No, no, no...
I don't have a crystal ball, and I don't need to peddle clickbait stories or sensationalize a story.
Running a golf business in Malaysia is only confined to the passionate few who dare face numbers that don't add up.
In 1999, a local publication and a very smart MGA official created a mathematical formula that put the total Malaysian golfing population at 190,000.
From what one of them told me, those figures were based on the Malaysian Golf Association's current National Handicapping System and the number of golf members that each golf club had on average.
That figure was a useful guide, and every accountant's nightmare should an investment study be done.
Would you go into the golf retail business if you looked at that figure? The golf business is more than niche and takes a lot of love and perseverance.
Firstly, who are the people that have gone into the golf business?
Most were former engineers who made a lot of money from the booming housing development and oil and gas sectors of the late 80's and early 90's.
Some, were friends of those from the handful of sports retail companies.
Many were businessmen who loved the game and thought they could play golf everyday if they joined the industry.
Nevertheless, many, and I mean many, good guys got burnt and have dropped off the radar.
Hope you guys are doing well.
But how do you grow your golf business in today's world so disrupted by digital media and technology?
For starters, the mistake made by many in the golf industry was not using the advertising & promotions budgets allocated to them by the brand owners.
How can one even project sales figures without having a brand communications strategy?
How are you going to reach your target audience to tell them about that new hot driver that helps a golfer hit farther and straighter? (That's the common selling tagline of equipment brands!)
It is not rocket science and it is not a holy gospel, and I am no Einstein, but here are some marketing do's that you may want to invest in:
1) Appoint an advertising or media agency
2) Engage a media professional or expert
3) Start a website
4) If you have a website, get an expert to promote or publicize it for you
5) Start looking into original product content
6) Tell a story (There are many writers looking for a job)
7) Communicate with the last surviving print media (Build a relationship)
8) Plan a nationwide roadshow (Even if that golf club has 100 members. Or less)
9) Create
10) Send greeting cards via Whatsapp (Don't oversell with discount offers!)
These 10 are but some points that may or may not work.
There're more ways of course.
The trick is to know what you want to sell, to whom and where.
All the best!
I don't have a crystal ball, and I don't need to peddle clickbait stories or sensationalize a story.
Running a golf business in Malaysia is only confined to the passionate few who dare face numbers that don't add up.
In 1999, a local publication and a very smart MGA official created a mathematical formula that put the total Malaysian golfing population at 190,000.
From what one of them told me, those figures were based on the Malaysian Golf Association's current National Handicapping System and the number of golf members that each golf club had on average.
That figure was a useful guide, and every accountant's nightmare should an investment study be done.
Would you go into the golf retail business if you looked at that figure? The golf business is more than niche and takes a lot of love and perseverance.
Firstly, who are the people that have gone into the golf business?
Most were former engineers who made a lot of money from the booming housing development and oil and gas sectors of the late 80's and early 90's.
Some, were friends of those from the handful of sports retail companies.
Many were businessmen who loved the game and thought they could play golf everyday if they joined the industry.
Nevertheless, many, and I mean many, good guys got burnt and have dropped off the radar.
Hope you guys are doing well.
But how do you grow your golf business in today's world so disrupted by digital media and technology?
For starters, the mistake made by many in the golf industry was not using the advertising & promotions budgets allocated to them by the brand owners.
How can one even project sales figures without having a brand communications strategy?
How are you going to reach your target audience to tell them about that new hot driver that helps a golfer hit farther and straighter? (That's the common selling tagline of equipment brands!)
It is not rocket science and it is not a holy gospel, and I am no Einstein, but here are some marketing do's that you may want to invest in:
1) Appoint an advertising or media agency
2) Engage a media professional or expert
3) Start a website
4) If you have a website, get an expert to promote or publicize it for you
5) Start looking into original product content
6) Tell a story (There are many writers looking for a job)
7) Communicate with the last surviving print media (Build a relationship)
8) Plan a nationwide roadshow (Even if that golf club has 100 members. Or less)
9) Create
10) Send greeting cards via Whatsapp (Don't oversell with discount offers!)
These 10 are but some points that may or may not work.
There're more ways of course.
The trick is to know what you want to sell, to whom and where.
All the best!
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