Frontofshop
FRONTOFSHOP
How much are you worth?
I’m used to sitting with Golf Managers and Secretaries and having to listen to them query the value of a PGA Professional. Very oſten you do a poor job of demonstrating or reporting on your value
Now suppliers are asking the
question I’ve oſten heard supplier staff expressing their views on
how much more a PGA Professional could do for them at a Golf Club. But until last week I had never heard a major equipment manufacturer querying the value of an on- course PGA Professional to them. And then, in the space of two days, I heard it twice from two senior executives at two separate manufacturers.
What’s driving that thought
process? It’s a tough market for the manufacturers. Not only is the
market squeezed, but retailers are changing the way they order. Quite rightly, we’re moving on from large up-front orders that create stock pressure, to smaller orders and then
replenishing or ordering custom pieces. Into that environment have entered the “social technology
sales people”. They tell the manufacturer that they can track posts and likes and shares and place that magical phrase – “a real value” – on their exposure. They can plant the idea that it’s worthwhile having
“community champions” who the manufacturer gives discounted equipment to, in exchange for them tweeting and posting photos of themselves and their new cool equipment with really cool and happy people having cool fun playing golf. And before you dismiss that with a retort that most of your
golfers are still struggling to send a text, let alone respond to a tweet or follow someone on Facebook, think about the breakdown of spend on new equipment by age group. The manufacturers are all building, as they should,
engaging conversation with the consumers. So who will be the champion of their brand? You or the young Turk in your club?
Duncan Driver does a good job of using Facebook to create referral value for the brand
16 SGBGOLF
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