PGAs of EuropeAdvancing Yourself – PGAs of Europe http://www.pgae.com Home of the PGAE Mon, 13 Nov 2017 10:55:30 +0000 en-gb hourly 1 https://wordpress.org/?v=4.8.3 U.S. Kids Golf Certified Coaches Seminar: 09 November – Hamburg, Germany http://www.pgae.com/news/u-s-kids-golf-certified-coaches-seminar-09-november-hamburg-germany/ Fri, 27 Oct 2017 17:01:49 +0000 U.S. Kids Golf http://www.pgae.com/?p=20330 Register now for the latest U.S. Kids Golf Certified Coaches Seminar on 09 November in Hamburg, Germany...]]>

Registration Opens – Sep 19, 2017

Registration Closes – Nov 09, 2017

Price – $119.00

Participating in a U.S. Kids Golf Certified Coach Seminar enhances the coach’s knowledge of all aspects of youth golf that can be utilized to enhance his/her current program or provide the basis for establishing new offerings. Areas of focus during the seminar include:

Perfect Swings Begin with the Perfect Fit:

The importance of properly-fitted clubs to maximize success for both young golfers and their coaches. Proprietary research on swing speed development for junior golfers.

Scaling the Game:

Research regarding proper length of course setup for players based on their driver carry distance will be provided so that coaches will become experts in golf course setup and yardages. Tailoring the course for young golfers will result in lower scores, encouraging more rounds and increasing retention.

Enhancing Current Junior Programs:

Tools, resources, best practices and bringing “fun” to their junior programs through a games-based curriculum. The seminars will feature an outdoor session that will demonstrate game-based learning with games from the U.S. Kids Golf Book of Games.

Other topics presented in more detail include:

  • Analysis of golf participation and programs vs. other youth sports.
  • “Scaling” of the following elements for youth: Equipment, The Golf Course, Competition and Instruction.
  • Parental involvement and introduction to the “Positive Coaching Alliance”.
  • High-quality instruction focusing on fun and achievement while teaching fundamentals.
  • Introduction to golf-specific games to serve as a key component in instruction.

Completing the Certified Coach process

Certified Coach Frequently Asked Questions

LOCATION – Gut Kaden Golf and Land Club GmbH, Kadener Straße 9 , D-25486 Alveslohe

DATE AND TIME – Thursday, 9 November | 8:15-16:30

HOTEL INFORMATION –  A limited number of rooms are available at Gut Kaden.  Reservations can be made at Gut Kaden.

Click Here to Find Out More About the Seminar – http://eur.pe/2idJSKu

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U.S. Kids Golf Certified Coaches Seminar: 09 November – Hamburg, Germany
“If Disney Ran Your Hospital…The Things You Would Do Differently” http://www.pgae.com/ask/if-disney-ran-your-hospital-the-things-you-would-do-differently/ Fri, 27 Oct 2017 07:00:05 +0000 Tony Bennett http://www.pgae.com/?p=20277 "Author Fred Lee gives his advice on the five behaviours that customers really value in those who provide them with services..."]]>

On my latest read of the thought provoking, “If Disney Ran Your Hospital: 9 1/2 Things You Would Do Differently”, author Fred Lee, gives his advice on the five behaviours that customers value in those who provide them with services.

Fred observes that hospital patients judge their experience not only by the way they are treated for the disease but also, and more importantly, by the way, that they are treated as a person…

If Fred is right, and incidentally I think that he is, and if this concept transfers across into golf, which I think it does, then the ‘how’ is perhaps more important than the ‘what’? This is an essential point for all, coaches, managers, and leaders to recognise. By the way, the great ones do; that is one reason that they are great.

Content, or perhaps we should call it knowledge, can be learned. In fact, content can be learned by almost anyone on almost any subject. Certainly, there is always content to learn or be updated on, that is the nature of progress. Often people have a fascination for content, and yet they have a hard time sharing that knowledge in a way that can make a difference in the life of someone else. I believe that it is possible to learn enough content for whatever role you have in a short period of time to become good at almost any subject. Learning to share that knowledge however is altogether different.

Back to Fred Lee and his five behaviours. Fred conveniently created the acronym S.H.A.R.E. Essentially these behaviours boiled down to the following values: using initiative, being part of a team, understanding the customer’s feelings, treating them with courtesy and making sure that communication is open and honest.

  • S – Sense people’s needs before they ask (initiative)
  • H – Help each other out (teamwork)
  • A – Acknowledge people’s feelings (empathy)
  • R – Respect the dignity and privacy of everyone (courtesy)
  • E – Explain what is happening (communication)

So if the ‘how’ is so important then how can golf focus more on how to share experience and knowledge so that it is relevant, timely and useful? There are many answers to this question, and I would love to hear your thoughts on the subject.

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“If Disney Ran Your Hospital…The Things You Would Do Differently”
Nutrition For Golf With David Dunne http://www.pgae.com/ask/nutrition-for-golf-with-david-dunne/ Thu, 26 Oct 2017 11:53:13 +0000 David Dunne http://www.pgae.com/?p=20284 Nutritionist, David Dunne, gives his insight into considerations when working with golfers of all abilities to maximise performance...]]>

Golf is, without doubt, one of the most exciting opportunities in the world of performance science in 2017. However, despite these high stakes there has been very little research done to date in elite golf.

This forces us as practitioners to extrapolate ideas from other areas of research and trial them with the players we work with as we refine and optimise our strategies and learn from the players, coaches and caddies until the research catches up.

I’m pretty fortunate to have a younger brother on the European Tour who has fast tracked my practitioner learning curve in golf and helped build up some practice based evidence which hopefully over the next few years can be trialled and tested to eventually translate into evidenced based practice.

Until such a time, I hope the following provides an insight into some considerations when working with golfers or even some food for thought (apologies for the pun) for Tour Professionals themselves.

 

Pre Round Fuelling

Golfers are faced with three different fuelling scenarios on a day to day basis. They are either out early (which often means a 5am start!), mid morning, or in the early afternoon.

Despite these timings changing, which may impact on meal timings and portion size, the underlying principles of how to fuel the round don’t.

Ok so what are we looking for? Well when we look at the demands of golf a round generally takes approximately 4 hours, top this up with 60-120 minutes of prep time (warm up, range, putting green, conversations with caddy, etc) and we are looking at about a 5-6 hour shift.

During this 5-6 hour shift mental focus, stable energy levels and adequate hydration are going to be key, as one poor decision or energy dip can ruin your card and separate the winners from the also-rans.

As a result the pre round meal should be finished approximately 90 minutes before the round to give the body time to digest the food and the player time to prepare. The meal itself should contain some high fibre low GI carbohydrates, such as oats, to provide a sustained release of energy over the coming hours.

This portion of carbohydrates should be complemented with a source of high quality protein, such as greek yoghurt or eggs, to not only supply the muscles with amino acids to support muscle maintenance and function but also to aid the production of neuro-transmitters to improve mental focus and induce satiety.

This base of protein and carbs should then be finished off with some high quality dietary sources of fat to provide some low intensity fuel, e.g. nuts, seeds, avocado, etc as well as some fruits and/or vegetables to bump up the micronutrient content of the meal.

A simple example of this for a 9am tee time would be a bowl of nutty muesli topped with banana and fresh berries coupled with a 3 egg omelette and a large glass of water at 6.45am. For a 2pm tee time, a baked salmon fillet with a sweet potato and feta salad would also be a good example.

On Course Nutrition

The goal on the course is exactly the same, optimise mental focus, keep stable energy levels and remain hydrated. As a result on course snacks will follow a similar trend aiming to provide some low GI carbs, a moderate amount of protein and some high quality fats.

To ensure a steady supply of energy as well as reducing symptoms of hunger it is best to spread 3-4 snacks out evenly over the round. Depending on the length of the course players may wish to eat on holes 5, 10 and 15 (particularly if it’s a shorter course) or on holes 4, 8, 12 and 16 (better suited to longer and/or slower rounds). These snacks can be prepared (in an ideal world) ahead of time by the player or one of their team or purchased for convenience.

Some great examples of on course snacks that players/their team can prepare would be homemade protein bars, nut and seed “energy” balls, oat based banana bread.

Speaking from experience, some of these snacks can be prepared with no more equipment than a mixing bowl so could be an easy way to kill 10 minutes on a Monday and set you up for the week. However, preparing your own snacks is not always possible so picking up some nuts and seed tubes/bars, bananas, beef jerky and protein bars is also a good call.

What does need to stay more regular than the eating on course is the drinking! The best way to stay on top of this is to not only consume a few mouthfuls of fluid along with each snack, but also on each hole either as you are walking down the fairway or walking to the next tee box. You might find on hot days that you may need to do both!

As for what’s in the bottle, it is best to drink water with additional electrolytes (a simple effervescent tablet will do – sugary sports drinks should be avoided). As a result the player should be equipped with 3-4 agreed on snacks before leaving the locker room and 2 bottles of water and a tube of electrolytes to top up when needed during the round. The only time this may differ is on a Sunday, in which case you always bring more and are fully prepared to go down 19 if required!

Nutrition for Recovery/Sleep

Post-round the shift focuses to recover for the following day’s play. Again this meal should contain some quality protein to aid muscle repair and maintenance however, unlike most sports there is no need to feed high volumes of carbohydrates to refuel, a moderate potion accompanied with some tasty vegetables will do.

For example, a nice lean steak with some mash potato and pan fried vegetables would fit nicely, as would a tasty teriyaki chicken stir-fry with some additional vegetables. This meal is generally the easiest for most players to get right.

This meal should be followed up with a nighttime snack, again to support recovery but also to enhance sleep, e.g. greek yoghurt with tart cherry mixed through.

Nutrition for Travel

As the competition draws to a close on Sunday, most players make their way straight from the locker room to the airport as they head on to the next event. For Tour Professionals, the schedule can be relentless and this high volume of flights, temporary time zones and often new/foreign cuisines all increase the risk of illness for the players and caddies.

These at-risk periods and shifting circadian rhythms should all be supported with appropriate performance planning to not only ensure the player and caddy acclimatise as soon as possible for the next tournament but also minimise the volume of days a player and his caddy may lose to illness.

I hope this gives some insight and sparks some thoughts about how nutrition may impact on a golfer’s performance. With the lack of current evidence available it seems the next step is for the tours to continue to innovate in performance nutrition research – then we can see how well the worlds best can really play.

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This article appears courtesy of the Undergraduate Sports and Exercise Medicine Society – www.basem.co.uk/usems

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Nutrition For Golf With David Dunne
Growth Mindset Culture http://www.pgae.com/ask/growth-mindset-culture/ Wed, 25 Oct 2017 08:16:23 +0000 Train Ugly http://www.pgae.com/?p=11094 The USA Women’s Volleyball Team has been one of the best at applying growth mindset into their team culture...]]>

The USA Women’s Volleyball Team has been one of the best at applying growth mindset into their team culture. 

Their staff explains how they do it:

This interview was the inspiration behind The Growth Mindset Playbook (a page dedicated to laying out the best ways to teach and implement growth mindset).

I’d like to give a huge S/O to Karch and his staff for being so incredible these past few years – I can’t explain how much they’ve helped the Train Ugly mission!

If you’d like to see the crew in action and learn more about their approaches, check out:

THE TRAINING THE GAP CONFERENCE

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Growth Mindset Culture
Top 10 Practical Tips For Organising Your Job Search http://www.pgae.com/ask/top-10-practical-tips-for-organising-your-job-search/ Mon, 23 Oct 2017 11:00:19 +0000 Coaching4Careers http://www.pgae.com/?p=11017 Like it or not, job hunting in the 21st Century is very much a full-time job. And like any job, it involves proper planning and organisation...]]>

Like it or not, job hunting in the 21st Century is very much a full-time job. And like any job, it involves proper planning and organisation of time and resources.

You need to make sure your efforts are being mirrored in the results you see, which means having a system in place to allow you to understand what’s working and what isn’t. Here are our top 10 tips for a systematic, successful search:

1. Take some time out

Start by giving yourself 24 hours off from your search to create some space in your head to start organising yourself. A small time investment now could save you hours in the long-run.

2. Create a workspace

Having cleared some space in the temporal sense, set aside a room or desk that’s clear and clutter-free. Doing this will automatically make you feel more focused.

3. Clarify your goals

Draw up a list of your main goals: what kind of position do you want, when do you want it by and what salary are you willing to accept? Then have an alternative plan in place for each of the above.

4. Have a set schedule

It’s been said that the difference between a dream and a goal is a deadline. Commit a certain period of each day to working on your applications and stick rigidly to this.

5. Sharpen your search materials

You need to be ready to roll with your application at short notice. This means maintaining an up-to-date CV and cover letter template as well as keeping your professional profile ticking over on sites such as LinkedIn.

6. Soup-up your inbox

The email account is the jobseeker’s command HQ. Sorting your emails into different categories – jobs applied to; open positions etc. – will help you stay on top of things.

7. Create a system

Alongside this, you’ll need a tracking system that lets you know where you are with each application at quick glance. It needn’t be an elaborate spreadsheet, but should have all the information you need clearly laid-out.

8. Then use it

The best data management system in the world is no use to you unless you keep it regularly updated. Make sure your version includes a ‘next step’ section to encourage you to follow up on any developments.

9. Map your networking

Monitoring your informal job enquiries is no less important. Stop trails from going cold by keeping a note of any meetings or encounters you have while setting reminders for when to follow up.

10. Review your progress

Taking stock of your search is more important now than ever. Review what’s been working well and what hasn’t. Then decide how you’re going to improve things.

Job hunting can be a relatively painless business or it can be a long, hard slog. While there are usually a number of factors involved, often some simple organisation and forward planning can prove the difference.


