Rob Smith President, Focalpoint, Inc.

Connecting the Game of Golf Connecting with the Game of Golf

Context This plan builds upon the work that comes before it – 20/20 interviews, last year’s round-tables, McKinsey study, pilot programs.This plan builds upon the work that comes before it – 20/20 interviews, last year’s round-tables, McKinsey study, pilot programs. As smarter marketers we can reverse the decline and grow again – perhaps 3-4%.As smarter marketers we can reverse the decline and grow again – perhaps 3-4%. But substantial growth will require a greater push in new markets – particularly women.But substantial growth will require a greater push in new markets – particularly women. A logical, integrated approach to growing the game involves: Player Development…Player Accommodation…Marketing Integration.A logical, integrated approach to growing the game involves: Player Development…Player Accommodation…Marketing Integration.

Three Essentials Player Development – Play Golf America – the critical elements of instruction, clinics and leagues.Player Development – Play Golf America – the critical elements of instruction, clinics and leagues. Player Accommodation – Golf Facilities – make golf inviting and relevant to new consumers with changing needs.Player Accommodation – Golf Facilities – make golf inviting and relevant to new consumers with changing needs. Marketing Integration – Golf 20/20 – industry focus and orchestration, new marketing strategies and tactics.Marketing Integration – Golf 20/20 – industry focus and orchestration, new marketing strategies and tactics.

Strategic Assumptions 1.The traditional core golf market of middle-aged white men is mature and unlikely to produce much more than incremental growth. We need to turn our best customers into missionaries and develop new markets.

Strategic Assumptions 2.Time-crunched American society has placed golf at a competitive disadvantage against the explosion of new flex-time, leisure and work alternatives. We must extend the brand of golf -- provide alternative formats.

Strategic Assumptions 3.Making golf less exclusive and more welcoming is essential to attracting and retaining the fastest growth segments of the market – women, kids and minorities. We must examine how we do things and work together to make golf more inviting to the uninitiated.

Strategy Deepen each target golfer’s connection to the game – from introduction to loyalty.

Step #1: Identify High Value Market Segments Step # 3: Target Tailored Messages and Offers Strategy Deepen each target golfer’s connection to the game. Step #2: Understand Customer Barriers Time Partner Welcome Cost Format Instruction

At Every Point Of Contact 1.Word of Mouth 2.Golf Professionals 3.Facility Employees 4.The Web/ 5.Golfer Databases 6.Events 7.Earned Media 8.Retailer Program 9.PSA’s

Retail In-store video – Web-links - Equipment Play Golf America PSAs Website Link Up 2 Golf Back in the Swing EWGA First Tee Golf in Schools Early birds Women’s time Playing the back 9 Player get a player Feeling included Cultivation - Database - Customer-focused - Research - Oversight Player DevelopmentPlayer Accommodation Golf Facilities Formats Yield Management Employee Training Play Golf America Introduction Instruction Play Golf 20/20 Strategy Communication Integration Marketing I ntegrated Approach

In Summary As smarter marketers we can reverse the decline and grow again.As smarter marketers we can reverse the decline and grow again. We must focus on both retention of current players and developing new markets – particularly among women.We must focus on both retention of current players and developing new markets – particularly among women. We must encourage best customers to play more and become missionaries.We must encourage best customers to play more and become missionaries. Three key elements: Player Development… Player Accommodation…Marketing Integration.Three key elements: Player Development… Player Accommodation…Marketing Integration.