SPECIAL REPORT
Does the golf season start around The Masters?
Richard Payne, senior sports account manager at SPORTS MARKETING SURVEYS INC., looks at when the trade should be activating their 2014 strategy
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ith Christmas having come and gone and January sales calming down (some having started in the beginning of
December), the golf industry and golfing world in general is now looking forward to what 2014 has in store. But when does the golf season officially start? For
golf in the UK, does the presentation of the green jacket stimulate a surge to the golf course, but perhaps – and hopefully - the majority of core golfers are itching to get back on the course now or is there another defining calendar moment that marks the start of the season? Traditionally, the industry
has regarded The Masters as the kick start with eyes on the first major of the year and spring weather encouraging golfers to dust-off their clubs and rediscover the game they hid from when the temperature fell to around zero centigrade, or in the case of the UK when the rain and floods were at their highest. However, does this traditional viewpoint hold true? If not, when should clubs, retailers and manufacturers activate their 2014 strategy? Sports Marketing Surveys
Inc. has monitored participation and rounds played levels in Great Britain for over 20 years and evidence from research indicates that the key to a ‘good year’ can be forecast or predicted by the number of rounds played in February. Being in the middle of a storm and with much reported about the effects of the Polar Vortex on the USA, you would be excused to think a favourable February is being a tad optimistic, but our figures point to a successful year in terms of continued rounds played and equipment sales being determined by golfers on the first tee in February – as long as subsequent
weather is not subject to sudden extremes of cold. Of course there are exceptions, such as 2012,
when a mild start to the year was followed by 12 months of rain, but the overriding message is that as an industry, we can accept that the winter is a lull but we should do all that we can to stimulate interest and a return to the course as early as possible. Golf is a habitual sport and needs this ‘habit’ to
be established early in the year before other distractions in the annual calendar get in the way. Amongst the golfing population, there are main segments – of which one very important is those often described as ‘cash rich and time poor’. The times when golf was part of a golfers’ compulsory weekly lifestyle has long gone and individuals are faced with a myriad of other distractions, from pressures to spend more time with the family, general work commitments to other less time consuming activities like running and cycling. These ‘cash rich and time poor’ golfers – if they play more than 12 times a year or more – are a critical part of the core golfer numbers. These players may only account for around 40% of total golfers, but more importantly they
are responsible for more than 80% of total expenditure on the sport. Therefore the key is ensuring that golf is never far from the top of these golfers’ minds. Don’t sit back and presume golfers will just
return after a 4-6 month break, but constantly remind them of what they are missing out on, promote the opportunity to trial new clubs on the range if the weather isn’t conducive to being on the course. Do not let golfers break their golfing habit.
Knowing Your Customer
referenced market research as similar to “driving with the headlights on” and in a difficult market place what is clear is that those companies who have switched their beams to full and taken the time to fully understand the market and their consumer, are the ones who are prospering. Whether you are an equipment
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manufacturer, club owner, PGA pro or retailer the fundamentals of understanding who your customer is, and what they want, is vital in providing an offering which will sell. Does your product appeal to the
younger market? What do you need to develop in order to attract female golfers? Is social media the right channel to market to your customers? What will golfers pay for your product? How is your brand perceived and does your marketing strategy complement this? The complexities of what
research you need does vary from organisation to organisation, situation to situation but SPORTS MARKETING SURVEYS INC. are passionate about helping our clients identify the correct programme to lead to actionable insight.
www.sportsmarketingsurveysinc.com
n last year’s SGB Golf Equipment Supplement, SMS INC. Managing Director, John Bushell,
SGBGOLF
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