I’ve often made the point that one of the fundamental hurdles that any marketer in a niche product category must face, is recognizing that there is a wide gap between their own mindset and purchase process and the focus of the target customer. This is particularly acute in an often insular vertical like golf equipment, […]
Read More » For at least the past five years, it seems that there has hardly been a golf industry conference that hasn’t posited some vision of the disrupted and transformed golf facility. Surely you’ve heard the bluster: “Golf as we know it will not exist in 20 years; five years, 30 seconds.” Many of these prognostications strike […]
Read More » Golf fans should be pretty excited by some news that they may have missed last week. Somewhat quietly, the PGA TOUR announced that they would be offering streaming coverage of every shot at next year’s Tournament Player’s Championship. One has to think that this may be a precursor to the not too distant future of […]
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Leveraging SLRG research data, Jon Last questions the appropriateness of California’s controversial Fair Pay to Play Act on the fabric of collegiate sports..the lead item in Marketing Insider for October 8th.
Read More » At the Golf, Inc. strategies conference two weeks ago, both my keynote presentation and numerous entities around the exhibit hall sought to provide insights and solutions towards the goal of improving golfer satisfaction. In previous columns, I’ve spoken about what our research has consistently shown to be some of the key drivers of satisfaction in […]
Read More » The connection between golf participation and family is a constant. In literally hundreds of research studies that I have conducted, we consistently see that those with the deepest emotional connection to golf and the longest participation tenure, were introduced to the game by some family member; typically a parent. It’s perhaps ironic that in some […]
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