Kids Hit Free

“The concept is very straightforward, if an adult buys a basket of balls they can have a second basket free for the kids to hit.”

This month’s observation comes from California. Tom Barber, one of America’s most experienced operators has been doing this promotion for many years. Tom first got the idea from Denny’s “Kids Eat Free” promotion and adapted it to his premier driving range in Simi Valley, California.

The concept is very straightforward, if an adult buys a basket of balls they can have a second basket free for the kids to hit. This is a very clever promotion, the word “free” in an advertising promotion generates immediate mistrust, what’s the catch? mentality among the target audience. By preceding ‘free’ with ‘Kids hit’ you immediately capture the target audience (sporting parents) with a clearly understood offer. Gaining free publicity with this offer is a clear possibility, it is a community related offer in sport and in recessionary times, getting out of the house and doing something without spending a fortune is a good message for any community newspaper to spread.

Tom Barber, the originator of this idea, chose to implement the system on his quietest night, Monday. He has successfully turned Monday into his busiest night.

Downsides
Some parents will want a free basket for junior without buying one themselves so be prepared to deal with this. Clear signage for staff to point to will help squash arguments. Once started, these promotions gather momentum so be prepared to stick with it for some time.

Martin Wyeth, Power Tee CEO, has visited driving ranges the world over and is pleased to share his observations of how some range owners have successfully improved ball sales using Power Tee.