How do you make the most of the holidays, that seem to pre-empt lots of consumer spending, without looking like a cheap trader? Or, is this the time of the year not to worry about how it looks?

As you plan your promotions for Black Friday, Cyber Monday, and the December holidays, and then New Year, remember you don’t have to copy the mass-market retailers. Exploit your unique advantages and opportunities.

Surely gamification is one of those huge advantages?

We have seen a ton of great ideas from professionals exploiting the game of golf in their promotions.

Many of you have a variation on

a “putt to earn your discount” promotion.

Buy the product (from those in the promotion) and then choose to gamble on how big your discount is, by selecting to take a putt from a 2, 3, 4, 5, 8, 12 or 20-foot distance.

Several of our customers have had huge success running a “Beat the Pro” challenge to sell golf balls from a Par 3 tee. Change it up for the Saturday after Black Friday.

Position yourself on a Par 3 with products the customer would want two or more of (balls, gloves, shirts, wedges, hybrids etc). As golfers pass through, they buy one at full price, and then play their shot (see if you can get everyone in the fourball to participate), then you play one shot. Every golfer who finishes inside you wins a second product (that matches their first purchase) free. They buy a dozen Titleist Pro V1, they can win a dozen free.

Andrew Wildman, PGA Professional, likes to analyze data. He analyzed the Saturday score from previous weeks and ran an interesting promotion.

In the Saturday competition, everyone who had bought a set of fitted irons in the week leading up to the competition had the chance to win a 50% discount back in vouchers. All they had to do was beat their handicap on the Saturday. And in a really nice touch, everyone who didn’t beat their handicap, got a free lesson.

As you go into the upcoming period, think about how your promotions can offer fun as well as deals for your customers.

And if they include activities that bring golfers down to the club, then the restaurant and bar will benefit as well.

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