“My members love the ‘Complete Equipment Solution’ promotion. I increased Iron sales 50% in July,” stated Craig Stickling, Golf Director, Ebotse Links, “and just as importantly it reenforces my unique proposition to golfers. I’m bringing equipment sales back to the greengrass where they belong.”
The ‘Complete Equipment Solution’ promotion is part of the RetailTribe ‘Equipment Sales’ Marketing Playbook. A group of over 150 UK PGA Professionals saw equipment sales increases of greater than 64% in 2012 vs. the same period in 2010. South African PGA Professionals running the playbook for the first time in 2012 experienced Irons sales increases of over 50% in July, compared to the same period in 2011. Some of the participating Professionals sold as many as 12 sets during the 4-week period.
“These are great results for PGA Professionals. We believe any golfer who buys from a PGA Professional at a green-grass location, has the opportunity to ‘buy a better result’, commented Alan Crossan, RetailTribe. “In one location you get unbiased expertise, coaching support, equipment and fitting skills, the ability to see the results, and a relationship with an expert who is there week after week to deal with any issues. Golfers benefit because they get a better result. The Club benefits because a golfer playing better golf, plays more golf. And the Equipment Manufacturer benefits because ‘their’ customer gets a better result from the equipment, creating greater brand loyalty.”
The RetailTribe ‘Equipment Sales’ Marketing Playbook subtly delivers the message to the golfer all year – “With your PGA Professional you are investing in a better result, better golf and more enjoyment”. The ‘Complete Equipment Solution’ promotion, run in partnership with the Manufacturer’s, offers the Golfer a free assessment and fitting, a free club check on delivery, a free 30-minute lesson with the new equipment, and a free aftercare service. That is a highly personalized service based on the PGA Professionals complete skill set. It clearly differentiates the PGA Professional against the mass and online retailer.
David Brown, PGA Professional, Kemnay Golf Club is convinced: “In the face of all the advertising the mass-market and online retailers put out, it is critical that we get our message out each and every week to our golfers. With our expertise we deliver them a better result. We are here every day to deal with any challenges. We are committed to their golf and their enjoyment.”
If you would like to talk to us about our ‘Equipment Sales’ Marketing Playbook, ‘The Complete Equipment Solution’ or ways to generate more golf and more engagement between golfers and the PGA Professional, click here to leave your contact details and we’ll give you a call.
Download PDF VersionThe PGA of the United Kingdom has signed an agreement with leading marketing group RetailTribe which is designed to raise the profile of its members in the wider golf industry.
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