TaylorMade Golf Current Marketing Strategy


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A presentation showing a contrast between what is currently being marketed and what the possibilities are with the technology of Web 2.0 and someone willing to do it.

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  • Starting point is 72% today's consumers do not trust advertisers. Their attention span is limited to 2-5 seconds. The very same consumers will pay attention to those news, information that MATTERS to THEM and they believe in. At the same time, today, your brand is what consumers find on the Internet.

    Not so long time ago I wrote about in my blog about golf equipment brands and courses in social media. In this post I wrote about TaylorMade's social media activities. In this field Acushnet's Titleist is the best player.

    - http://golfbusinessmonitor.typepad.com/golf_industry/2009/09/golf-equipment-industry-in-social-media-part-3-.html;

    - http://golfbusinessmonitor.typepad.com/golf_industry/2009/08/golf-equipment-industry-in-social-media-part-2.html;

    - http://golfbusinessmonitor.typepad.com/golf_industry/2009/08/golf-equipment-industry-in-social-media.html.
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TaylorMade Golf Current Marketing Strategy

  1. 1. TaylorMade Golf Web 1.0 Marketing Vs Web 2.0 Marketing By: Nathan McIntyre http://nathanjmcintyre.wordpress.com
  2. 2. Here is What I got… <ul><li>An email with this picture </li></ul><ul><li>A link to an article from a TM web page </li></ul><ul><li>Not much more </li></ul>
  3. 3. Here Is What Happened… <ul><li>Felt impartial about the email </li></ul><ul><li>Would have deleted it </li></ul><ul><li>Almost didn’t click on the link </li></ul>
  4. 4. But Then…..I had an idea What if…..
  5. 5. You Tried Something Different To Get The Same Point Across?
  6. 6. Announces the results via Tinyurl.com or where there is a product demo Shows a Clip of Golfer using the Club to win!! A scientist blogs about why this club is superior to all others Friends are posting the links to their account to share You develop a fan page to keep fans in touch with news and developments Post multiple pictures for fans to post as their background picture at work Post news about company and products happenings to share Start a Viral marketing campaign
  7. 7. Here is what I experience now… <ul><li>A deeper connection with TaylorMade Golf </li></ul><ul><li>Ability to be heard </li></ul><ul><li>I can express my opinion good or bad </li></ul><ul><li>Influence of others in MY network </li></ul><ul><li>TaylorMade has now satisfied all of my senses to stimulate a purchase. </li></ul><ul><li>I can now… </li></ul><ul><ul><li>See it (video, pictures) </li></ul></ul><ul><ul><li>Hear about it (from others) </li></ul></ul><ul><ul><li>Emotionally connect to the product </li></ul></ul>
  8. 8. Why Participate? <ul><li>Connect with your consumer base in a way the competition isn’t right now </li></ul><ul><ul><li>1st mover advantage </li></ul></ul><ul><ul><li>Grow your segment of the category </li></ul></ul><ul><li>It is less expensive then traditional marketing </li></ul><ul><ul><li>Higher ROI </li></ul></ul><ul><ul><li>Cost per impression </li></ul></ul><ul><li>Greater customer satsifaction </li></ul>
  9. 9. Even More? <ul><li>Announce where you will be </li></ul><ul><ul><li>Promote your athletes </li></ul></ul><ul><ul><li>Connect at a local level </li></ul></ul><ul><li>Improve sales through promotions for followers </li></ul><ul><li>Allow actual users to post their pictures to your pages </li></ul><ul><li>Hold unique contests like best hole in one using the club, etc. </li></ul><ul><li>FAQ - quick response </li></ul>