Strategic Marketing

Background

There was little brand awareness for a large golf retailer and customers were drifting to the High Street, perceiving lower prices and more choice.

Objective:

To overcome misrepresentation of the group as small, individual shops, and convince customers they are best served by going to their local group outlet.

Actions:

• To create a strong corporate identity within each shop, with a structured TV advertising campaign. This made the group the first golf retailer to use TV to reach a mass audience, building both stature and awareness.
• To devise a series of tactical promotions for the shops, reinforcing the key messages of value and expertise.
• To develop a customer magazine, now mailed to up to 100,000 recipients three times a year, to reinforce the instore messages.

Results:

• Consumer awareness of the group grew from negligible to 25% in 12 months.
• Sales doubled over the past two years.
• 60% of pros experience increased demand for the products featured in the magazine, and 95% of customers say it adds value to their shopping experience.
• The group achieved this, whilst spending 1/5 of the amount other golf retailers spent on the specialist golf press. More TV advertising is planned.