While today’s marketers have access to social media, email marketing, e-commerce platforms, and AI-powered tools, many of the most effective promotional strategies remain surprisingly timeless. Originally written in 1989, this article highlights a variety of low-cost marketing ideas that may inspire a few new approaches in your own shop.
Written by Ken Morton Jr.
Golf merchandisers know it all too well. It’s that same dream that comes back and haunts us night after night. Airplanes are writing our golf shop’s name in smoke across the skies. The Goodyear blimp lists our new arrivals across its side while flying overhead. The front pages of the local and national papers carry stories about how wonderful our shop is. Our award-winning commercial leads off the Super Bowl and kicks off every top 10 television show. The number one area radio station is on the just pause our sound byte over and over again. Heck, they’ve even made a movie about our store that just topped the box office sales of the Star Wars Trilogy—combined.
But it’s not until we wake from this foggy dream that the real nightmare begins. You, as a shop buyer and manager, are supposed to turn out a Coca-Cola image on a Fresca budget. If most shops have any advertising and marketing budget at all, it’s generally so small it hardly makes a difference. So you think you can’t compete with the big advertisers in your area? Wrong. Take a trip around this unique golf course laid out before you. Each hole is an inexpensive, or even free, strategy to get your shop’s name in front of the shopping public. Hopefully, just as on a real golf course, a couple of holes will stand out and you’ll remember them throughout your golfing career.
HOLE #1 (PAR 5)
The Power of Press Releases. Strong press releases can be an extremely useful and inexpensive tool in your advertising quest. It’s said that news and editorial features are twice as likely to be read than an advertisement. As long as your event or product is newsworthy and of genuine interest to readers or viewers, there’s always a good possibility that your message will be picked up and publicized. Has your shop been named a 100 Best Golf Shop or won an area award? Send a press release! Some advice on press releases include: Keep it short, keep it simple, keep it standardized, keep it timely and send photos or visuals.
HOLE #2 (PAR 4)
Co-Op Advertising. This source of marketing reimbursement is single-handedly the most unused thing in our industry. It’s just not taken advantage of. Many companies have standard percentages of business reimbursements, while others will gladly invest in the possibility of growing their business with you. Don’t always expect a check or credit, however. You can stretch your marketing dollars much farther if you’ll allow your vendor to send you free product as payment. Most importantly, include your vendor in the process. They can supply you with commercials, ad copy, half-tone photos and complete ads.
HOLE #3 (PAR 4)
Trade Outs and Bartering. Every shop does it already to a certain extent; just take it to the next level. Find a radio DJ who’s an avid golfer and provide him and his crew with free lessons in exchange for some free radio air play. Utilize a free staff or clubs to exchange for printing on a direct mail piece. Offer a television station free green fees in exchange for some air time. Get creative to get your name out. Trading services happens every day in business.
Editor’s note (2026): Influencer partnerships and collaborations with local content creators are a great example of this same principle: trading value for exposure.
HOLE #4 (PAR 4)
The Club Newsletter. Whether you’re a private or public course, the odds are you have some kind of mailing available to your members or customers. Too often, club newsletters are sent out announcing new course improvements and member achievements, but not exciting new products or big sales. If you’ve got this built-in tool, use it! If you don’t, create it!
HOLE #5 (PAR 3)
Cable and the Public Access Channels. Public access channels are non-commercial and are set aside by law and by cable systems for use by the public on a first-come, first-served basis. I’ve seen a small-town merchandising manager and golf pro do a fantastic 1/2-hour show each week that had a very faithful viewing audience. It increased sales on the products highlighted and filled the professional’s lesson book.
Editor’s note (2026): While public access television is far less common today, the same concept applies through video content on platforms like Instagram, Facebook, YouTube, and TikTok. Short-form video can be an effective and low-cost way to highlight products, events, and expertise.
HOLE #6 (PAR 4)
Take Your Shop To Your Customer. Every town of any size has great promotional and sales opportunities through outside events. Set up a booth at local fairs, exhibitions, markets, conventions and trade shows. Every time your shop’s name is imprinted on your customer’s mind there’s a better chance they’ll see you for their next purchase.
HOLE #7 (PAR 4)
Real Estate Welcome Package. Work with area realtors to develop a welcome package (it may be nothing more than a flyer or coupon) that is handed out to new home buyers in your area. These are the best potential new customers.
HOLE #8 (PAR 3)
Classified Advertising. When you think of classified ads, you probably think of finding jobs or selling cars. Think again. This is a great way to liquidate old inventory, sell demo golf equipment, or promote your business in a hundred other ways. Plus, it’s cheap! It’s generally around $5 to $10 per insertion.
