Dundonald Interview - part two

Mark Alexander discusses the marketing potential and business applications of golf course photography.

Dundonald Links is recognised as a must-play links course. Professional golf photographer Mark Alexander reveals his approach to capturing the natural beauty of this stunning Kyle Philips design.

Once you’ve captured a series of photographs and processed them, how do you convert your artwork into a marketing tool?

Once I’ve delivered the high-resolution and thumbnail images to my client, it’s up to them to utilise the images the way they see fit. This is something I can advise them on, but this could mean looking at a new website, using the images for media inquiries, creating social media content or producing art to decorate the clubhouse.

It’s important to note that golf magazines always find it very difficult to find good photography. So, if you have decent photography, you’re one step ahead of the pack. Editors want something that sparkles and prompts a response from the viewer, and if you are able to give them that, they’re far more likely to use it, especially on a big spread. With this kind of photography, you’ll often find that suddenly your course has been put on a more prominent page. 

Likewise, tour operators and people who promote golf courses and destinations also struggle to find imagery that stands out from the crowd. So if you have a selection of professional images, they will be more inclined to proactively promote your club.

In addition, the images provide the potential to open communication channels to spread your messages. I often help my clients work through these opportunities, but from my side of the fence as a photographer, when I am creating the images, one of the key things is to capture a good variety of shots. To ensure that each photograph has a different atmosphere, I shoot with different lenses, at different angles and at different times of the day. For example, you can have highly architectural images which look at the movement of the land and the way the fairway changes, and you can also have images that look at the broader environment in which the course is set. So, by capturing a variety of shots, I ensure my clients have a selection of images that can be used to tell different stories.

When you are asked to provide a consultancy service, what is your first approach?

First, I like to sit down with the client and discuss their objectives; what they want to achieve, and by understanding their rational, we can work forward towards a clear goal. I like to explore different options like creating adverts, e-brochures, new websites or pamphlets. Whether the goal is to attract new visitors, get more coverage in magazines or go up in the top 100 lists, when I start to understand my client’s objectives, I can tailor the marketing strategy to suit their needs.

Stay tuned for an insider’s look at a day in the life of professional golf photographer.

New e-brochure

Just updated my e-brochure. It contains examples of my course photography, editorial and commercial shoots. All together, a rip-roaring read! Let me know what you think.

http://issuu.com/markphotography/docs/mapbrochure_pub_3

Party on!

Here is an excerpt from a Golf Management Europe article I wrote about making the most of a celebration. Enjoy.

CELEBRATE GOOD TIMES

Special anniversaries offer golf clubs a chance to let their hair down. Mark Alexander finds out how to celebrate in style

Every so often there comes a time when you just have to party. At golf clubs, these special occasions suspend normality and generate fervoured activity driven by specially formed committees. Anniversaries or special centenary dates need to be marked accordingly, and these committees are the ones to make it happen.

The team at Montrose Golf Links certainly did that last year when they invited just about everybody to the east coast of Scotland to celebrate 450 years of golf at the historic Montrose Medal Golf Course. “There simply wasn’t a downside,” says Alan Crow, chairman of Montrose Golf Links Limited. “A lot of people went away with smiles on their faces.”

Montrose is home to the fifth oldest course in the world where play was first recorded in 1562. Last year, the 450th Committee masterminded a series of events to mark this historic date including a re-enactment of the first locally recorded golf shot and a weekend of matches in which 450 golfers were invited to play - in the end, 522 took part.

Montrose’s blockbusting programme also included a junior open, a special exhibition in a local museum and the extension of the 11th hole to 450 yards. It was a year-long pageant of fun, but with all that going on, you might expect the coffers to reeling. Not so, says Crow who praises the input of local sponsors. “We got sponsorship from Glaxosmithkline, the local Rotary Club, the Round Table and individual businesses that wanted to make a contribution to our celebrations. Because of our generous sponsors [GSK contributed £4,000], the net costs to Montrose Golf Links Limited was £700 for the whole year.”


The complete article can be found at http://www.golfmanagementnews.com/gme/current-issue.html

Good photography gets greater coverage

FIRST IMPRESSIONS - part one

It is said that an image can tell a thousand words, but is this true in golf? Professional golf course photographer Mark Alexander makes his case for photography

Like curry, politics and religion, photography prompts an immediate response. Indeed, unlike other media, there is no pause, delay or interruption when you look at a photograph - you either love it, or you hate it. For some, however, the issue of photography goes far beyond merely preferences.

“I can’t believe they don’t get it,” exclaims an incensed magazine editor. “Good photography can make such a difference to their coverage.” Sitting quietly, I let the respected journalist let fly, venting his fury on golf clubs that clearly don’t agree with his assertion. With 22 years under his belt, the daily search for images for his market-leading magazine has clearly left its mark.

I have heard this so many times from editors. Faced with a dearth of good photography, they inevitably fall back on clubs that do provide good-quality images that capture the spirit of the game and instil a desire to play. That, after all, is what golf-friendly magazines, websites and newspapers are all about. The result is clubs with good photography get greater coverage.

Part two to follow...

To read the whole story visit www.golfmanagementnews.com