This content appears courtesy of Abintegro, experts in career management, transition technology & e-learning for today’s modern, mobile and technology-savvy workforce – Find out more at www.abintegro.com

Credit: Graduate Fog; Quint Careers; Business Insider

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Top 10 Practical Tips For Organising Your Job Search
PGA Professional Spotlight: Marie Jeffery (PGA of Austria) [PODCAST] http://www.pgae.com/ask/pga-professional-spotlight-marie-jeffery-pga-of-austria-podcast/ Wed, 18 Oct 2017 10:07:43 +0000 PGAs of Europe http://www.pgae.com/?p=20084 Marie Jeffery tells us about how she got into golf, her work in the world of 'Communicology', and her views on female participation and development in golf...]]>

Marie Jeffery is a Member of the PGAs of Europe Golf Development Team and a PGA of Austria Member. We spoke to Marie to find out more about how she got into golf, her work in the world of ‘Communicology’, her experience with the Austrian Girls National Team and views on female participation and development in golf.

“I think women’s golf has a great future if it can market itself correctly. For me it’s as exciting watching a ladies’ tournament as it is watching a men’s tournament. Sometimes people get a bit drawn to how far the ball flies and they attack impossible pins and take on impossible shots, but the ladies play really clever golf too.

“I was at the Evian Championship last year and what I saw was very impressive – they had a very professional attitude and were really focused on the range so there’s no difference between them and the guys. I would like to see ladies get much more TV time and more acknowledgement for what they are doing.”

Interview Highlights:

00:29 – How Marie got into golf…

01:39 – Entering a golf club as a young girl golfer…

02:21 – The changes in golf in Austria…

03:23 – Marie now works at the same facility that she started her golf career at…

06:25 – Being driven by those that originally discouraged her golf…

08:23 – Getting the Austrian National Team Coach job…

09:20 – Becoming involved in ‘Communicology’…

11:25 – Using ‘Communicology’ to break things down and not get lost in the detail…

12:10 – Key learnings from Marie’s career so far…

14:19 – The difference between teaching & coaching…

16:00 – What changes has Marie seen over the time she worked with the Austrian Girls squads…

18:49 – Working as a National Coach is a 24/7 role…

19:41 – What is the future of girls’ golf…

20:48 – The challenges face in women and girls’ participation…

23:01 – The difference between girls and boys’ sport …

24:26 – What are the mistakes most beginner golfers make…?

28:15 – Who is the best lesser-known coach Marie has worked with…?

30:19 – What advice would you give your 25-year-old self…?

31:09 – Marie’s views on who she feels are ‘successful’ people…

32:05 – Marie’s favourite book…

33:01 – The advice has Marie found beneficial up until now…

35:01 – What might surprise listeners about Marie…

35:19 – The golf equipment that gives Marie the most joy…

35:55 – Marie’s dream Fourball…

36:34 – Advice for aspiring PGA Professionals…


Find out more about Marie at www.functionalgolf.at and at functionalgolfat on Facebook.

Find out more about the PGAs of Europe Golf Development Team at http://eur.pe/GolfDevelopmentTeam

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PGA Professional Spotlight: Marie Jeffery (PGA of Austria) [PODCAST]
What Are Intercultural Skills? http://www.pgae.com/ask/what-are-intercultural-skills/ Sun, 08 Oct 2017 15:44:03 +0000 PGAs of Europe http://www.pgae.com/?p=20019 Broadly speaking, intercultural skills are those that describe your ability to effectively communicate with people from different cultural backgrounds...]]>

Broadly speaking, intercultural skills are those that describe your ability to effectively communicate with people from different cultural backgrounds.

On the one hand this pertains to language, i.e. whether or not you speak a second or maybe even a third language. More importantly though, it’s about understanding and accepting that customs, standards, and values differ between cultures, and being willing to learn and adapt to them.

Research undertaken by the British Council showed that employers value intercultural skills just as much as they do formal qualifications. The Council surveyed employers from nine different countries operating within the public, private and non-profit sectors. When asked about their reasons for valuing intercultural skills, they stated that employees who successfully display these skills were more likely to secure new projects, worked better within diverse teams and were more successful in representing the company brand and reputation.

In fact, a lack of intercultural skills was perceived as a risk to the company, possessing the potential to seriously damage client relations, team productivity and ultimately the company’s reputation.

While there might not be a straightforward way for employers to test your intercultural skills in an interview, they might ask you questions like: have you ever worked abroad? Do you have experience working in a diverse team? Do you speak any foreign languages?

They can also learn a great deal from how you communicate throughout the application process and during the interview: are you easy to talk to? Are you able to see things from someone else’s perspective? Are you willing to learn from them?

Ultimately, intercultural skills are something you show. Simply listing it on your CV won’t do; you’ll have to convince people you possess the eagerness to learn and the ability to adapt. So start doing: read, travel, learn a new language, talk to different people and, most importantly, be curious.


This content appears courtesy of Abintegro, experts in career management, transition technology & e-learning for today’s modern, mobile and technology-savvy workforce – Find out more at www.abintegro.com

Credit: British Council; Skills You Need

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What Are Intercultural Skills?
How to Keep Your Brain Sharp http://www.pgae.com/ask/how-to-keep-your-brain-sharp/ Wed, 27 Sep 2017 12:43:11 +0000 Coaching4Careers http://www.pgae.com/?p=12215 Coaching 4 Careers reveal 4 ways you can keep your brain sharp to preserve healthy cognitive function and sharpness across all the right areas...]]>

The brain. The body’s most powerful organ. Only a brain surgeon could fully understand its inner workings or how it does what it does. One thing’s for sure, though: you’ll miss it when it’s gone.

With Alzheimer’s and other forms of dementia on the rise, ‘brain-training’ is very much in vogue among retirees and younger whippersnappers alike. As game developers have been quick to appreciate, preserving healthy cognitive function means maintaining sharpness across all the right areas, from memory and recall to problem solving and planning. There’s enough there for a bi-annual upgrade and then some.

Video games aside, there are plenty of equally as efficient but less costly ways to keep your grey matter firing on all cylinders. Here are some top tips for successful cerebral conservation:

1. Learn something new

Be it the cello, Ancient Greek or Chinese calligraphy, teaching yourself a new skill is a great way to keep the old brain cells ticking over. A recent study of retirees showed that a challenging mental activity one a week reduced the risk of dementia by 7%.

2. Get physical

Work the rest of your body while you’re at it. Research suggests that 30 minutes of exercise three times each week can reduce dementia by 40% and cognitive impairment by 60%. The secondary benefits should also be obvious.

3. Food for thought

You don’t need a PHD in nutrition to know some foods are better for the brain than others. Indulge in vegetables, nuts and fish – staples of the Mediterranean diet that promote blood-flow to the brain. Drink plenty of water and stay off the junk food!

4. Take a load off

From catching enough ‘Z’s each night to meditative techniques, giving your brain some much-needed down time is essential in reducing wear and tear. It will also help you maintain skills such as problem solving, concentration and memory. Aim for 7.5 to 8.5 hours a night for optimum brain function.

Whether happily retired or gainfully employed, whatever your age, looking after the stuff upstairs should be a top priority. The good news is that keeping your neurotransmitters nimble needn’t cost the earth and can slot fairly easily into your day-to-day lifestyle.


This content appears courtesy of Abintegro, experts in career management, transition technology & e-learning for today’s modern, mobile and technology-savvy workforce – Find out more at www.abintegro.com

Credit: Forbes; NPR.com; Time

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How to Keep Your Brain Sharp
PGA Professional Spotlight: Alastair Spink (PGA of GB&I) [PODCAST] http://www.pgae.com/ask/pga-professional-spotlight-alastair-spink-pga-of-gbi-podcast/ Mon, 25 Sep 2017 14:45:15 +0000 PGAs of Europe http://www.pgae.com/?p=19589 We speak to PGAs of Europe Golf Development Team Member, Alastair Spink, about his journey as a PGA Pro & how he has become a leader in women's golf development]]>

Alastair Spink is a Member of the PGAs of Europe Golf Development Team and a PGA of GB&I Member. Here we speak to Alastair about his how he made it into golf to eventually become a PGA Pro, along with how he has become a leader in women’s golf development and participation taking an academic approach to his work in creating the hugely successful Love.golf programme.

Interview Highlights:

01:14 – Early beginnings in golf…

04:38 – Alastair’s first golf coach…

07:58 – How has the way Alastair learnt golf shaped his coaching style…

08:48 – Turning Professional…

12:58 – Working at Hintlesham Hall Golf Club in Ipswich…

16:16 – An increased in development and working as a County Golf Development Officer…

22:24 – Taking an interest in gender disparity in clubs and golf in general, creating an interest in women’s golf development…

23:54 – How did Alastair create a women’s participation-led programme…

27:37 – Barriers to developing women’s participation programmes…

29:06 – How will female participation help the industry in general?

30:32 – Learning from the stories and communities developed at ‘Park Runs’…

33:12 – What changes have you seen in golf across your career?

35:00 – What’s the main mistake golfers make when taking up the sport?

37:05 – What would you tell your 25 year old self?

38:57 – Alastair’s favourite books…

39:34 – What might surprise us about Alastair Spink?

40:21 – Alastair’s dream fourball…


Follow Alastair on Twitter at @Thegolfcoach and find out more about Love.Golf at www.love.golf.

Find out more about the PGAs of Europe Golf Development Team at http://eur.pe/GolfDevelopmentTeam

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PGA Professional Spotlight: Alastair Spink (PGA of GB&I) [PODCAST]
Murray & Dunstan Pair Up For 200 Mile Ryder Cup Run http://www.pgae.com/news/murray-dunstan-pair-up-for-200-mile-ryder-cup-run/ Fri, 15 Sep 2017 16:07:59 +0000 PGAs of Europe http://www.pgae.com/?p=19759 Fitness fanatics, Dr Andrew Murray & Paul Dunstan, are teaming up to run 200 miles from Wentworth Club in England to Le Golf National in France...]]>

Two fitness fanatics from the world of golf, Dr Andrew Murray and Paul Dunstan, will team up to run 200 miles from Wentworth Club, England – the home of Ryder Cup Europe – to the host venue of The 2018 Ryder Cup- Le Golf National in France.

The pair will run in excess of a marathon for seven days, while taking on various golfing challenges each day in their rest breaks, including the British Speedgolf Open, and a GolfSixes, culminating in a final round of 18 holes at Le Golf National’s famous course upon reaching their final destination.

The run coincides with the Year to Go celebrations as Europe and USA prepare to lock horns in the 42nd Ryder Cup, one of the world’s greatest sporting contests, and will raise money for “Golf In Society”, enabling people with dementia to continue to play the game.

Dr Murray, a brand ambassador for Merrell UK is no stranger to long distance challenges having famously once ran 4300km from far north Scotland to the Sahara desert. However the 36 year old who also works as a Sports and Exercise Medicine consultant with the University of Edinburgh, and the European Tour Golf is recovering from a recent hospital admission with viral meningitis in mid August, and knows it won’t be easy.

Paul Dunstan & Dr Andrew Murray

“We will be racking up about 50,000 to 60,000 steps per day, eating about 5000 calories and will be on the move golfing and running most of each day,” Dr Murray said.

“We want to highlight that exercise in the great outdoors is the best thing you can do for your health. Going from being a couch potato to walking, running, or playing golf regularly can add seven years to life, it can improve health and on average make you happier. We’re urging everyone to get outside and get walking, running, golfing, or any other activity you enjoy.”

Paul Dunstan, Ryder Cup Operations Director with the European Tour added, “I’m not entirely sure what I’ve let myself in for, I enjoy running as well as golf but ask me at the end of the seven days how I feel about them! However, the main aim of the challenge is to promote the many benefits of not just golf and running, but exercise in general and having an active lifestyle, as well as funding for Golf In Society, if we can achieve these two objectives the sore legs we’ll have at the end will be worth it.“

The pair hope to raise £5000 for Golf In Society, improving the lives of persons with Dementia and Parkinson’s disease by supporting them to continue playing golf, offering additional benefits to their carers. They can be supported at this link www.justgiving.com/crowdfunding/GolfAndMentalHealth.


Golf In Society are pioneering dementia friendly golf, aimed at improving the lives of people living with dementia by introducing/ reacquainting them to golf. golfinsociety.com/2015/11/10/uks-first-dementia-friendly-golf-club-launches-in-lincon/

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Murray & Dunstan Pair Up For 200 Mile Ryder Cup Run
Miller and Millar Make Perfect Match http://www.pgae.com/news/miller-and-millar-make-perfect-match/ Wed, 06 Sep 2017 10:15:57 +0000 PGAs of Europe http://www.pgae.com/?p=19144 The 2016 UniCredit PGA Professional Champion of Europe, Ralph Miller recieved Peter Millar apparel as part of his Championship-winning prize...]]>

2016 UniCredit PGA Professional Champion of Europe, Ralph Miller (PGA of Holland), has received his Peter Millar apparel as part of his Championship-winning prize.

PGAs of Europe Corporate Partner, Peter Millar, awarded a yearlong apparel contract to Miller furthering their support of the European game.

 

Miller managed to successfully convert his lead and dominant play at Pravets Golf & Spa Resort in Bulgaria in October to take the Championship honours, the first prize of €10,000 and the Peter Millar contract.

2016 UniCredit PGA Professional Champion of Europe, Ralph Miller (PGA of Holland)

“After winning the Championship it was great to receive a Peter Millar apparel contract for 2017,” explained Miller. “The high quality clothing is both great looking and great fitting! I really love the clothing and I have had many compliments from members at our club. Thanks again to Peter Millar for the support and I am looking forward to a great 2017 season!”

