To be, or not to be

The lack of professionalism continues to plague the golf industry

If there is more like me that are labelled “rebellious”, I would like to meet them for a drink.

This is because after being in the golf business for the most part of my working life (16 years to be exact), I have not seen many changes. Unfortunately, there are still industry leaders making the same mistakes in marketing, advertising and promotions.

Yes, it is a bloody farce whether you like to admit it or not.

Many of us who are part of it, those who "allowed mistakes to fester", have a lot of soul-searching to do.

Our inaction, or foolishness in making people happy, in believing that they will give us profits in return have caused the whole industry to spiral downward.

Living in a comfort zone or just going with the flow? Perhaps.

Many “golf VIPs” use the word progression and development in their speeches, but let’s not even go there without causing blood to boil.

As someone who is first a journalist, and being a former advertising and marketing communications man second, I believe the following observations are apt.

Don’t get me wrong, I am not on a witch hunt nor do I think highly of myself. I am just very concerned for the future of golf in this country.

And, we need to answer some very pertinent questions fast.

Not meaning to sound negative, I believe the majority will have to start accepting constructive criticism to impact change and continue to be professional.

Do you agree that the industry is not much different in the past few years in terms of governance and development?

I have met and said many farewells to qualified officials, managers, marketing execs and coaches in Malaysia. The common words before they leave Malaysia, “I give up”.

So, what does that tell us?

If the industry was so lucrative with career ladders in place, why are highly-qualified people leaving the business?

Action or inaction by those holding important decision making portfolios have caused this complacency to seep in.

It gets worse when some think their small “money” buys them their rights.

Most of the time, it is all down to simple ignorance and a lack of education. And, let’s applaud the good old ‘shiok sendiri’ bureaucrats.

Yes, I know of many who get into the golf business just because they want, or think, that they can play golf every day.

Some even expect free green fees or golf shoes!

Thankfully, these are the minority.

Now, why do many claim that business is bad?

Excuse me brother, the economy can’t be bad almost every other year? Is it so hard to even plan an advertising and promotions campaign for your brand/s?

Maybe it is time for most to do some soul-searching, time to look in the mirror.

Let me tell you something which a lot of advertising and promotions experts know already - most of the top consumer brands in the world spend more on advertising when the economy is down.

It is called “building brand awareness”. I call it reminding people that your brand is very much alive!

Oh and by the way, one cannot expect magazine advertising rates to remain the same as they were from the year 2000.

If this goes on, I wonder how many of us will still be left standing?

If you are a brand owner or retailer, ask yourself this, “What happens if there were no more platforms for your products to be communicated?”

When a leading golf tabloid closed down nearly two years ago, its advertisers rang me and asked, “What happens to my three months ad insertion now?”

Now? Only now?

Did you suddenly realise how important that publication was as a publicity platform?

Awareness is not a common virtue that we humans own until shit hits the fan. It comes only when we realise too late.

There are many companies that hire “marketing managers” that do not have the credentials or even the experience.

Most that I know in the past are “transferred” there after a long (or short!) stint in sales. Their companies call it a promotion.

Splendid.

But, lest we forget… marketing and sales are two very different animals.

So, how do you sell a brand when the marketing manager only knows one thing – asking for free publicity.

Why would a company place an unqualified and inexperienced person into a key role to strategize, communicate and position their brand/s or company?

Furthermore, why would free publicity generate more product eyeballs or equipment sales when the publication is not even on the newsstands?

What happened to the return-of-investment (ROI) jive that used to be an important factor in advertising investments?

Is it just me or is this the Malaysia that we choose to live in right now?

And, it just gets better…  

Public relations, or media relations in golf

I once had the privilege of a “PR” caller that did not even know which publication they were calling… “Hello, is this a golf publication?”

It was a Friday too.

What about the PR or marketing communications executive that requests for a PDF of a published news item…

Hello kawan, it is okay if your client has no advertising budget, we still carry your news without prejudice…

But we need to ask this, “is business so bad that you can’t even buy a copy of our magazine for you to invoice your client?”

Absolutely absurd.

Seriously, it is time to stop the rot. Stop blaming the government implementation of GST and the weak ringgit.

These bad habits, malpractices, or complacency have been festering for far too long.

Even during a good economy.

*The scribe of this article has met many procrastinators in an industry worth millions. He believes that Chef Gordon Ramsay was born to help them.