Disneyland Of Golf

We’re building the Disneyland of golf.

I started working on this analogy over the weekend. I’m sure there are some aspects that don’t fit. I’m really simply focusing on where both businesses – Disneyland and a Parmasters site – spend resources (time, focus, cash, etc.).

Building Disneyland is the easy part. Sure, it must be built to last, to withstand the traffic, to suit its purpose very efficiently and effectively, but none of that is terribly complicated.

However, to almost quote a famous Hollywood movie, “if you build it they will [not necessarily] come.”

Disneyland, much like a Parmasters site, is all about getting people through the gates/doors (i.e. marketing) and ensuring that all patrons have a great time while spending some of their money on location (i.e. service).

From the very first few times that someone hears about Parmasters Waterloo Region (Awareness), through to ongoing, targeted, revenue stream-specific marketing efforts (Interest and Desire), and finally on to their experience within the center (Action), every step must work effectively and efficiently. And each step, each customer interaction must be a very rich, enjoyable, rewarding and positive experience for the patron.

Disneyland (and Disneyworld) does this very, very well.

Parmasters Golf Training Centers, the franchisor, also does this very, very well. They realize this business is about marketing and service. They prescribe some 40+ highly effective marketing strategies, each proven to provide a massive return on the marketing dollars spent. As for service, the operations manual is very thorough. (I can’t get into very much detail here do to confidentiality issues.)

Lastly, since there will be a few customer interactions that are not “very rich, enjoyable, rewarding and positive,” we take all possible steps to ensure we learn from these interactions and do all that we can to make things right. Period.

On another note …

Today has been very productive. I often find that a fantastic workout leads to a fantastic day. But also wonder if a fantastic night’s sleep and attitude leads to both a fantastic workout and fantastic day. Causal relationships are never easy to discern.