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Topgolf Wins With Millennials While Golf Industry Continues To Reimagine Its Brand [Forbes]

nevets88

By nevets88,
in Golf Talk

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nevets88 Incredible Member

nevets88

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While some of the points sound a little too marketingspeak, I guess I need to experience a Top Golf to understand them better, I do agree with the first point on golf's exclusionary image. Written by independent think tank not hired by any of the major golf associations, so perhaps out of the box independent thinking? Or not?

http://www.forbes.com/sites/jefffromm/2015/04/28/topgolf-wins-with-millennials-while-golf-industry-continues-to-reimagine-its-brand/print/

Eight secrets to increase Millennial engagement:

1.Golf’s elitist status has its historic roots in being exclusionary

Golf is seen as elitist by Millennials because in the past that was too often the case. Despite positive efforts from the First Tee and others to introduce golf to new players, a new and more scalable platform must be considered because brand success will be difficult if 44 percent of millennial consumers think golf is elitist. Elitist brands can win with Millennials but not if the roots of their elitism are around being exclusionary.

I realize private clubs represent a minority of total courses in the US, there are still plenty of exclusionary clubs in most, if not all, of the top US cities today.

...

In my view this isn’t about a new and improved “introduction to golf” program since the First Tee already exists but rather a re-imagination about how Millennial social culture and traditional golf create new opportunities.

Over 6,000,000 millennials have a $100,000+ household income and in a fairly stable economy the demand for golf remains softer than it should be.

Steve

Kill slow play. Allow walking. Reduce ineffective golf instruction. Use environmentally friendly course maintenance.

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djfajt71 Dedicated Member

djfajt71

While some of the points sound a little too marketingspeak, I guess I need to experience a Top Golf to understand them better, I do agree with the first point on golf's exclusionary image. Written by independent think tank not hired by any of the major golf associations, so perhaps out of the box independent thinking? Or not?

http://www.forbes.com/sites/jefffromm/2015/04/28/topgolf-wins-with-millennials-while-golf-industry-continues-to-reimagine-its-brand/print/

They recently opened a TopGolf here in Tampa and I finally went a couple of weeks ago.  It is nearly impossible to get into, usually a 90 minute wait for a bay.  It's more of a party atmosphere, at least on the upper levels.  If you wanted actual practice, you need to be on the lower level.  It's pretty cool place to take the less golf-centric family members.  You can get your golf fix in and still spend time with the family that would normally never step onto a golf course or range.  They have a variety of different competitions that anyone can play and score in.  Overall, it's cool for a party or family gathering, but the lack of accessibility makes it hard to use for just practicing your game.

DJ

Follow me at Game Golf Profile: http://www.gamegolf.com/player/djfajt71 

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MrDC Dedicated Member

MrDC

I don't know if I really get the point of the article, but chances are golf has never really appealed to that age group, people at that age are all about the party, fist-pumping and video games, so yes Top Golf appeals to them, but real golf does not, end of story, nothing will change that.

But who cares? I guess people that are trying to get rich from the game, but not I, not golfers, we're content, let them go fist-pump I say, the game is doing just fine from this persons view.

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