HOTSHOTS GOLF BAR

Although the The Virtual Golf Lounge (VGL) had a beautiful, purpose-built space with three bays equipped with professional-grade Trackman software, it was struggling to attract new customers.

VGL’s initial marketing relied on:

• Personal networks
• Local foot traffic from the adjacent pub, The Black Horse
• Word-of-mouth referrals

While these efforts brought in a small client base, the business was nowhere near its full capacity or profitability goals. The owners decided to deploy “The Big Guns” for a marketing strategy to attract more eyes and convert more views into paying customers.

After visiting VGL, our team immediately recognised its unique potential. The existing brand focused heavily on technical golf practice for serious players. However, we saw something different: a highly social, fun, and inclusive experience. The ability to enjoy food and drinks in private bays, along with a lively atmosphere, made it feel less like a practice facility and more like a top-tier entertainment venue.

Our research into successful sports entertainment brands like TopGolf, Puttshack, and Flight Club Darts confirmed our suspicions. These businesses thrived by marketing themselves as accessible, social experiences, not just sports venues for experts.

We decided to execute a bold new strategy: rebrand the business to appeal to a wider audience without losing its appeal to dedicated golfers.

Rebranding & New Identity

We worked with the client to develop a new name that was both snappy and universal. The new brand name, HotShots, was designed to be fun and engaging, distancing it from the overly serious “Virtual Golf Lounge” name.

We decided to run both brands simultaneously:

• The Virtual Golf Lounge (VGL) would continue to target serious golfers and maintain its established search engine rankings for keywords like “Indoor Golf” and “Trackman Golf.”
• HotShots would be the new entertainment-focused brand, attracting a broader audience looking for a fun night out.

We introduced straplines like “The Virtual Golf Lounge by Day, HotShots by Night” to connect the two brands and minimise confusion.

Creating a New Digital Presence

We completely redesigned the website and social media presence for the HotShots brand, shifting the focus from technical golf to a lively, social experience.

Our creative assets now featured:

• Images and videos of diverse groups of friends and families, not just men in golf gear.
• A “fun-first” message, emphasising that anyone could play, regardless of skill level.
• Showcasing the delicious food and drink options available from The Black Horse.

In just four weeks, we designed, developed, and optimised a new, scroll-provoking website for HotShots.

Key Milestones & Technical Wins

• Website Optimisation: We implemented element compression, caching, and server configurations to ensure fast page load speeds and smooth performance.
• SEO Setup: We created and submitted an XML sitemap to Google Search Console and optimised the new Google Business Profile.
• Social Media Launch: We set up and optimised new pages for Facebook, Instagram, LinkedIn, and TikTok to begin building a new community.
• Google Ads: We launched new advertising campaigns targeted at the entertainment audience.

Our multi-pronged approach quickly delivered impressive results.

• In just the second month, our organic social media content alone generated 60,000 views and 6,500 clicks.
• Within a few months, Giulio earned more in booking revenue than he had invested in our services and advertising.

The rebrand successfully broadened the business’s appeal, proving that the most profitable customers weren’t just dedicated golfers but also people seeking a fun, new social activity.

What we learned

Every project is a chance to learn and adapt. For HotShots, we quickly identified an untapped revenue stream: corporate bookings. These types of bookings could be highly profitable, especially for team-building events that fill all three bays.

We refined a new strategy for corporate outreach using LinkedIn Ads, targeting a VIP list of over 300 individuals most likely to book, based on:

• Job Titles: Event Planners, HR Managers, and Wellness Directors.
• Geography: Professionals within a 10-mile radius (a 20-minute drive).
• Company Size: Businesses with two or more employees.

Our future campaigns will include personalised landing pages for these corporate clients with special offers, social proof, and data capture forms to convert leads into valuable corporate accounts.

The project proved that a strong, accessible brand and a strategic marketing plan can unlock a business’s true potential, transforming it from a niche service into a booming entertainment destination.