MEDIAWatch
PGAMagazine’s summary of how the media is covering golf and other news you can use
■ Social media site T witter is becoming a simple,
cost-effective way to get the word out about new
products – and the golf business is paying attention.
Ian Poulter recently switched to the new Cobra ZL driver – and
the world found out via Poulter’s Twitter account. Stewart
Cink has also talked about new Nike products he’s tested in his
Tweets. What does that have to do with you? First, be aware
that your most avid equipment customers now have a new
place to hear about what products are in the pipeline. Second,
consider using Twitter, Facebook or even blast e-mails to your
customers as a way to announce new products in your shop or
in your bag. It’s an easy way to build buzz on a budget.
link: http://twitter.com/Ianjamespoulter/status/5252678278
•••
■ The struggle to attract
and maintain members at
private golf facilities across
the country was recently
examined in a
Business-Week story. As with many
businesses, the story points
out how private clubs find
themselves struggling with
the current economy in addition to market forces that
stretch back several years.
Business Week’s Dean Foust
cites the tax reforms of the
early 1990s, which reduced
the ability of individuals and corporations to write off member
dues as business expenses, as a key element in today’s difficult
market for members. Since those reforms, private club membership has dropped from approximately three million to 2. 1
million in the U.S. Give the story a read to see the other factors
at play, as well as some rays of hope from private clubs that are
seeing a rise in membership thanks to new junior golf and instruction programs.
link:
http://www.businessweek.com/magazine/content/09_45/b4154066785328.htm
•••
■ One way private clubs
and golf facilities of all
kinds can maintain
business is through
outstanding customer
service. One of the best
examples of high-end
service is Ritz-Carlton, which
teaches its 38,000
employees many
proprietary methods for working
with customers.
Ritz-Carlton President Simon F. Cooper recently
sat for an in-depth interview with Forbes on the
subject of customer service. While not every piece
of the company’s luxury strategy applies to every
golf facility, many do. That includes the Ritz-Carlton tradition of holding a “lineup” meeting each
day. Based on daily meetings held in French restaurants, each Ritz-Carlton property holds 15-minute
lineup meetings to go over important daily topics and to highlight “wow story” customer service provided by staff members.
There are plenty of other examples of above-and-beyond customer service in the story, which is a must-read for anyone
looking to improve their consumer relations.
link:
http://www.forbes.com/2009/10/30/simon-cooper-ritz-leadership-ceonetwork-hotels.html
•••
■ Golf facilities are always
abuzz with daily deadlines,
from maintaining the turf
to stocking the golf shop.
With a new year right
around the corner, now is
the time to think about big-ger-picture projects that
need proper planning and
management. Management Web site BNET
recently ran a piece titled
“Lessons From the World’s
Best Project Managers,”
and it has some outstanding tips for avoiding traps that keep big projects from getting
done. Among the takeaways: Don’t let perfection get in the way
of completion, keep your customer in mind when planning
projects, discuss projects across the different departments that
will work on them, and avoid adding unnecessary elements
that make projects overly complex. Give these best practices a
read as you’re thinking big for 2010.
link:
http://www.bnet.com/2403-13056_23-357104.html?tag=leftCol;post-2321
•••
PGAMagazine readers:If you come across articles, books, Web sites orother media coverage
thatyouthink PGAProfessionalsshouldknowabout, letusknow! Becomea Media Watch
tipster bye-mailing us atMW@pgamagazine.com,includinginformation about where and
when the itemappeared and where itcan be viewed.
The MW
Scorecard
8
Number of
appearances 2009
PGA Teacher of the
Year Mike Bender has
made on Golf Channel
instruction shows.
Source: Golf Channel