“We’re pleased to be giving a clothing contract to the very worthy winner, Ralph,” said Managing Director Peter Millar International, Mark Hilton. “He will wear the latest Peter Millar designs from both Crown and Crown Sport collections over the coming year and we look forward to working with, and supporting, him throughout that time.”

Sign-up for the exclusive Peter Millar member offer at http://eur.pe/PGA-Peter-Millar-Offer.

For more information on Peter Millar visit www.petermillar.co.uk.

This article originally featured in International Golf Pro News. Visit the IGPN Page to find out more and subscribe for free.

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Miller and Millar Make Perfect Match
Job Hunting: The Basics In 9 Steps http://www.pgae.com/ask/job-hunting-the-basics-in-9-steps/ Mon, 04 Sep 2017 13:44:35 +0000 Coaching4Careers http://www.pgae.com/?p=14237 Job seeking is tough. Everyone knows that. It's time consuming and it can be gut-wrenchingly disappointing...]]>

Job seeking is tough. Everyone knows that. It’s time consuming and it can be gut-wrenchingly disappointing. Armed with that knowledge we do our very best to avoid it even whilst telling our nearest and dearest that we are “currently looking for a job”. So the first thing to be aware of, if you’re serious about finding a job, is your tendency to procrastinate – just because you’re sitting at a computer doesn’t mean you’re any closer to your dream role. You need to be doing the right things.

Find somewhere to conduct your job search that is free from distractions and then do the following, roughly in this order:

1. Make yourself a realistic job hunting schedule and stick to it

A routine will stop you wasting your day and make your job search as efficient as possible.

2. Sort your CV out

Rework the format so that pertinent skills leap out at you ; create different versions for different roles; use key words often that are in the job descriptions.

3. Create a cover letter template

Convey your fit for the role and how much you want the job; make different versions with wording relevant to each role/employer.

4. Search both large and niche job boards

It’ll give you the biggest variety of job listings. Take advantage of alerts to find out about jobs as soon as they are posted.

5. Organise and professionalise

Ensure your voicemail message and email address are professional; get a list ready of references with relevant details and contact information; create folders for all your files and emails.

6. Use Social Media

Follow specific companies to find out about job openings and the culture of the company; try to track down your interviewers.

7. Check your online presence

Google yourself and check for any inappropriate or inaccurate information; remove or correct anything that would be difficult to explain in an interview.

8. Make good use of LinkedIn

Check for inconsistencies between your CV and your profile; join professional groups; ask for recommendations from your managers; check to see if you’re connected to someone in the industry or the organisations you’re applying to.

9. Prepare for your interview

Research the industry and company; find out about the type of interview you’ll be facing; be able to talk about your skills and back them up with evidence; practise answers to all types of interview questions.

There will be challenges so don’t give up, think positively and manage your own expectations.


This content appears courtesy of Abintegro, experts in career management, transition technology & e-learning for today’s modern, mobile and technology-savvy workforce – Find out more at www.abintegro.com

Credit: Glassdoor; abintegro

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Job Hunting: The Basics In 9 Steps
Regripping in a Coaching Environment http://www.pgae.com/ask/regripping-in-a-coaching-environment/ Thu, 29 Jun 2017 14:23:29 +0000 Golf Pride http://www.pgae.com/?p=19117 Golf Pride explain how you could add regripping to your business regardless of whether you run or have access to a retail facility...]]>

How to Offer Regripping Services Outside of the Pro-Shop

When you think of regripping many automatically think of a workshop tucked away at the back of a Pro Shop at a club and then nothing more than a selection of example grips on the side of the shop counter.

Well it doesn’t have to be like that – you could add regripping to your business regardless of whether you run or have access to a retail facility like a shop or store.

If you are a coach working at an academy, or maybe you run an indoor practice facility, then you too could add regripping services and Golf Pride products to your offering.

All you need is an area within a facility where you can create a grip station and also promote your regripping service and the products you have on offer.

Golf Pride’s team of local distributors will then help explain what your specific requirements are, what products you can stock and how to go about effectively marketing your services and Golf Pride’s range of products on offer.

4 Tips For Marketing Regripping Outside of the Pro-Shop

1 – Make sure your regripping service is clearly on offer to your students or customers

Place marketing materials in driving range bays, discuss the service with every student you have, bring products with you to lessons, and keep your regripping point-of-sale materials and stands in view of your teaching bay or passing customers.

2 – Utilise your Social Media presences and leverage your email database

Make an announcement about the introduction of your services, make use of the Golf Pride retailer resources on offer, and keep regular communication going with clients.

3 – Make it experiential

Have specific times on the range or at your academy where you regrip clubs in front of customers to show your expertise, attention to detail and the services on offer. You could create a while-you-wait service for people who are practicing, or perhaps invite the local distributor to spend a few hours with you and your clients to share their knowledge of the important of regripping.

4 – Keep regripping at the forefront of your mind

Hardwire the services into your teaching process, ensuring your students are all using appropriate grips and you regularly check their grips to ensure they are fit for purpose.

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To find out more about setting up your own regripping service with Golf Pride visit www.golfpride.com/about/wholesale-distributors and find your nearest distributor.

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Regripping in a Coaching Environment
What Does ‘Investing In Your Career’ Actually Mean? http://www.pgae.com/ask/what-does-investing-in-your-career-actually-mean/ Mon, 26 Jun 2017 15:46:00 +0000 Coaching4Careers http://www.pgae.com/?p=12680 It means you have to spend some time and money on your career. It means taking control of your career and being accountable for your own success.]]>

It means you have to spend some time and money on your career. It means taking control of your career and being accountable for your own success.

Here are some good examples of where you could make more of an investment career-wise:

  1. Build relationships. Create your own circle of influence; find a mentor. Make time to make connections, pay attention to and nurture meaningful relationships.
  2. Do the career management thing: make a plan, devise some goals. Take time to review your objectives and challenge your own commitment levels daily.
  3. Recognise what you are good at and get better at it. Spend time observing yourself and your colleagues in meetings or just day to day and notice what you uniquely bring. Then invest some time and money getting better at it.
  4. Be prepared to take a step backwards. It may be that to move forward long term you need to forego some short term gratification. A lower salary now could mean great things in the future.
  5. Get a qualification/attend a course/learn something new.
  6. Build your online brand. Create a webpage to showcase your work or simply keep your social networking profiles updated and constantly be on the lookout for anything that could be perceived as negative.
  7. Raise your professional profile. Spend time on a committee or board or take on a challenging new project. Find ways to gain valuable, marketable experience.
  8. Ask for feedback. And learn from it.
  9. Take a risk. If you don’t really have to think about risk it probably isn’t the life changing or breakout move you were looking for.
  10. Make time for that which balances you: your family, your friends, your hobbies. They will offer you perspective, different experiences and a much needed escape from the world of work.

If you think about it you probably invest more time and money in your choice of holiday than you do in your career. Given that you spend two-thirds of your waking life at work and your career goes a long way to determining your quality of life, it may be worth reassessing your investment portfolio.

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This content appears courtesy of Abintegro, experts in career management, transition technology & e-learning for today’s modern, mobile and technology-savvy workforce – Find out more at www.abintegro.com

Credit: Forbes; HBR; LinkedInInvestopedia

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What Does ‘Investing In Your Career’ Actually Mean?
Saving Time and Money: How Social Media Works For an Early-Stage Startup http://www.pgae.com/ask/saving-time-and-money-how-social-media-works-for-an-early-stage-startup/ Sun, 25 Jun 2017 12:26:12 +0000 Buffer http://www.pgae.com/?p=13789 There’s often a critical time (or two) in a business’s journey when it’s make or break and time is at a premium...]]>

There’s often a critical time (or two) in a business’s journey when it’s make or break and time is at a premium.

There’re often times beyond this, once a brand is established, where time is still scarce and efficiency is the name of the game.

The team at Smart Pension has felt both sides of this in the past couple years and has experienced the time crunch particularly on the social media side (sound familiar at all with your experience?). One of the UK’s leading pension companies, the Smart Pension team pulled through in an incredibly inspiring way.

Here’s their story of how they’ve come up with their social media strategy, saved time, and found the best tools to use.

pablo

Social media and an early-stage startup

Jack Saville, a marketing executive at Smart Pension, built his startup to be the go-to source for UK pension and auto enrolment. And one of the key marketing strategies he chose for traction was content.

One of the first jobs was to put as much great information and helpful content on the website as possible. However when we finished creating content, we also wanted to shout about it on social media.

We were churning out so much content in the beginning that logging and posting each article on each social media channel was becoming a real time consuming exercise. If we had had Buffer in the beginning we would have saved a great deal of time (and money) in the crucial start-up, make-or-break phase of our business.

Smart Pension made it through this early critical stage and is grateful to now be a more established entity. They’ve kept right on working.

The content team crushed it early on and put together the majority of the foundational, main topics needed to be a thought leader on pensions and enrolment. The next phase was tackling current news and changes, being more of a real-time resource for Smart Pension’s growing audience.

smart pension graphic

This shift to timely content also needed timely distribution, which is where social media marketing has really paid dividends for the team.

The news section is where we direct most of our efforts now. This is important, as investing a lot of time in your news section shows your customers that you are well aware of the changes in the industry, and that we know that the services we provide need to be altered and suited to the current market and the current pension laws. Social media is the channel in which we communicate our knowledge of industry changes to our customers.

Not a content creation problem … a content distribution one

In building out this news hub, Smart Pension ran into a slight problem:

We work so hard on making sure our news section addresses the current topics in the pension industry, that sometimes we finish a number of articles at the same time.

It’s a similar problem that might crop up for publishers, news organizations, online magazines, and others. It’s not that there’s any trouble coming up with content to share, it’s more a matter of knowing what to share and when to share it.

Jack and his team found the solution here with social media scheduling from Buffer.

Smart Pension spaces out new posts every few hours so that there’s room between each update.

The articles don’t all go up as a wall of similar-looking tweets and posts.

The buffered schedule makes it so that content hits the timeline at all times, helping to reach people who may be online at different times throughout the day.

And the beauty of it all: All this scheduling can be automated.

The scheduling function is also helpful to the work flow of the team. The team member who wrote the article can schedule the post for times of the day that we are posting less and then proceed to the next task. The team members do not have to try and remind themselves of when to post their articles.

Additionally, with the scheduling function we can then post articles at night and at weekends when team members would not necessarily be working. This means that we can have a round the clock presence on social media, without having one of our team members staying up all night!

Scheduling + Analytics

Lots of content to share and a set number of times to share it all: When do you get the most bang for your buck with social media sharing?

The Smart Pension team came up with a few experiments to test the best time to post for engagement.

Here’s an example:

To find out if it’s better to post extra content at night or over the weekends, set up a schedule for both and check the results.

After a few days, log into the Analytics section of Buffer and check to see which time slots have tended to perform the best. You can see this from the Analytics view with a quick glance and intuition…

Screen Shot 2015-12-12 at 1.03.44 PM

… or you can export data from your past period of experiments, and filter the results for each different time.

Here’s a sample spreadsheet using data from my own sharing:

Screen Shot 2015-12-12 at 11.14.36 AM

(Couple this with the takeaways from Buffer’s optimal timing tool to get even more confirmation for which way you’re leaning.)

Great content goes great with images

As we are a start-up, we cannot afford to have a graphic designer to create the imagery for our social media posts every time we need to post something. Pablo give us the ability to make our social media posts look interesting and exciting, whilst not having to pay for a graphic designer to design them and create them.

According to our most recent data here at Buffer, we’ve found that tweets with images get 150% more engagement than tweets without.

The takeaway: Test content with images!

We believe in this so strongly that we built our own tool for making this as easy as can be. The free image creator at Pablo makes it simple to create images for Twitter, Facebook, Pinterest, Instagram, and more, all at the ideal image size, all looking beautiful—no matter your design skills.

Here are some that the Smart Pension team has used on their latest social media updates:

Working with a team on a social media calendar

And another key piece to the team’s workflow and system is keeping all this distribution organized. One of Buffer’s newest features works great in this case: the social media calendar.

 

Our content calendar is designed to make sure that we are regularly completing and posting content through buffer. We can all log into buffer and see what other people are planning, and then we can plan our content around the existing scheduled posts.

pablo

Image sources: Iconfinder, Pablo

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Saving Time and Money: How Social Media Works For an Early-Stage Startup
Building & Effectively Utilising a Database http://www.pgae.com/ask/building-effectively-utilising-a-database/ Mon, 19 Jun 2017 14:29:43 +0000 Mark Taylor http://www.pgae.com/?p=19089 Data capture is the king of small business marketing - for every piece of good data accumulated, marketing costs are starting to reduce...]]>

Data capture is the king of small business marketing and an ever important facet for retaining customers at golf facilities. For every piece of good data accumulated, marketing costs are starting to reduce.

The objective should be to create a database of around 5,000 worthy leads and this will form the basis of all of the marketing initiatives for the year. This need not be as expensive as some people might think as off-the-shelf software is readily available and is really affordable if not free of charge or already in place in the clubs software systems.

What is required?

Golf facilities need to consider 3 factors when making their choice of how to best implement and manage a successful database capture campaign:

  1. The scale required: This does not just apply to the number of records currently held, but more importantly how this resource will grow in the future. What commitment can be implemented to regularly maintain, update and develop the information accrued?
  2. Budget: Whilst this should not be the first criteria for such an important business tool, budget will reduce the likely options including the building of a bespoke database which can be expensive
  3. How it integrates with other business systems: This can save a lot of anguish in the future if the database works alongside other marketing and communication tools, especially the club website. The website should be at the core of all marketing activity and it needs to talk directly to the database to save on unnecessary administration.

Most golf clubs can operate quite happily using ‘Microsoft Access’, part of the Office package to set up a database and manage their data. It is easy to set up and access information and is also flexible enough to create information fields which reflect the information gathered from customers. It also allows the flow of data (import and export) from other sources.

