits

Increase green fee revenue
Increase pro shop & food and beverage revenue
Virtual in-house marketing department
Increased regular exposure to broader base of patrons to stabilize revenues

Services

Marketing program design including:

Direct mail
Email promotion
POS promotion

Coordination with outside vendors, if required.
Project management of each marketing program.
Design and production of marketing collateral.
Email and other database management and maintenance.

Comments (5624)

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Why Choose Us [
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8:59 am

Increase Your Course Revenue

The skills, talents and expertise needed to compete effectively in the golf marketplace today are beyond what an operator can afford to employ on-staff. The success of a golf facility can hinge on how well the golf course is marketed and positioned within a community. Links Marketing team of marketing professionals has a combined 20 years of experience in the fields of marketing, yield management and brand development.

Personalized Service

Many promise it but few deliver. Our marketing team live, work and play in the Dallas/Fort Worth Metroplex. We limit the number of courses we handle to insure you get the attention you deserve. We treat you like a partner, not a client. This partnership approach is clearly demonstrated by our Unconditional Guarantee, if your revenues don’t increase then our services are free.

Performance Guarantee

In every industry the leaders are the companies that stand behind their promises and services. We guarantee results. If partnering with Links Marketing doesn’t increase your revenue you pay nothing. It doesn’t get much safer than that.

Comments (2286)

11/25/2003

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Home Page [
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General] — admin @
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11:18 am

Home page

Comments (4317)

11/19/2003

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Gayle [
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Top Right Block] — admin @
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2:27 pm

Person “My husband and I are extremely pleased with our new fauxed kitchen cabinets and walls. They turned out even beautiful than we had envisioned.”

Gayle, Mesquite

Comments (10521)

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Jim [
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Top Right Block] — admin @
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2:25 pm

Person “The workers did a fantastic job on my house. They were courteous, professional, and best of all, they finished the job exactly as promised!”

Jim, Plano

Comments (5717)