Changing Golf’s Marketing Strategy

It is time for the golf industry to change their marketing strategy! Their approach of constantly bombarding my social networks, emails, and news feeds is numbing my senses to any possible chance of buying new equipment. It often becomes so overwhelming that I just ignore the white noise and quickly move on to other news articles. Of course, the manufacturers approach is not going to change anytime soon, but I do have a suggestion for the teaching side of the golf industry; by changing a few words in their sales pitch would likely garner more attention to their product.

How about instead of focusing on how one club or swing change would lower you score by 5 or 10 strokes, they focus on a percentage improvement. As soon as a player who has a handicap of less than 15, these claims are ignored. The reason is because the percentage of improvement equates to 33 to 66%. I have played golf for a long time and there is no way any player with a handicap of 15 or less is going to make such a dramatic score change with one swing adjustment or club change. It is just not possible.

Does golf stuff really lower your score?

I am not naive enough to realize that most of those advertisements are not focus at me, but sometimes their premise for change could be helpful for even the low handicapper. But, because I immediately discount their claim, I guess I will know.

I figure that is a technique or equipment change is valuable; it should be able to provide help to all players. Sometimes the swing change is not as drastic in the better player, but the concept of the change should be universal. Does not that make a bit of sense? If it is only for the high handicapper, then that technique needs to be discarded when they reach a lower handicap. The premise for the advertisement just does not make sense to me.

Therefore, I recommend that the golf industry seriously look at how they sell new techniques or equipment. I understand that in this day of quick fixes, many players might be interested in their crazy claims, but they do not make for a repeat customer. When the great score improvements do not happen, then they have a dissatisfied customer and you know the old saying: If I am happy I will tell 100 people, if I am unhappy I will tell a 1000! And social media makes it easier than ever to reach those thousands.

Any thoughts?

I am a grateful golfer! See you on the links!

2 thoughts on “Changing Golf’s Marketing Strategy

  1. Jim, you being the savvy consumer, are not the target of these marketing campaigns. I have found that you can’t do a dime’s worth of damage against the big players but small companies are more responsive to feedback, especially from those with a respected voice in the industry (such as yourself). Keep writing about products/services and critique accordingly. The word will get out.

    A couple years ago, I wrote a less-than-flattering course review about a new track off the beaten path. In one day, I had a real estate agent who was selling properties in the course’s retirement community banging down my virtual door, so it does work!




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