Social Media's Impact on Merchandising and the Golf Industry


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The golf industry has faced one of the most challenging times in decades. Doing the same old thing just won't work in today's economy. What specific opportunities and advantages can social technologies provide to merchadising and the golf industry in general? This presentation takes you through the key elements and strategies.

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Social Media's Impact on Merchandising and the Golf Industry

  1. 1. THE TARGETED GROUP Social Media’s Impact on Merchandising and the Golf Industry Richard C. Brasser MOY Conference January 26th, 2010 ©2009 The Targeted Group
  2. 2. TO STAY IN TOUCH Richard Brasser Twitter: @socmedia365 Gvoice: 646.719.0619 Email: LinkedIn: 866-738-8768
  3. 3. What are we going to do today? • Crash course on why you should care about social media • How these tools can help your business • Strategies to make the most of this new world
  4. 4. Now for the fun part How much do you know about the social networking world?
  5. 5. What is Your Social Networking for Business I.Q.? 1. True or False? Social networking and blogs are more popular activities online than personal email. TRUE 2. What is the fastest growing demographic of Facebook users? Users age 55-65 3. What percentage of companies use or are planning to use LinkedIn as a tool in the hiring process this year? 95% 4. True or False? If Facebook were a country, it would be the fourth most populated in the world, ahead of even Brazil, Russia, Japan and TRUE Mexico. 5. True or False? 25% of search results for the world’s 20 largest brands are links to user-generated content. TRUE
  6. 6. What IS social networking? • Ask a few people in crowd
  7. 7. Let’s start with what it ISN’T
  8. 8. It isn’t about… Technology
  9. 9. It isn’t about… What you had for breakfast
  10. 10. It isn’t about… Wasting Time
  11. 11. It isn’t… Just for kids
  12. 12. Let’s define what it ISN’T
  13. 13. Social Media is NOT . . . • Email marketing • Text messaging • Your website • Brochures • Advertisements • Your new video . . . The same as digital marketing
  14. 14. So, what IS social networking?
  15. 15. Just for kids
  16. 16. Build a relationship The Human Connection
  17. 17. It is about… A global network
  18. 18. Dr. Randy Pausch
  19. 19. 9,996,224 Think about it
  20. 20. It is about… Instant information
  21. 21. Why should YOU care about it?
  22. 22. Unique Advantages of Social Media for Golf Clubs and Merchandisers
  23. 23. Tournaments Member Retention Participation in Events Sales in Pro shop Networking and Connections
  24. 24. Make More SALES
  25. 25. The most important first step is to… . . . BE A PART OF THE CONVERSATION
  26. 26. What in the world are these? These are your options
  27. 27. IT IS YOUR CHOICE Don’t let someone else take your business
  28. 28. This is an actual product People Resist Change!
  29. 29. Your enemy isn’t the big box retailers or the economy The danger is not embracing these new opportunities The enemy of great is good
  30. 30. How much would it help if you could double the amount of times your members and guests came into your shop?
  31. 31. Leveraging Social Media Implementing Your Strategy
  32. 32. Leveraging Social Networking • Integrate with your existing strategy • Measure sales and ROI • Assign resources and allocate time
  33. 33. P.O.S.T. Four Simple Steps to Design Your Strategy People Objectives Strategy Technology
  34. 34. Essential Strategic Steps 1. Identify your first social networking beachhead 2. Clearly define the key value that your company and employees provide 3. Understand your audience and identify where they engage in social networking 4. Expand your circle of influence 5. Activate an advanced social networking initiative
  35. 35. What if you had access to one communication command center? • One place to manage all of your digital marketing • One robust reporting engine • A suite of advanced tools • Ability to integrate freeware and custom technologies • Easy to manage and use
  36. 36. Twitter Contest Tweet this message by Friday and one of you will win a custom online community for your club “Great seminar on social media in the golf industry by @socmedia365 #pgashowsm” Come to the PGA Connectivity Lab for help and get a copy of my book for free
  37. 37. This was an honor and a pleasure to be with you today A special thank you to: Resources to get started
  38. 38. The Challenge: How can we help the world get to know who they are and what they do? •6 largest accounting firm •Amateur championship with 25,000 participants •Official Accounting firm for the PGA •Great Sponsored Players: Chris, Zach and Natalie
  39. 39. Make it personal
  40. 40. Connect People
  41. 41. Relive the excitement
  42. 42. Give them a way to interact
  43. 43. Give them a way to interact
  44. 44. The Results • 81% were more likely to take a call from a McGladrey representative •87% expressed a greater awareness of McGladrey and its services •2/3 were more likely to do business with McGladrey