PODCAST #24 - HOW TO UNDERPIN YOUR MARKETING WITH INSIGHTS - WITH CASSANDRA BAUSCH
Do you use insights to inform marketing decisions?
What do you consider when expanding into new markets?
How do you quantify markets?
Learn the answers to these questions (and more) in just 30 minutes from Cassandra Bausch.
Cassandra is the Director of Marketing at Club Champion.
Club Champion delivers tour-quality golf club fittings to high performing, and recreational golfers. Each store has more than 50,000 clubhead, shaft, and grip combinations for golfers to test. Because the company’s approach is agnostic – the fitters don’t favour one brand over another – players find the best combination of components.
After opening 100 new Club Champion brick and mortar stores in the last five years, the company is expanding internationally.
“When we do market analysis, we’re always trying to pick a segment that is underserved, or isn’t thought about in the grand scheme of club fitting.
Women make up about 35% of the golf industry in general, but if you look at club fittings they are maybe 10-15%.
So that’s an underserved market.
What we’re looking to do is learn how to speak to that segment.”
(Cassandra Bausch)
What prompted a trained physician like Adeel to start building golf simulator experiences inside trailers?
Learn about the journey so far including how Dryvebox recently took the decision to launch its franchise model; it has rapidly scaled from its first franchise to eleven across America.
Randi Zuckerberg was an early investor in Dryvebox. Dryvebox also has a wide range of collaborations with the likes of Lululemon, Cobra Puma, Michelob Ultra, Topgolf, Malbon, Topgolf, Barstool, LAGC, Lexus, and PGA Hope.
Adeel has other startup experience and understands the investor landscape; the pros and cons of partnership deals. Couple this with the experiences of Evan Roosevelt from Old Tom Ventures and you have a fascinating conversation packed full of helpful insights and advice.
Old Tom Ventures made the decision to invest in Dryvebox. Listen to find out why, and what you should consider if you are seeking investment for your business.
Here are some key highlights to listen out for:
1:08 mins. The similarities of marketing to bowling fans vs. golfers. How helpful is it for golf marketeers to be the target market?
7:27 mins. 100 new Club Champion brick and mortar stores have opened in the last five years. What’s the advantages and disadvantages of growing this fast?
9:37 mins. How did Club Champion quantify the market opportunity five years ago? Would they assess new growth opportunities using different insights and metrics now?
11:49 mins. Personalised club fitting has been available for a long time with club professionals. Why are more golfers getting fitted for clubs, and how is Club Champion capitalizing on this?
14:40 mins. What difference is Club Champion seeing with international markets? And how do you change your marketing tactics to succeed in these markets?
17:17 mins. When setting customer acquisition goals for a new market, does Club Champion use the same goal setting approach as in a new US state, or different?
18:39 mins. Gather’s Sue Shapcott conducted research for Club Champion that specifically looked at the club fitting experience for women and higher handicap golfers. How did Cassandra and the team use insights from this research to inform marketing decisions?
20:57 mins. How do you track brand perception and awareness?
24:25 mins. What is Cassandra’s framework for taking a brand like Club Champion forward in the future?
Enjoy!
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Jazzaddict's Intro by Cosimo Fogg (201) is licensed under a Creative Commons License.
The Gather Global Podcast aims to deliver genuine insight and offer you new perspectives on the golf industry.