Darren Horrell asked a fantastically simple question this morning on LinkedIn: “Why Aren’t You Golfing?”
Other than the obvious ones stated in replies to this question (time, $, weather), how about we consider that the golf industry isn’t giving enough reasons about the WHY people should be playing? PGA Professionals need to become better “story positioners” at their facilities and utilize all of their resources to inspire their players to get out and play.
The European PGA Tour did a fantastic campaign this year with Rory and others. I watched those on TV and on YouTube and got completly stoked to go play. Why? Because those commercials were fun, engaging and conveyed the image to me of why I play. The commercials inspired me. Way to go, Euro PGA…
It’s a hard game, no doubt. But, with the right messaging to golfers (think individual markets), PGA Members and golf professionals in general can certainly inspire their players/members with timely, relevant and valuable information about “WHY” they should play. If the golf professional is able to position the “story” well, players should respond. It could be the solutions they provide as custom fitting professionals and why hitting a soaring baby draw with a new custom fit driver is so much more enjoyable than hitting the cut slice with the old one, and 40 yards shorter. Or the awesome short game clinics they conduct with wedges that will help you hit higher, softer full, pitch and chip shots that spin more and end up closer to the hole. We’ll include a ball fitting in there, too. It could be the recommendations and testimonials they gather from their members and students in order to persuade the “lapsed” golfer to come out more.
So instead of taking the “easy” route of weather, time and $, the industry needs to focus on the “why” question to get players thinking more about their game. We in the industry should become better at positioning “stories” to gain more traction and inspire more play.