22 GOLF DEVELOPMENT MARKETING
INNOVATION Foremost pros on the ball
Foremost’s EMP professionals were certainly big winners from Titleist’s Winter Free Personalisation Promotion.
APPOINTMENTS Durham takes the
full-time role Peter Durham, one of the UK’s leading retail experts, has been appointed head of membership services and ProShopRevolution at Foremost Golf. Durham, the creator of the acclaimed
M
EMBERS of Foremost’s Elite Marketing Programme (EMP) were the biggest winners during
Titleist’s hugely successful winter Free Ball Personalisation promotion. Foremost members secured total sales of
almost 3,000 dozen Titleist balls during the promotion with 130 EMP members generating 70% of those sales and 800+ non-EMP members achieving the remaining 30%. Foremost say these figures provide clear
evidence of how EMP members can harness the power of e-marketing to drive sales even at a time of year when foot fall in shops is at its lowest level. Tey also represent a powerful call to action
reminding non-EMP members the £100 a month fee to join the EMP programme is money well spent for everyone who wants to maximise the sales and profits from their shop. “We have recently received the results from
Titleist’s winter Free Ball Personalisation promotion and they make great reading for Foremost members and in particular for the 130 EMP professionals who chose to take part in the initiative,” said Foremost director, Andy Martin. “We have been arguing for some time that
Foremost’s personalised EMP programme provides members with all the tools they need to maximise sales and to compete effectively with the high street retailers and the results of the Titleist promotion provided added proof that is no idle boast. “Tis season we will be launching a series of further promotions in tandem with our official
equipment partners and we suggest members would be well advised to sign up for the EMP programme if they want to get the most out of them.” Stuart Dowsett, the head professional
at Sundridge Park Golf Club in Bromley, Kent, was one of a large number of EMP professionals who experienced a big increase in ball sales thanks to the Titleist promotion which provided free personalisation for all customers who purchased a dozen or more Titleist balls. Dowsett sold over 60 dozen Titleist balls to
over 50 separate customers and has no doubt the success of the initiative had a lot to do with the personalised weekly email newsletters sent to his members as part of his membership of the EMP programme. “Tis year in the lead up to Christmas the
weather was quite good but we still didn’t get the same sort of footfall in our shop that we would expect during the summer months,” he said.
“Te personalised emails we sent out
publicising both the Titleist free personalisation promotion and our other initiatives helped us to counteract this shortfall and to remind customers their local pro is the best place to go to buy golf presents for Christmas. “Te promotion was a massive success and helped me to sell a lot more balls than I otherwise would have done.” GBD
• To find out more about Foremost and its ‘Retail Sales Programmes’ contact David Murch on
david.murch@
foremostgolf.com or call him on 01753 218900.
www.foremostgolf.com
ProShopRevolution system, designed specifically to boost retail profits at PGA golf shops all over the country, takes over from Clint Anderson, Foremost’s previous membership services manager, who returned to his native Australia at the end of last year. Durham’s role will be to advise Foremost members on retail matters and help them to boost their profits by improving their business practices. As part of his remit, he is now the key speaker at Foremost’s Spring Workshops, and also at a number of regional presentations, to be staged at various locations around the country over the next 12 months.
Commenting on the appointment, Paul Hedges, Foremost’s chief executive officer said: “We are delighted that Peter has accepted the role of head of membership services and ProShopRevolution. “He has already made a massive contribution while working for Foremost for the past three months on a consultancy basis and we look forward to him making an even greater impact now that he has joined us on a full time basis.” Durham has extensive experience working in the retail sector and hopes to utilise the expertise he has accrued to help Foremost members enhance their profits and win business back from their off- course competitors. He said: “I am proud to have been asked to join the Foremost team on a full time basis and look forward to helping them build on the huge successes they have made to date.”
Paul Hedges (left) welcomes Peter Durham to the full-time team
GBD MAY/JUNE 2011
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