Jon LastVice President, Corporate Marketing & ResearchVice President, Corporate Marketing & Research
Golf Digest PublicationsGolf Digest Publications
Introduction & Methodology
• Last year The Golf Digest Publications’ Research Resource Center conducted the largest and most comprehensive study ever done on Golf’s Best Customers
• This year, The Research Resource Center once again turned to Golf’s Best Customers to gauge their opinions on the golf industry’s communication efforts to increase participation and grow the game.
• To ensure that all respondents fit the profile of “best customers” they were required to have played at least 12 rounds a year on a mixture of public and private/semi-private courses. They were a total of 600 respondents to this survey, which was conducted online from October 16th to October 22nd 2006.
Objectives – Looking To Our Best Customers
• For detailed understanding of their awareness of, familiarity with, and opinions on the golf industry’s communication efforts
• Encompassing, but not limited to:
– How aware are best customers of efforts to promote growth
– What groups do they believe are being targeted
– How is the game being positioned to encourage growth
– How would the game be best positioned and what groups are the best targets
– Does the golf industry effectively communicate a unified message for growth
Who Are Best Customers?
• Golf’s Most Dedicated Players
– Core Golfers – 8 to 24 Rounds a Year
– Avid Golfers – 25 or More Rounds a Year
• But, many are “Maxed Out” and are Having Trouble Increasing Play
– 49% say they’re currently playing the same amount of golf as they have over the past two years
– 57% expect to be playing the same amount over the next three years
– 63% plan to spend the same amount on golf over the next three years
Why Ask Best Customers?
• Still The Bedrock of Our Industry
– Core and Avid Golfers play the most rounds:
• Average 64 Rounds a year
– They are increasingly engaged with the game:
• 29% plan to spend more on golf over the next three years
Best Customers Are In Tune With the Ways the Game is Changing
Golf is more accessible
Golf is less accessible
Mean Score = 4.91 7
1 7
Golf is more mainstream
Golf is less mainstream
Mean Score = 4.8
1 7
Golf is Less elitist
Golf is more elitist
Mean Score = 4.6
1 7
These Guys Are Good – Golf’s Best Customers Recognize Athleticism of Today’s Pros
More women are committed to golf
Fewer women are committed to golf
Mean Score = 4.5
1 7
More kids are committed to golf
Fewer kids are committed to golf
Mean Score = 4.5
1 7
Today’s pros are more athletic than in
the past
Today’s pros are less athletic than in
the past
Mean Score = 6.1
Best Customers Are Aware of the Efforts to Increase Golf Participation
65%
71%
65%
I have a clear understanding of how the game of golf is being promoted in the US today
I have seen advertising about playing golf and promoting the game of golf in the last six months
I am aware of the golf industry’s efforts to increase golf participation*
*% that indicated some level of awareness on a 7 point scale (4+)
6%However… Only 6% are “Very Aware” of those efforts
TopTier
MiddleTier
Efforts Targeting Kids, Women and Minorities Have the Most Resonance
Which of the following strategies do you think defines how golf is currently being promoted in the United States?
18%
19%
20%
28%
36%
43%
51%
59%
62%
96%Getting More Kids to Play Golf
Making Golf More Accessible
How Professional Golfers Are Good Athletes
Saying How Golf is a Great Way to Make & Connect with Friends
How Golf is Aesthetically Pleasing & Environmentally Sensitive
Making Golf More Affordable
Getting Golfers to Play More Rounds of Golf
Getting More Women to Play Golf
Increasing Minority Participation In Golf
Demonstrating that Golf Gives Back to Charity
BottomTier
Best Customers Believe that the Industry Should Focus on Youth Involvement, Affordability & Accessibility
3%
10%
10%
15%
20%
23%
34%
40%
62%
82%Getting More Kids to Play Golf
Making Golf More Accessible
How Professional Golfers Are Good Athletes
Saying How Golf is a Great Way to Make & Connect with Friends
How Golf is Aesthetically Pleasing & Environmentally Sensitive
Making Golf More Affordable
Getting Golfers to Play More Rounds of Golf
Getting More Women to Play Golf
Increasing Minority Participation In Golf
Demonstrating that Golf Gives Back to Charity
Please indicate the three statements you personally think are most effective for promoting growth in golf participation
TopTier
MiddleTier
BottomTier
A Comparison Of Perceived Current Focus With Best Customers’ Recommendations Shows A Lack Of Alignment
STRATEGYPERCEIVED CURRENT
FOCUSDESIRED FOCUS
Getting More Kids to Play Golf 1st 1st
Getting More Women to Play Golf 2nd 4th
Increasing Minority Participation in Golf 3rd 6th
Demonstrating that golf gives back to charity 4th 8th
Making Golf More Accessible 5th 3rd
Saying how golf is a great way to make and connect with friends
6th 5th
How professional golfers are good athletes 7th 10th
How golf is aesthetically pleasing and environmentally sensitive
8th 9th
Making golf more affordable 9th 2nd
Getting Golfers to Play More Rounds of Golf 10th 7th
-8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8
Needs Relatively Less Communication
Emphasis
Needs More Communication
EmphasisGood
Balance
Analyzing Gaps in Descriptive vs. Prescriptive Assessments of Desired Communication Strategies
-8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8
Needs Relatively Less Communication
Emphasis
Needs More Communication
EmphasisGood
Balance
How Professional Golfers Are Good Athletes
Demonstrating That Golf Gives Back To Charity
Increasing Minority Participation In Golf
Getting More Women To Play Golf The Industry Is Currently Doing An Excellent
Job Of Articulating These Messages
Analyzing Gaps in Descriptive vs. Prescriptive Assessments of Desired Communication Strategies
Getting More Kids To Play Golf
Saying How Golf Is A Good Way To Make & Connect
With Friends
Making Golf More Accessible
Getting Golfers To Play More Rounds Of Golf
Making Golf More Affordable
How Golf Is Aesthetically Pleasing And Environmentally
Sensitive
Analyzing Gaps in Descriptive vs. Prescriptive Assessments of Desired Communication Strategies
-8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8
Needs Relatively Less Communication
Emphasis
Needs More Communication
EmphasisGood
Balance
A Greater Push On These Message Points Would Be Beneficial To The Growth Of The
Game
Who Should Participation Growth Advertising Target?
