Jump to content
IGNORED

What on Earth Does That Mean? Golf Marketing


Recommended Posts

So, to make a long story short. I was thumbing through an fairly old Golf Digest Hot List Issue. My wife was half reading over my shoulder. At one point she asked me. "That's like the 5th club I've seen that has a bullet point for Increased Playability. What does that mean?" 

I really didn't know. But I did find that "Increased Playability" was used to describe more than a dozen clubs... maybe much more. Then my wife and I started discussing golf marketing. Here's a short list of terms taken directly from the Hot List Bullet Points. Do you know what all of these mean? They all kind of say something without really saying anything. 

  • Increased Playability
  • More Tour Inspired Shaping
  • Added More Controllability 
  • Confidence Building Sound
  • More Pleasing Color Pallette
  • A Feel More Like What Better Players Want
  • Improved Visuals At Address
  • Optimized Center Of Gravity
  • More Precise Head Weighting
  • Improved Architecture
  • Fine Tuned Launch And Trajectory
  • Easy To Swing Profile

There were a dozen more I could have put in there. As best I could tell in this particular Hot List "Improved Feel" was used the most often. "Increased Playability" was used slightly only slightly less often than "Faster" and "Increased MOI". But with Faster and Increased MOI, I at least know what that means. ... well, kind of. 

I love Golf Marketing! 

  • Thanks 1
Link to post
Share on other sites
Awards, Achievements, and Accolades

10 minutes ago, ChetlovesMer said:

So, to make a long story short. I was thumbing through an fairly old Golf Digest Hot List Issue. My wife was half reading over my shoulder. At one point she asked me. "That's like the 5th club I've seen that has a bullet point for Increased Playability. What does that mean?" 

I really didn't know. But I did find that "Increased Playability" was used to describe more than a dozen clubs... maybe much more. Then my wife and I started discussing golf marketing. Here's a short list of terms taken directly from the Hot List Bullet Points. Do you know what all of these mean? They all kind of say something without really saying anything. 

  • Increased Playability
  • More Tour Inspired Shaping
  • Added More Controllability 
  • Confidence Building Sound
  • More Pleasing Color Pallette
  • A Feel More Like What Better Players Want
  • Improved Visuals At Address
  • Optimized Center Of Gravity
  • More Precise Head Weighting
  • Improved Architecture
  • Fine Tuned Launch And Trajectory
  • Easy To Swing Profile

There were a dozen more I could have put in there. As best I could tell in this particular Hot List "Improved Feel" was used the most often. "Increased Playability" was used slightly only slightly less often than "Faster" and "Increased MOI". But with Faster and Increased MOI, I at least know what that means. ... well, kind of. 

I love Golf Marketing! 

‘A little nonsense now and then, cherished by the wisest men.’

Link to post
Share on other sites
Awards, Achievements, and Accolades

Just about all those silly little phrases beat the heck out of "it's basically the same piece of trash we sold last year".

 

  • Funny 1
Link to post
Share on other sites
Awards, Achievements, and Accolades

22 minutes ago, mcanadiens said:

Just about all those silly little phrases beat the heck out of "it's basically the same piece of trash we sold last year".

 

I might argue that they aren't trash. And THAT'S THE PROBLEM. It's really hard to make any improvements now. If you really did something to make the game easier it would likely be against the rules. 

Link to post
Share on other sites
Awards, Achievements, and Accolades

  • Moderator
1 hour ago, ChetlovesMer said:

So, to make a long story short. I was thumbing through an fairly old Golf Digest Hot List Issue. My wife was half reading over my shoulder. At one point she asked me. "That's like the 5th club I've seen that has a bullet point for Increased Playability. What does that mean?" 

I really didn't know. But I did find that "Increased Playability" was used to describe more than a dozen clubs... maybe much more. Then my wife and I started discussing golf marketing. Here's a short list of terms taken directly from the Hot List Bullet Points. Do you know what all of these mean? They all kind of say something without really saying anything. 

  • Increased Playability
  • More Tour Inspired Shaping
  • Added More Controllability 
  • Confidence Building Sound
  • More Pleasing Color Pallette
  • A Feel More Like What Better Players Want
  • Improved Visuals At Address
  • Optimized Center Of Gravity
  • More Precise Head Weighting
  • Improved Architecture
  • Fine Tuned Launch And Trajectory
  • Easy To Swing Profile

There were a dozen more I could have put in there. As best I could tell in this particular Hot List "Improved Feel" was used the most often. "Increased Playability" was used slightly only slightly less often than "Faster" and "Increased MOI". But with Faster and Increased MOI, I at least know what that means. ... well, kind of. 

