Nancy BerkleyNancy Berkley
President, Berkley ConsultingPresident, Berkley Consulting
Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”
•Many different segment approaches used•Many different segment approaches used
•Most frequent segment: WORK STATUS•Most frequent segment: WORK STATUS
–And professional/working women selectedfor different reasons:–And professional/working women selectedfor different reasons:
•More $ to spend•More $ to spend
•More motivation•More motivation
•Working mothers encourage familyand juniors•Working mothers encourage familyand juniors
Q1: Segments that offer the most opportunity and why?Q1: Segments that offer the most opportunity and why?
Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”
•Another attractive segment: AGE•Another attractive segment: AGE
–40-50 year olds: $ and business reasons–40-50 year olds: $ and business reasons
–50+ Retired: $ and time (zoomers)–50+ Retired: $ and time (zoomers)
–30-40 year olds: non-working mothers (with kids)–30-40 year olds: non-working mothers (with kids)
–Girls!!!–Girls!!!
•Other segments approaches:•Other segments approaches:
–Friends, New golfers, College women, DINKS–Friends, New golfers, College women, DINKS
Q1:Segments that offer the most opportunity and why?(continued)Q1:Segments that offer the most opportunity and why?(continued)
Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”
•Most frequent responses – More friendly instructor•Most frequent responses – More friendly instructor
–More female instructors and more education formale golf instructors about women golfers–More female instructors and more education formale golf instructors about women golfers
–More sharing of best practices (helpful websites)–More sharing of best practices (helpful websites)
•Also mentioned: A more welcome environment•Also mentioned: A more welcome environment
–More social, less about rules–More social, less about rules
–Make it “fun”–Make it “fun”
–“On the way” amenities–“On the way” amenities
–“Golf 101” – not always at the course–“Golf 101” – not always at the course
Q2:Industry-wide strategies on tactics for reachingsegmentsQ2:Industry-wide strategies on tactics for reachingsegments
Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”
•More women-friendly courses•More women-friendly courses
–Modify course set up–Modify course set up
–3- to 6-hole loops–3- to 6-hole loops
–Bunny-golf slopes on converted practice areas–Bunny-golf slopes on converted practice areas
•Promote golf as a fitness and wellness activity•Promote golf as a fitness and wellness activity
•Recognize changing styles of attire•Recognize changing styles of attire
•“Link Up To Moms” Program•“Link Up To Moms” Program
Q2: Industry-wide strategies on tactics for reaching segments (continued)Q2: Industry-wide strategies on tactics for reaching segments (continued)
Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”
1.Deliver a better message and do it better1.Deliver a better message and do it better
•Cause-related media campaign(e.g., Women in Golf Day)•Cause-related media campaign(e.g., Women in Golf Day)
•Macro media campaign – market the“experience” and in non-golf media(e.g., Women Golf Month)•Macro media campaign – market the“experience” and in non-golf media(e.g., Women Golf Month)
•More PSA’s promoting women’s golf•More PSA’s promoting women’s golf
Q3:Ways in which the industry and GOLF 20/20might coordinate efforts for greater success inattracting and retaining women golfersQ3:Ways in which the industry and GOLF 20/20might coordinate efforts for greater success inattracting and retaining women golfers
Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”
2.Undertake research projects2.Undertake research projects
•Build on EWGA and LU2G -promote and support•Build on EWGA and LU2G -promote and support
•Develop implementation andretention strategy and measure results•Develop implementation andretention strategy and measure results
•Gather hard facts on revenues andeconomics•Gather hard facts on revenues andeconomics
Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”
3.Use existing GOLF 20/20 platform forsharing best practices3.Use existing GOLF 20/20 platform forsharing best practices
4.Develop a turn-key manual that facilitiescould use for growing women’s golf andimproving customer service4.Develop a turn-key manual that facilitiescould use for growing women’s golf andimproving customer service
5.Study how to deliver daycare at courses5.Study how to deliver daycare at courses
Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”
6.Establish a recognition and awardssystem for facilities and programs that“get it”6.Establish a recognition and awardssystem for facilities and programs that“get it”
7.Establish relationships with otherorganizations such as AARP, AAA, andtrade groups to promote women’s golfto their members7.Establish relationships with otherorganizations such as AARP, AAA, andtrade groups to promote women’s golfto their members
Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity”
8.Encourage more retailers to get into thediscussion8.Encourage more retailers to get into thediscussion
9.Establish a women’s golf marketingexecutive position for helpful oversight9.Establish a women’s golf marketingexecutive position for helpful oversight
10.Invite more women to GOLF 20/20 toshare their knowledge and experience10.Invite more women to GOLF 20/20 toshare their knowledge and experience
Ty Votaw: “Acceptance, Inspiration, and Empowerment”