Data Capture…How to collect data

Once the database is in place, begins the hard work in acquiring and categorizing data as the information and contacts begin to grow. There is no doubt that the more data which is acquired, the more powerful and effective the clubs marketing strategies will become.

Here are some simple guidelines to ensure that gathering data on customers is central to the marketing programme and continued customer contact:

  • Draw up a set of procedures and standards to be used whenever a customer has direct contact with the golf club. Communicate these to any customer facing staff and ensure they are adhered to.
  • Give staff both the tools and training to assist in collecting the information. These can include simple contact cards to be filled in following a telephone call or completed when customers arrive.
  • Build all marketing around the website, as this resource is working 24/7 and is therefore by far the most reliable employee when it comes to collecting and processing information on your customers.
  • Refuse to do any marketing which is not measurable. In order to continue to build a database successfully, be aware of which marketing promotions are producing the best results.
  • Offline marketing must support online activity. Use all advertising and marketing brochures to drive people to the website. Don’t miss out on obvious opportunities such as including the website address on scorecards.
  • Have a marketing plan which co-ordinates all direct marketing activity and ensures customer identification:
    • Why? (What offer?), When and How? (email, direct mail, text)
  • Build systems that allow automated follow up. This would include automatic replies to any website or direct email enquiries, including alerting staff when customers have arrived. Processes to customise letters, bulk email tools which allow emails to be tracked are also useful in reducing time and administration.
    • Act now; with more and more people reverting to finding information online, clubs can’t afford to delay in establishing the processes.

“Once a person has failed to find or receive information on your golf club it will be more difficult to win back their interest”.

The most common data collection methods are listed below:

Data collection through via the clubs website.. Make your website do the work for you. After all it’s open for business 24/7. There should be a least five email data collection points on various pages throughout the visitor’s section of your site.

These should be in the relevant sections on your website, but include:

  • Sign up for special offers and advanced notification of open competitions
  • Sign up for notification of membership availability and offers
  • Sign up for offers in the Professionals’ shop and F&B promotions
  • Sign up for coaching and tuition days
  • Sign up to enter our monthly draw to win a free fourball

Ensure you make the calls to action very obvious on each page.

The first part of the season is key to building data so make sure both reasons to sign up and offers are varied.

To cut down on the administration make sure your website has a database set behind it so it is collating and storing the information for you.

Email collection at your golf club:

Ensure that every member of staff knows the importance of collecting data. The professional or whoever greets green fee visitors should be given a supply of sign up cards and all visitors should be encouraged to sign up. Explain they received advanced notification of competitions, tee times, special offers and also get entered into a monthly draw.

Collect as much data as possible but don’t over-do it.

Name, email address, postcode and how they heard about your club should be the bare minimum.

Online tee times:

If your club runs online tee time system then you have an existing opportunity for people to sign up to receive your weekly newsletter. Tee time systems provide a huge amount of information about a player before they even set foot on your golf course. This makes targeting emails even easier. If your club’s members are reluctant to see a tee time introduced at their club then why not trial a tee time ‘looking’ system for visitors.

Golf groups can equal 50 visitors:

Don’t treat societies as just one booking. There can be as many as 50 visitors so make sure you collect data from each player. Offer a free prize draw on the day if they complete a visitor satisfaction survey (which also captures their name and email address).

Offer everyone a repeat visit voucher which they have to go on your website and download using a promotional code.

Watch the birdie:

If you club has a meet and greeter, get him to take a happy snap of visiting groups on the first tee. Collect their email addresses and then have the photograph sitting in their in-box for when they return from their round. Great customer service and a good way of collecting data!

Work with local businesses:

Build an opt-in email list by working with other businesses such as hotels or the local tourist board. Make sure links are established to the club website on their websites and vice versa. Ensure the link sends them to page to register for future information and offers. Offer to run special offers such as golf giveaways or concessionary offers which the hotel can send to its customer base.

How to store data

Customer databases are not something which only large companies can aspire to. For the average database of most golf clubs which is anywhere between 2,000 and 10,000 names, they do not always require a specialist system.

Off-the shelf database tools

It’s very easy to construct a database with all the data fields required in a package such as Microsoft Access. This comes as part of the Windows Microsoft Office software which most clubs have installed.

Let your website do the work

A well-developed website will have a database sitting behind it. This will automate the collection of all data through the website itself and allow for easy administration of the data collected by the pro shop or other business avenues. Such systems also simplify on-going, regular communication such as e-newsletters or promotional offers.

Does it need to talk to your other systems?

Most clubs have automated many of their systems such as member databases with swipe cards behind the bar. It is not necessary for marketing database to interact with POS systems initially as it could be very expensive to set up. Use the visitor database to run marketing initiatives independently. Once a healthy business has been achieved, facilities can then look at more sophisticated ways of tracking spend.

What data should be collected?

When collecting data, is it important to strike a balance between collecting enough useful information without alienating customers.

The bare minimum should be name and email address if you are only intending to communicate by email. If you plan to send communications by mail, then collect their postal address – but only do this if you have every intention of using this data. (The more data you request, the less likely they are to complete it).

It is also advisable to collect mobile numbers as text marketing continues to grow grow in the future.

When possible, collect details of every transaction at the point of transaction including the date, time and amount paid. Pro shop staff must be made aware of how important this is. If a tee time booking system is in place, then this will do the job for you. This information can be useful in building up a profile of your customers’ playing habits which will make targeted communications even easier.

Please find below a series of videos to assist in building a database in Microsoft Access:

Stay legal

Businesses which store personal information and sends communications to customers (members or visitors) must comply with the Data Protection Act 1998 and increasingly the Privacy and Electronic Communications Regulations 2003.

Currently not-for-profit organisations are not required to register but may be wise to check as you seek to use data in a more commercial fashion.

As a rule, if you are communicating to members, you have an opt-out option. However, it might be part of your membership terms and conditions that members receive information from the club relating to their membership and offers.

Before communicating to visitors, you must always have an opt-in option at the point of collecting their data.

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Building & Effectively Utilising a Database
International Golf Pro News Reaches Three-Year Milestone http://www.pgae.com/news/international-golf-pro-news-reaches-three-year-milestone/ Mon, 19 Jun 2017 10:24:34 +0000 PGAs of Europe http://www.pgae.com/?p=19027 IGPN has reached its 36th Issue as it continues its mission of providing useful, relevant & interesting content to PGAs of Europe Member Countries & PGA Pros...]]>

Digital magazine, International Golf Pro News (IGPN), has reached its 36th Issue as it continues its mission of providing useful, relevant and interesting content to PGAs of Europe Member Country PGAs and their individual PGA Professional Members.

The monthly publication is distributed amongst the Association’s 36 Member Country PGAs and their collective 21,000+ PGA Professionals becoming a hugely valuable resource that allows the PGAs of Europe to support the PGAs with their advancement of their own Members.

Issue 36 is a Coaching Special featuring interviews with Mike Walker and David Leadbetter, content from SNAG Golf, Golf Pride, the PGA of Switzerland, Peter Millar, BMW, the Ryder Cup European Development Trust, and news from the PGAs of Europe and its various events and activities.

IGPN originally took the form of a print publication for a number of years, however, with the continued development of digital communications and the work of publishers, All Square Media, the magazine went exclusively digital, ensuring it can be read widely and provides the best possible responsive and interactive reading experience no matter what device is being used.

Its success has largely come from the quality of content produced, both in-house, and using curated international expertise from a wide variety of expert contributors. Content is featured in a broad range of areas such as marketing, coaching, psychology, productivity, business management, career development, golf development, sustainability and much more.

The magazine also ties in to the Association’s ‘A.S.K.’ (standing for Attributes. Skills. Knowledge.) activity in which content is created and curated for a dedicated thought-centre on the PGAs of Europe website – www.pgae.com/ask – and is open for PGA Professionals to read whilst providing a valuable content resource for PGAs to use in their own communications.

If you would like to contribute to IGPN or A.S.K. then please contact Aston Ward at aw@pgae.com.

Sign-Up to Receive IGPN for FREE @ WWW.PGAE.COM/IGPN

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International Golf Pro News Reaches Three-Year Milestone
Resilience is a Key Career Skill http://www.pgae.com/ask/resilience-is-a-key-career-skill/ Thu, 15 Jun 2017 14:58:51 +0000 PGAs of Europe http://www.pgae.com/?p=19020 Resilience might be way down your 'list of skills to be aware of' if you are job hunting right now, but it is a vital requirement for modern professionals...]]>

Resilience might be way down your ‘list of skills to be aware of’ if you are job hunting right now, but it is a vital requirement for modern professionals.

With job security and a standard career path less and less attainable across many industries, a capacity to handle uncertainty and adversity has never been more important (or in demand).

Such is the case that many employers will try to find out about your resilience through interview questions on how you’ve handled stress, pressure and failure in the past. Additionally, job hunting itself can be an incredibly demoralising experience if you let it. Focussing on building your resilience can make all the difference to your inner confidence and success rate across many areas in your life.

This might be easier said than done though – to achieve resilience means possessing the right blend of self-awareness and inner strength, and the flexibility to adapt to changes in circumstances and surroundings. It’s rather like a palm tree: a strong, firmly rooted base supporting an element that’s far more flexible and able to cope with being blown around by different winds.

Here are three key building blocks that can help you towards developing a resilient professional persona:

1. Positivity

Having a positive view of yourself and the world around you is the basis for developing resilience. Pay attention to the messages you send yourself throughout the day. If you find yourself making negative assumptions about yourself or anything around you, consciously switch to a positive thought. With practice this should become automatic. That will keep you grounded, rooted like a tree, and give you the stability you need for a positive mindset.

2. Commitment

Get to know yourself and recognise what is important to you. Have a clear idea of your future aspirations and where you want to go in your career. You need to be willing to commit to your goals and invest in making them happen. Knowing what is important to you and being committed to your goals strengthens you in your core. Don’t forget however, that even the best-laid plans can sometimes go off course or need to be abandoned altogether. Make like a palm tree and allow yourself flexibility to go with the flow when things don’t go to plan.

3. Control

Control means being aware of the situations or areas in your life you can influence as well as recognising those that you can’t. Being able to distinguish between the two will allow you to focus your energy on the things that are most important or achievable. It will give you the flexibility to prioritise your goals and adapt to different circumstances.

Remember that in order to be resilient you also need to be healthy in mind and body so pay attention to your general well-being, take proper breaks, eat well, and look after the relationships that support you. When it comes to resilience it’s about knowing that you can’t stop the waves, but that you can certainly learn how to surf them.


This content appears courtesy of Abintegro, experts in career management, transition technology & e-learning for today’s modern, mobile and technology-savvy workforce – Find out more at www.abintegro.com

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Resilience is a Key Career Skill
5 Ways to Get MORE Out of Your Work Week w/ Will Robins http://www.pgae.com/ask/5-ways-to-get-more-out-of-your-work-week-w-will-robins/ Thu, 15 Jun 2017 07:03:50 +0000 Golf in the Life of http://www.pgae.com/?p=18943 Will Robins and GolfIntheLifeOf.com discuss some of their favorite mindsets and habits to help you get more out of you day / week / year...]]>

Sometimes it feels like time can just fly by and we’re not really sure what happened or what progress was made. Will Robins and I sat down to talk about some of our favorite mindsets and habits to get more out of a day / week / year.


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Read the entire story behind this here from James Clear.

Will’s first suggestion – The Ivy Lee Method

  1. At the end of each work day, write down the six most important things you need to accomplish tomorrow. Do not write down more than six tasks.
  2. Prioritize those six items in order of their true importance.
  3. When you arrive tomorrow, concentrate only on the first task. Work until the first task is finished before moving on to the second task.
  4. Approach the rest of your list in the same fashion. At the end of the day, move any unfinished items to a new list of six tasks for the following day.
  5. Repeat this process every working day.

Read the entire story behind this here from James Clear.

The biggest killer of everyone’s day is opening up emails first things in the morning.

Everyone is always asking “how” questions. What really matters is the “why”.

Take some time to improve your business / sales skills if it’s something you struggle with and go outside of the typical education / certifications. Give yourself permission to try some new ideas out with the framing of an experiment or challenge.

3 Morning Questions:

  • What happened yesterday?
  • How do I feel about that?
  • What am I working on today

Will’s past episodes on coaching programs:

Group Coaching Q&A part 1
Group Coaching Q&A part 2
Working with Groups

Links / Resources

Charles M. Schwab productivity story – Ivy Lee Method
2017 Coaching Workshop in Orlando
Will’s Consulting Company RGX
BJ Fogg – Tiny Habits

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5 Ways to Get MORE Out of Your Work Week w/ Will Robins
6 Ways to Find Out Whether a Job Candidate Will Fit Your Company’s Culture http://www.pgae.com/ask/6-ways-to-find-out-whether-a-job-candidate-will-fit-your-companys-culture/ Wed, 14 Jun 2017 12:23:18 +0000 Inc.com http://www.pgae.com/?p=13769 Found an applicant with the right skills? Time for a culture interview. You know that job applicant has the right skills to fill your open position...]]>

Minda Zetlin is a business technology writer and speaker, co-author of The Geek Gap, and former president of the American Society of Journalists and Authors. She lives in Snohomish, Washington. Like this post? Sign up here for a once-a-week email and you’ll never miss her columns.

@MindaZetlin


You know that job applicant has the right skills to fill your open position. But what about the right personality? Ignore cultural fit at your peril, for your new hire likely won’t last long.

