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Jon Last:

Jon Last Vice President, Corporate Marketing & Research Golf Digest Companies

PowerPoint Presentation:

Page 2

Objectives – Looking To Our Best Customers:

Objectives – Looking To Our Best Customers For detailed understanding of their attitudes, motivations & perceptions and implications for growing the game Encompassing, but not limited to: Why they play? …Benefits and Motivations How much they plan to play in the future Their potential as missionaries/influencers for future generations The role that golf plays in the context of their social and professional lives Perspectives on golf’s future

Methodology:

Methodology The largest and most comprehensive study ever done on Golf’s Best Customers Core Golfers; those who have played 8-24 rounds a year Avid Golfers; those who have played 25+ rounds a year 2 Phases: 48 hours of one-on-one depth interviews in six U.S. markets (n=96) Quantitative online surveys (n=13,290) Large sample size allows for further market segmentation (regionally, avid vs. core; men vs. women; etc – with statistical stability and projectability)

Today’s Areas of Focus:

Today’s Areas of Focus Introduction to the Game Drivers of Satisfaction and Enjoyment Key Attitudes about the Game Inhibitors to More Play Drivers of Increased Play: Concepts Drivers of Increased Play: Tactics The Future – Golf in the Year 2150 Implications and Take-a-ways

Introduction to the Game:

Introduction to the Game

Driven as Much by Friends & Business Associates as by Family:

Driven as Much by Friends & Business Associates as by Family Friend/Work Colleague (Net) Parents/Spouse/Other Family (Net) Q. How were you first introduced to Golf? Total Best Customers Introduction to the Game

Where Did You First Play Golf?:

Total Core Avid Best Customers Golfers Golfers % % % At a public course 59 57 60 At a par 3 or short course 14 16 13 At a private club 12 9 14 At a range 9 12 6 At school 2 2 2 Where Did You First Play Golf? 23% 28% 19% Introduction to the Game

In-School Programs Are Embraced As Opportunities to Grow Participation:

In-School Programs Are Embraced As Opportunities to Grow Participation School programs are 2 of the top 6 initiatives tested in terms of their effectiveness for bringing new people into the game! Reasonably Priced Introductory Lessons at Driving Ranges Junior HS and HS Golf In PE Programs Free Golf Days At the Course Adding Women’s Golf Programs by Women and for Women Bundle New Equipment Purchases with Lessons Elementary School Golf In PE Programs Mean Scores (1-7 Scale) Introduction to the Game Total Best Customers

If Today’s Best Customers Are Indicative of the Future, We Need to Hook Them Younger!:

If Today’s Best Customers Are Indicative of the Future, We Need to Hook Them Younger! Q. When did you first learn to play? Introduction to the Game Total Best Customers

Drivers of Satisfaction and Enjoyment:

Drivers of Satisfaction and Enjoyment

Drivers of Enjoyment – Conditions, People & Performance:

Drivers of Enjoyment – Conditions, People & Performance Total Mean Score (1-7 Scale) Best Customers Well maintained greens & bunkers 6.34 Well maintained fairways & tees 6.28 The people you play with 6.24 Playing well on the course 5.84 Availability of practice facilities 5.68 Beautiful surroundings and scenery 5.74 Scoring well 5.65 Challenging course 5.65 Fast pace of play 5.39 Knowledgeable marshals and starters 5.38 Drivers of Satisfaction and Enjoyment

Overall Enjoyment Is Less about Course Challenge & More about Conditioning:

Overall Enjoyment Is Less about Course Challenge & More about Conditioning Forced Choice: Do you generally prefer to play a course that is… Drivers of Satisfaction and Enjoyment 88% 12% Not as challenging but in very good condition Very challenging, not top condition Total Best Customers

Overall Enjoyment Is Less about Course Challenge & More about Conditioning:

Overall Enjoyment Is Less about Course Challenge & More about Conditioning Golfers were twice as likely to want “better course conditioning” over “better architecture and layout” as an incentive for them to pay 25% more for greens fees! Total Best Customers Better Course Conditioning Better Architecture/Course Layout Drivers of Satisfaction and Enjoyment

It’s More about Camaraderie and the People you Play With:

It’s More about Camaraderie and the People you Play With Q. Which is more important in driving overall enjoyment derived from a round of golf? Those with established and reliable peer groups are playing more than those who don’t have a “consistent” game. This was especially evident among young adults in their early stages of family formation and career growth. Total Core Avid Best Customers Golfers Golfers % % % The people you play with 57 61 54 vs. How well you play 43 39 46 The people you play with 56 61 52 vs. The condition of the golf course 44 39 48 The people you play with 63 68 58 vs. The pace of play 37 32 42 Drivers of Satisfaction and Enjoyment

Key Best Customer Attitudes About the Game:

Key Best Customer Attitudes About the Game

What Golfers are Thinking Today!:

