FIELDREPORT - TGI GOLF Social Enterprise
This month Duncan Lennard speaks to TGI Golf’s managing director Eddie Reid on the importance of social media. Reid explains why he believes social media is a powerful weapon for the on-course retailer – and describes how the group is helping its partners harness its value
“During the 2002 Open at Muirfield,
TaylorMade launched the R5 driver with an RRP of £429,” says the TGI Partnership’s managing director Eddie Reid. “Last year, the best-selling driver was being sold for £199. So aſter a decade of intensive research and design and improved technology, the price for cutting- edge golf equipment has fallen dramatically. “I can’t put my finger on any other industry
where this has happened, but in any industry it can’t be healthy. It doesn’t give the brand or the retailer the chance to make any real margin on the product.” The TGI Partnership’s new interactive blogging
platform –
tgigolflog.com – is designed to open up debate on exactly this kind of issue. “The blog
12 SGBGOLF
is a way to communicate insight and a bit of thought leadership,” Reid argues. His own recent contribution, on the dangers of discounting what is basically new stock, warns all on-course retailers, whether TGI Partners or not, against getting drawn into a price war with the high street or the internet. “If the internet is selling a driver for £199 that
you need to sell for £229, stick to your price. The unique selling point for the green-grass pro is service, and that higher price is the premium paid for the added value and service he offers. He has to attract customers who are happy to pay more for a premium service with custom fit, aſter-sales and the personal touch. The key to achieving this is to communicate your service
element effectively.” TGI Golf looks aſter their partner retailers in
many different ways, but in 2014 better communication is arguably their focus. And while the blog encourages industry communication, Reid also wants TGI pros to harness the power of social media in building those vital consumer relationships. “Social media used in the correct manner, can
draw the consumer towards the quality service uniquely available through the PGA professional,” he insists. “Whether it’s Facebook, Twitter or the e-newsletters we produce for our partners, these platforms offer another way of having a conversation and are a means of fostering relationships.
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