I’ll always remember one of my co-workers at my first company. Although she did excellent work, she seemed to zig while the rest of us zagged. In a group of frumpy, often pudgy writers, she was an accomplished martial artist. Where many of us were just getting our feet wet in the business world, she had been around for a while and worked in some legendary places. Where we tended toward the silly-a plastic-encased slice of prosciutto once spent a week tacked to our department’s bulletin board-she was deadly serious. Not surprisingly, she soon moved on to a job at a prestigious non-profit that was working hard to change the world.

Hiring someone who doesn’t fit your company’s personality can be a very costly mistake. To avoid making that mistake, make sure to interview job candidates for cultural fit, as well as job qualifications. That advice comes from Tara Kelly, CEO of customer experience software provider SPLICE Software.

Kelly makes sure to include a culture interview in the hiring process, and she says it’s made a big difference. “It is important to understand employee values, motivators and interests,” she explains. “Understanding what keeps employees fulfilled is a key element to build a truly successful team. Whereas regular job interviews focus on verifying qualifications, culture fit interviews focus on ensuring potential candidates fit the corporate culture and core values of the organization.”

Given that every new hire is a big investment, it’s worth taking the time and effort to interview for cultural fit as well as skills and experience. Here’s how Kelly does it:

1. Define your company’s culture.

You may not need to do this, and Kelly doesn’t mention it, but if yours is a small or start-up companies, your culture may not be something you’ve given a lot of thought to. You should, though, because you definitely have one and a bad cultural hire will hurt you.

Your mission or vision statement is a good place to start-it won’t define your culture, but it should identify the values that drive you and your employees to show up and work hard every day. Beyond that, take a look around and consider how your company compares to others in your industry. Ask your employees or colleagues for input, until you can come up with a sentence or two that captures your company’s personality. Consider this example from Amazon CEO Jeff Bezos: “Our culture is friendly and intense, but if push comes to shove we’ll settle for intense.”

2. Write job ads with culture in mind.

“Culture fit should be integrated into every aspect of recruitment,” Kelly notes. That begins with your job ads, which should reflect both your company’s brand and its culture. If yours is an informal, family friendly workplace, with child care on site, and where pets are welcomed, say so. If yours is an elegant workplace with a prestigious history, say that.

3. Include culture questions in regular interviews.

From your first conversations with a candidate, interviewers should be thinking about cultural fit, Kelly says. “Once applications are assessed, pre-screening interviews should occur over the phone to see what first impressions candidates make and gauge personality for a possible fit.”

Candidates who pass this screening should be invited to an in-person interview with their potential department head. “The department head should also screen the applicant for culture by introducing a few less technical questions,” she adds.

4. Know which questions to ask, and which not to.

“Ask questions that speak to the core values and culture of the organization, without directly asking about each value,” Kelly advises. “For example, ask ‘what is something you have accomplished this summer that you are really proud of?'” This type of question helps SPLICE find candidates who like to learn new things or improve their skills. “At SPLICE, we really value a love of learning and improving things,” Kelly explains. “Our fundamental core value is, ‘We believe it can be better.’ So we like to see that not only in someone’s work life but their personal life too.”

It should go without saying that there’s a difference between culture and bias, and you should be clear about that difference, especially when it comes to questions that could land your company in legal trouble. To say that your culture is fun-loving and risk-taking is fine; to say that all employees should participate in extreme sports means your workplace discriminates against disabled or older workers.

In Amazon’s we’ll-settle-for-intense culture, an employee who’d just had a miscarriage was told by her supervisor that the company was likely the wrong place for a woman looking to start a family. Not surprisingly, many labor lawyers have been contacted by current or past employees seeking to sue the company for attitudes like these. Someday, one of these suits will get filed.

5. Train employees to conduct culture interviews.

“Once it is verified that a candidate has all the necessary qualifications and has passed all the preliminary culture fit screenings, a culture fit interview should be introduced as the last phase of the process,” Kelly says.

But you’re not the one to conduct the culture fit interview-the candidate’s potential co-workers are. That means they’ll need some training about what to ask and what to listen for. “It’s crucial to ensure the team is prepped on the purpose of a culture fit interview prior to participating,” Kelly says.

In general, she says, you should select four to six employees from around your company to talk informally with the job candidate about hobbies and interest and how these things tie in with your company’s personality. “Employees should be encouraged to ask questions that tie in to the organization’s value system.”

6. Gather feedback.

Employees who conduct a culture interview should fill out assessment afterwards that scores applicants on numerical scales of good-fit-to-bad-fit, and also ask for written comments. After you review those assessments, call the employees together for a quick debrief to make sure you understand their feedback and get a better sense of how the candidate might or might not fit with your company and its values. All of this input, together with the candidate’s performance on your skills assessment, will put you in the best position to make the right choice.


This article originally appeared on Inc.com – to view the original article visit http://eur.pe/1kkmevy.

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6 Ways to Find Out Whether a Job Candidate Will Fit Your Company’s Culture
How to Develop and Perfect Your Social Media Sharing Schedule (It Could Double Your Traffic!) http://www.pgae.com/ask/how-to-develop-and-perfect-your-social-media-sharing-schedule-it-could-double-your-traffic/ Wed, 14 Jun 2017 12:01:02 +0000 Buffer http://www.pgae.com/?p=13617 Nowadays, in order to grow an audience on social media, it’s not as simple as just posting when you feel like it.]]>

Nowadays, in order to grow an audience on social media, it’s not as simple as just posting when you feel like it.

Audiences have become more sophisticated over time and as a result it is important to have some sort of social media strategy. In order to start implementing that strategy, a schedule is a must for a lot of businesses.

A sharing schedule can help you double your traffic and provide your audience with consistent and valuable information that will make them more likely to follow and engage with you.

It can be a little daunting getting started, though. As you try to figure out

  • Where to share?
  • What to share?
  • When to share?

In this post I’ll help you answer these essential questions and share some ways that you can develop and perfect your sharing schedule (with a sneak peek at how we do things here at Buffer too).

Let’s dig in!

how to create social media sharing schedule

Where to Share?

social media icons

So you want to share, but where should you share? There are so many different platforms all with their own advantages, however it’s almost impossible to share on each network well unless you have a large team helping. If that isn’t the case, focusing on specific platforms might be the best solution here.

When thinking about which platforms you should prioritize in your schedule, a good question to ask yourself is:

Where is your audience?

Do they spend most of their time on Twitter? Facebook? Knowing this will allow you to focus your energy on the place where you have the potential to reap the most benefits.

Pew Research Center put together a list of the demographics of all the key social networking platforms. This might help you get a little more insight into each platform.

Once you have narrowed down the platform(s) you would like to focus on, you can now come up with you sharing plan.

Different plans for different platforms

I would definitely recommend coming up with different plans for each platform you select. Facebook is very different than Twitter for instance, so it makes sense to have a different approach when sharing to your audience on Facebook versus your audience on Twitter.

CoSchedule has a really neat graphic sharing some of the different topics to share for each platform. They also go into depth for each platform over at their articles if you would like more information.

what-content-works-on-social-networks

What To Share?

Now that you have figured out where you want to share your awesome content. It’s time to figure out what to share.

Sharing More Than One Type of Content

A good way to share is to have a mix of content to provide your audience. I would recommend not solely focusing on your own content, but giving them variety to look forward to. Providing a service or entertainment to your audience is more likely to lead them to follow you and engage with all of your content, rather than bombarding them with only promotional updates.

Here is an example of the type of content you can share.

what to share pie chart

According to CoSchedule, a report from The New York Times Customer Insight Group found five major reasons why people share content with their networks:

  1. 49% share for entertainment or to provide valuable content to others.
  2. 68% share to define themselves.
  3. 78% share to stay connected with those they know.
  4. 69% share to feel involved in the world.
  5. 84% share to support a cause.

So give them something they can share! :)

Is Your Content Evergreen or Time Sensitive?

When it comes to your content, it can be good to think about whether what you are sharing is evergreen (can be shared multiple times at any point in time) or time sensitive.

A schedule for time sensitive material will most likely be different than one for evergreen content. For instance, time sensitive material will only be able to be shared within a specific timeframe before it is retired, while evergreen content could potentially be shared again a year from now.

If you have both types of content, coming up with separate sharing schedule for each type might be something to consider.

How Do You Want to Share?

You have your content ready to be shared, but how do you want to share it? How do you want to relay it to your audience? Do you have a specific tone you would like to use?

Here are a few things you can think about.

Voice

Creating a consistent voice is a really important component of your social media strategy. We have written an extensive guide on how you can find yours here.

Type

Links, images, videos, quotes, GIFs. There are so many different ways you can share your content. Finding what works best for you whether it’s only images or a mix of everything will be a great asset for creating your schedule.

Update

While I do recommend sharing the same content multiple times, I do not recommend you share the same update twice. Find different ways to share the content. Pick an image to share for the first time, then find a quote the second time and maybe a GIF the third, so that your audience doesn’t feel like they are always seeing the same thing in your feed.

As for the update itself, we have a handy guide and infographic to help you with sharing the optimal length every time.

social-media-length-infographic

When To Share?

You have now figured out where and what to share. The next step is figuring out when to share and importany when to re-share! Kissmetrics found that re-sharing content could double your traffic:

2-social-sharing-double-traffic

Frequency

Let’s first think about frequency. How often do you want to share?

  • On publish
  • Later that same day
  • Next day, Daily
  • A Week later
  • A month later?
  • Even later than that?

It really depends on your needs and your audience’s response to that frequency. Some of the best practices for each platform are highlighted in the infographic from SumAll below.  This is only a guideline, I would highly encourage you to test things for yourself as well.

infographic how often to post on social mediaHere is our sharing schedule at Buffer. You can see that we tend to share more often on Twitter and less on other platforms, leaving more time between each share.

social media posting schedule

When starting out, I would recommend looking at the content you have already shared and taking a look at what you feel might be the best times to share your content. If you haven’t shared anything yet, this is the perfect time to start experimenting and learning about your audience.

A key part to figuring out your frequency will be finding the point at which sharing more would yield diminishing returns. CoSchedule has a fantastic graphic illustrating diminishing returns.

law-of-diminishing-returns-for-social-sharing

And that’s when testing comes into play, which I discuss further below.

Create a calendar

In order to keep you on track, creating a calendar might be a huge help. It can also help you outline one time events. For example if you plan special coverage around the Holidays, a calendar could help you plan ahead and make sure you won’t forget to share.

Hootsuite has a great template available for a social media content calendar.

Social-Media-Content-calendar-Screenshot-620x265

Editorial-Calendar-Example-620x408

Here at Buffer, we have our own Social Media Calendar which you might find helpful in planning your sharing. The calendar is available for those on Awesome and Business plans (if you’re not yet part of our paid plans, I’m hoping you this might convince you to give it a try!) and allows you to take a look at your week of sharing at a glance.

social media calendar1

It could be helpful in planning and putting into action your sharing plan, by letting you schedule updates in the future, shifting things around if needed by dragging and dropping and giving you a visual of what you are sharing when.

Here is an example of our current social media calendar on Buffer:

buffer social media calendar twitter1

Testing

test social media schedule2

Now that you have a base to work with, I would also recommend implementing some testing into your sharing in order to come up with your perfect schedule.

Some of the things you can test include:

  • Different times
  • Different days
  • Different topics
  • Different types of updates (pictures versus no pictures, videos, quotes etc.)

I would recommend being quite intentional with the way you test things. Make sure you are able to measure the correct variable and that what you are seeing is due to the variable you are trying to measure.

For instance, if you would like to figure out the best time to share your blog posts, trying different days and times is a great way to start. However, it is important to continue the experiment for some time before drawing conclusions. An update performing really well on a Tuesday at 9am, might be due to it being an optimal time or it could be the result of the blog post itself being more popular amongst your audience. That is why I would recommend, testing that specific time multiples times in order to confirm that posts shared then do in fact always outperform posts shared at other times.

Analyze

analyze social media schedule

Once you’ve spent some time testing, you can focus on analyzing your data. A few questions you can ask yourself when looking at the results include:

  • When is your audience online?
  • When do you get the most reach/engagement?
  • What types of updates tend to get the most engagement?

Take a look at the performances for all your posts in the previous 30 (or 60) days and figure out what seemed to resonate with your audience.

Buffer provides great analytics for you to use if you are using the application to share your updates.

buffer analytics social media schedule

Adjust

adjust social media schedule1

You’ve tested, analyzed and now you can adjust. Taking into account everything you have learned, you might want to adjust your sharing schedule by implementing some of the discoveries from your data analysis.

For example, if you noticed an increase in engagement for blog posts updates on Tuesdays at 9am (after you have confirmed it through multiple testing), you can start sharing your blog posts at that time from now on.

I would also encourage you to continue to test, analyze and adjust, in order to make sure your schedule remains adapted to the changes in your audience’s wants and needs.

Bonus: How We Share at Buffer

At Buffer we’re constantly changing and testing new approaches when it comes to social media, especially after losing almost half our social referral traffic. I wanted to share our sharing schedule for both Twitter and Facebook and some of the things we’ve been trying lately.

How We Share on Twitter

Our current Twitter schedule involves sharing 11 times a day during weekdays and 8 times a day during weekends. Here are the current times we share (our timezone is set to Denver, CO).

Buffer Twitter schedule 2

Buffer Twitter schedule 1

I would say that 99% of our posts include some sort of media. We tend to use mostly images, since they tend to be they help boost our engagement, we have also enjoyed sharing GIFs and videos once in a while.

Here are some of our most engaging posts in the past 30 days taken from Buffer’s Analytics. A few standout findings:

  • You will noticed that these all contain an image (we tend to create our images using Pablo)
  • 3 out of 7 are about Twitter
  • Two of the updates link to the same article, highlighting the importance of re-sharing your content
  • One is a competition we ran to celebrate reaching 400k followers. (We’d love to experiment a little more with competitions)

Buffer Twitter Popular Posts 3

Buffer Twitter Popular Posts 2

Buffer Twitter Popular Posts 1

In general, we tend to reshare posts that seemed to resonate. We sometimes change the update and sometimes reshare as is.

