Our team has requested to innovatively solve the issue of Golf36’s marketing concept. Golf36 is an exclusive designer and producer of children’s golf clubs and equipment. These items come in various child’s sizes and colors, and include equipment such as trolleys, gloves, apparel, bags, and clubs.
After discussions with the Principle Partner, he indicated that the primary problem with which he needs help is the marketing of his products. Currently, he is using a 1 man sales method. Mr. Theunis operates a JIT production, so there is currently no need for overhead, but his sales have been slow to increase given his limited resources. He stated that he has ideas for sales, but would greatly appreciate any creative solutions so that he can lift slow/low sales numbers. Therefore, Ms. Gibbs, Mr. Goode, and Mr. Houston have chosen this project and intend to create an innovative and cost effective marketing plan that will ultimately increase sales.
Our 3 final ideas are the following (In no order of preference):
Partner / Sponsor with kids' golf camps / create kids tournament, golf scramble, or league
We believe that while there are formal youth leagues for competitive golfers, there are few kids recreation leagues (such as Pop Warner for football, kids soccer teams, etc). We feel that by creating a city wide tournament with an extremely low registration cost (say to just cover greens fees at a public/muni course, that more and more kids will gain interests in learning about golf. A fun, light hearted event with trophies, etc will allow the company to effectively create their own market which showcases the product. The clubs do not need to be donated, per se, but can be donated for use only. Maybe even have a giveaway set for the top 3 winners.
Contact Elementary and Middle schools with golf programs; Do a Pro-Day
This idea, again, is pretty straightforward. However, as a focus is developing on childhood obesity, diseases, and wellness concerns, we feel that parterning with schools gives you easy access to kids (the target market) as well as potentially easy access to media covering the story. It also serves a CSR element that despite developing a market, kids will have the ability to learn about golf and gain interest in a lifelong sport, thus promoting healthy living and activity. Since the owner of the business is a professional golfer, he could potentially donate his time, as well as easily recruit fellow PGA members to donate time and have a "school Pro-Day" where the pro talks about golf, careers in sports, and shows the kids how to play and have fun.
Go to the 2009 PGA Merchandise Show
We wanted to think about 2 elements: developing sales/interest, and getting to the target market. A simple idea such as attending a Trade show solved those. When you think about the purpose of a trade show, it is to develop sales and interest. However, think about who attends trade shows: Industry members, and golf enthusiasts. We felt that getting exposure to the golf enthusiast will increase sales by potentially pulling a lightbulb effect: 'I love golf, I would love for my kids, nephews/nieces, grandkids, etc to love golf. I'm sold!' Also, the price point of the product is highly affordable in the golf market (approx $150-170 USD). Therefore, an adult golfer who invests hundreds and thousands of dollars would like to make a cheap investment to see if their child would take an interest.
The merchandise show seems like the quickest fix, but I'm guessing that it will be the most expensive, so depending on the client's constraints, it might be a challenge. The benefits of the trade show would be that the client can get exposure to both potential end users and customers.
ReplyDeleteThe other two options have the apparent advantage of being easier to implement. In addition to providing clubs as prizes, the client could try to convince driving ranges to keep rental kids clubs in their pro shops. That way parents could enjoy golf and "quality time" at the same time.
I agree that the merchandise show makes sense, but I'm wondering if that will really give Golf36 enough exposure to its target market - parents and kids. When I think of kids getting involved in certain sports, I think that the child is usually the first one to express interest. I don't know if many people will buy golf clubs for a child without that child expressing interest first, partly because it is so expensive compared to, say, a basketball. If a kid sees golf, gets to try it out, etc., s/he will be more enthusiastic, and then hopefully persuade an adult to buy the golf clubs. I could see the merchandise show getting the company more exposure, which is good, but I don't know that it would result in a lot of on-site sales. My vote is for idea 1 - I think it gives Golf36 exposure to its target market and lets kids actually try out the clubs.
ReplyDeleteSounds like you guys are tackling a difficult project. Without knowing more about the product, it is difficult to assess the problem. Is it kids' awareness of golf? the product? or is it a sales channel problem?
ReplyDeleteI would say your solutions are focused on awareness, but may be constrained by the cost of putting on a tournament, or resistance from schools to allow direct marketing to students. I'm not sure how effective either of the first two options would be at increasing sales. It also presents another marketing challenge of getting kids to actually attend the event.
A few ideas to consider:
1) Baby Boomers are retiring to the golf course and love nothing more than golf except their grandkids. They may be a great target market and a sucker for designer clubs that say "Grandad's Golfing Buddy" or something cheesy like that.
2) A youtube video could give consumers a better picture of the product and its comparative advantages. Maybe a pro lesson for parents to use when they are searching for ways to teach their kids golf sponsored by Golf36.
This is a great project. Is the merchandise currently being sold in golf stores or online? If not, this may be a good place to start. If so, then I like #1 and #3 the best. Summer day camps are HUGE for kids--especially for working parents. Perhaps this could be incorporated into #1 some way--maybe 4 weekly sessions ending in a tournament. It could be promoted through the Y or other parenting magazines--most have a summer camp issue.
ReplyDeleteThe PGA merchandise show would be a good place to start I think. Are attendees mostly pros or recreational golfers? If it's mostly pros, then you may want to steer away from this and more toward country clubs etc. I would think that dads and grandads who want to get their kids out on the course may not be the ones at the tradeshow but I could be wrong. For example, my Dad is an avid golfer but not a pro by any means. He buys each grandchild a set of golfclubs as soon as they are old enough to walk. He doesn't attend trade shows but he is always at the country club.
p. s. he also buys them a new set as soon as they outgrow the old one. So focusing on repeat buyers may be place to look? Just a thought.
