Lists Golfers May Be Hole-in-One Targets (862 words)
The more affluent end of the golfers' market tend to shop online or through print catalogs, Jones asserts, while the younger and less affluent tend to go more for the retail purchase.
In addition to golf products and services, this demographic also responds to offers for credit cards and financial services. For example, among the direct mail offers reaching the PGA Tour Partners Club subscriber file—comprised of 94 percent middle-aged males with incomes close to $100,000—are co-branded credit cards including the Capital One Famous Golf Holes credit card, the Citibank Select Jack Nicklaus credit card, and the MBNA Canada Golf credit card.
This group is also targeted for specialty items such as wines and vineyard tours, as well as fund-raising efforts for the American Lung Association, the U.S. Golf Association and the Arnold Palmer Hospital. Travel and vacation offers also work well, including couples' getaways to golf resorts.
the media mix
While traditional direct mail campaigns work best for this group, marketers may also want to consider using online marketing. "Major companies [in general] seem to be using e-mail marketing more and more," claims Lesa Fuller, list manager for Marketing Direct Associates. "E-mail is hot. And companies that have used or tested e-mail marketing with us are almost always satisfied with the results."
New media outlets may seem the ideal vehicle for marketers to reach golfers, particularly younger players. But while golf phenom Tiger Woods has inspired youths to pick up the clubs—3 million beginners golfed for the first time last year alone—marketing to the junior segment isn't likely to prove viable. "A lot of younger players are getting started," admits Sauerhaft. "But really, they're still five to 10 years away from having any real money to spend."
Women golfers, however, may be a segment to watch. Although females make up only 20 percent of the U. S. golfing population, this segment has grown 11 percent in the past 14 years. Currently, 5.1 million U.S. women golfers spend more than $6 billion on golf products and playing fees. With an average age of 42 and an average household income of $70,000, this demographic may become as valuable as its male counterpart.