I love Golf Marketing! 

Claims are something that all companies strive to be able to use. They can be very powerful for sales and even become a tag line. But there are legal implications if you are too specific. You have to prove it with data that can be defensible in court. So instead, many companies just make vague claims that either don’t mean anything and sound good or are just blatantly obvious. Something like, “with our driver, the harder you swing, the farther the ball goes.”

The best one that comes to mind is Listerine, “Kills germs that cause bad breath.” Procter & Gamble sued Listerine over this claim back in the 70s IIRC. A judge gave them a year to prove it. It backfired on P&G because Listerine showed that it did kill germs that cause bad breath along with about twenty more things they didn’t know but could now claim too.

All of the above phrases sound good, but don’t really claim anything. Marketing departments spend lots of time with wording and then their legal departments review it.

  • Like 2
  • Upvote 1
Link to post
Share on other sites
Awards, Achievements, and Accolades

  • Moderator

All marketing has uses fluff words and phrases. Advertising copy isn’t necessarily meant to describe anything concrete; if anything, most of it is written specifically to elicit emotional responses.

  • Upvote 1
Link to post
Share on other sites
Awards, Achievements, and Accolades

52 minutes ago, boogielicious said:

Claims are something that all companies strive to be able to use. They can be very powerful for sales and even become a tag line. But there are legal implications if you are too specific. You have to prove it with data that can be defensible in court. So instead, many companies just make vague claims that either don’t mean anything and sound good or are just blatantly obvious. Something like, “with our driver, the harder you swing, the farther the ball goes.”

The best one that comes to mind is Listerine, “Kills germs that cause bad breath.” Procter & Gamble sued Listerine over this claim back in the 70s IIRC. A judge gave them a year to prove it. It backfired on P&G because Listerine showed that it did kill germs that cause bad breath along with about twenty more things they didn’t know but could now claim too.

All of the above phrases sound good, but don’t really claim anything. Marketing departments spend lots of time with wording and then their legal departments review it.

That was a very well thought out and intelligently formulated response. 

Of course, I know that marketing departments have to kneel to the legal departments. I remember a similar case study about the use of the word "whitening" in toothpaste ads or on the packaging. Incidentally, P&G was smack in the middle of that one, but this time came out on top. 

I can still giggle at them though. "Oh man, I have to run out to Golf Galaxy and get the new Taylormade irons!"  .... "Haven't you heard? They have improved playability!" ... "I've been saying for years that I wish somebody would improve the playability of my irons!" 

14 minutes ago, saevel25 said:

When I hear increased playability my mind goes to work ability. The club lets you shape the ball more than others. 

Interestingly enough, "Improved Workability" was often used quite a lot in the article. I kind of feel like I know what that means though. When I see "Improved Workability" I hear "Less Forgiving". 

  • Thanks 1
Link to post
Share on other sites
Awards, Achievements, and Accolades

4 hours ago, billchao said:

most of it is written specifically to elicit emotional responses.

I think these ads work well enough on folks that are already thinking of a purchase.

So, once every few years, we get to marry a new set clubs and enjoy the ensuing honeymoon. If this is your lucky year, you are already emotionally primed. The marketing message of 'this bride or groom is better than ever' only enhances the 'emotional state'. (I think when in full on new club purchase mode its almost a medical condition for me..😄). Add a few hot phrases like 'infinity face' or 'jail break' and it's game over. Not waiting for the ink to dry on the pre-nup.

So yeah, for the right target the 'its better than last year/ever' works/has been obviously working, regardless of it being the same recycled message over and over again. 

Edited by GolfLug
Link to post
Share on other sites
Awards, Achievements, and Accolades

9 hours ago, ChetlovesMer said:

So, to make a long story short. I was thumbing through an fairly old Golf Digest Hot List Issue. My wife was half reading over my shoulder. At one point she asked me. "That's like the 5th club I've seen that has a bullet point for Increased Playability. What does that mean?" 

I really didn't know. But I did find that "Increased Playability" was used to describe more than a dozen clubs... maybe much more. Then my wife and I started discussing golf marketing. Here's a short list of terms taken directly from the Hot List Bullet Points. Do you know what all of these mean? They all kind of say something without really saying anything. 

