Core Golfers & Technology

The National Golf Foundation recently released a report called “Core Golfers & Technology – Engagement with the Digital World, Including Social Media.”  I wanted to pass along some of the key findings along with my thoughts about their implications for golf entrepreneurs.

The data focuses on “Core” golfers, which accounts for 14.8 million of the 26.1 million total golfers in the United States.  “Core” golfers play 8+ rounds per year and are a critical market for most companies in the golf industry to capture. 

Here are the highlights:

Internet / App Use:	% or #
Researched Golf Equipment Online	84% (30% purchased)
Downloaded Golf Related App	2.4 million, or almost 20%
Would prefer high tech device in app form over dedicated device	4.3 million, or 29%
Regularly read blogs/reviews about golf brands, courses or travel	4.6 million, or 31%
Use Facebook, LinkedIn or Twitter	71% (compared to 56% of nt’l pop)

All numbers from this chart are increasing significantly by the year.  For example, mobile app downloads for golf-related items are double in 2011 what they were in 2010 across several categories, including apps to: receive industry news, engage with specific brands, book tee times, track scores/handicap and measure distances.

Turning now to marketing and brand engagement, core golfers had this to say about how they prefer to connect and interact with brands:

Communication Preference – Email vs. Social Media:	2010	2011
Email	94%	93%
Social Network Service	6%	7%

Likelihood to Increase Loyalty & Expenditure:	2010	2011
Email	36%	51%
Social Media Service	15%	25%

Email remains consumer’s overwhelming preference for engaging with golf brands but the gap is closing while both communication venues are increasingly important for building loyalty.

Here’s what I think it means:

The takeaways from this data will vary depending on your niche in the industry, but I think there are a couple of overarching themes for all of us:

1.    Golfers are increasingly using the Internet for golf research and purchases so you need to be there with an engaging website that includes blogs, reviews and other relevant information.

2.    A strong email marketing campaign (and thus a large and growing email database) is essential for communicating with customers.

3.    An active and relevant social media campaign is less important right now than email marketing but this gap is closing so it’s time to get on Facebook, Twitter, LinkedIn and others with a well-planned strategy.

4.    If a mobile application is relevant to your business in any way, develop and deploy it.

Good luck and happy entrepreneuring!

Augusta National vs. Technology

Masters week is finally upon us (!!!) and Augusta National has me a little confused.

We all know that Augusta is as private as private gets in the golf world.

Which is why I was surprised when I first learned that they had agreed to open their course to EA Sports this year.  Anyone can now see and learn every nook and cranny of the course from their living room couch. 

This is the place that doesn’t like showing their front nine on television during the tournament, after all.

I was further surprised that Augusta would attach their highly-protected name/brand to Tiger Woods in the form of the game’s title: “Tiger Woods PGA Tour 12: The Masters.” 

It seems, almost, risky.

And, it’s not like they’re doing this for money.  This is the club, after all, that dismissed its tournament sponsors (and thus commercials) to de-leverage attacks from women’s advocacy groups.

On top of providing this virtual experience, Augusta announced that they would provide comprehensive tournament coverage this year that includes an iPad app (which I’m buying) and a 3-D channel.  Whoa!

"Looks like they're joining the 21st Century," I thought.  I'm impressed, I think.  Golf fans now have an opportunity to thoroughly experience and enjoy one of their beloved game's most sacred places. 

Then, a couple of weeks after the game’s release, Ian Pouler and Graeme McDowell used their Twitter skills to post videos of the drive up Magnolia Lane and the view from the clubhouse.  Augusta was not amused and firmly reminded everyone of its “no phone” policy for players. 

Wait – what?  I can understand their no-phone policy for spectators, and to a degree for members too, but PGA Tour players?  What if they need to call their wife/kid or check an important email from their swing coach?  They’re on the job, after all, unlike everyone else who is trying to escape the job.

I found the dichotomy of these events interesting.  Confusing. 

Then, yesterday, it came to a head.  I saw a headline on ESPN about Anthony Kim being told that he couldn’t listen to his iPod on the range.  I thought – “Wow, the club that is embracing technology themselves is still enforcing anti-technology rules that mess with players’ practice routines.  How hypocritical – this is their livelihood!”

Then, Anthony Kim smacked clarity directly in my face.  

He concluded his iPod story by saying – “it’s those little things that make it a lot more special than other tournaments.”

Bam!  Confusion gone. 

Augusta may be open to giving those of us at home cool ways of experiencing their club through video games, 3-D TV and so on.  But, if you’re ever fortunate enough to walk through their gates, you are their guests and you follow their rules.

THIS is what makes the Masters “a tradition unlike any other.”  Thank you for the reminder, Mr. Kim.  Suddenly, all of the pics that are still showing up on Twitter seem almost tainted … disrespectful.

Augusta may have rules/policies that are strict and old-school, but that’s why it’s great.  For four days every year, it uses technology to transport golf fans like me back in time to a pre-tech world that doesn’t much exist anymore … when privacy was treasured, respect was assumed and tradition was valued.

In that context, Augusta’s strategy and execution seem, well, brilliant.

With that, I hope everyone has a wonderful Masters week.  My pick, as always, is Davis Love III.