Market Focus: Golfers: In the Green, on the Green
Besides paying attention to how your offering meets golfers’ needs, it’s important to respect the golfer’s knowledge of the game and equipment. “Golfers today are very knowledgeable about the technology that goes into golf equipment, so presentation of the various brands, models within those brands and their technologies is important, particularly in the direct marketing arena,” says Cox. “You want to make sure you do not come across as if you are talking down to the consumer or belittling their capabilities when working with them.”
Once you’ve crafted the right message, one way to get that message across is to use endorsements from respected golfers. However, “It has to be done in a way that is very authentic to the brand that is being marketed,” says Last. In other words, you can’t just slap a professional endorsement on a generic message and a generic product and expect it to move. It has to make sense together or the market will be skeptical.
Golfers are passionate about golf and are willing to spend money to pursue their hobby as well as to keep up their lifestyle of quality products and travel. Says Cox, “No matter if you shoot 100 or below par, every golfer is important to this great game as well as to our business.”
Linda Formichelli is a freelance writer who last wrote for Target Marketing in the October issue, contributing a piece on how to market to accountants. She can be reached at firstname.lastname@example.org.