Transcript Slide 1

Rob Smith
President, Focalpoint, Inc.
Connecting with
the Game of Golf
Context
• This plan builds upon the work that comes before
it – 20/20 interviews, last year’s round-tables,
McKinsey study, pilot programs.
• As smarter marketers we can reverse the decline
and grow again – perhaps 3-4%.
• But substantial growth will require a greater push
in new markets – particularly women.
• A logical, integrated approach to growing the
game involves: Player Development…Player
Accommodation…Marketing Integration.
Three Essentials
• Player Development – Play Golf
America – the critical elements of
instruction, clinics and leagues.
• Player Accommodation – Golf Facilities
– make golf inviting and relevant to new
consumers with changing needs.
• Marketing Integration – Golf 20/20 –
industry focus and orchestration, new
marketing strategies and tactics.
Strategic Assumptions
1. The traditional core golf market of
middle-aged white men is mature
and unlikely to produce much more
than incremental growth.
We need to turn our best customers
into missionaries and develop new
markets.
Strategic Assumptions
2. Time-crunched American society has
placed golf at a competitive
disadvantage against the explosion of
new flex-time, leisure and work
alternatives.
We must extend the brand of golf -provide alternative formats.
Strategic Assumptions
3. Making golf less exclusive and more
welcoming is essential to attracting and
retaining the fastest growth segments
of the market – women, kids and
minorities.
We must examine how we do things
and work together to make golf more
inviting to the uninitiated.
Strategy
Deepen each target golfer’s
connection to the game –
from introduction to loyalty.
Strategy
Time
Cost
Partner
Format
Instruction
Welcome
Step #2: Understand
Customer Barriers
Step #1: Identify High
Value Market Segments
Step # 3: Target
Tailored Messages
and Offers
Deepen each target golfer’s
connection to the game.
At Every Point Of Contact
1.
2.
3.
4.
5.
6.
7.
8.
9.
Word of Mouth
Golf Professionals
Facility Employees
The Web/e-mail
Golfer Databases
Events
Earned Media
Retailer Program
PSA’s
Integrated
Play Golf America PSAs
Approach
Website
Player Development
Marketing
Play Golf America
Golf 20/20
• Introduction
• Strategy
• Communication
• Integration
• Instruction
• Play
Player Accommodation
Golf Facilities
• Formats
• Yield Management
• Employee Training
Cultivation - Database - Customer-focused - Research - Oversight
• Link Up 2 Golf
• Early birds
• Back in the Swing
• Women’s time
• EWGA
• Playing the back 9
• First Tee
• Player get a player
• Golf in Schools
• Feeling included
Retail
In-store video – Web-links - Equipment
In Summary
• As smarter marketers we can reverse the
decline and grow again.
• We must focus on both retention of current
players and developing new markets –
particularly among women.
• We must encourage best customers to play
more and become missionaries.
• Three key elements: Player Development…
Player Accommodation…Marketing
Integration.