How We Share on Facebook

Our current Facebook schedule has us sharing 3 times a day on weekdays and once on weekends. Here are the current times we share (our timezone is set to Nashville, TN).

Buffer Facebook schedule 2

Buffer Facebook schedule 1

On Facebook, we focus on sharing posts from Buffer’s Social and Open blogs and use the status copy to provide context or a story around the post being shared.

We have also recently started sharing quotes that inspire us on a regular basis (those quotes are also being shared on Twitter and seem to be appreciated there as well).

Here are some of our most engaging posts in the past 30 days taken from Buffer’s Analytics. Some of the things that seem to resonate here are announcements, images, insider story about Buffer and life hacking type articles.

Buffer Facebook Popular Posts 1

Buffer Facebook Popular Posts 2

Buffer Facebook Popular Posts 3

Buffer Facebook Popular Posts 4

Buffer Facebook Popular Posts 5

Buffer Facebook Popular Posts 6

One of the things we’re also thinking of experimenting with is the timing of our shares. One of the tools that we will be using to find new optimal times to share is the Buffer Optimal Timing tool, which finds the best time for you to share on a specific social network and updates your Buffer schedule accordingly.

Over to You!

What are some of the steps you’ve taken to develop and perfect your social sharing schedule? Have I missed any steps? Do you have additional tips? I would love to hear them all in the comments section.

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How to Develop and Perfect Your Social Media Sharing Schedule (It Could Double Your Traffic!)
Changing Limiting Beliefs: Do You Focus On Your Character Or Your Reputation? http://www.pgae.com/ask/changing-limiting-beliefs-do-you-focus-on-your-character-or-your-reputation/ Tue, 30 May 2017 15:21:56 +0000 Dr. Brian Hemmings http://www.pgae.com/?p=11946 The great American basketball coach John Wooden once said that sportsmen and sportswomen should focus more on their character rather than on their reputation...]]>

The great American basketball coach John Wooden once said that sportsmen and sportswomen should focus more on their character rather than on their reputation. Wooden remarked that character was ‘what you are’, whereas reputation was merely ‘what others think you are’. 

In nearly two decades of working in golf with PGA Professionals and elite players I hear a lot about pressure and see where coaches and players become overly worried about their ‘reputation’ rather than knowing and trusting in their own ‘character’.  Here I witness the limiting beliefs people have about themselves and the perceived consequences of poor results.

Often players will underperform because they feel pressure about how they might be viewed by others if they fail.  This can also affect coaches as they sometimes feel their own reputation is determined by the performance of those they coach, when in reality performance has so many variables, and the coach only contributes in specific ways.

In essence being overly concerned about your reputation creates instability as it is not under your control as it involves the perceptions of others.

Knowing the impact of limiting beliefs should give you the motivation you need to change them for yourself or to help players when you sense this is an issue. A healthy belief puts you into the right frame to have the best chance of success. It is also true that negative beliefs and thoughts have a huge impact on performance, so if we find it difficult to be positive then we must at least learn ways of managing negative thinking to keep it to a minimum and hence give ourselves a chance.

In the previous two articles I have written about the need for effective listening in coaching. Particular words to look out for are must, should and got. For instance, ‘I must make the cut; ‘I should beat this opponent’; or ‘I’ve got to win’. These words reveal very rigid, inflexible beliefs and create unnecessary pressure as they result in patterns of ‘all or nothing’ negative thinking.   It is much better to frame performance beliefs with a prefer approach.  For example, ‘I’d prefer to make the top ten’.

Article-Header-Images_Brian-Hemmings---Character

Often these beliefs hinder players’ views of themselves, their golf, and of their potential success.   So in future improve your coaching by listening carefully to the words your players use. They will reveal much about their thinking patterns and the performances that follow.

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Changing Limiting Beliefs: Do You Focus On Your Character Or Your Reputation?
The Top 5 Things To Do When Branding For Multiple Cultures http://www.pgae.com/ask/the-top-5-things-to-do-when-branding-for-multiple-cultures/ Tue, 30 May 2017 14:40:08 +0000 Luke @ Pixeldot http://www.pgae.com/?p=13838 Pixeldot's Luke Taylor gives his top-5 guidelines for effectively creating and managing a brand across different cultures and countries... ]]>

As I type, I am sat in a generously wide seat, surrounded by a cacophony of English, French, German and Canadian accents and the satisfying hum of the Eurostar. We’re gliding through the scenic French countryside, travelling towards the depths of the English Channel and back into the beautiful surroundings of London St Pancras.

Myself, Jan and Chandra are returning home from a four day trip to the French capital to work with a long-standing global client who is based there. We are working with them to deliver a very complex rebrand with multiple stakeholders and teams across Europe, the US and Australasia.

Over the past few years we have delivered rebrands across Europe, the US and Africa. Being based in the UK, I wanted to share how we create brands that resonate with people in those countries, that grow and evolve with their culture, and ultimately achieve success for the companies we represent. Here are my top 5 guidelines for a successful outcome.

1. Immerse yourself in the culture.

It seems like an obvious thing to say, but we know it doesn’t always get done. Companies look to the UK for design skill and creative thinking, but to deliver a project successfully you (as a company) need to look wider than your personal experiences and that can be difficult. All good creative people are like sponges, soaking up information, ideas and bringing influences like trends, styles and messaging from the world around us into our work. But, what if those influences don’t mean anything to the people you are designing for? What if those ‘eureka’ moments don’t resonate with an audience of the outside the UK?

That’s where immersing yourself in the culture or cultures of the client is vital. As an example, when we are working in France, we go to France and visit the client, we ask them to show us what makes France French in their eyes. We visit locations of historical importance, we watch their films, listen to their music, try and learn some of the language, and most importantly we look – we look at what they design, how they design, what influences their design culture. Only by doing this can you start to consider what design and branding will work in that chosen culture.

2. Don’t trust cultural stereotypes.

We would all like to believe that we are ‘worldly’ and knowledgeable people – who look outwardly at global information, understanding cultures and people. But really we still view the world and the different cultures as stereotypes. We think of the French as chic, the Americans as loud, the Germans as serious and the British as stiff upper-lipped. Clearly that isn’t the case, but you would be amazed at how many brands are created with a stereotype at its heart, e.g. Delice De France!

By visiting, learning and living a culture you can start to see past stereotypes and begin to see similarities – parts of our cultures that merge and overlap. Once you are able to do this you can start to see where a brand resonates across multiple cultures, across languages and trends. When you reach this point you can create a brand thread which ties branding, emotion and design to cultures across entire continents or further afield.

3. Be in the room.

It’s as simple as that – be in the room. Be in the room for client meetings in their offices, be in the room when they discuss the answers to your brand questions, be in the room when they are chatting about their weekends, or plans for the evening, be in the room when that room is a pub, a bar, a restaurant – be a part of the team. By becoming a member of the client’s team, you become a part of their culture. You can learn what really makes them tick, what drives them forward, why they come to work everyday, what is in their heart that differentiates them from others, and what really should be in the heart of the brand.

4. Learn the subtleties.

Great brands are not created through billboards or advertising campaigns alone, they are delivered through subtly – beautiful touches of quality, finesse and intelligence; the beautifully produced bag, the expertly finished brochure or the refined smooth wording of a letter.
Subtleties differ from culture to culture and learning what different people see as the differentiator of quality can be vital to the overall success of a rebrand.

For example, in Africa, colour is a vital part of visual language. Colours represent different events in life, from celebration and weddings, through to morning and funerals. The colours symbolise emotion, and that emotion is imparted into the brand. Those emotional ties to colours will run deep into the subconscious of the viewer and therefore as brand thinkers we have to be mindful of this and utilise the power of colour to enhance a message or brand position – brandthinking in colour.

5. Ask the hard questions.

If you want to know if your brand works, ask the people who live it. We are specialists in creating brands that deliver growth, brands that have emotion and brands that resonate with target audiences, but when working in different cultures how do we know we have got it right, before we launch? Simply – we ask.

We spend time presenting the concept and brand developments to a wide range of the client’s team, from directors to admin staff. The directors will look at the brand from a strategic point of view and will trust our opinion and advice, but a receptionist will look at the brand with their heart – they will tell you what they feel and that is vital. When the strategic mind and emotive soul of the brand align, we know we have the right outcome for the organisation. It is easy to be afraid to show the brand and to ask “what do you think?”, as they are four words which can turn your project on it’s head. But they are the four most important words in any brand project.

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So there you have it, 5 top tips for branding in different countries and across cultures. As part of our Brandthinking™ process we deliver exciting, emotive brands through a wide range of countries and cultures. There are many more things which need to be considered when doing these complex projects, but I hope these 5 tips will give you an insight into they way we think, and help you in any future planning for projects.

If you have a brand that you wish to launch in the UK or further afield, and think our Brandthinking™ process and creativity can help, then we would love to hear from you.

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The Top 5 Things To Do When Branding For Multiple Cultures
The Benefits of Teasing Your Brain Regularly http://www.pgae.com/ask/the-benefits-of-teasing-your-brain-regularly/ Thu, 18 May 2017 10:53:47 +0000 Coaching4Careers http://www.pgae.com/?p=18832 Sometimes we need to trip our brains up and remind them to look beyond the obvious patterns, outside of what we already know works and not expect one situation]]>

Do you make assumptions that turn out to be incorrect? Do you miss information that didn’t fit the pattern you expected?

We all do. It’s the way our brains work. We look for patterns, use our previous experience and rely on what we already know works. It’s an efficient way to work…most of the time.

Sometimes however, we need to trip our brains up and remind them to look beyond the obvious patterns, outside of what we already know works and not expect one situation to turn out pretty much like the last one. If we don’t occasionally abandon our preconceptions there is a chance we may miss opportunities or changes in customer needs or market demands.

For example, what’s your first answer to this question?

Johnny’s mother had three children. The first child was named April. The second child was named May. What was the third child’s name?

Most people will reply June. Be honest. Did you? Of course if you re-read the question you’ll realise the answer is Johnny. But how many times do you make assumptions (that fit a known pattern) like this at work?

Try these three:

  1. Before Mt. Everest was discovered, what was the highest mountain in the world?
  2. How much dirt is there in a hole that measures two feet by three feet by four feet?
  3. If you were running a race and you passed the person in 2nd place, what place would you be in now?

You know by now that these are trick questions so it’s unlikely you assumed the first answer you thought of was correct i.e. K2, 24 cubic metres, 1st place, for example. That’s the first step in realising that what your brain expects to see may not, in fact, be the right answer.

Think about the words that are used: ‘before Mount Everest was DISCOVERED’; ‘How much dirt in the HOLE?’ The third one may require you to actual visualise yourself overtaking the person in SECOND place.

You may face questions like these at an interview because the hiring manager wants to see if you can think calmly, logically and perhaps differently from other people. They may want to see if you will take the time to read the question a little more carefully and think long enough before blurting out the first answer that comes into your head.

There are loads of these questions online to try and even if you’re not going for an interview, it’s good to tease your brain occasionally and get it to look at things differently. These questions are designed to challenge your critical thinking abilities, and to test specific skills like creativity and logic. The more you practise, the better equipped you will be to deal with and find solutions for tricky questions and situations that might come up at work.

P.S. The answers are Mount Everest – it was still there before it was discovered; None – because it’s a hole – and 2nd place – you’re still behind the person in first.


This content appears courtesy of Abintegro, experts in career management, transition technology & e-learning for today’s modern, mobile and technology-savvy workforce – Find out more at www.abintegro.com

Credit: Forbes; The Muse

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The Benefits of Teasing Your Brain Regularly
Benchmarking Performance: A Facility’s Secret Weapon http://www.pgae.com/ask/benchmarking-performance-a-facilitys-secret-weapon/ Wed, 10 May 2017 12:18:13 +0000 Golf Management Europe http://www.pgae.com/?p=18191 Getting the full picture of how your golf club is performing means you also need to know how you are measuring up against your competitors and the market...]]>

Getting the full picture of how your golf club is performing means you also need to know how you are measuring up against your competitors and the overall golf market.

 Here the PGAs of Europe and PGA Professional, Mark Taylor, explore this underutilised area of management looking at where to start and what to think about when it comes to benchmarking your facility…

Certainly many factors influence a club’s reputation and performance including; perception of the club’s brand, the quality of the course, course activity levels, recognition of the bottom line value of guest play; to name just a few!!

 

Benchmarking is a tool that provides facilities and management teams a way to compare their clubs with peers.

Here’s what to consider when benchmarking…

Benchmarking is a process for golf operations seeking to compare financial performance and operating metrics to others in the same industry and re-align business strategies that have become unsuitable.

Through considering the results and practices of others in the same space, an enterprise can potentially improve its own understanding and management of processes and practices.

Information is crucial, and this is accessible from various sources:

  • Competitor golf club websites and social media space
  • ‘Mystery shop’ your local golf clubs
  • Understanding trends in the market and adapting to meet those needs
  • Golf Benchmark National/International comparisons and metrics (e.g KPMG)
  • Benchmarking in local areas or regions

The factors that you may wish to consider in benchmarking competitors are:

  • Membership numbers and fees
  • Membership Retention
  • Visitor fee prices
  • Visitor packages
  • Food & Beverage
  • Golf Course reviews
  • PGA Professional Golf services, retail, membership sales and coaching provision
  • Is the PGA Professional active within recruitment & retention strategies?
  • Where and how competitors are marketing?
  • Are you comparing like for like products?
  • Is your benchmarking SMART in each area of comparison?

Only by knowing the answers to these basic questions and understanding where you fit in the local marketplace, can you be realistic about what is feasible.

