From Pre-Internet Days
Traditional discount strategies originated in an era when reaching specific audiences was prohibitively expensive. Media like newspapers, television, and radio required broad-based approaches because you couldn't target different segments in newspapers. Most golf courses continue using discount models designed decades ago, before digital targeting became feasible.
Modernize
Modern marketing tools have fundamentally changed promotional possibilities. Today's platforms enable precise audience segmentation by visit frequency, cross-device targeting to individual users, and marketing to the right audience rather than mass populations.
You no longer need to appeal to large audiences to accomplish your goals. You only need to appeal to the right audience and it can be cheaper than ever.
Marketing Partners Should Update, Too
Scrutinize marketing partnerships critically. Beware of partners promoting broad, unrestricted discounts. Such approaches benefit intermediaries over golf courses.
A Better Approach
Implement course-focused strategies, including default advance booking restrictions to fill expiring inventory. Target price-sensitive golfers, particularly retirees on fixed incomes, rather than broadcasting deals to your entire customer base.