Editor’s note (2026): Traditional classified advertising has largely been replaced by digital platforms such as Facebook Marketplace, Nextdoor, local community groups, and online buy/sell forums. These channels can still be effective for moving inventory and reaching local customers.
HOLE #9 (PAR 4)
The First Tee. There’s no better location to get people into your store than those already at your golf facility. Hand out coupons on your first tee, list your sale items on your cart steering wheels or staple specials to the scorecards. Give golfers incentives to want to spend money in your shop.
HOLE #10 (PAR 4)
At the Sound of the Beep. When your customers or members call your facility and are put on hold, what do they hear? Music? Nothing? Set up a personalized on-hold message that can be updated to announce sales, new products and events. Not only does it make being on hold less painful, but it’s a great sales tool, as well.
HOLE #11 (PAR 4)
In Your Store. Your most important advertising is sometimes done in your store. Never underestimate the value of displays, contests, sales, coupons, rebates, banners, signage, danglers, shelf-talkers and POP materials.
HOLE #12 (PAR 5)
Customer Follow-up. This is another huge area of collapse in the typical shop’s marketing plan. Answer these questions to see how you’re doing.
- Are you sending out thank you’s after your customer makes a purchase?
- Do you send cards at birthdays, anniversaries or Christmas?
- Do you provide shaft labels for club purchases?
- Do you provide follow-up post-fittings after club-fitted equipment comes in?
- Do you have a Frequent Buyers Program?
- Do you have a means to capture customer referrals from your current customer base?
If you answered no, consider what business you’re missing by not spending a few cents on a stamp or a phone call. It’s good business and goodwill.
The effects of advertising and marketing plans can be seen over the span of a few days, a few weeks or a few months. Dump the ones that don’t work and expand the ones that are successful.
HOLE #13 (PAR 4)
Utilizing Your Competitors’ Advertising To Your Advantage. If you’re unable to spend the big bucks on a newspaper campaign, use your competitors. Create flyers and shop signage to compare your competitive pricing with comparable products identified in the newspaper. Your customer instantly thinks they’re getting a better value by shopping for anything in your store than the one down the street.
Editor’s note (2026): Today’s price-conscious customers often compare online before making decisions in the shop. The principle remains the same: understand your competitive advantages and make them easy for customers to recognize as well.
HOLE #14 (PAR 3)
The Chamber of Commerce. Befriending and joining the ranks of your local Chamber of Commerce is a great source of marketing for your shop. Not only does the Chamber market its membership, it’s a great source for networking and making business connections.
HOLE #15 (PAR 4)
Marketing To Your Staff. Another overlooked step when planning a successful marketing strategy is the inclusion of your staff in the process. Extremely creative ideas come from them. Allocate at least some of your ad resources to motivating and educating your staff. This will rub off on your customer more than any other way.
HOLE #16 (PAR 3)
Become a Volunteer Writer. In many small towns or suburban area newspapers, budget restraints have caused the papers to desperately need volunteer writers. What better way is there to self-promote your business than in the form of a golf education article each week that’s written by you. Talk of trends, new products, events and other stuff people want to know!
Editor’s note (2026): While newspaper columns are less common today, the same principle applies through blogs, newsletters, podcasts, guest articles, and social media content that positions you as a trusted industry resource.
HOLE #17 (PAR 5)
Community Relations. Volunteering in the community is a very effective advertising tool. Assisting a local golf team gets your facility into the school newsletter, which is read by parents. By joining the board of directors for a visible charity, you get your name and your company’s name on letterheads and event programs. For most courses, the donation of lessons or a green fee is free and is a wonderful way to receive recognition from clubs, charities and businesses alike. The old adage is true—you get back what you give.
HOLE #18 (PAR 5)
Private Shopping Nights. Set aside special nights for groups or businesses you are trying to cultivate as customers. Serve champagne, have door prizes and include a single-item discount with your invitations. Christmas and Valentine’s Day deserve special focus on this marketing idea.
Final Thoughts
Remember that the success rate of a specific project is not measured in its initial success, but over time after the project is completed. The effects of advertising and marketing plans can be seen over the span of a few days, a few weeks or a few months. Dump the ones that don’t work and expand the ones that are successful. Adding a new strategy each season will get you ever closer to that elusive Par 72.
Editor’s note (2026): For an article written in 1989, this advice has aged remarkably well. Some of the platforms may have changed, however good marketing is still good marketing.
Please let us know if you found this information helpful by emailing the AGM at info@agmgolf.org.
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