FrontofshopFRONTOFSHOP You create 300% more value by
stocking a brand Our research tells us that, irrespective of consumer champions, a golfer
at your club is 300% more likely to buy a brand if you stock it, than a golfer at a club where that brand is NOT stocked.
But don’t rest on your laurels, what are you doing to connect golfers to
the brand? You should be running at least one active marketing event per week
where you’re putting the brand’s equipment into the hands of target golfers and showing them an improvement. You should be recording not just the sales, but the consumer (golfer) engagement numbers for each brand. Then TELL THE BRAND. Keep a running total. Let them know what
engagement or active marketing events you’ve run. Let them know how many people engaged with their product. They’ll want to get involved. They’ll want to add theatre and fun for the golfer. That has more value than a social post to the brand.
It’s easy to keep
a record of the number of golfers you reached for the brand. That has measurable brand referral value to the brand.
Produce an engagement
report quarterly Once a quarter supply your brand or
manufacturer with a report. How many golfers did their brand get to physically engage with and how many golfers did you reach in the online world? This is not difficult. It’s very, very easy and should be a basic. You’re doing more than stocking product.
You’re showing golfers how equipment translates into better golf. There’s no better value for the brand. There’s no better value to the brand or manufacturer than a PGA Professional who actively promotes their equipment.
But exploit the online world At the event: take a photograph or two; note some exceptional
performance improvements; record some golfer testimony and especially record those who’ve been converted into customers. Send out a simple email to your database with a photo and something
noteworthy about the event. Make a post on your social media. Make sure your Rep, the Rep’s Manager, and the brand’s sales manager is on your database and following you on social media.
SGBGOLF 17
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