Market Focus: Golfers: In the Green, on the Green
What Putters Purchase
Of course, golfers purchase golf equipment and accessories such as apparel, shoes, training aids, high-tech yardage devices, gloves, golf balls, travel cases, duffel bags and sunglasses, to name just a few. In addition, according to Jennifer Cuttler, senior vice president of Direct Media, which manages several golf files including Golf Digest, golfers are a good market for many products and services that would appeal to an affluent audience, such as wine, food, cigars, fundraising appeals, apparel, and business and financial magazines. Adds Wooten, “Golfers certainly tend to live materialistically; they like their nice cars and their nice homes. Typically, a lot of these guys are buying into nice communities, and they typically enjoy more upscale dining.”
Golfers also are big on travel. The National Golf Foundation reports that “Golfers spend about $26.1 billion a year on golf travel, 75 percent of which goes to the hotel, transportation, and food and beverage industries.” The most popular travel destinations for golfers are Florida, South Carolina, North Carolina, California and Arizona.
The good news is that golfers are interested in quality and luxury. The even better news is that golfers are passionate about trying new things. “Every six months, there is a new product out there, and there are golf junkies who just have to try the latest and greatest technology,” says Wooten. This applies to golfing equipment, but extends to other products as well.
Lining Up the Shot
So how can you reach this large and profitable market? Cuttler recommends direct mail and Internet marketing. “There is a lot going on in terms of the Web with multichannel marketing,” she says. “There are a lot of reservation sites out there where you reserve tee times online, so I think the online world has really opened it up as well.”