Who do you think advertisements promoting golf ARE most targeted to?
Who do you think advertisements promoting golf SHOULD BE targeted to?
Business People
Avid Golfers
Baby Boomers
Casual Players
Club Members
Kids Under 12
Kids 12 - 17
New Golfers
Seniors
Women
Young Adults
Other
Families
36%
40%
23%
72%
9%
41%
61%
45%
41%
16%
55%
59%
.9%
75%
58%
51%
56%
30%
21%
34%
30%
22%
25%
45%
48%
5%
Vs.
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Who Should Participation Growth Advertising Target?
Casual Players
Avid GolfersBaby Boomers
Business People
Young Adults
Women
Kids 12 - 17
Club Members
Kids Under 12
Seniors
Families
Other
New Golfers
Currently Targeted
Less
Currently Targeted
More
Should Be Targeted More
Should Be Targeted Less
Opportuniti
es /
Groups W
ith
Upside
Less Focus /
Message
Satura
ted
Which Messages Most Effectively Promote Growth?
Most Effective Messages
Golf is great way to make and connect with friends 70% 5.9
Golf’s values and sportsmanship make it a great game for kids 64% 6.0
Golf embodies strong values 50% 5.8
Least Effective Messages
Golf is affordable 11% 4.2
Professional golfers are good athletes 2% 4.3
Somewhat Effective
Messages
Golf is for everyone 30% 4.9
Golf is aesthetically pleasing and environmentally sensitive 19% 5.2
Golf is steeped in tradition 17% 5.2
Golf is more accessible than ever 15% 4.8
Golf gives back to charities and the community 13% 4.9
Golf courses are a positive addition to the environment 10% 5.2
% Selected as Top 3 Message
Mean Score 7-Point Scale
While They Agree Focus Should be on Less Engaged Players, Best Customers Can Help to Grow the Game As Well
• Recall, when asked to indicate most effective growth strategies for golf participation, only 15% of golf’s Best Customers agree that getting current golfers to play more rounds should be one of the industry’s top strategies
76%24%
Focus should be on getting new players
into the game
Focus should be on getting existing golfer to
play more rounds
What Messages Would Encourage Best Customers to Play More Rounds
Most Effective
Messages
Golf is about sharing time with friends 53% 5.8
Golf values & sportsmanship make it a great game for kids and adults alike 32% 5.9
Golf – the game for life. One good shot will make a memory for a lifetime 31% 5.6
Somewhat Effective
Messages
Golf is about the beauty of being outdoors in nature 30% 5.3
Golf is the ultimate challenge 27% 5.2
Relax. Play Golf. 21% 5.3
Golf. You don’t have to be good to have a good time. 21% 5.1
Golf is great exercise 18% 4.8
Golf is about competition 16% 4.6
Golf is a great family activity 13% 5.0
Golf is fun and is a guaranteed good time 12% 5.0
Golf is interesting enough to try once, and challenging enough to keep trying 10% 5.3
Golf is an acquired taste and the more you try it, the more you enjoy it 8% 4.9
Golf courses are an asset to the community 4% 5.2
% Selected as Top 3 Message
Mean Score 7-Point Scale
Least Effective
Messages
Golf is more accessible than ever to everyone 3% 4.4
Golf is cool 2% 4.4
Professional golfers are good athletes 1% 4.5
Messaging Should Also Appeal to Best Customers’ Key Drivers
2.9
3.0
3.1
3.6
3.7
4.0
4.4
4.8
5.1
5.3
5.7
5.7
5.8
5.8
5.9
6.0
6.1
6.3Nicely maintained greens and bunkers
Well run and full service pro shop
Attractive clubhouse and amenities
Availability of beverage carts on both the front and back nine
Leisurely pace of play
Well stocked 19th hole
After golf events like clinics, barbeques, and putting contests
Less challenging course
On course contests like closest to the pin and long drives
Scoring well
Courteous and knowledgeable marshals and starters
Practice facilities, including ranges, chipping areas, and putting greens
Challenging course
Beautiful surrounding and scenery
Fast pace of play
Playing well on the course
The people you play with
Nicely maintained fairways and tee boxes
How important are the following items in terms of your enjoyment of a day of golf? – Mean Score (7-point Scale)
Final Implications and Takeaways
• Best Customers may be currently maxed out in terms of increasing their play and look to more casual / newer golfers to drive participation growth
• Best Customers have mid-level awareness of the industry’s promotion message points, but they are not necessarily consistent with their thoughts on what would be most effective
Final Implications and Takeaways
Messages Should Emphasize: Youth • Accessibility • Affordability • Camaraderie
Most Potentially Powerful Messages, According To Golf’s Best Customers
Top Tier
Connectivity & Camaraderie
Values & Sportsmanship
Enduring Memories
AlsoEffective
Golf is for Everyone
Aesthetics/Environment
Tradition
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