  • Increased Playability
  • More Tour Inspired Shaping
  • Added More Controllability 
  • Confidence Building Sound
  • More Pleasing Color Pallette
  • A Feel More Like What Better Players Want
  • Improved Visuals At Address
  • Optimized Center Of Gravity
  • More Precise Head Weighting
  • Improved Architecture
  • Fine Tuned Launch And Trajectory
  • Easy To Swing Profile

There were a dozen more I could have put in there. As best I could tell in this particular Hot List "Improved Feel" was used the most often. "Increased Playability" was used slightly only slightly less often than "Faster" and "Increased MOI". But with Faster and Increased MOI, I at least know what that means. ... well, kind of. 

I love Golf Marketing! 

I think those are inspired and highly descriptive phrases for my clubs - if my clubs were being swung by Tiger Woods. But, who's going to buy clubs that advertise "25 percent more topped shots" or "increased affinity for water hazards" or even "drive it into the next fairway"?

Link to post
Share on other sites

Guys...this might all be true...except when we’re talking about.....3E2EAA33-58BC-417C-A96F-8A8B3FB5B9E3.thumb.jpeg.bee45268893b6b7aae4b95745a4cc7e1.jpegTHE HAMMER!!!!!

  • Funny 1
  • Upvote 1
Link to post
Share on other sites
Awards, Achievements, and Accolades

7 hours ago, ChetlovesMer said:

That was a very well thought out and intelligently formulated response. 

Of course, I know that marketing departments have to kneel to the legal departments. I remember a similar case study about the use of the word "whitening" in toothpaste ads or on the packaging. Incidentally, P&G was smack in the middle of that one, but this time came out on top. 

I can still giggle at them though. "Oh man, I have to run out to Golf Galaxy and get the new Taylormade irons!"  .... "Haven't you heard? They have improved playability!" ... "I've been saying for years that I wish somebody would improve the playability of my irons!" 

Interestingly enough, "Improved Workability" was often used quite a lot in the article. I kind of feel like I know what that means though. When I see "Improved Workability" I hear "Less Forgiving". 

Your wish is the easiest one in the world to grant.  In fact I asked the Greatest Wish Granter I knew this very thing.  

I said "Dad I wish somebody would improve the playability of my irons"

Dad's response "Go practice".

Those were irons from the 1970's if you recall the only game forgiveness they carried was hitting it in the very center of the face.

So as my Dad granted me my wish 50 years ago, I now will now grant you your wish "Go Practice"

Today legitimate golf club manufactures can back up their marketing claims with science and hard data. 

Funny thing is, I can even back up their claims.  At 58 years old I can carry a Driver 264, that is supported by Trackman as well as on a golf course with GPS marking.  In 2019 my longest drive went 340 yards, that was only 1 drive and it was crazy.  Flat hole I will add not down hill.  Probably will never do it again and I wasn't even trying to crush it when I did.

At the peak of my physical shape roughly 36 years ago, mind you I did play some college football I didn't hit one drive 300 yards and probably averaged at BEST 250 yards with roll out.  

The difference is 100% gear, clubs are more playable, more forgiving, longer by a lot because I am not stronger and faster in my swing today then at 22.

Only issue, I scored significantly better with those old inferior technology clubs then today by a lot.  

And oh by the way, not trying to attack you.

Link to post
Share on other sites
Awards, Achievements, and Accolades

12 hours ago, djake said:

At the peak of my physical shape roughly 36 years ago, mind you I did play some college football I didn't hit one drive 300 yards and probably averaged at BEST 250 yards with roll out.  

I’m curious. I’m quite sure you weren’t using monitors 36 years ago so how can you be certain you weren’t hitting 300yd drives? I’m just saying sometimes our recollection may not be too accurate. We may feel or perceive that we’re hitting better than we did 36 years ago...but it’s possible we just don’t really know.

Link to post
Share on other sites
Awards, Achievements, and Accolades

13 hours ago, djake said:

Your wish is the easiest one in the world to grant.  In fact I asked the Greatest Wish Granter I knew this very thing.  

I said "Dad I wish somebody would improve the playability of my irons"

Dad's response "Go practice".

Those were irons from the 1970's if you recall the only game forgiveness they carried was hitting it in the very center of the face.

So as my Dad granted me my wish 50 years ago, I now will now grant you your wish "Go Practice"

Today legitimate golf club manufactures can back up their marketing claims with science and hard data. 