What Golfers are Thinking Today! Agreement Ratings on 27 Statements Total Core Avid Mean Scores (1-7 Scale) Best Customers Golfers Golfers Key Best Customer Attitudes About the Game 4. Golf is an intimidating game for beginners 5.55 5.46 5.63 3. Golfers today are more athletic than they were 20 years ago 5.61 5.50 5.70 2. More young players like Tiger Woods and Michele Wie have been instrumental in growing the game 6.14 6.10 6.18 1. There are no guarantees in golf 6.23 6.17 6.29

Golf Is More about Leisure than Competition:

Golf Is More about Leisure than Competition For all but the best, golf was perceived as a leisure activity which has ramifications on what golf’s major competitors are for time and dollars Total Core Avid Best Customers Golfers Golfers % % % For me, golf is more about the competition 35 27 42 Or For me, golf is basically a leisure activity 65 73 58 Key Best Customer Attitudes About the Game

…And It’s More about Preference for Course Variety:

…And It’s More about Preference for Course Variety Key Best Customer Attitudes About the Game 81% 19% I would rather play a variety of courses I would rather play the same course on a regular basis Total Best Customers

Golf’s Best Customers Aren't Necessarily Willing to be Ambassadors:

Golf’s Best Customers Aren't Necessarily Willing to be Ambassadors Less than 20% of golfers surveyed would be willing to commit to a program that required them to introduce at least one new person a year to the game of golf Less than 25% of Best Customers are “ willing to contribute $25 a year toward development programs that would insure the future of the game ” More than 45% of Best Customers agree (25% strongly) that they are “ concerned that with all of the new players coming into the game, golf courses are going to be too crowded ” Key Best Customer Attitudes About the Game

Inhibitors to More Play:

Inhibitors to More Play

Bad Behavior, Course Condition & Skill Level:

Bad Behavior, Course Condition & Skill Level Q. What inhibits your enjoyment of the game of golf? Total Mean Scores (1-7 Scale) Best Customers Behavior of players on the course 4.81 Course conditions 4.79 Cost 4.64 Time required to play 3.95 Tee time availability 3.89 My skills/performance 3.72 Elitist perception 3.21 Inhibitors to More Play

Cost & Time – The Two “Crutches”:

Cost & Time – The Two “Crutches” Q. What inhibits your enjoyment of the game of golf? Total Mean Scores (1-7 Scale) Best Customers Behavior of players on the course 4.81 Course conditions 4.79 Cost 4.64 Time required to play 3.95 Tee time availability 3.89 My skills/performance 3.72 Inhibitors to More Play

A Further Look At Costs:

Total Core Avid Best Customers Golfers Golfers So cheap that its quality would be questionable? $20 $20 $21 Such A bargain that you would definitely purchase it? $31 $30 $33 Starting to get expensive, but still worth considering? $55 $52 $57 So expensive that you would not consider it? $93 $88 $98 A Further Look At Costs Inhibitors to More Play

Going Beyond the Crutches:

Going Beyond the Crutches Crutch #1 Crutch #2 They Say They Mean Issues “Golf is too expensive” “I’m not getting value out of my experience” “I spend on lessons & equipment but I don’t get better” “My on-course experience doesn’t justify the time investment” “I don’t have enough time to play golf” Customer service; Pace of play; Conditions Too crowded; bad service; lack of improvement Inhibitors to More Play

Going Beyond the Typical Crutches:

Going Beyond the Typical Crutches Why Not More Golf..? There are No Guarantees in Golf #1 of 27 Attitudinal Statements Inhibitors to More Play

Drivers of Increased Play: Concepts:

Drivers of Increased Play: Concepts

Success Breeds Interest and Increased Play:

Success Breeds Interest and Increased Play 53% of Golf’s Best Customers agreed with the statement: “ I would play more golf than I’m currently playing, if I got better at it!” Why are you playing MORE Golf in last two years? Why do you expect to be playing MORE Golf in the next 3 years? Total Best Customers #2 – My game has improved 50% Total Best Customers #1 – My game has improved 46% Drivers of Increased Play: Concepts

Access To Playing Partners Can Also Increase Play:

Access To Playing Partners Can Also Increase Play Why are you playing more often than you did in the past two years? Total Best Customers #3 – I have more golf partners to play with 41% #4 – My family is more involved with golf 19% Drivers of Increased Play: Concepts

…Enhanced Service Would Also Improve the Golf Experience:

…Enhanced Service Would Also Improve the Golf Experience Q. What would enhance your overall golf experience? Total Mean Scores (1-7 Scale) Best Customers Improved pace of play 5.98 Courteous and upbeat staff 5.92 Marshals who do their job 5.14 Drivers of Increased Play: Concepts

Growing the Game is More about Adding New Golfers:

Growing the Game is More about Adding New Golfers Q. What do you think is more important to insure golf’s future? Those favoring new golfers spoke to: Junior golf programs Continuous focus on minorities and women Drivers of Increased Play: Concepts Total Best Customers 74% 26% Bringing In New Golfers Getting Existing Golfers To Play More

Growing the Game is More about Adding New Golfers:

