Back to the topic at hand ........
This is another reason for me not to never buy a TM product again -
"So every year the company comes out with a new must-have item—think the golf version of Apple. Even changing the color of the drivers from black to white drove sales. "I think we surprised the industry, we surprised golfers, we surprised ourselves," laughed King."
I am in the tech industry and as soon as I read that TM wants to be the Apple of golf I knew it was not the company for me.
Apple is all flash but is NOT about leading edge technology. All they do is acquire existing technology, dumb it down and repackage into a product for the average consumer.
I will give Apple credit for being an absolutely brilliant marketing company but technology ........ no way.
Steve Job was brilliant at finding and marketing technology that consumers did not know they wanted or even needed. It remains to be seen if Apple can continue without his vision.
Don't forget when Apple fired Job the following CEOs drove Apple to the verge of bankruptcy. Even Microsoft invested $150M to help them out (now Microsoft had other strategic reasons to make the investment) - "Back in 1997, Microsoft (MSFT) invested $150 million in Apple (AAPL) when its back was against the wall." Forbes - Peter Cohan.
The actual quote from regarding King the impact of Tiger Woods and the decline of golf -
"Golf has been on a 16-year continual decline since Tiger came into golf," King said. "Now, has he had an impact on people watching TV because he's maybe the greatest athlete of our generation? Absolutely. But are those people running out, taking golf vacations, buying a home on a golf course, buying a new driver? No, they're not. So Tiger, play well, get people watching TV, sell more spots, but it's not helping us."
So I guess the aging demographics has NOTHING to do with the decline of golf, the economy has NOTHING to do with the decline of golf, the fact there is an over supply of golf courses and golf residential development has NOTHING to do with the decline of golf, the fact the a large portion of new golf courses are aimed at the high end and maybe less people can afford to play there and that has NOTHING to do with the decline of golf ??????????
Maybe without TW golf would be like tennis and essentially be wiped out.
I used to be a racket sports fanatic. I played tennis, squash and racketball daily. I used to watch tennis on TV every weekend.
So what happened to tennis. Of the two sports it would be more logical for golf to have the bigger decline vs. tennis -
- for tennis most municipal courts are free vs. not so for golf (I don't know of a single municipal golf course where you can play for free)
- even memberships at private facilities are cheaper for tennis vs. golf course memberships (a high end tennis club with pool and fitness = $25K membership and $200 monthly dues vs. $85K membership and $400 monthly dues)
- a good tennis racquet will set you back $300 on average vs. $2,000 for a good set of golf clubs
- tennis can be played in a hour to 90 minutes vs. an average of 4.5 hours for golf
I am definitely not a marketing guy so please correct me if I am wrong but I always thought more exposure, whether in the press, TV or live, is always good for a company and/or sport.
But according to King exposure = reduced sales. Can a marketing expert please chime in here cause my technical brain does not compute this. This would seem to be the first instance whereby positive press (before the famous 9 iron) actually hurt sales. AMAZING. Isn't King contradicting himself because why does he sponsor golfers, have ads on TV and in magazines if exposure does not equate to increase sales ????????