‘Target Markets’ Articles at Golf Product Review by Experienced Golf Balls

Golf: No Surprise, Tiger Woods Is Still Number One

According to the latest poll by Harris Interactive, Tiger Woods is still the Number one most liked athlete in the United States among adults 18 and up.

Bottom line, Tiger Woods is a performance brand. It’s what he does on not off the golf course that matters. It’s the same for all athletic brands. If you win, you will be liked.

Tiger might not win every tournament he is in, but in golf no one ever does so despite what non-golfers might be saying, Tiger really is excelling on the green. The point is consistency, and dogged improvement, which he’s displaying after a very tough year. People who know golf know that Tiger Woods is coming back impressively and much sooner than anyone expected.

The bigger point here is that what matters as a predictor of a sport brand’s ultimate success isn’t the inevitable media uproar it’s the ability of the performance brand to continue to win and to appeal to his customers and fans.

Golf Hospitality

For Tiger Woods, this means appealing to men between the ages of 18-44 who are sports enthusiasts; enjoy golf; and are more forgiving of male indiscretions even if they’re repugnant. It is this group that is the most important to Tiger and his marketing team. And he hasn’t lost them not by a long shot.

Many of the public relations people turn to the standard playbook when a crisis like Tiger’s erupts. They seem to think the old mea culpas to everyone must be given and that from some public relations disasters there is simply no recovery.

Tell that to Kobe Bryant a man not unfamiliar with scandal who has just moved up the polling ladder to share the Number 1 spot with Tiger. Sports brands that continue to win appeal to their Target Markets because of their winning and also because winning keeps them in the spotlight so that there other traits grace under pressure, general likeability get full visibility. By the way, the athletes in the poll who experienced the biggest drops were the ones doing the losing on their field of play.

Again, for Tiger and golf stars in general, winning means being consistent. The golf Target Market, its fans and customers, understands that non-consistency is a key factor in this arduous game and that most lose in this sport because they fail at being consistent. Golf is simply different from all other sports and this will continue to work in Tiger’s favor since his legendary consistency is definitely intact.

John Tantillo is a marketing and branding expert and president of the Marketing Department of America who markets his own services as The Marketing Doctor. He is a frequent contributor to the Fox Forum and the author of a new book “People Buy Brands, Not Companies.”

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Golf Hospitality

Prove that it’s a small world hooking up with a seasoned courier company

Article by Jamie Francis

When a business first launches, there is usually no telling how successful it might become. Unless the people behind it are blessed with amazing foresight, and can anticipate every possible hurdle which their enterprise might encounter, there are so many aspects which can trip them up. One of these is not having an appropriate distribution mechanism in place in order to be able to properly serve the target markets.

It might sound too obvious, but one of the factors which needs to be borne in mind by any business involved in sales and distribution is having the right transport available to ensure that its goods can be sent to the people who want them. In lots of cases, especially for small items, this is not a significant problem. But when a company is looking to make its mark on a market for large or heavy goods, extra help will be essential.

And that’s where the shipping companies and worldwide freight experts come in. Ever since the means were devised to transport heavy products over long distances, businesses have been keen to rise to the challenge of getting large consignments to customers regardless of the potential hurdles they face. One of the most significant challenges which faces a company whose products are not easily handled by human effort alone is how they will reach their customers in one piece.

Fortunately, modern freight transport has brought us the solutions to these problems, offering answers using land, sea and air to the perennial question – how are we going to get it there? In some cases, the cost of sending goods on a long air, sea or road journey, or the nature of the consignment being sent, means that it is a strict one-off occurrence. But just as when the delivery is routine, and undertaken several times a month or week, the same care needs to be taken. Because any international delivery company, no matter how specialised the services they offer, is only as good as its last successful drop.

A new business will naturally be keen to make an impact among its potential customers. But with the internet now offering people the chance to pass on details of their sub-standard experience of any aspect of dealings with a company, and others using these forums as a way of picking suppliers they can trust, there is little room for shortcomings in delivery services, when someone else will quite happily step in and take that business away, knowing that their offering is superior.

About the Author

While keeping an eye on shipping costs is vital to a business involved in international trade, using a company, such as UPS, which people can trust, will in turn convince customers that it takes its obligations to its customers seriously.