Since American Airlnes started its frequent flyer program nearly 30 years ago, the concept of customer relationship management has taken on many forms.  Finding the right reward that shows reflection on the part of the grantor is a difficult challenge.

I was recently impressed by Marriott Rewards.  Realizing that those who stay in their hotels often are frequent airlines travelers also, Marriott provided a free 1 year subscription to Clear, the new fast pass to airport security.  I thought the connection (promotion) was well designed and is presented below.

Il Fornaio, the Italian restaurant chain, also has a well thought out loyalty rewards program.  By visiting the restaurant monthly, you receive a gift, i.e., olive dish, calendar, Olive Oil, bread, etc.  By visiting the restaurant six consecutive months, you are entered to a special FREE evening of wine and appetizers in which one patron receive a trip to Italy and a visit to Il Fornaio’s vineyard.

Loyalty programs in golf are usually centered around a free round of golf.  After the round is played, the "present" is often forgotten.  I wonder if for a courses best customers, logo balls, custom head covers, a monogrammed hat or special bag tag would have a bigger, far lasting impact.

While certainly tougher to execute, the effort made would certainly made a more lasting impression.

How do you think loyalty programs would be more effective for golf?  Let’s chat.  Call 303 596 4015 to share ideas.