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Nancy Berkley

Nancy Berkley. President, Berkley Consulting. Summary of Roundtable Discussions Marketing to Women: “A Golden Opportunity”. Q1: Segments that offer the most opportunity and why?. Many different segment approaches used Most frequent segment: WORK STATUS

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Nancy Berkley

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  1. Nancy Berkley President, Berkley Consulting

  2. Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity” Q1: Segments that offer the most opportunity and why? • Many different segment approaches used • Most frequent segment: WORK STATUS • And professional/working women selectedfor different reasons: • More $ to spend • More motivation • Working mothers encourage familyand juniors

  3. Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity” • Another attractive segment: AGE • 40-50 year olds: $ and business reasons • 50+ Retired: $ and time (zoomers) • 30-40 year olds: non-working mothers (with kids) • Girls!!! • Other segments approaches: • Friends, New golfers, College women, DINKS Q1: Segments that offer the most opportunity and why? (continued)

  4. Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity” Q2: Industry-wide strategies on tactics for reaching segments • Most frequent responses – More friendly instructor • More female instructors and more education for male golf instructors about women golfers • More sharing of best practices (helpful websites) • Also mentioned: A more welcome environment • More social, less about rules • Make it “fun” • “On the way” amenities • “Golf 101” – not always at the course

  5. Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity” • More women-friendly courses • Modify course set up • 3- to 6-hole loops • Bunny-golf slopes on converted practice areas • Promote golf as a fitness and wellness activity • Recognize changing styles of attire • “Link Up To Moms” Program Q2: Industry-wide strategies on tactics for reaching segments (continued)

  6. Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity” • Deliver a better message and do it better • Cause-related media campaign (e.g., Women in Golf Day) • Macro media campaign – market the “experience” and in non-golf media (e.g., Women Golf Month) • More PSA’s promoting women’s golf Q3: Ways in which the industry and GOLF 20/20 might coordinate efforts for greater success in attracting and retaining women golfers

  7. Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity” • Undertake research projects • Build on EWGA and LU2G - promote and support • Develop implementation and retention strategy and measure results • Gather hard facts on revenues and economics

  8. Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity” • Use existing GOLF 20/20 platform for sharing best practices • Develop a turn-key manual that facilities could use for growing women’s golf and improving customer service • Study how to deliver daycare at courses

  9. Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity” • Establish a recognition and awards system for facilities and programs that “get it” • Establish relationships with other organizations such as AARP, AAA, and trade groups to promote women’s golf to their members

  10. Summary of Roundtable DiscussionsMarketing to Women: “A Golden Opportunity” • Encourage more retailers to get into the discussion • Establish a women’s golf marketing executive position for helpful oversight • Invite more women to GOLF 20/20 to share their knowledge and experience Ty Votaw: “Acceptance, Inspiration, and Empowerment”

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