Growing the Game is More about Adding New Golfers Q. What do you think is more important to insure golf’s future? Drivers of Increased Play: Concepts Total Best Customers However, a significant number of respondents took on a more protectionist approach 74% 26% Bringing In New Golfers Getting Existing Golfers To Play More

Drivers of Increased Play: Tactics:

Drivers of Increased Play: Tactics

Q. How Effective Would The Following Be In Getting Golfers To Play More Frequently?:

Reduced Fees During Off-Peak Hours Discounted Golf Packages Less Expensive Golf Instruction Joining An Organized Golf League Family Golf Programs Top 5 Out of 9 Tested Mean Scores (1-7 Scale) Drivers of Increased Play: Tactics Q. How Effective Would The Following Be In Getting Golfers To Play More Frequently? Total Best Customers

Moving Golf Leagues to the 40% Mark:

Moving Golf Leagues to the 40% Mark Total Core Avid Current Participation Best Customers Golfers Golfers % % % Any Leagues (Net) 35 26 44 Golf leagues not through work 26 16 36 Golf leagues through work 12 11 13 Drivers of Increased Play: Tactics

Golf Leagues – A Huge Opportunity:

Golf Leagues – A Huge Opportunity Regionally test market new corporate golf leagues for workers Organize Sponsorship of National Golf League Championships – the Corporate Challenge Model Locally sponsored after school leagues in suburban middle class/affluent neighborhoods – like little league Local business golf leagues during off season like bowling, with banquets and trophies at the end of the season. Drivers of Increased Play: Tactics

Innovative Memberships Programs: The Health Club Model:

Innovative Memberships Programs: The Health Club Model Martin S - Los Angeles “Market golf like your local gym club.” Drivers of Increased Play: Tactics

The Health Club Model: What Would It Take?:

The Health Club Model: What Would It Take? Total Core Avid Extremely interested Best Customers Golfers Golfers Average Number of Rounds: 5.29 4.94 5.67 Median Number of Rounds: 5 5 5 Number of rounds you would prepay for in a month for unlimited golf Drivers of Increased Play: Tactics

Another Popular Option: Consumer Loyalty Programs with REAL, Attainable Rewards:

Another Popular Option: Consumer Loyalty Programs with REAL, Attainable Rewards Total Extremely interested Best Customers Rounds to play to get one free Average Number of Rounds: 4.14 Median Number of Rounds: 5 Discount you would require for next round Average Percentage Off: 30% Median Percentage Off: 25% Drivers of Increased Play: Tactics

Putting the Guarantee in Golf:

Putting the Guarantee in Golf Satisfaction guarantees on: Lessons On-Course experience Supervised practice, not just instruction: Practice where pros/better players take notice and give tips On the range and on the putting green Practice logs and formalized training programs Certificates of progress to measure against improving scores Golf practice/socials regularly scheduled Drivers of Increased Play: Tactics

Increasing the Value Quotient!:

Increasing the Value Quotient! New stronger emphasis on marshalling for pace of play – develop certification program Improve and market condition of golf course, rather than challenge or slope index Promote heightened respect of game by new focus on obeying rules, replacing divots, ball marks and appreciation of tradition. Tiered pricing for effective yield management Drivers of Increased Play: Tactics

What Do We Have To Do To Tip the Scales?:

What Do We Have To Do To Tip the Scales? Develop more opportunities to play Promote leagues at work and at the course Increase golf course exposure at ranges and in schools Get children playing younger More tailored promotions and frequency loyalty programs Drivers of Increased Play: Tactics

Promoting the Golf Family:

Promoting the Golf Family Q. What other family members play golf? Spouse or Significant Other Child/Children Drivers of Increased Play: Tactics

The Future – Golf in the Year 2150:

The Future – Golf in the Year 2150

Optimism in General – But Lots of Caveats Too!:

Optimism in General – But Lots of Caveats Too! Best Mean Scores (1-7 scale) Customers 1. Golf will be bigger than ever as media and grass roots programs are successful in bringing new players in 4.84 2. Courses will become more challenging with tighter fairways, tougher greens and bigger carries to ward off the “power game effect” of technology 4.77 3. A greater percentage of the population will be playing golf 4.65 4. Golf will become more expensive due to the increasing cost of real estate 4.61 The Future: Golf in the Year 2150

Implications:

Implications

The Attrition Battle: Tipping The Scale of Critical Success Factors:

The Attrition Battle: Tipping The Scale of Critical Success Factors Play More If Benefits > Detractors Play Less If Detractors > Benefits Implications

The Headlines:

The Headlines Optimal price point for Daily Fee greens fees is $40 - $50 Leisure is more important than competition Course conditioning is more important than challenge Time issue is more about priorities and family; more rounds will eliminate the guilt factor There’s a group out there who is resisting Youth – if you get them when they’re under 12, they might leave…but they’ll come back later Implications

So, What Will the Game Look Like?:

So, What Will the Game Look Like? There are more affordable public facilities – $50 and less There are lots of leagues – for families, at work and through other social organizations More “well-conditioned” courses – less emphasis on penal design More school programs More monitored practice sessions More recognition & rewards for Best Customers Implications

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