The questions you wish to ask competitors may also vary – for example, in European tourist weighted/seasonal destinations, the benchmarking process may need to be adjusted to identify different gaps in a business from a conventional ‘member’ golf facility.

For venues that either currently benchmark or are evaluating the use of benchmarking processes, there are several factors to consider:

Resource:

Benchmarking is an important resource that a club has at its disposal and should be considered both during budgeting and strategic planning.

Planning:

Benchmarking helps club committees/course owners and management teams deliberate about plans and operations in new and more intelligent ways. It may also help reduce input drawn from other industries that may not apply to golf clubs and facilities. The operating, financing, investment, marketing and governance practices of golf clubs all have their own unique characteristics.

Understand the Limitations:

The first thing to understand is both the goals and the limitations of benchmarking.  It is, after all, a tool and not an answer. Comparing your club to others of similar standing should identify disparities that are worth understanding.  It is not a case of right or wrong, it is just a process to help develop more thoughtful questions and a better understanding of the surprising intricacy of the golf business.

Be sure to benchmark against a comparable set of venues…

In selecting facilities to benchmark against, it is important to choose a peer set with similar amenities. Comparing a golf-only club against clubs that provide, for example, leisure club integrated golf/leisure membership or dual course options etc. would make the comparison less meaningful.

For the same purpose, simply selecting clubs in your geographic area may not produce the most meaningful result. Comparing yourself with clubs of your general revenue size and, to the extent available, other factors including number of golf holes, amenity offerings, F&B revenues, etc. will help produce more telling results.  Studies have proven that geography means far less than one might intuitively suspect…

In addition to financial data, benchmarking operating data such as golf rounds played; the financing of capital expenditures, member numbers, membership costs, joining fees, governance practices etc. can be very valuable.

Key personnel within the club, including PGA Professionals have the ability and knowledge to treat this level of information with the respect it deserves and use it to drive positive change, improve service levels and profits, both in their business or for their employing club.

While the business model of golf is often consistent from venue to venue, each individual business is unique and is therefore required to make decisions based on their individual needs.

Benchmarking should not be considered a one-off exercise… To be effective, it must become an integral part of an ongoing improvement process, the goal being to be informed of ever-improving best practices and implement the necessary interventions to close the performance gap.

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Mark Taylor is a Development Officer for England Golf, a Fellow PGA of Great Britain & Ireland Professional, as well as a PGA Tutor and an R&A Golf Development Professional.

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Benchmarking Performance: A Facility’s Secret Weapon
VIDEO – How to Balance Projects With Jason Glass http://www.pgae.com/ask/video-how-to-balance-projects-with-jason-glass/ Tue, 09 May 2017 14:22:17 +0000 Golf in the Life of http://www.pgae.com/?p=16618 Learn from Jason Glass about how to balance projects and do them all at a very high level. Great info for the entrepreneurial coach...]]>

Learn from Jason Glass about how to balance projects and do them all at a very high level. Great info for the entrepreneurial coach.

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VIDEO – How to Balance Projects With Jason Glass
An Essential Guide to Learning About Learning: A Curated Reading List For Curious Coaches http://www.pgae.com/ask/an-essential-guide-to-learning-about-learning-a-curated-reading-list-for-curious-coaches/ Mon, 08 May 2017 12:02:41 +0000 Corey Lundberg & Matt Wilson of Curious Coaches http://www.pgae.com/?p=12714 It has never been easier to embark on a journey of self-education in our field. We have countless books, seminars, certifications, social media groups]]>

We are very fortunate to have a number of readers who share our passion for learning and growth.  Many of them have reached out lately– curious about where they can learn more about motor learning.

It has never been easier to embark on a journey of self-education in our field.  We have countless books, seminars, certifications, social media groups, and blogs dedicated to sharing and disseminating new ideas in golf instruction.  And for those focused on learning more about ‘what to coach’, these sources are immensely valuable in furthering our knowledge.  But for those looking for information on ‘how to coach’, and more specifically, ‘how people learn’, sources seem to be much more scarce.  Ultimately, if we are in the business of human development, it stands to reason that understanding how humans come to attain mastery would be of utmost importance to becoming more effective.

There ARE great sources for learning about learning, they are just a heck of a lot harder to find.  Outside of a few textbooks available on Amazon, many of our favorite texts have been circulated amongst peers who are engaged in similar knowledge pursuits.  So it inspired us to compile a few seminal pieces on the topic of motor learning and performance to help you continue your path to better understanding of how mastery develops and skills are refined.  And because we were hoping to discover a few new gems for ourselves, we reached out to a few leaders in the field for help.  We assembled a list of the experts in learning who have focused some of their work on golf, and posed a simple question:

“What is the most important piece of motor learning research that all coaches should read?”

Thankfully, these generous leaders obliged and provided what has become our curated list on Learning about Learning.  Click on the book icons for each of the articles provided by our esteemed list of experts.  We hope you’ll take the time to dig in.  Enjoy.


ATTENTIONAL FOCUS AND MOTOR LEARNING: A REVIEW OF 15 YEARS

PGAs of Europe - Curious Coaches - attentional-focus-imageRECOMMENDED BY DR. GABRIELE WULF

Our first recommendation comes from Dr. Gabrielle Wulf, a Professor in the Department of Kinesiology and Nutrition Sciences at UNLV.  Not only is Dr. Wulf the go-to expert on attentional focus and it’s affect on learning and performance, she is also the author of one of our favorite books (which happened to be a suggestion by one the experts we surveyed  for our list).

Wulf suggested this piece, telling us, “This review of about 80 studies shows the importance of adopting an external focus of attention for optimal performance and learning of motor skills. Helping athletes adopt and maintain an external focus by giving the right instructions or feedback is critical for enhancing performance of complex skills– such as golf skills– particularly in challenging situations.”


PAR (PLAN-ACT-REVIEW) GOLF: MOTOR LEARNING RESEARCH AND IMPROVING GOLF SKILLS

PGAs of Europe - Curious Coaches - PAR-TIM-LEE-IMAGERECOMMENDED BY DR TIM LEE

Motor Control and Learning is the book that introduced us to many new coaching concepts and ignited an interest in motor learning that continues to burn.  In addition to Motor Learning and Control, Dr. Lee has authored Motor Control in Everyday Actions and over 80 papers on the topics of motor control and motor skill acquisition in peer-reviewed journals.

While many motor learning texts are devoted to a broader pursuit of skill development, Dr. Lee sent us over a paper specifically dealing with the learning of golf skills.  He mentioned that this would be a great starting point for many practitioners and we couldn’t agree more.  The paper hits on several big learning topics: phases of learning, effective practice conditions, focus of attention, and delivery of feedback.  Along with a thorough exploration of these major themes, it also includes specific implications for golf skill acquisition.


CHALLENGE POINT: A FRAMEWORK FOR CONCEPTUALIZING THE EFFECTS OF VARIOUS PRACTICE CONDITIONS IN MOTOR LEARNING

PGAs of Europe - Curious Coaches - challeng-pointRECOMMENDED BY DR. CHRIS BERTRAM

Not only is Chris a former PacWest Golf Coach of the Year several times over, for the past 11 years he has served as Director of the Human Performance Centre and as an Associate Professor of Kinesiology at UFV.  Dr. Bertram recommended another paper dealing explicitly with golf.  This is a paper that we have referenced in previous posts and it’s had a huge influence on our approach to coaching.

Chris suggested the Challenge Point paper because it “nicely summarize many of the important concepts relating to practice and feedback and provides a framework- based on optimally challenging a learner – for a coach or practitioner to apply in the real world.”

As a nice bonus, Chris also included a couple of papers that he credits with shaping his thinking about skill acquisition in golf:

1) Goode and Magill (1986) Contextual Interference Effects in Learning Three Badminton Serves, Research Quarterly for Exercise and Sport, Volume 57, 4

“An early and important study on the effects of blocked and random practice.  Were among the first to demonstrate that increasing contextual interference (i.e.., randomness) in the practice setting is a more efficient way to see gains in learning than blocked practice.”

2) Winstein, C. J. & Schmidt, R. A. (1990). Reduced frequency of knowledge of results enhances motor skill learning. Journal of Experimental Psychology:Learning, Memory, and Cognition, 16

“Another important early study in motor learning, this time looking at the how the frequency of feedback, and its impact on learning.  In other words, in golf terms, how often should a coach be providing “information” to the student… what we see happening in practice is not always a trustworthy indicator of how much learning is going on.”


MOTOR SKILL ACQUISITION: AN ESSENTIAL GOAL OF PHYSICAL EDUCATION

PGAs of Europe - Curious Coaches - skillacq1RECOMMENDED BY TRILLIUM SELLERS ROSE

In addition to reaching out to the academics specializing in learning research, we really wanted to include the recommendations of some coaches who promote the study of skill acquisition within our industry.  Trill certainly qualifies– she paused a very successful teaching gig to obtain a Master’s Degree in Motor Learning and Control from Columbia University.  Now, as the Director of Instruction at Woodmont Country Club, she is applying the lessons learned and can offer the perspective of a coach well versed in how golfers acquire and adapt skills.

Few are better equipped to bridge the gap between academic and real-world practitioner, so her recommendation carries a lot of weight with us.  She points us towards “Motor Skill Acquisition: An Essential Goal of Physical Education”.  The paper is especially relevant to those coaches developing young athletes and explores the importance of time on task, engagement, and corrective feedback.


NON-LINEAR PEDAGOGY UNDERPINS INTRINSIC MOTIVATION IN SPORTS COACHING

PGAs of Europe - Curious Coaches - non-lin-ped1RECOMMENDED BY MATTHEW WILSON

We couldn’t finish our list without including a couple of our own recommendations.  During a bit of a research project that we conducted last year, we requested some recommended reading from Graeme McDowell, who has been a great resource for us.  Like Trill, we see Greame as a bit of a hybrid between a well-versed academic and an experienced coach with real-life interactions with the topics in question.  Graeme delivered us about 30 papers, focused mostly on the theme of Non Linear Pedagogy.  We went about reading the list and, through a shared Google Document, recorded our notes and takeaways/actionables from each paper.  Many of the papers by Ian Renshaw were among our favorites, and this one in particular tops Matt’s list.

The article tackles a key challenge for sports coaching– providing performers with learning environments that results in sustainable motivation.  It provides an excellent explanation of both non-linear pedagogy and self-determination theory, two topics that have made a big impact on our coaching styles.


INSIGHTS FROM ECOLOGICAL PSYCHOLOGY AND DYNAMICAL SYSTEMS THEORY CAN UNDERPIN A PHILOSOPHY OF COACHING

PGAs of Europe - Curious Coaches - dynamicalRECOMMENDED BY COREY LUNDBERG

Our last suggestion was also uncovered from the abundant source of Non-Linear Pedagogy papers provided by Graeme McDowell.  It’s another one from Ian Renshaw and Corey includes it because of how comprehensive it is in organizing so many important learning concepts within one paper.

It provides a clear description of nonlinear pedagogy while giving insights on perception-action coupling, self-organization, variable practice, and implicit learning .


BONUS TOP 10 BOOKS ON LEARNING

RECOMMENDED BY MICHAEL HEBRON

In addition to the papers above, we were excited to get some recommendations from Michael Hebron.  Michael is a member of the PGA Hall of Fame and world renowned coach that has dedicated much of his career to educating coaches.  His books, The Art and Zen of Learning Golf and Play Golf To Learn Golf, have made a huge impact on how we approach golf instruction.  As he has devoted so much effort to better understanding how golfers learn, we knew that our list would be incomplete without his contributions.  Below is a list of 10 books that Michael has recommended.  Once you have read the previously mentioned papers, we think this represents a great way to continue your path to better coaching.

PGAs of Europe - Curious Coaches Michael Hebron Reading List_01

PGAs of Europe - Curious Coaches Michael Hebron Reading List_02

PGAs of Europe - Curious Coaches Michael Hebron Reading List_03 PGAs of Europe - Curious Coaches Michael Hebron Reading List_04 PGAs of Europe - Curious Coaches Michael Hebron Reading List_05 PGAs of Europe - Curious Coaches Michael Hebron Reading List_06 PGAs of Europe - Curious Coaches Michael Hebron Reading List_07 PGAs of Europe - Curious Coaches Michael Hebron Reading List_08 PGAs of Europe - Curious Coaches Michael Hebron Reading List_09 PGAs of Europe - Curious Coaches Michael Hebron Reading List_10

Happy reading!

–Corey Lundberg & Matt Wilson

 

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An Essential Guide to Learning About Learning: A Curated Reading List For Curious Coaches
[PODCAST] Actionable Social Media Trends and Stats to Help Guide Your Marketing in 2017 http://www.pgae.com/ask/podcast-actionable-social-media-trends-and-stats-to-help-guide-your-marketing-in-2017/ Sun, 07 May 2017 11:46:34 +0000 Buffer http://www.pgae.com/?p=18619 The team at Buffer explore the latest Social Media trends and stats to get your marketing going this year...]]>

We are excited to share our third, very special bonus podcast episode with you on important social media trends and stats going into 2017!

Our bonus episodes offer a fun change of pace from our traditional “interview-style” episodes on The Science of Social Media. Get to know the hosts Hailley, Kevan, & Brian a bit better as they share thoughts on the future of social media – complete with actionable takeaways and useful insights.

This week we’re chatting all about our brand new State of Social Media 2016 Report! 3 major trends emerge from the study, including the peak of video marketing, Facebook remaining atop the pack, and the importance of customer service on social media.

A huge thank you to all of you for joining us every week for brand new episodes. We appreciate you taking the time to listen and for your amazing support over the last few weeks. We’d love to hear from you on iTunes or using the hashtag #bufferpodcast on Twitter.