ReplyDeleteI like idea #2 the best. There is a tremendous focus on health and wellness by a variety of organizations in the area, particularly the YMCA. I worked on a group project for them last mod and I'm sure they would be very open to rolling this program into their YActive youth health and wellness programs. Let me know if you want their contact info.
ReplyDeleteI think that #1 is a viable option. They could recruit students from the local elementary schools to fill summer camp spots. A discount on the equip for summer enrollment could be made.
ReplyDeleteI also think a partnerhsip with local YMCA's or other summer groups that are already establised is also doable. They could schedule field trips to golf courses and bring their equip to use.
Another option is to advertise in Nashville Parent and at local country clubs that golf is a sport for future champions. As a follow up, they should showcase many of their products in a local venue (maybe one of the country clubs) on a specific date. As an added bonus, free lessons can be given away as a door prize for several of the children.
I am the Anonymous person b/c I could not remember my id - sorry!
ReplyDeleteOne variation on the first idea would be to create a weekly lesson program for kids while their Mom or Dad is out on the course. Rather than trying to sell parents on a league or tournament that they have to cram into their schedules, give them the opportunity to bring their kids to the course during their normally scheduled tee time. The kids get taught/fed/entertained while Mom and Dad golf with their friends. Golf36 can provide clubs for rentals and then offer clubs for sale in the pro shop for children who are becoming more serious about improving their game.
ReplyDeleteSince the target market is children, I feel that the second idea maybe the most effective one aiming to create awareness among the target market. It certainly serves as a vehicle to promote goodwill and create buzz in the media. But one thing we cannot ignore is that we also need to create awareness among the parents, after all they are the real decision makers. So as a complement to these great ideas, it would be great to involve those parents in the events or advertise in parenting or sports magazines.
ReplyDeleteIdea one is actually a little off base. Middle Tennessee actually has one of the stronger youth golf programs in the country. Multiple high school teams and lots of opportunities for outreach with such programs as the First Tee. They must get involoved with these programs. I would recommend getting access to a great teaching facility such as the one at Legends Golf course or either of the Through the Green courses. Both have very strong youth leagues.
ReplyDeleteI also think that getting his merchandise into such stores as Dicks or Academy sports would be much better. I think he made need to lose the JIT system. Golf clubs are not Dell computers.
I just googled "Golf36" and "Golf 36 Nashville" and came up with nothing. Do they have a website? If not, I would strongly recommend creating at least an informational "brochure" site that features product and contact information before the company executes any of the 3 Project Concepts. If the sales person drums up a lot of interest in the community,one of the potential customers' likely next steps will be to research Golf36 online.
ReplyDeleteI don't know much about golf but it seems that it is a community sport; a way for players to socialize while they play. So I think Projects 1 and 2 are great ideas. Build the brand in the Nashville community and get as much free press as possible.
The suggestion is that Golf36 (www.golf36.com) faces a "marketing" problem. Is that actually the problem here? How do we know it is not a "product development" problem (e.g., the prices are too high)? Or simply a resource problem (e.g., hiring a few more sales-people). Be sure to poke at the framing that is being offered to you - like the cow-head picture we showed in class > sometimes a person is too close to the problem to see it in its entirety.
ReplyDeleteFrom the website:
>>Original in its conception as well as its communication, GOLF 36’S philosophy, is ahaed of its time and ludic. Our desire, [to] "render golf accessible to all"...
>>Golf in europe is an elitist sport, where prices are high and products change constantly. Our goal is to each year, offer to you the best prices and the widest range.
Consider how you can tie your proposals (especially #1 and #2) to the strategy of the company. How do your proposals build and reinforce their strategy. They already sponsor golf charities and kid's tournaments. Why don't these work the way they currently do their sponsorships of them?
I think a deeper source of innovation here is to answer the question the founder asks: How can they render Golf non-elitist and accessible to all. Isn't that the real problem you need to help them solve?
Your suggestions #2 and #3 rely on kids (or their parents) who already play golf. That doesn't address the strategic imperative. Your solution #1 is much closer. Maybe you could reconstitute your #1 with an eye towards an event consisting of a set of actives that showcase the "good" part of golf (which is not necessarily the trophies, green fees, etc.) for kids at the introductory level. Why is it good to play golf? Your event must showcase that. And why is golf considered elitist? Your event actives must deconstruct that.
Certainly the existence of more leagues will help (but maybe that's a chicken-and-egg issue), and so you really need to find out how/why children/adults find golf elitist and then address that constraint head-on.
Just my 2 cents! Good work and good luck!!
Personally I think all three suggestions are great ideas. One question I have about idea 3 is the cost of participating in the PGA merchandise show. As far as I know it is a popular show with limited number of spaces for showing merchandise.
ReplyDeleteThe second idea is a very pracitcal one, it is low cost, and it is a good way to promote the product and get access to potentially interested people.
The first idea is great because by putting up a tournament like that you build a positive brand image. My only concern is whether or not it will result in increased sales, but it will definetely increase brand awareness.
I like idea #2 because it has excellent PR. You can get in the paper for helping kids get involved in sports. You would have to start in the more affluent areas to ensure to perfect the business model.
ReplyDeleteI like the first idea the most. It definitely brings up an interesting point - even as the sport of golf has gained huge support in many new demographics in the past decade, I'm not aware of any youth-oriented leagues along the lines of Pop Warner, Little League, etc... It seems like there is a great opportunity here. That being said, this one is likely the hardest idea to implement before the end of the semester. Maybe you could work on developing the guidelines for how such a league would be run, or working with your client to start a practice league that uses those golf simulators - something that could be played indoors through the winter.
ReplyDelete