Funny thing is, I can even back up their claims.  At 58 years old I can carry a Driver 264, that is supported by Trackman as well as on a golf course with GPS marking.  In 2019 my longest drive went 340 yards, that was only 1 drive and it was crazy.  Flat hole I will add not down hill.  Probably will never do it again and I wasn't even trying to crush it when I did.

At the peak of my physical shape roughly 36 years ago, mind you I did play some college football I didn't hit one drive 300 yards and probably averaged at BEST 250 yards with roll out.  

The difference is 100% gear, clubs are more playable, more forgiving, longer by a lot because I am not stronger and faster in my swing today then at 22.

Only issue, I scored significantly better with those old inferior technology clubs then today by a lot.  

And oh by the way, not trying to attack you.

I'm not sure you picked up on the sarcasm in my post?

Sorry about that. Maybe I should have made it more clear that my post was in jest. 

Link to post
Share on other sites
Awards, Achievements, and Accolades

20 hours ago, Vinsk said:

Guys...this might all be true...except when we’re talking about.....3E2EAA33-58BC-417C-A96F-8A8B3FB5B9E3.thumb.jpeg.bee45268893b6b7aae4b95745a4cc7e1.jpegTHE HAMMER!!!!!

We all know that you are dying to try this club. Let us know how it goes.

  • Funny 1
Link to post
Share on other sites
Awards, Achievements, and Accolades

I love the "More Pleasing Color Pallette", More pleasing to who? (or is it "to whom?")  How do they know what colors I like or do not like.  How do they know if I am color blind or not?  

Edited by StuM
  • Like 1
  • Funny 1
Link to post
Share on other sites
Awards, Achievements, and Accolades

1 hour ago, Carl3 said:

We all know that you are dying to try this club. Let us know how it goes.

The HammerX stuff never gets old. 

If someone can come up with "The Club That Swings Itself", I'd be a buyer. 

Link to post
Share on other sites
Awards, Achievements, and Accolades

Join the conversation

You can post now and register later. If you have an account, sign in now to post with your account.
Note: Your post will require moderator approval before it will be visible.

Guest
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.



  • Want to join this community?

    We'd love to have you!

    Sign Up
  • Support TST Affiliates

    TourStriker PlaneMate
    Golfer's Journal
    Whoop
    SuperSpeed
    FlightScope Mevo
    Use the code "iacas" for 10% off Mevo and the code "iacasfeb21" for 10% off SuperSpeed.
  • Posts

    • Hi Cammy - I’m not an instructor, but just noticed a couple things. At the top, it looks like you may be pulling down a bit with the hands without the body weight shifting forward. And also standing up a bit just before impact with the ball. Just a thought. Others may have better advice than me. I’m learning too. Great job though, considering how long you have been playing. Keep it up! 
    • The main issue with golf is time.  When my job and other responsibilities allowed me to play at least once per week and practice in between, I could play consistently in the high 80s.  But as a weekend golfer it’s tough to maintain enough consistency to stay in the low 90s.  Adding age to the equation makes maintaining consistency even more difficult.  It’s still a fun game if you manage your expectations realistically.
    • I have to use single vision lenses only for golf. However, my distance vision lenses do not leave the ball blurry at address.  If your distance vision prescription leaves the ball blurry at address, you might need progressives or bifocals specifically for golf.  I can’t imagine that your reading prescription would leave you with a clear view at 6 feet.  But I’m no optometrist.
    • Get back in the game after the last few years of letting it languish. Re-establish a handicap index Get handicap back under 20 Accept the fact that I’m not in my 30s or 40s anymore
    • I’d say Gary’s son has learned from a life of privilege he can do no wrong, my ex wife had a daughter just like that who told Police she knew her rights and they couldn’t talk to her without her permission and she didn’t give it. Obviously arrested and charged with assault of her “mother” she was contrite until the court finished with her, laughable but sad... 
  • Today's Birthdays

    1. Bird Golf Academy
      Bird Golf Academy
      (41 years old)
    2. carpediem4300
      carpediem4300
      (33 years old)
    3. ChrisPietersen
      ChrisPietersen
      (25 years old)
    4. george harris
      george harris
      (72 years old)
    5. mrb3318
      mrb3318
      (51 years old)

×
×
  • Create New...

Important Information

Welcome to TST! Signing up is free, and you'll see fewer ads and can talk with fellow golf enthusiasts! By using TST, you agree to our Terms of Use, our Privacy Policy, and our Guidelines.

The popup will be closed in 10 seconds...