“That’s what I see social media in 2017 being – Understanding why you’re there and then creating something awesome for the people that you’re hoping to reach on that channel.”

3 Themes That Stood Out to Us From the Survey

Theme #1

The first takeaway is that video is on the rise and about to hit the peak. If you ever wanted to get into video marketing, now is the time to do so! We found that there are some inherent challenges that people are experiencing that are keeping them from fully joining.

Theme #2

No one has really left Facebook like everyone was saying might happen once organic reach dipped. From our study, about 9 out of every 10 marketers use Facebook and 9 out of 10 use Facebook Ads. I think some of the response to the dip in organic reach is people moving to Facebook Ads. So, marketers finding a way to make the most of that giant network.

Theme #3

Only 1 in 5 survey respondents – so 1 in 5 brands, 1 in 5 marketers – use social media for customer support. And that was shockingly low for me. At Buffer customer support has been very key to us and it has been key for a lot of the brands that we admire. That feels like a really neat opportunity for brands to stand out.

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[PODCAST] Actionable Social Media Trends and Stats to Help Guide Your Marketing in 2017
What Does a PGA Professional Bring to Your Club? http://www.pgae.com/ask/what-does-a-pga-professional-bring-to-your-club/ Mon, 01 May 2017 20:55:44 +0000 IrishGolfer.ie http://www.pgae.com/?p=18649 IrishGolfer.ie & the PGA of GB&I's Paul Wisniewski explore the benefits a PGA Professional can bring to a facility and why they add huge value to a business...]]>

IrishGolfer.ie and the PGA of GB&I’s Paul Wisniewski explore what benefits a PGA Professional can bring to a facility and why they add huge value to the whole business…

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A question often asked is, What value does a PGA professional have at a golf club? The answer can be quite a lot.

Does your club have a PGA Professional?  Are you looking to recruit one?  Perhaps you had one in previous years but not anymore?  Times have changed and so has the role of the PGA Professional at club level.  In the heady days of property booms and third houses a PGA Professional at your club was seen as a sign that things were good, that business was strong and having the pro there was just something that clubs did.

Fast forward a few years and clubs saw their incomes drop and many responded by letting their PGA Professional go (or perhaps not taking on a PGA Professional) as they perhaps didn’t see the value that they brought.  Nowadays though, the modern PGA Professional is an invaluable asset to a golf club and it’s great to see how diverse and integral the role has become once again, the role of the PGA Professional is back where it belongs.

Given the right circumstances and direction a PGA Professional can add significant revenues to any club.  The logo for PGA Professionals contains the phrase “The heart of golf” for a good reason.  It’s not because they’ve gone through rigorous training and feel they deserve it. It’s because they’ve gone through rigorous training, have learned about golf clubs from the inside out, have likely spent more time in golf clubs than even the most dedicated club members and they are the lifeblood of any club.  The PGA pro doesn’t only stand in the shop to answer your questions anymore, they are involved in so much more behind the scenes and here are some of the ways in which a PGA Professional can add value and revenue to your club;

1. Knowledge

A PGA Professional goes through an intensive three-year training programme covering all aspects of golf club management as well as the physical aspects of playing the game.They have a broad knowledge of everything required to run a golf club and can be a great source of knowledge on a wide range of topics from membership to marketing.

2. Revenue

This is a key area in any business but in a golf club there are so many ways to increase & control revenue. Why not engage with your current PGA Professional and ask their advice on this and see what they can come up with? Equally as important as revenue is cost control and again the training that PGA Professionals receive puts them in a unique position to advise and assist with this.

3. Customer service & interaction

The person at a golf club who has the most customer interaction is the PGA Professional (43%, with the next person being the GM at 13%). They are the face of the club.Whether it’s a members competition on a weekend or a friendly fourball playing on a Tuesday afternoon, the PGA Professional is likely to be the person who greets you, explains the club policies, encourages you to have dinner or buy a shirt from the shop and this interaction can lead to repeat business and of course the increased market perception for your club.

4. Advice

More and more PGA pro’s are being asked to join in on committee meetings to offer advice and guidance.This is wonderful to see but many more Irish clubs could benefit from the input of a PGA Professional in this area.It shouldn’t only be competition committees, the PGA pro can be a useful asset in any committee, they know your club as well if not better than you do, they know all your members, they get direct feedback from every single visitor and surely that should make them the first name on the committee sheet?Don’t forget too that your PGA Professional is also a great source of knowledge on the latest equipment, clothing and many can even advise on some nutrition and exercise regimes if you’re so inclined – this is an under-utilised but greatly effective members asset.

5. Lessons

Many people only see the PGA pro as just being someone you go to for lessons – obviously this is far from true but lessons are a big part of what a pro can bring to a golf club.If a member can get a lesson from a good PGA Professional at their home club then they will do so.Players from other clubs can come to your PGA pro for lessons too which increases the public profile of your club. Moreover the pro can give introductory lessons and programmes aimed at getting people into golf who have never played.This can result in membership increases and further revenues for the club.Did you know that if someone takes lessons they play 20% more golf, spend 65% more on F&B and spend 70% more on retail?

6. Marketing

This is an interesting one as along with the pro and the manager, marketing was one of the first things to be cut when revenues dropped in Irish clubs.Through their personal contact with golfers your PGA pro is marketing your club, through giving lessons to non-members your PGA pro is marketing your club, through their interaction with other PGA pros and through them being very good at their jobs your PGA pro is marketing your club.It doesn’t always have to come down to spending money, but if it does then your PGA pro is well positioned to advise you on where is best to spend it.They eat, sleep, live and breathe golf, if it’s happening in golf they will most likely know about it so why would you not ask their opinion?

7. Member recruitment & retention

A recent survey found that 100% of people who took coaching lessons from their PGA Professional stayed as a club member the following year. That’s a staggering statistic when you consider the membership turnover in many golf clubs.When it comes to member recruitment the PGA Professional is probably the first person that any prospective member will meet.They will come in to ask questions, get forms or to play a round and see what the course is like.The pro can have a huge impact on recruitment and an educated, friendly face who knows about the club is the ideal person to have dealing with new members.

These are just some of the benefits of having a PGA Professional at your club, there are so many more and to talk to someone at the PGA about it or if your club is looking to recruit a PGA Professional you should contact Paul Wisniewski at the PGA Irish Region on Email: paul.wisniewski@pga.org.uk or Telephone: 085 8821756.

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What Does a PGA Professional Bring to Your Club?
5 Quick-Fire Ways to Master Your Marketing http://www.pgae.com/ask/5-quick-fire-ways-to-master-your-marketing/ Mon, 01 May 2017 15:41:54 +0000 PGAs of Europe http://www.pgae.com/?p=10478 The world of marketing, advertising and commercial messaging is something we come in to contact with all the time...]]>

The world of marketing, advertising and commercial messaging is something we come in to contact with all the time.  Everywhere we turn we are faced with stimuli that are designed to promote certain behaviour in us, which in most cases is to go and buy, or interact with, a service or product.

For PGA Professionals involved in any area of the game, knowledge of marketing and some of the key concepts that come with it can be very useful to themselves as individuals but also as marketers, sales people, and value-adders for a business.

Here IGPN looks at just some of the main things in marketing that could help you be better prepared to market yourself and the business you are a key part of, whilst also giving you more knowledge of the marketing that takes place around you.

Article Header Images_Marketing - Strategy

1. STRATEGY

You can’t move in any direction without a plan of where you want to go and how you’re going to get there.  Too many people are too concerned with just ‘doing some marketing’ and don’t look at things with enough depth and focus.  Marketing is an incredibly broad term and you need to ensure what you are doing is relevant, achievable, and has an end goal.

The first step is to think about what you want to achieve out of any marketing activity.  Why are you doing it, and what would be the ideal things to achieve?  Make them as realistic, relevant and specific as you can.

There are so many platforms, media, methods and ‘hot topics’ within marketing that you need to ensure that what you are planning to do is worthwhile and has the potential to make a difference.  Don’t take on something just because a lot of other people are doing it – if it’s not right then you could be wasting valuable resources that might work a lot better elsewhere.

Research is key here – what platforms/media fit your goals, your target audience, their usage/behaviour best?  What pushes them to take action and change their behaviour to what you want?  There are plenty of ways to do this through market research and statistics, but the easiest way is to just ask for yourself – if your market is accessible then get out there and ask the questions needed to work out what makes them tick.

A good way to think of engaging in marketing activity is to compare it to giving a lesson – a good coach will assess a player’s strengths and weaknesses, look at their goals and targets, and then work out a route to get them to that position, taking into account all of the internal and external factors that could come into play.

Article Header Images_Marketing_Websites

2. WEBSITES

Your website is truly your online hub – they can be so versatile and useful in a digital and connected world that optimising them should be a number 1 priority.

What do you want your website to do and say?  Working these things out enables you to direct your attention to the things that are most important for the end-user.  If you are a coach and you have a website to promote your services, then are what clubs someone uses the most important thing, or should things like your skills, experience, knowledge, and then booking/contact information be up the front?

If you use other platforms, for example, Social Media sites, or perhaps there are certain sponsors or facilities you are linked to, then you should be signposting these appropriately.

Once you know what your audience is after you can begin to tailor the site and its content to them.  Stats software such as Google Analytics can provide incredibly useful and actionable information that can help you look at who is viewing the site and where from.

Enterprising Professional coaches are even getting custom-designed websites built that allow their clients to login to an area that is just for them where they can see their lesson videos and key tips that are specific to them – the ultimate in specificity.

A website can also act as a great platform to host your content – you could write your blog in one section and then keep your photos in another gallery section, all whilst allowing you to share that information and have a living, breathing calling card for yourself or company.  Static websites no longer cut the mustard – the more you can keep the site fresh and new the more reasons people have to keep on returning.

Article Header Images_Marketing_01

3. SOCIAL MEDIA

Any platform on which a community or network of some kind is hosted can be considered Social Media.  There are a lot of platforms out there so it is important you know which ones [if any] are going to be useful for you and your audience.  There’s no point having an account on everything if no-one interacts with you there, plus it can be hard enough sometimes to stay on top of a few platforms, let alone lots of different ones!

Again you can use research to work out where your audience are and what platforms they use, and then you can begin to create and share content on there.  Share what you post on a blog or website and then look for like-minded brands/people/etc. and share what they come up with.  You can even look to share what your community/followers say and share – engaging in two-way conversation provides real value to someone using a platform.  It gives a brand or business an identity and personality that a person can build an affinity with.

As a brand your place on these platforms is often going to be met with caution.  Generally speaking, people are wary of mixing their communities with brands and marketing messages, however, it is something that is done.  Twitter for example is known for its users following their friends and their favourite brands, but the difference here is that brands have to work hard to gain the trust and interest of a user.  They are often speaking to consumers on the same level, using the same reference points and interests to communicate with them rather than blasting out automated marketing messages.

Article Header Images_Marketing_Content

4. CONTENT

This is pretty much anything that you output that is consumable by an end user.  Nowadays this is mainly content that is produced online and shared in some way be it a blog post, and article, news item, video interview, or gallery of images (but it can also be more ‘traditional’ things like leaflets, newspaper articles, guides, etc.).

The creation and curation of content can be a very simple and very easy way of marketing something.  Creating your own content involves composing your own information, perhaps researching a subject, providing an opinion piece on something, or generating something brand new.  Curating is gathering content that already exists and then sharing it amongst others that could also find it interesting.

For example, you might want to generate some content for your website that details your opinion on a well-known player’s swing technique.  You could create a short blog post that explains your thoughts, which is then shared across your Social Media platforms.

But you might also want to show what research/articles you have read to inform your decision so you could bring together a series of links that would be useful for those wishing to find out more from elsewhere [like we have done with this article].  It shows your own content is well informed, it shows you want to help the reader even more, and it also alerts others to the fact that you are sharing their information (and they may even do the same thing for you!).

The key thing is to ensure you create and curate content that is relevant to those that are consuming it.

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5. EMAIL

Marketing emails are something that is so commonplace in our digital lives that they are often overlooked as being achievable on a small scale, but that’s not really true especially considering how many different platforms there are [some of which are free!], and how easy they are to use with a variety of templates that can be matched to your tastes.

Successful email marketing comes from having a decent email database (remember it’s quality not quantity) and knowing what sort of information they want to receive.

The database is the easy bit – most Pros will have, or at least have access to, a database of their clients with email addresses and then some information about them.  Facilities with advanced systems may even have a database that includes much more about individuals, such as date of birth, brand preferences, sales records and more.  All of this information can be used to ‘tag’ and categorise contacts so you can create not just one overall database, but multiple sub-databases within it.  You can then leverage this information to your advantage.

For example, you might have a sale on in your facility’s shop – you could send one email showcasing male-orientated products to the males in the database, and female-orientated products to the females.  Or you could even go by brand preference and send everyone who likes ‘Brand X’ one email with the latest Brand X offers and those who prefer ‘Brand Y’ with the latest Brand Y offers.

This is something that seems time-consuming but really doesn’t have to be – again with the ease with which you can create emails in these modern systems you can create one email, copy it, and then just update the wording and imagery for another target audience.

Once you have the database down then the next step is to ensure what you put out there is useful for them – if they don’t like a certain brand (or at least haven’t said they have an affinity to it) then it’s probably not worth sending them offers when something else might work a lot better.

Or perhaps you want to send them a newsletter with a digest of information – tap into their interests and what they like to read about – and if you don’t know, then send the database an email asking for their preferences so what they receive is relevant to them!

Again the thing to get right here is relevancy – if something is not relevant, interesting or of use to the end user they will not give it any time.  Your email will either be deleted or added to the junk mail folder, and that’s assuming they don’t just go and unsubscribe in general.

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5 Quick-Fire Ways to Master Your Marketing