Nancy Berkley President, Berkley Consulting

Summary of Roundtable Discussions Marketing to Women: “A Golden Opportunity” Many different segment approaches usedMany different segment approaches used Most frequent segment: WORK STATUSMost frequent segment: WORK STATUS –And professional/working women selected for different reasons: More $ to spendMore $ to spend More motivationMore motivation Working mothers encourage family and juniorsWorking mothers encourage family and juniors Q1: Segments that offer the most opportunity and why?

Summary of Roundtable Discussions Marketing to Women: “A Golden Opportunity” Another attractive segment: AGEAnother attractive segment: AGE –40-50 year olds: $ and business reasons –50+ Retired: $ and time (zoomers) –30-40 year olds: non-working mothers (with kids) –Girls!!! Other segments approaches:Other segments approaches: –Friends, New golfers, College women, DINKS Q1:Segments that offer the most opportunity and why? (continued)

Summary of Roundtable Discussions Marketing to Women: “A Golden Opportunity” Most frequent responses – More friendly instructorMost frequent responses – More friendly instructor –More female instructors and more education for male golf instructors about women golfers –More sharing of best practices (helpful websites) Also mentioned: A more welcome environmentAlso mentioned: A more welcome environment –More social, less about rules –Make it “fun” –“On the way” amenities –“Golf 101” – not always at the course Q2:Industry-wide strategies on tactics for reaching segments

Summary of Roundtable Discussions Marketing to Women: “A Golden Opportunity” More women-friendly coursesMore women-friendly courses –Modify course set up –3- to 6-hole loops –Bunny-golf slopes on converted practice areas Promote golf as a fitness and wellness activityPromote golf as a fitness and wellness activity Recognize changing styles of attireRecognize changing styles of attire “Link Up To Moms” Program“Link Up To Moms” Program Q2: Industry-wide strategies on tactics for reaching segments (continued)

Summary of Roundtable Discussions Marketing to Women: “A Golden Opportunity” 1.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 golfMore PSA’s promoting women’s golf Q3:Ways in which the industry and GOLF 20/20 might coordinate efforts for greater success in attracting and retaining women golfers

Summary of Roundtable Discussions Marketing to Women: “A Golden Opportunity” 2.Undertake research projects Build on EWGA and LU2G - promote and supportBuild on EWGA and LU2G - promote and support Develop implementation and retention strategy and measure resultsDevelop implementation and retention strategy and measure results Gather hard facts on revenues and economicsGather hard facts on revenues and economics

Summary of Roundtable Discussions Marketing to Women: “A Golden Opportunity” 3.Use existing GOLF 20/20 platform for sharing best practices 4.Develop a turn-key manual that facilities could use for growing women’s golf and improving customer service 5.Study how to deliver daycare at courses

Summary of Roundtable Discussions Marketing to Women: “A Golden Opportunity” 6.Establish a recognition and awards system for facilities and programs that “get it” 7.Establish relationships with other organizations such as AARP, AAA, and trade groups to promote women’s golf to their members

Summary of Roundtable Discussions Marketing to Women: “A Golden Opportunity” 8.Encourage more retailers to get into the discussion 9.Establish a women’s golf marketing executive position for helpful oversight 10.Invite more women to GOLF 20/20 to share their knowledge and experience Ty Votaw: “Acceptance, Inspiration, and Empowerment”