Transcript Slide 1

Nancy Berkley
President, Berkley Consulting
Summary of Roundtable Discussions
Marketing to Women: “A Golden Opportunity”
Q1: Segments that offer the most opportunity and why?
• Many different segment approaches used
• Most frequent segment: WORK STATUS
– And professional/working women selected
for different reasons:
• More $ to spend
• More motivation
• Working mothers encourage family
and juniors
Summary of Roundtable Discussions
Marketing to Women: “A Golden Opportunity”
Q1: Segments that offer the most opportunity and why?
(continued)
• Another attractive segment: AGE
– 40-50 year olds: $ and business reasons
– 50+ Retired: $ and time (zoomers)
– 30-40 year olds: non-working mothers (with kids)
– Girls!!!
• Other segments approaches:
– Friends, New golfers, College women, DINKS
Summary of Roundtable Discussions
Marketing to Women: “A Golden Opportunity”
Q2: Industry-wide strategies on tactics for reaching
segments
• Most frequent responses – More friendly instructor
– More female instructors and more education for
male golf instructors about women golfers
– More sharing of best practices (helpful websites)
• Also mentioned: A more welcome environment
– More social, less about rules
– Make it “fun”
– “On the way” amenities
– “Golf 101” – not always at the course
Summary of Roundtable Discussions
Marketing to Women: “A Golden Opportunity”
Q2: Industry-wide strategies on tactics for reaching
segments (continued)
• More women-friendly courses
– Modify course set up
– 3- to 6-hole loops
– Bunny-golf slopes on converted practice areas
• Promote golf as a fitness and wellness activity
• Recognize changing styles of attire
• “Link Up To Moms” Program
Summary of Roundtable Discussions
Marketing to Women: “A Golden Opportunity”
Q3: Ways in which the industry and GOLF 20/20
might coordinate efforts for greater success in
attracting and retaining women golfers
1. Deliver a better message and do it better
• Cause-related media campaign
(e.g., Women in Golf Day)
• Macro media campaign – market the
“experience” and in non-golf media
(e.g., Women Golf Month)
• More PSA’s promoting women’s golf
Summary of Roundtable Discussions
Marketing to Women: “A Golden Opportunity”
2. Undertake research projects
• Build on EWGA and LU2G promote and support
• Develop implementation and
retention strategy and measure results
• Gather hard facts on revenues and
economics
Summary of Roundtable Discussions
Marketing to Women: “A Golden Opportunity”
3. Use existing GOLF 20/20 platform for
sharing best practices
4. Develop a turn-key manual that facilities
could use for growing women’s golf and
improving customer service
5. Study how to deliver daycare at courses
Summary of Roundtable Discussions
Marketing to Women: “A Golden Opportunity”
6. Establish a recognition and awards
system for facilities and programs that
“get it”
7. Establish relationships with other
organizations such as AARP, AAA, and
trade groups to promote women’s golf
to their members
Summary of Roundtable Discussions
Marketing to Women: “A Golden Opportunity”
8. Encourage more retailers to get into the
discussion
9. Establish a women’s golf marketing
executive position for helpful oversight
10.Invite more women to GOLF 20/20 to
share their knowledge and experience
Ty Votaw: “Acceptance, Inspiration, and Empowerment”